B2B電子交易市集採用要素之4C策略行銷分析

B2B電子交易市集為近年來電子商務的新興模式，透過網際網路的交易平台，提供一對多或多對多的交易與服務，以專注於某特定之垂直產業或者是共通需求之水平產業或仲介平台為主。回顧過去B2B電子交易市集的相關研究，大多探討B2B電子交易市集的服務品質，亦有學者探討影響B2B電子交易市集的交易成本，然而傳統B2B交易上所重視的品質、價格、交期與服務等供應商採用要素，在電子交易平台上又是如何被滿足呢？本研究以4C策略行銷分析架構作為主要的分析基礎，分別以「外顯單位效益成本」、「資訊搜尋成本」、「道德危機成本」與「專屬陷入成本」等四個構面，來分析B2B電子交易市集之採用要素，包括了產品、市場、價格與電子交易市集功能等構面，並探討個案公司在電子交易市集營運實務上的差異點，以作為未來發展B2B電子交易市集業者經營上的建議。本研究採取個案研究法，研究的對象分別屬於工業品垂直市場與水平市場的經營者。根據研究結果顯示：個案公司對於B2B電子交易市集採用要素的構面中，以「產品構面」與「電子交易市集功能構面」的重視程度最高，其次為「市場構面」的重視程度，而「價格構面」的重視程度相對較低。根據本研究發現， B2B電子交易市集經營應該積極招商與輔導供應商上線、利用數量折扣功能提高交易效率、結合傳統與創新溝通方式、工業品垂直市場與水平市場皆應重視客戶體驗，並積極打造產業生態系。

關鍵字

B2B ；電子交易市集；採用要素； 4C策略行銷

並列摘要

The B2B electronic marketplace is an emerging mode of e-commerce that provides one-to-many or many-to-many transactions and services through the Internet transaction platform to focus on a specific vertical industry or a horizontal industry with common needs or mainly intermediary platform. Reviewing the related researches of the B2B electronic marketplace in the past, most of them discussed the service quality of the B2B electronic marketplace, and some researchers discussed the transaction costs that affect the B2B electronic marketplace. However, the adoption factors of suppliers, such as quality, price, delivery and service, which are valued in traditional B2B transactions. How are those factors satisfied on the B2B electronic marketplace? In this study, the 4C strategic marketing analysis framework is used as the basic analysis , which is based on four dimensions: "cost of utility", " cost of information search", "cost of moral hazard" and "cost of asset specificity" to analyze the adoption factors of B2B electronic marketplace, including the dimensions of products, markets, prices and electronic marketplace functions, and discuss the differences between the case companies in the electronic marketplace operation practices to provide a business suggestions for the future development of B2B electronic marketplace operators. This study applies a case study method, and the research objects belong to the operators of the vertical market and the horizontal market of industrial products. According to the research results, the adoption factors of the B2B electronic marketplace for the case companies, "Product" and "electronic marketplace functions" have the highest priority, followed by "market ", and "price" has a relatively low degree of importance. According to the findings of this study, B2B electronic marketplace operations should actively attract investment and counsel suppliers to go online, use the quantity discount function to improve transaction efficiency, combine traditional and innovative communication methods, and vertical and horizontal markets for industrial products should pay attention to customer experience and try to create industry Ecosystem.