導購衍生之電子商務經營模式之研究 —以馬來西亞為例

A study on E-commerce Business Model Derived from a Shopping Guidance Service — Empirical Insights from Malaysia

唐曉君(Siow-Chin Tong)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.00676

摘要

本研究藉由國立台灣大學商學研究所游張松教授所提出的價值創新循環理論(Value Creation Cycle, VCC)打造出屬於馬來西亞的時尚平台,並藉由台灣即有的資源以及經驗開拓馬來西亞的市場。
本研究主要是以三個國家為主軸,商品的來源是中國淘寶,以及藉由阿里媽媽旗下的淘寶聯盟系統進行導購; 台灣電子商務的資訊及經驗的協助,並且台灣團購商品會同時於馬來西亞上架;本研究主要研究的馬來西亞市場。
在資訊爆炸的時代,藉由導購的經營模式對消費者提供更精確的資訊,讓消費者可以以更低的成本以及更短的時間找到自己喜歡的商品,同時兼具時尚平台的概念。除此之外,為了讓消費者能夠既可以觀賞得到商品之外,也從導購的經營模式中衍生出代購經營模式,協助馬來西亞的消費者進行購買。與長期合作的淘寶賣家已經合作推出馬來西亞網路購物者最喜歡的團購，並且與台灣網站同時上架，藉由台灣以及馬來西亞的銷售量，對淘寶賣家提高議價能力。因中國寄送至馬來西亞的時間關係也衍生出了二手衣買賣平台，本研究為主要是以第三方的角色在此二手衣平台上上協助二手衣買賣雙方。
本研究將導購、代購、團購以及二手衣買賣結合在一起形成新的經營模式。

關鍵字

淘寶網 ； 導購 ； 代購 ； 團購 ； 電子商務 ； 價值創造循環VCC理論 ； 馬來西亞

並列摘要

This study helps setup a fashion platform exclusively for Malaysia market by referring to the Value Creation Cycle theory raised by professor Chang-Sung Yu from NTU Business school. We will explore Malaysia market by employing the resources and experiences from Taiwan.
We are focusing on three countries in this study. TaoBao is the source of the products and shipping guidance service will be provided by using the system under Ali Mama. This system is an alliance with TaoBao. E-commerce and experience will be the main help for this business model; Group purchase will be launched at the same timing for both Malaysia and Taiwan; Malaysia is the main market that we would like to study.
In the age of information explosion, shopping guidance service will help to provide consumers with more precise information of the products. Consumers will be able to locate the products at a lower cost and shorter time. Not only that, this shopping guidance service is also acting as a platform which provides the information of latest fashion or trend. Besides that, by providing shopping guidance service to consumers, they are able able to view and read the review from other buyers and from there we can provide the purchase-on-behalf service if they are interested in the products. This shopping guidance is a great help to Malaysia's consumers. We work with long term TaoBao partner to push out the group purchase and group purchase is the favorite among Malaysia's online buyers. This group purchase will be opened for Taiwan and Malaysia online buyers at the same timing. We have the bargaining power to negotiate for a better price by combining the sales volume from Taiwan and Malaysia. Due to the long transit lead time from China to Malaysia, we have provided another shopping option which is buy & sell for pre-loved clothing cater for those who thinks long lead time is a hurdle. In this case we merely act as a third party by providing a platform for the buyer and seller.
This study has created a new business operation model by combining shopping guidance service, purchase-on-behalf(buy-for-you), group purchase and buy&sell for pre-loved clothing.

並列關鍵字

TaoBao ； shopping guidance service ； purchase-on-behalf(buy-for-you) ； group purchase ； E-commerce ； Value creation cycle ； Malaysia

參考文獻

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