零售業電子化程度評估及發展─以個人及家庭用品類別為例

The Study on e-Measurement for Retailing Industry:based on personal and home goods category

張永承(Yung-Chen Chang)

指導教授 ： 林耀欽 博士

元智大學/資訊學院/資訊管理學系/碩士(2004年)

摘要

近年來電子化企業成為研究的重要主題，如何來評估企業在電子化上的成效，為一值得注意的重點；在探討有關電子化的議題中發現，產業間電子化之方向與導入存在著不同的差異；而我國零售業近年來，由於消費者消費習慣改變，對產品需求多元化，因此這種消費趨勢將促使零售商在商品的管理上必須投入更多心力，除此之外，連鎖店快速成長且外商大舉入侵，企業為求生存必須更適應消費者需求為導向的市場型態，國內零售業廠商對於e化能力的掌握及應用因此顯得更為重要。
本次研究主要針對我國零售產業(個人及家庭用品類別)發展電子化程度評估指標，首先透過文獻探討發展電子化程度評估指標，藉由問卷發放，利用本研究之三大構面，價值創造、資訊科技與系統及流程改善來衡量我國零售產業--個人及家庭用品類別之電子化程度，並由問卷資料分析我國零售業廠商其整體電子化程度，並對上游供應商合作及下游顧客消費習慣掌握之相關因素做相關分析，得到其上游供應商方面影響因素為信任程度、影響能力、策略聯盟、電子資料交換，而下游顧客方面影響因素為客戶資料收集、客戶資料分析、行銷管道；除此之外，也使用集群分析，將受訪廠商分為高、中、低三個集群，分析其在不同電子化程度中廠商之屬性與未來發展方向。

關鍵字

零售業 ； 電子化程度評估 ； 電子化企業 ； 集群分析

並列摘要

In recent years, e-business has become a highlight in the research field, as the approach of e-business measurement merits much of the public attention. Among issues related to e-business, it is found that direction and implementation vary from industry to industry. In Taiwan, due to changes of customer habits and their demands for diversified products in recent years, the consumption trend drives retailers to devote more efforts into product management. Under these circumstances, businesses must better adapt themselves to a customer-oriented market in order to survive. As a result, it is crucial for retailers in Taiwan to evolve into e-businesse and to be equipped with knowledge and abilities to achieve such transformation.
This research focuses on developing an e-business measurement indicator for the personal and home goods sector in the retailing industry, beginning with literature discussion. Through questionnaires, the three dimensions of this research — value creation, information technology and system, process refinement — are used to evaluate the e-business credentials of the personal and home goods sector in the retailing industry in Taiwan. Questionnaires are also used to analyze the overall e-business credentials of retailers of Taiwan. The research also conducts analysis on factors which affect cooperation among up-stream suppliers and habits of down-stream customers. Based on the results, the determining factors in up-stream suppliers are degree of trust, power of influence, strategic alliances and electronic data exchange. The determining factors in down-stream customers, on the other hand, are collection of customer data, analysis of customer data and marketing channels. Furthermore, cluster analysis is applied to divide enterprises that have been involved in this research into three categories: high, medium and low, as to analyze attributes and future development directions of companies with different level of e-business.

並列關鍵字

Retail industry ； e-Measurement ； e-Business ； cluster analysis

參考文獻

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