- 學位論文
採用第三方電子市集之考量因素探討_以連鎖超級市場為例
A Study of the Factors to Adopt the eMarketplace Built by the Third Party – The Case of Chain-Supermarket
摘要
一般來說，電子市集若非屬中立第三方所建立，而是供應商或採購商所建立，常常會衍生出公正性，以及獨占或寡占的問題。在連鎖超級市場的供應鏈體系中，賣場必須與眾多的供應商買商品，而供應商也希望與多家的賣場交易，對供應商而言，若每一家賣場都各有一套電子市集平台，而供應商為了與每一家賣場做生意，則勢必要加入每一家的電子市集平台，供應商必須付出更多的交易成本、人力成本、與學習成本，而對賣場而言，建立一個電子市集平台所必須付出的成本也是相當龐大的，而且後續的營運與維護也需要很多的資源來配合，這樣似乎不符合經濟效益，由於建立一個電子市集所必須花費的成本不會差異太大，若是能夠由一個公正的第三方來建立與經營，買、賣雙方只需專注在他們所關心的市場經營的部分，應該是比較合乎成本效益的。 以往的研究，大都針對廣泛的電子市集經營模式作探討，較少針對特定類型的電子市集做更深入的研究，而目前國內大部分的電子市集經營者，由第三方主導的並不多見，但有鑑於某些類型的產業需要多買方、多賣方的電子市集，例如連鎖超市業態，所以本研究要找出連鎖超級市場採用第三方電子市集之考量因素，並瞭解其採用第三方電子市集時遇到哪些問題，希望提供第三方電子市集經營者經營改善之方向，同時也提供連鎖超級市場採用第三方電子市集有參考的方向。 本研究為探索性研究，利用個案研究的方式對個案公司作深度分析與發掘現象之間的關係。根據個案訪談的過程中，本研究歸納出研究發現與分析如下： 一.交易夥伴雙方在採用第三方電子市集所面臨的外部壓力是不同的 二.整備程度的財務資源需考量間接成本 三.資訊系統成熟度與資訊委外管理能力影響導入成效 四.認知效益是採用電子市集最重要的考量因素 五.第三方電子市集的支援程度是決定採用自建市集或第三方電子市集最重要的考量因素 六.預期效益與組織目標需作連結預先規劃
並列摘要
Generally speaking, if an eMarketplace isn’t built by a neutral third party, but by suppliers or vendors, it will bring up certain fairness, monopoly, or oligopoly issues. In the supply chain of supermarket chains, one marketplace needs to purchase products from various suppliers. Meanwhile, suppliers like to do business with many marketplaces as well. For suppliers, if each marketplace has its own eMarketplace platform, they have to build a presence on each platform to maximize sales, which means suppliers have to pay more in terms of transaction and manpower costs. Marketplaces also need to invest a tremendous amount of capital to build and maintain an eMarketplace platform. The extra costs of maintaining many parallel proprietary platforms don’t make economic sense. Since it doesn’t make any significant difference in terms of cost who builds and maintains the platform, it makes more sense to outsource it, allowing suppliers and vendors to concentrate on what they really concerned with – improving sales. The majority of past research shows more interest in investigating general business models of eMarketplaces, and in-depth studies focusing on specific eMarketplaces are not commonly seen. As matter of the fact, it’s also very rare to see some eMarketplaces run by third parties. Since certain industries, supermarket chains for example, require eMarketplace platforms that can meet the needs of multiple suppliers and multiple vendors, the objective of this research is to identify key factors for supermarket chains when choosing to adopt eMarketplaces built by third parties, to understand what kind of issues they are likely to confront, and to provide both third party platform owners and supermarket chains with guidelines for further development and improvement. This research is exploratory. The in-depth analysis and findings of relations between each phenomenon were based on case studies. The findings and analysis are as follows. 1.The external pressures for both suppliers and vendors are quite different. 2.Financially, indirect costs need to be taken into consideration 3.The maturity of information systems and the ability to manage outsourcing partners has a big influence on implementation results. 4.Utility perception is the most important factor in the decision for eMarketplace adoption. 5.The level of support offered by third party eMarketplace developers is the most important factor in the decision of whether suppliers or vendors build eMarketplace platforms on their own. 6.Performance expectations and organization goals should be planned and correlated beforehand.