- 期刊
巨量資料分析應用於電子商務企業經營模式之研究
A Study of Big Data Analytics for E-Commerce Corporation Business Model
摘要
巨量資料(BIG DATA)分析在專營通路型之電子商務企業上，可利用巨量資料技術作深入的洞察與分析，處理過去不被重視、容易忽略的資料以達到顧客關係管理的改善與優化，及精準的商品與服務行銷規劃。透過次級資料分析法，蒐集並探討巨量資料分析、電子商務產業的發展趨勢與市場概況。以多重個案研究法，針對已導入巨量資料分析並發展出成功實例應用的兩大指標型B2C (Amazon)、C2C (eBay)通路型電子商務平台透過專家訪談法，進而歸納分析出兩大企業在巨量資料分析的應用上，與Hamel商業模式中四大不同構面的關連性，及其著重點的差異。並探討在導入巨量資料分析後，對該企業的影響與效益、競爭優勢及關鍵成功因素，以及經營模式的差異，導致巨量資料分析應用的限制。
並列摘要
Big Data Analytics can be applied to dig out more insights for e-commerce industry achieving customer relationship improvement and optimization and precision marketing of commodity and services. This research studies big data analytics and the development trends and market status of e-commerce corporations based on Secondary Data Analysis. This research also adopts the Multiple Case Research to focus on two representative e-commerce corporations with different business model B2C (Amazon) and C2C (eBay) which had already implemented the big data analytics technology, and study different application of big data and the correlation of different aspects in the Hamel's business model for two corporations. Finally, we discuss the influence and benefits as well as long-term competitive advantages and key success factors, and also indicate the limitation of application on big data based on different business model after introducing big data analytics in the two corporations.