代購經營模式與成長策略之探討:以SC美國代購為例

Research on Business Model and Growth Strategy of Purchasing Agent: The Case of Firm SC

林郁婷(Yu-Ting Lin)

指導教授 ： 李傳楷

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2020年)

摘要

隨著網路時代的進步，行動裝置普及化，改變人們的購物行為，消費者從過去的走進實體店面挑選商品，到現今高度依賴網路購物。為了因應這股趨勢，電子商務業者爭鋒投入戰場，要如何在這股競爭中脫穎而出是各業者努力的議題。

本研究專注於網路代購業者，分析代購業者要如何價值創新、找出差異化及穩定成長的關鍵因素。本論文採用個案研究，並透過訪談業界先趨的方式蒐集初級資料。本研究的理論視角則從行銷4.0、Kim和Mauborgne（2004）的藍海策略出發，以消除、減少、提昇、創造，四項行動架構創造嶄新的價值曲線，最後探討全新的商業模式，幫助代購業者在競爭激烈的紅海中航向藍海。

關鍵字

電子商務 ； 社群 ； 網路代購 ； 藍海策略 ； 商業模式

並列摘要

With the advancement of the Internet, the popularization of mobile devices has changed people's shopping behavior. Consumers have been used to selecting products from physical stores in the past while they are relying heavily on online shopping now. In order to seize such opportunities that benefit themselves, e-commerce companies have poured into the e-commerce battlefield. How can they stand out in the fierce competition? It is a common issue among all these e-commerce players.

This research is focused on the online purchasing industry. Specifically, the thesis analyzes how the online purchasing industry may value innovation, find out the key factors of differentiation and stabilize growth. This thesis uses case studies and collects primary data through interviews with industry leaders. The theoretical perspective of this research is based on the Marketing 4.0 and the blue ocean strategy provided by Kim and Mauborgne (2004). By using the analytical tools from Marketing 4.0 and blue ocean strategy, the thesis concludes four-action frameworks, including eliminating, reducing, enhancing, and creating, and explores how the four-action frameworks may create a new value curve. Finally, the thesis explores a new business model to help online purchasing industry players sail to the blue ocean from the fiercely competitive red sea.

並列關鍵字

e-commerce ； social community ； on-line purchasing agent ； blue ocean strategy ； business model

參考文獻

中文文獻

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