電子商務經營模式選擇之研究以統一超商為例

A Study on The Choice of E-Business Model─The case study of 7-Eleven in Taiwan

林寬宜(Kuan-Yi Lin)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

台灣電子商務自2002年開始，每年成長都超過60%，至2007年根據資策會的調查已超過1800億的市場規模，網路商店也躍升成為國人最常使用購買商品的通路之一，僅次於便利商店、超市和量販店。然而在B2C的市場中旅遊票券的支付佔了近60%的市場規模，其次是3C、書籍與服飾等類別的商品，在前幾名的電子商務業者中不難發現消費者的購買習慣受到Yahoo、Pchome、博客來等業者的影響最深，這也突顯出台灣電子商務的多元性仍受限主要的電子商務平台的影響。
統一超商為國最大的零售業者，轄下的關係企業達40多家，其中不乏具有知名通路品牌，如統一超商、無印良品、康是美、星巴克、多拿滋等，對於電子商務的經營除了博客來與Unimall的經營外，2007年時也自與日本引進購物網站樂天市場平台樂天市場，對於台灣的網路生態來看，立即受到社會大眾的矚目。
本研究是探討2007年統一超商在選擇與日本最大購物商城樂天市場合作的過程中，探討統一超商評估的電子商務經營模式的選擇方式，從電子商務經營模式的探討，界定出電子商務在傳遞給消費者的服務過程中，統一超商可以扮演的角色與所具備的資源條件有哪些?藉以探討為何統一超商最後會選擇以合作的方式與從日本引進樂天市場平台進入台灣，提供台灣傳統產業可以快速的上網經營與傳遞服務給末端的消費者，期使能合理解釋統一超商在選擇電子商務模式的評估方式。
在研究的過程中從個案資料的整理發現，統一超商在電子商務的服務流程中早已具備在電子商務中關鍵性角色，例如•全省7-ELEVEN門市提供電子商務業者的取貨付款的服務，與提供宅配的統一速達。透過與業者的接洽與訪談，更可以了解到統一超商在與日本樂天市場合作前的評估內容與進入電子商務領域的評估內容。

關鍵字

電子商務 ； 統一超商 ； 組織生態學

並列摘要

Since 2002, the annual growth of Taiwan e-commerce has getting more than 60 percent. According to a survey of III(Institute for Information Industry), market size of e-commerce has more than 180 billion till 2007. Online store also becomes one of the most frequently place to buy goods, just secondary to convenience stores, supermarkets and discount stores. However, in the B2C market, the payment of travel tickets accounted for nearly 60% of the market size, followed by 3C, books and clothes. We are not difficult to find the consumer purchasing habits are deeply influenced by Yahoo, Pchome, books, etc., which also highlighted the diversity of Taiwan e-commerce is still restricted by the major e-commerce platform.
President Chain Store for the country's largest retailers, its affiliated companies up to more than 40, many of them have a well-known brands, such as President Chain Store, Muji, Cosmed, Starbucks, and Mister Donut. For e-commerce, in addition to Books and Unimall, in 2007, President Chain Store also started to cooperate with Rakuten, the biggest shopping website in Japan. It must give an impact to Taiwan's e-commerce industry.
The purpose of this study was to make a reasonable explanation and clarify that in the process of cooperation between President Chain Store and Rakuten, the largest website market in Japan, What kind of resources that President Chain Store has? What kind of role that it can play? Examining why the President Chain Store eventually chose to cooperate with Rakuten platform to enter the Taiwan market. It will provide Taiwan's traditional industries with fast internet access management and will deliver services to the end consumers.
In the course of this case study, we found that President Chain Store already have a crucial role in e-commerce for a long time. For example, 7-ELEVEN stores across the province provide e-commerce owners services that buyer can get the goods and pay at the same time. Besides, T-Cat Delivery Company(黑貓宅急便) provides a speed up delivery to the place buyers ask. Through contact and interview with the industries, we can also understand the evaluation prior to President Chain Store in cooperation with Japan's Rakuten market and the evaluation of entering the field of electronic commerce.

並列關鍵字

E-Commerce ； 7-ELEVEN ； Organizational Ecology Theory

參考文獻

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