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  • 學位論文

網路創業的關鍵成功因素之探討

A Study on Key Success Factors of Internet Venture

指導教授 : 王秉鈞
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摘要


網際網路的蓬勃發展,逐漸改變人們的生活習慣,舉凡購物、交友、觀看時事新聞、心理諮詢、分享文字及影音、查找資訊等,都能在網際網路上實現。可見網際網路已經根深於人們的日常生活中,並且無處不在。許多人看準了網際網路之市場商機,均紛紛在網際網路上架設了各式各樣的網站平台,實行所謂的網路創業,希望能藉此達到獲利。不過,根據專家指出,創業成功的機率很低,而網路創業的成功率則更低。因此,本研究基於此研究背景,試圖歸納出有助於網路創業的關鍵成功因素,提供給剛踏入網路產業的創業者與想要從事網路創業的人士參考,以利網路創業者能夠更快進入狀況,進而提升網路創業之成功率。   本研究以平衡計分卡之觀點,整理並分析十個網路創業公司之商業模式與關鍵成功因素,最後歸納出十八項網路創業之關鍵成功因素,分別為:財務構面的「獲得充分的資金」、「營收來源多元化」,顧客構面的「讓顧客擁有愉快的消費經驗及感受」、「提供個人化的服務」、「品牌與口碑形象」、「貼心的售後服務」、「廣告與行銷活動」,與企業內部流程構面的「資訊的更新速度」、「交易安全」、「建立虛擬社群」、「提供付費加值服務」、「網站秩序維護良好」、「組織的應變能力」、「清楚簡易的操作流程」,以及學習與成長構面的「有效率的人力資源」、「服務人員之素質」、「同業及異業之策略聯盟」、「擁有專業能力的人才」。   其中,最重要的關鍵成功因素為「廣告與行銷活動」;第二重要的關鍵成功因素為「清楚簡易的操作流程」;第三重要的關鍵成功因素為「服務人員之素質」與「同業及異業之策略聯盟」。

並列摘要


The flourish of Internet has gradually changed people’s life, such as shopping, making friends, reading news and current affairs, counseling, sharing thoughts and visual images, researching information; these all can be achieved through Internet. Indeed, Internet is now everywhere, and has strong impact in people’s daily lives.   Many people see the potential business opportunities of Internet; therefore, all set up a variety of online business over Internet, and hoping to eventually profit from it.   However, according to experts, the Internet entrepreneurship success rate is lower than the probability to established a business successfully.   Thus, based on this research background, we have summed up the key success factors that affect Internet entrepreneurship in order to provide helpful references to those who have just started online business and those who are interested in setting up online business, and also enhance the chances of success over internet entrepreneurship   In this research study, based on the view of balanced score card, we organized and analyzed 10 models of Internet business companies and its key success factors. Finally, we have concluded 18 success factors in internet entrepreneurship. They are defined in: (a)Financial dimension – obtaining adequate funding, diversification of revenue streams ; (b)Customer dimension – pleasant and positive consuming experience, providing personalized services, establishing brand and positive reputation image, offering good quality of after-sales services, advertising and marketing activities; (c)Enterprise internal process dimension – the pace of information update, transactional security, establishing a virtual community, offering payment value-added service, maintaining good site page orders, the resilience of the organization, clear and simple operating procedures; (d)Learning and growth dimension – efficient human resources, the quality of staff services, the industry and cross-industry strategic alliance, and having well-trained professions.   Finally, this research study found, the most important key success factors is Advertising and marketing activities, the secondary key success factors is clear and simple operating procedures, the third key success factors are the quality of staff services,and the industry and cross-industry strategic alliance.

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被引用紀錄


張凱登(2016)。微型企業網路創業關鍵成功因素〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU201600819

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