B to C電子商務企業策略聯盟行為之研究

A Study of Strategic Alliances in Business to Consumer Electronic Commerce Enterprises

李厚勤(Hou-Ching Lee)

指導教授 ： 蔡渭水 ； 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200001

摘要

本研究是針對台灣B to C電子商務企業策略聯盟行為所進行之相關研究。B to C電子商務是近年新興快速崛起的銷售通路型態。由於B to C電子商務管銷成本的低廉，使得許多B to C電子商務企業如雨後春筍般的出現。然而，B to C電子商務中基礎四流（物流、商流、資訊流以及金流）之運作，絕大多數都必須依靠其他的實體業者；另一方面，看似無遠弗屆的網路世界，仍舊必須大量的「借力使力」--和其他網站業者合作，才能打開知名度並吸引消費者前往；除此之外，面對快速變動的消費者需求，講究創意、創新的B to C電子商務市場更需要各種合縱連橫，才能不斷的出奇制勝，贏得消費者的青睞。如此一來，對於B to C電子商務企業而言，如何去與自身以外的各種企業進行策略聯盟的行為便是決定其成功與否的重要關鍵之一。
本研究採用個案研究法（Case Study），欲深入的探討B to C電子商務企業的策略聯盟行為，一共訪問了拍賣王、賣蕃天、博客來、摩比家以及旅遊王等五家B to C電子商務企業。透過個案廠商策略聯盟行為實務發展探討，期使能將B to C電子商務企業策略聯盟行為作一明確的分類及分析，並找出其影響因素，提供後續研究者以及實務界做參考。
本研究的研究結論如下：
1、B to C電子商務市場具有高進入障礙之特色。
2、B to C電子商務企業自行開發網站相關技術。
3、B to C電子商務企業有進行多角化活動之趨勢。
4、B to C電子商務企業主要從事銷售及售後服務之價值鏈活動。
5、B to C電子商務企業之策略聯盟行為可視為一「資源轉換之行為」。
6、B to C電子商務企業策略聯盟類型可分為三種—
強化競爭優勢之策略聯盟行為
強化供應鏈關係之策略聯盟行為
強化行銷目標之策略聯盟行為
7、影響B to C電子商務企業策略聯盟行為之因素包括「產品種類」、「組織規模」、「市場生命週期」等三種。

關鍵字

策略聯盟 ； B to C電子商務

並列摘要

This study is a relative study of strategic alliance behavior in B to C (Business to Consumer，B2C) EC(Electric Commerce) company in Taiwan. B2 C EC is a new sale channel type appeared during theses years. Because the overhead cost of B2C EC is lower, many B2C EC companies appear rapidly recently years. However, most basic operations of B2C EC companies must rely on other physic companies. On the other hand, although the internet is boundless, but B2C EC companies still need to make strategic alliances with other web sites to build its brand name and attract consumers. In addition, face fast-change consumers’ demand, marketing methods in B2C EC market should be full of creativity. So, B2C EC companies need to make more strategic alliances with all kinds on companies to attract consumers. So, how to make strategic alliances with companies beside itself is one of the important key-point for B2C EC companies.
This study adapts Case Study to discuss the strategic alliance behaviors of B2C EC companies. There are five B2C EC companies accept interview, they are Bid, Yam, Books, Mobil Home and Travel King. Through the practical development discuss of strategic alliance behaviors of those companies, we anticipate to classify and analyze strategic alliance behaviors of B2C EC companies. We also anticipate find out its influential factor.
The finding of this study is below:
1.The entry barrier of B2C EC market is higher than before.
2.B2C EC companies develop web site technology by itself.
3.B2C EC companies tend to develop diversification activities.
4.B2C EC companies major in sales and service of value chain activities.
5.The strategic alliance behaviors of B2C EC companies are regarded as “resource exchange behaviors”.
6.The strategic alliance behavior type of B2C EC companies can be divided into three kinds: enhance competitive advantage, enhance supply chain relationship, enhance marketing goal.
7.The influential factors of B2C EC companies’ strategic alliance behaviors include of “product category”, ”organization scale” and “market life circle”.

並列關鍵字

strategic alliances ； B to C electronic commerce

參考文獻

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