價值觀點下，網路商店成功經營策略與地圖之研究

The Success Strategy and Road-map for E-store Operation on Value Viewpoint

簡德金(Te-King Chien)

《創新與管理》 7卷1期 (2009/11) Pp. 85-107

https://doi.org/10.30118/JIM.200911.0004

摘要

儘管，網路商店(e-store)成功經營與發展課題，已被實務界所重視，且有眾多學者提出相關研究成果。卻因缺乏系統化策略觀點與地圖的導引，致使大多數企業，依然在困擾中失敗。為此，本研究將從價值觀點，提出網路商店成功經營策略與執行地圖，以協助自行建立e-store及加入網路商城平台之企業，掌握成功經營策略及解決方案。
研究過程中，本研究將透過文獻回顧，掌握網路商店成功經營關鍵因素與價值觀點；並在Focus group interview與Delphi method等技術下，進行構面與類別分析；且透過統計方法確認其信度與效度。接著，結合價值觀點與Kano model概念，發展Kano價值模式，以掌握成功經營關鍵因素之價值特性與Kano價值特性重要度；並運用Fuzzy Analytic Hierarchy Process技術，展現各關鍵構面與類別之FAHP重要度，以建立網路商店成功經營策略圖。最後，在Delphi method下，建立成功經營關鍵構面之間與類別之間的因果關係，以建立網路商店成功經營地圖，並作為企業階段性經營策略之依據。
相信，本研究所提出之系統化發展策略與執行地圖，不僅能降低企業在網路商店導入過程中之摸索時間及失敗的可能性，更能協助企業精確掌握經營程序及資源分配，進而促進企業成功經營網路商店之目的。

關鍵字

網路商店 ； 價值觀點 ； 經營策略 ； 執行地圖 ； Kano model

並列摘要

Although, the success of operation and developing in e-store has been highly admired by enterprises and numerous scholars have proposed relative studies, most enterprises still failed with puzzles while operating e-store because lack of viewpoint of systematic strategy and guidance of enforcement road-map. Under the value viewpoint, this study proposes the illustration of successful e-store operation and enforcement road-map in hope that we may assist enterprises manipulate the key point while resolving e-store operation activities.
In process, this study has reviewed previous references and manipulates key factors and value point of the success of e-store operation. With technology of Focus Group Interview and Delphi method, this study, through statistic method, pursues contractual and categorized analysis and reconfirms its reliability and validity. Moreover, this study combines the value point and concept of Kano model in developing Kano value mode. The study manipulates the importance of valuable characteristic of success operation factors and that of Kano mode. By utilizing the Fuzzy Analytics Hierarchy Process (FAHP), the study presents the importance of each key contractual and categorized FAHP in building the illustration of successful e-store operation strategy. With Delphi method, the study established the relations of cause and effect between constructions and categories in developing successful e-store operation road-map which can be used by enterprises as an operation strategy.
The systematic operation strategy and road-map provided by this study not only reduce the time span and possibilities of failure for enterprises during its initial process in e-store. It also assists enterprises manipulate operation progress and distribution of resources; accelerating the purpose for a success operation of e-store.

並列關鍵字

e-store ； Value Viewpoint ； Operation strategy ； Road-map ； Kano model