電子商務廠商之經營與發展策略探討:以 momo 富邦媒體科技公司為例

The corporate Strategy Analysis of: A Case Study of Fubon Multimedia Technology(momo)

朱瑞翔(RUEI-SIANG JHU)

指導教授 ： 陳忠仁

共同指導教授 ： 郭瑞祥(Ruey-Shan Guo)

國立臺灣大學/管理學院/商學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001307

摘要

富邦媒體科技(momo)為台灣線上零售業龍頭，旗下包含 momo 購物網、 摩天商城、電視購物及型錄購物。秉持「提供眾多物美價廉的商品及優質服務， 改善人們的生活」之企業使命，以及「誠信、親切、專業、創新」四大經營價值觀，提供消費者全年無休、多元化的購物服務。
momo 目前主要法人股東為台灣大哥大(45%)、東安投資(10%)、WOORI HOME SHOPPING(10%)、LOTTE SHOPPING CO(5%)、富邦人壽(4.75%)等，2019 年主 要營收來源為 B2C 網路購物收入(87.6%)、電視購物(10.3%)、型錄購物(1.7%)， 其中 B2C 網路購物收入為台灣所有電商平台中最高。
本研究藉由分析臺灣電子商務平台產業，透過分析 PChome、蝦皮購物、 Yahoo 購物集團及本研究主要研究對象 momo，歸納出台灣電子商務平台產業的 近期趨勢，分別為跨境電商、信用聯名卡、電商生態圈、大品牌策略、快速物流， 並搭配波特五力分析，分別以供應商、買方、潛在進入者、替代品、現有競爭者 的角度進行分析，並得到大型品牌供應商議價能力強、買方對個別平台議價能力 強、現有競爭者競爭激烈且退出障礙高之結論。透過競爭者分析搭配五力分析， 本研究發現物流倉儲、產品異質性、平台生態系、行銷與品牌知名度是現今台灣 電商平台產業之關鍵因素。
本研究並以個案研究探討 momo 購物企業，結合 momo 所擁有的核心資源 與能力，探討其在營運及消費生態系建立方面的創新，發現 momo 的物流倉儲資 源、集團生態系資源、業務開發能力、行銷能力是 momo 的持續競爭優勢，並以 BCG 矩陣解析 momo 現階段的事業概況，得到 B2C 的 3C 家電、居家生活、美 妝保健三個品類為 momo 之星星事業，而 B2C 的流行精品及健康休閒兩個品類 為 momo 之問題事業，而電視購物為金牛事業，型錄購物則為瘦狗事業。最後再 輔以產業最新的發展方向挑戰，給予 momo 購物未來發展方向的建議。

關鍵字

momo 購物 ； 電子商務平台 ； 網路購物 ； 物流倉儲 ； 消費生態系 ； 資源與能力分析 ； BCG 矩陣分析

並列摘要

Fubon Multimedia Technology Co., Ltd.(momo) is the leader in Taiwan's online retail industry, which includes momoshop, momomall, momo TV and momo catalog shop. Adhering to the corporate mission of "providing many good and cheap products and quality services to improve people's lives" and the four operating values of "integrity, kindness, professionalism, and innovation". momo provide consumers with endless and diversified shopping services throughout the year. momo's main legal shareholders are taiwanmobile (45%), 東安投資(10%), WOORI HOME SHOPPING (10%), LOTTE SHOPPING CO (5%), Fubon Life Insurance (4.75%), etc. The revenue sources are B2C online shopping revenue (87.6%), TV shopping (10.3%), and catalog shopping (1.7%). Among them, B2C online shopping revenue is the highest among all e-commerce platforms in Taiwan.
By analyzing the Taiwan e-commerce platform industry, this study summarizes the recent trends of the Taiwan e-commerce platform industry by analyzing PChome, Shopee, Yahoo Shopping Group and the main research object momo of this study, which are cross-border e-commerce and credit cards, E-commerce ecosystem, big brand strategy, fast logistics, combined with Porter's Five Forces analysis, respectively from the perspective of suppliers, buyers, potential entrants, substitutes, existing competitors.The conclusion of Five Forces analysis are big-brand have strong bargaining power and buyers have strong bargaining power on individual platforms, fierce competition from existing competitors and they have high exit barriers. Through competitor analysis and five-force analysis, this study found that logistics warehousing, product heterogeneity, platform ecosystem, marketing and brand awareness are the key factors in Taiwan's e-commerce platform industry today.
This study also explored momo shopping companies with case studies, combined with momo’s core resources and capabilities, and explored its innovations in the establishment of operating and consumer ecosystems, and found momo’s logistics warehousing resources, group ecosystem resources, business development capabilities, marketing ability is momo's continuous competitive advantage, and analyzes momo's current business profile with BCG matrix, and obtains B2C's 3C home appliances, home life, beauty and health care as the momo stars business, while B2C's popular boutique and healthy leisure are momo's question marks businesses, while TV shopping is cash cow business, and catalog shopping is dog business. Finally, supplemented by the industry's latest development direction challenges, give momo shopping suggestions on the future development direction.

並列關鍵字

momoshop ； e-commerce platform ； online shopping ； logistics and warehousing ； consumer ecosystem ； resource and capability analysis ； BCG matrix analysis

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