地方特色產業型企業應用網路電子商務關鍵成功因素之研究

Critical Success Factors of E-Commerce Application for Enterprises in Local Characteristic Industry

陳曦(Shi Chen)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工商管理研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00168

摘要

近年來，發展地方特色產業成為世界各國積極投入的經濟重點方向，在全球已逐漸蔚為風潮。台灣的地方特色產業絕大部分以微型和中小型企業為主，長期以來就是地方經濟的重要支柱，為地方企業創造收入和就業機會。然而，台灣地方特色產業型企業因為資金、資源與市場有限，又受到加入WTO與簽署ECFA的影響，市場需求不振，逐漸讓地方居民對商品失去信心，以致許多地方特色產業型企業萎縮與消失，而面臨到必須轉型升級的時機。
另一方面，知識經濟時代中，掌握關鍵資訊科技應用能力，有助於提升企業、產品和服務的核心競爭力；運用網際網路電子商務可以拓展市場、服務更多顧客並建立更好口碑，長尾效益亦可為小眾市場的地方特色產品帶來更多的銷路。因此，充分認知網路電子商務應用的關鍵成功因素，才有機會讓地方特色產業型企業運用有限的資金與資源，在最快的時間內有效的強化競爭力。
本研究旨在探討地方特色產業型企業應用網路電子商務的關鍵成功因素，透過文獻探討訂定初步層級與因素，再運用德菲法專家問卷及分析層級程序法問卷，彙集產、官、學等資深專家人士的意見，進而歸納出下列幾點結論：
一、本研究經整理後，得出3個主要層級架構。其中第一個層級為目標層級：「地方特色產業型企業應用網路電子商務成功關鍵因素」，第二層級共計有4個構面，第三層級共計18項因素。
二、在第二層級4項構面中，以「市場客戶經營與行銷」構面最為重要，權重指標高達56%。
三、在第三層級18項因素中，以「社群與客戶經營」、「GPS/LBS/POI趣點資訊應用」、「政府與民間公協會的輔導」、「交易便利性與彈性」及「商品資訊完整度」等5項因素最為重要。
四、最終歸納出「地方特色產業型企業應用網路電子商務成功關鍵因素」的權重排序表，並期望能以本研究結果，讓台灣廣大的地方特色產業型企業，能充分掌握網路電子商務的應用之道，提高地方特色產品銷售的質與量，增加營收以繁榮地方，進而促進地方特色產業升級創新與發展。

關鍵字

德菲法 ； 分析層級程序法 ； 地方特色產業 ； 網路電子商務 ； 關鍵成功因素

並列摘要

In recent years, a development of local characteristic industry has become key economic development direction across the nations and is getting prevailed worldwide, in which the local characteristic industry in Taiwan is mostly micro- and SME-oriented and has been a big support to the local economy for a long time, which generates revenues and job opportunities for local enterprises. However, due to a limitation on capital, resources and market, as well as the effects of WTO and ECFA trade agreement, the local characteristic industry-based enterprises in Taiwan reported weak market demand, where the local residents lost confidence in the commodities and caused recession and fading of local characteristic industry-based enterprises, it is time for them to face business transformation and upgrade.
Moreover, in a time of knowledge-based economy, a control of key IT application capabilities helps boost the core competitiveness of enterprises, products and services; and utilization of e-commerce over internet helps expand the market, at the service of more customers and establish word-of-mouth in a better way, the long tail effect will also bring more sales to niche markets. Therefore, a complete perception of critical success factors of e-commerce application enables a chance to local characteristic industry to make use of limited capital and resources, so as to effectively reinforce competitiveness within the fastest time.
The study aims to explore the critical success factors of e-commerce application for enterprises in local characteristic industry, to further utilize Delphi Method and Analytic Hierarchy Process for questionnaire analysis, with opinions of senior experts consolidated from industry, academy and government, and with few conclusions derived further as below:
I. A structure of 3 major levels is derived after analysis, in which level 1, the goal level : “Critical Success Factors of E-Commerce Application for Enterprises in Local Characteristic Industry”, level 2 reports 4 aspects while level 3 reports 18 factors in total.
II. “Customer management and marketing” aspect is the most critical one among the 4 aspects in level 2, reported a weighted indicator of up to 56%.
III. “Community and customer management”, “application of GPS/LBS/POI information”, “guidance of government and private associations”, “transaction convenience and flexibility” and “commodity information completeness” are the most critical ones among the 18 factors in level 3.
IV. Lastly, a list of “Critical Success Factors of E-Commerce Application for Enterprises in Local Characteristic Industry” by weighted priority is summarized, in which we expect the research outcomes to allow the massive local characteristic industry-based enterprises in Taiwan to fully seize a method of e-commerce application over internet, to enhance the quality and quantity of sales in products of local characteristic industry, to increase revenues and flourish local economy so as to facilitate upgrade, innovation and development of local characteristic industry.

並列關鍵字

Delphi Method ； Analytic Hierarchy Process(AHP) ； Local Characteristic Industry ； E-Commerce ； Critical Success Factors(CSF)

參考文獻

中文部份：

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