物聯網在電子商務服務業之應用－以Ｘ公司為例

網際網路相關技術日益進步，不管是網路佈建範圍以及傳輸技術速度上的突破，皆對生活型態產生極大的變化；隨著智慧型手機的普及，加上感測器、無線通訊技術之進步，物聯網（Internet of Things, IoT）的應用變得越來越多元。其中大數據分析的應用若能從物聯網裝置所蒐集到的大量資訊中，找出潛在商業價值與創新營運模式，此為各企業追求的發展目標。為此，本研究探討物聯網技術基礎、應用領域發展現況及國內發展所具備優勢及機會，並以物聯網應用於電子商務服務業之Online to Offline（O2O）營運模式為研究個案，以深度訪談法對個案公司進行訪談，並使用競爭策略工具BCG矩陣（Boston Consulting Group Matrix）、五力分析（Five Forces Analysis）、SWOT分析（SWOT Analysis），對個案公司進行產業環境競爭分析。研究結果顯示個案公司目前相對市場佔有率及成長率都較低，位於BCG矩陣之老狗（Dogs）事業，尚未創造利潤。建議個案公司以本研究運用五力分析、SWOT分析所擬定之策略，考量其他競爭者之營運模式、確立服務定位及目標，並且持續訂立水電維修透明及合理的收費標準及機制，以良好服務及市場區隔逐漸建立顧客忠誠度，以朝向BCG矩陣之金牛（Cash Cows）事業發展；並善用親朋好友口碑行銷，以平台、社群、媒體增加曝光度並擴大服務區域，藉著學習其他產業之O2O營運模式，朝向平台資訊數據的應用及大數據資料分析的市場，以朝向BCG矩陣之明星（Stars）事業發展。台灣有良好的硬體基礎，機會在於如何將軟硬整合、發展物聯網結合人工智慧之創新商業服務模式，此為我國物聯網應用發展目標；以近幾年的發展，工業4.0、智慧工廠、智慧車輛、智慧醫療…等領域，以及如何將數據分析應用至國內佔有相當大比例的服務業中，均為台灣物聯網應用發展之機會。本研究顯示個案公司若能朝顧客消費行為及需求數據商機邁進，找出轉型的創新服務模式，將對於國內服務產業有諸多助益。

關鍵字

物聯網；大數據；產業分析；產業競爭策略；個案研究

並列摘要

Internet-related technologies are growing gradually. Whether it is the scope of network deployment or the speed of transmission technologies, they have changed significant in recent years. With the popularity of smart phones, coupled with sensors and wireless communication technology, the application of the Internet of Things (IoT) has become more diverse. Big data analysis finds potential business value from the large amount of information collected by the Internet of Things. The research uses the Internet of Things (IoT) in the e-commerce service industry's Online to Offline (O2O) operating model as a case study, with in-depth interviews. The research used the competitive strategy tool Boston Consulting Group Matrix (BCG matrix), Five Force Analysis, and SWOT Analysis to analyze the industrial environment competition of the case company. The research results show that the case company located in the BCG matrix old dog business and has not created any profit yet. The Cases should establish service orientation and goals, provide good services, establish a niche market, use marketing for word of mouth and social networking site (such as Facebook, instagram etc.), expand the scope of services, make use of application customer behavior data information and use towards big data analysis. That to enable the case company to created profit. This research shows use customer consumption behavior data information and use towards big data analysis is the opportunities for development of IoT application, and find out the innovative service model, it will have many benefits for the domestic service industry.