臺灣博碩士論文加值系統

電子商務發展至今已有30年歷史，其中美國為最早發展電子商務的國家且擁有像Amazon.、eBay、Yahoo等大型電子商務公司。依據comScore調查，2011年在美國電子商務使用率已達使用網路人口數的71.2%，美國營運模式雖已發展穩定成熟，但市場規模也逐漸飽和。反觀，中國大陸因本身擁有13億多的消費人口數，再加上網路基礎建設完成與政府政策的支持，使中國大陸成為近年來全球網購市場成長最快速的國家。從2006年開始中國的電子商務每年交易金額成長率皆能夠維持在100%以上，在2011年中國網購人數達1.94億，超越美國1.41億人，且1.94億人僅占中國電子商務使用率37.8％， 由此可看出未來中國大陸電子商務發展的市場潛力。

中國因電子商務市場過於快速發展，在營運模式上仍存在許多問題與風險，如：品質參差不齊、交易信用評價、身分認證機制、配銷通路與消費者隱私權，除交易機制外，規模較小的網商更存在融資困難與價格競爭劣勢的問題，也因此在商品創新、差異化與提升商品品質維護都受到阻礙。中國武漢的專家因此表示，淘寶網上有超過660萬個賣家，但有將近80%的網商都不賺錢。小網商難獲利，顯示中國大陸電子商務營運模式仍有需多待改進的地方。

本研究先從瞭解過去電子商務的營運模式演進與電子商務現況發展開始，再分析交易流程與參與角色之要素組成，最後結合電子商務的競爭優勢與未來市場趨勢。以電子商務的利害關係人為研究架構，在研究最後以提出一套能讓系統平台商、網商、供貨商、銀行、物流倉儲業者、實體店家與消費者…等，電子商務利害關係人皆能獲利的創新營運流程與建議為目的。

There is a long history of e-commerce development in America. Many famous e-commerce corporates such as Amazon, eBay and Yahoo are all from U.S. The e-commerce operated processes are mature and stable, but U.S. on-line shop markets and profit are becoming more saturated.In contrast, China has over 1.3 billion population, which represents for developing potential. The Chinese infrastructures are completed recently with government’s support. China not only has the largest market scale but also become the fastest-growing countries in e-commerce around the world.

E-commerce markets in China are growing too fast, resulting in many business process problems. For example, membership authentication, information asymmetry, consumer privacy and so on. In addition, small network store operators are hard to get funding and cannot get sufficient resources to provide innovative, diverse and high-quality goods. China Wuhan experts said, nearly 80% of network operators have not earn money, even though China’s e-commerce market is so big.

This research creates new e-commerce business processes to improve on-line shopping environment, reposition all the factors in e-commerce and maximize profits.

中文摘要 i
英文摘要 ii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程與架構 3

第二章 文獻探討 4
2.1 電子商務的概念與發展進程 4
2.2 實體與虛擬通路之比較 8
2.2.1 實體通路 8
2.2.2 虛擬通路 10
2.2.3 小結 14
2.3 中國大陸電子商務市場 14
2.3.1 中國大陸電子商務的發展進程 14
2.3.2 中國大陸電子商務市場規模 19
2.3.3 電子商務對於中國大陸企業的影響 23
2.3.4 電子商務對於中國大陸消費者的影響 25
2.3.5 中國電子商務的問題與挑戰 27

第三章、研究方法與研究流程 30
3.1 研究方法 30
3.2 研究對象 32
3.3 研究來源 34
3.4 研究架構 35

第四章、電子商務營運模式發展演進 36
4.1 營運模式演進 36
4.1.1 企業營運模式演進 36
4.1.2 電子商務營運模式所應具備之元素 37
4.1.3 小結 40
4.2 電子商務營運模式演進與未來趨勢 41
4.3 電子商務的發展策略與競爭優勢 51
4.4 電子商務未來發展重點與成功因素 52

第五章、電子商務創新模式與流程建議 54
5.1 電子商務營運模型七大角色定義 54
5.2 電子商務創新營運模式建立 55
5.3 電子商務營運模式比較 65
5.3.1 營運模式比較 65
5.3.2 商品品質比較 67
5.3.3 買賣風險評估比較 69
5.3.4 角色獲利模式比較 71
5.3.5 營運模式創新特點與條件限制 72
5.4 六大角色功能與能力培訓 74

第六章、結論與後續建議 78
6.1 研究結論 79
6.2 研究限制與未來研究方向 82

參考文獻 83

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