臺灣博碩士論文加值系統

An increasing number of consumers seek for innovative and more convenient ways of purchasing products, while the internet provides them with these opportunities. During the past decade, online fashion retail market in Russia has been growing at a rapid space and attracting many international and local players with different business models.
The main goal of this research is to discuss and develop an effective value proposition and business model for regional e-commerce fashion retailers in Russia by analyzing what motivates Russian consumers to purchase products online, what needs and expectations they have, what hinders or enhances their shopping experience and how online retailers can create value for them. By studying the real case of Chinese e-commerce giant Aliexpress we examine how needs and concerns of online customers has been overlooked by larger enterprises and provide a guideline for local companies aiming to engage in fashion e-commerce in Russia and differentiate themselves from big international rivals.
The study is structured in six main chapters: (1) Background and Motivation, referring to the introduction of e-commerce, online retail industry in Russia and my own entrepreneurial experience; (2) Literature Review, presenting the academic background of the study; (3) Research Methodology, discussing the objectives, methodology and data collection; (4) Developing Canvas; (5) Discussions, addressing to the case study and recommendations; (6) Conclusion, discussing the results of the research.

I.Acknowledgement................................................................................................ ii
II. Abstract .............................................................................................................. iii
III. Table of contents ................................................................................................ v
IV. List of figures ................................................................................................... vii
V. List of tables...................................................................................................... viii
Chapter 1 BACKGROUND AND MOTIVATION .............................................. 1
1.1 Rise of e-commerce worldwide ...................................................................... 1
1.2 The rapid growth of e-commerce in Russia ..................................................... 2
1.3. Social Network in Russia and its role in E-commerce .................................... 5
1.4 Starting an online fashion business in Russia .................................................. 8
Chapter 2 LITERATURE REVIEW.................................................................. 15
2.1 Value Proposition Canvas ............................................................................ 15
2.2 Business Model Canvas ............................................................................... 20
Chapter 3 RESEARCH METHODOLOGY ...................................................... 27
3.1 Design ......................................................................................................... 27
3.2 Objectives ................................................................................................... 28
3.3 Data collection ............................................................................................ 29
Chapter 4 DEVELOPING CANVAS ................................................................. 31
4.1 Customer Jobs ............................................................................................. 31
4.2 Customer Pains ............................................................................................ 39
4.3 Customer Gains ........................................................................................... 53
4.4 Designing Value Proposition Canvas ............................................................ 63
Chapter 5 CASE STUDY.................................................................................... 70
5.1 Selecting a case on the Russian e-commerce market ..................................... 70
5.2 Case - Aliexpress ......................................................................................... 73
5.3 Aliexpress Value Proposition Canvas ........................................................... 74
Chapter 6 DISCUSSIONS .................................................................................. 83
6.1 Comparison of Value Proposition Canvas ..................................................... 83
6.2 Designing Business Model Canvas ............................................................... 86
6.3 Recommendations ....................................................................................... 89
Chapter 7 CONCLUSION.................................................................................. 96
References .............................................................................................................. 98
Appendix ...............................................................................................................102

1.Cole, J. (2017). Surveying the digital future. UCLA Center for CommunicationPolicy, University of California–Los Angeles. America on the internet, 7.
2.Kauffman, R. J., & Walden, E. A. (2001). Economics and electronic commerce:Survey and directions for research. International Journal of Electronic Commerce,5(4), 5-116.
3.Statista (June 11, 2019). Most popular online activities of adult internet users in theUnited States as of November 2017. Statista.com.https://www.statista.com/statistics/183910/internet-activities-of-us-users/
4.Kuzmina, A. (June 30, 2015) An introduction to online payments in Russia.Digitalcommerce360.com.https://www.digitalcommerce360.com/2015/06/30/introduction-online-payments-russia/
5.Nielsen (January, 2016). Global Connected Commerce: Is the E-tail therapy thenew retail therapy? Nielsen.com.https://www.nielsen.com/content/dam/nielsenglobal/jp/docs/report/2016/Nielsen-Global-Connected-Commerce-Report-January-2016
6.InternetWoldStats (June 11, 2019). Top 20 countries with the highest number ofinternet users on May 31, 2019. InternetWoldStats.com.https://www.internetworldstats.com/top20.htm
7.Dabrowski, M. & Collin, A. M. (February 7, 2019). Russia’s growth problem.Bruegel.org. http://bruegel.org/2019/02/russias-growth-problem/
8.Posipkina A. (October 22, 2018). Aliexpress for the first time reveals the number ofcustomers in Russia. Aliexpress впервые раскрыл количество покупателей изРоссии. RBC.ru.https://www.rbc.ru/technology_and_media/22/10/2018/5bcc74a89a7947e052d7afac
9.Russian Association of Internet Trade Companies (2016). Analytical report:Russian e-commerce market 1H 2016. AKIT.ru. http://en.akit.ru/facts-and-figures/
10.Morgan Stanley research (September 21, 2018). Russia ecommerce: last but notleast. Shopolog.ru. https://www.shopolog.ru/u/6890-morgan-stanley-ru-ecom-internet.pdf
11.Hawk, S. (2004). A comparison of B2C e-commerce in developing countries.Electronic Commerce Research, 4(3), 181-199.
12.McNamee, M. (2017). Navigating the Complexities of Doing Business in Russia.Harvard Business Review.
13.Shmirova, V. (June 18, 2018) From July 1st the authorities will raise duties onpurchases in foreign stores. 1 июля взвинтят пошлины на покупки виностранных магазинах. Cnews.ru. http://www.cnews.ru/news/top/2018-06-18_rossiyanam_pridetsya_platit_poshliny_za_vvoz_v
14.Kendall-Taylor, A. & Shullman, D. (May 14, 2019). A Russian-ChinesePartnership Is a Threat to U.S. Interests. Foreignaffairs.com.www.foreignaffairs.com/articles/china/2019-05-14/russian-chinese-partnership-threat-us-interests
15.Post & Parcel (January 9, 2012). Russian Post struggles with record internationalparcel volumes. Post And Parcel.info.https://postandparcel.info/44810/news/russian-post-struggles-with-record-international-parcel-volumes/
16.Fedorov, A. (May 2, 2018). A bet on exclusiveness: how niche online stores take ashare from big players. Ставка на эксклюзив: как нишевые интернет-магазиныотбирают долю у крупных игроков. Forbes.ru.https://www.forbes.ru/biznes/pmef-2018360913-stavka-na-eksklyuziv-kak-nishevye-internet-magaziny-otbirayut-dolyu-u-krupnyh
17.Kalashnikoff, A. (August 21, 2018). Why is internet service in Russia so cheap?Rbth.com (Russian Beyond). https://www.rbth.com/science-and-tech/328998-why-internet-cheap-in-russia
18.Social, We Are (2019). Digital report 2019: Russian Federation. Datareportal.com.https://datareportal.com/reports/digital-2019-russian-federation
19.Rosenberg, A (February 9, 2016). How censorship works in Vladimir Putin’sRussia? WashingtonPost.com. https://www.washingtonpost.com/news/act-four/wp/2016/02/09/how-censorship-works-in-vladimir-putins-russia/?noredirect=on&utm_term=.356b63d96991
20.Ageev, I.A., Zaviyalova, Z.S., Giniyatova, E.V. (2016). Social networking as anadvertising tool in Russia and abroad. In SHS Web of Conferences. Vol. 28:Research Paradigms Transformation in Social Sciences (RPTSS 2015).—Les Ulis,2016. (Vol. 282015, p. 1003). EDP Sciences.
100
21. Archer, N., Wang, S., & Kang, C. (2008). Barriers to the adoption of online supply chain solutions in small and medium enterprises. Supply Chain Management: An International Journal, 13(1), 73-82.
22. Ojala, A., & Isomäki, H. (2011). Entrepreneurship and small businesses in Russia: a review of empirical research. Journal of Small Business and Enterprise Development, 18(1), 97-119.
23. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.
24. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
25. Muhtaroğlu, F. C. P., Demir, S., Obalı, M., & Girgin, C. (October, 2013). Business model canvas perspective on big data applications. In 2013 IEEE International Conference on Big Data (pp. 32-37). IEEE.
26. Alshenqeeti, H. (2014). Interviewing as a data collection method: A critical review. English Linguistics Research, 3(1), 39-45.
27. Gnezdova, J. V., Barilenko, V. I., Semenov, N. N., Yakutin, Y. V. E., & Sharova, S. V. (2017). Current Trends in the Development of Russia''s E-Commerce Sector. European Research Studies, 20(4B), 472-483.
28. OECD Publishing. (2013). Education at a glance 2013: OECD indicators. OECD.
29. SimilarWeb (June, 2019). Aliexpress.com Analytics. SimilarWeb.com. https://www.similarweb.com/website/aliexpress.com
30. Pavlovskaya, M., & Kononova, O. (2018). The Smart city vision: The internet-of-postal-things (iopt) approach. Smart Cities and Regional Development (SCRD) Journal, 2(1), 57-69.
31. Doble, P. (March 25, 2014). Importance of a perfect logistics partner. Chartered Institute of Procurement & Supply. CIPS.com. https://www.cips.org/en/supply-management/opinion/2014/march/importance-of-a-perfect-logistics-partner/
32. Radaev, V., Berdysheva, E.S., Conroy, N.V., Kotelnikova, Z.V. (2017). The main forms of illegal circulation of products in the consumer markets of Russia and countermeasures. Основные формы незаконного оборота продукции на потребительских рынках России и меры противодействия. Research Laboratory of Economic and Sociological Research HSE. LESI Analytics, (17).
101
33.Eggert, A. (2006). Intangibility and perceived risk in online environments. Journalof Marketing Management, 22(5-6), 553-572.
34.Sprout Social (2016). The Sprout Social Index, Edition VI: Shunning YourCustomers on Social? SproutSocial.com. https://sproutsocial.com/insights/data/q2-2016/
35.Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S.,Gruber, T., ... & Solnet, D. (2013). Understanding Generation Y and their use ofsocial media: a review and research agenda. Journal of service management, 24(3),245-267.