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研究生:周英村
研究生(外文):YING-TSUN CHOU
論文名稱:電子交易市集之探究-以紡織產業為例
論文名稱(外文):THE STUDY OF B2B E-MARKETPLACE - BY WAY OF THE TEXTILE INDUSTRY
指導教授:江炯聰江炯聰引用關係
指導教授(外文):JONG-TSONG CHIANG
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:142
中文關鍵詞:企業間交易電子交易市集交易成本資訊中介商經營模式價值網路
外文關鍵詞:B2Be-marketplacetransaction costinfomediarybusiness modelsvaule net
相關次數:
  • 被引用被引用:19
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  • 下載下載:116
  • 收藏至我的研究室書目清單書目收藏:6
本研究分析B2B市集的經濟本質與經營模式的發展類型,探討紡織產業結構、採購決策模式、B2B市集的經營模式等相關議題與個案分析。
本研究發現紡織產業的價值鏈中,屬於高附加價值的商品設計與品牌授權等前段作業為速度(speed)與才能的競爭,屬於高附加價值的行銷通路等後段作業為範疇(scope)經濟競爭,兩者趨向內部化;屬於低附加價值的原物料及生產體系活動等中段作業為規模(scale)經濟競爭,則趨向外部化。由於交易頻率低的半標準品及專屬品,存在潛在投機心態與資訊不對稱,容易導致契約前的不利選擇(adverse selection)與契約後的道德危機(moral hazard),因此需要中介團體的介入,形成三邊統理。
產業價值鏈的參與者間大多維持均衡的合作網路關係,透過B2B市集雖然可以即時取得資訊,增加交易的談判籌碼,擴大觸及新客戶或新市場,降低交易成本等;但是諷刺的是買賣雙方在第二次交易時,為了避開B2B市集的交易佣金以降低交易成本,可能繞過B2B市集,雙方直接進行交易,並建立長期的合作關係。由於大型參與者加入多對多的獨立B2B市集所獲得的實質價值並不明顯,因此目前維持低涉入的狀態。除非B2B市集顯著的降低交易成本與提供具有排他性的價值主張,否則很難擁有持續性的競爭優勢。
B2B市集在採購的交易流程中扮演資訊中介商的角色,最重要的經營使命在於促成交易與長期的獲利能力,其價值主張(value propositions)的策略邏輯如下:交易頻率低使得買賣雙方沒有學習的動機、交易成本低、時間的機會成本高、交易情境存在不信任的氣氛、選擇與本身資源結構搭配(fit)的策略定位與經營模式、非透明性(nontransparency)之資訊不對稱、M2M的網路效應、加值型服務與互補效果的策略聯盟夥伴、其他價值主張等。
The thesis analyzed the economic nature and developing business models of B2B e-marketplace. Studying the structure of textile industry, the decisions making patterns of procurement, the related issues on business models of B2B e-marketplace, and case study.
The thesis found that in general the high value-added activities often at the front end and back end stages in the value chains of textile industry, such as product design, licensing, marketing, channel management. And they tend to be internalized. The activities at the middle stage such as the supply of raw material and manufacturing are often low value-added. And they tend to be externalized. Because low transaction frequency of semi-standard and specialized products may cause potential speculative behaviors and information asymmetry, it is likely to occur adverse selection and moral hazard. It needs intermediary party to cast trilateral governance.
Most players of industry value chains maintain in the state of equilibrium of cooperative network relationship. Though through B2B e-marketplace can access real time information, increase the bargaining power, enlarge to reach new customers and new markets or lower transaction costs. Ironically bilateral side tended to trade directly in the second transaction to build the long-term cooperative relationship, bypassing the B2B e-marketplace to save transaction costs. Because the value to big players in many to many independent B2B e-marketplace is little and obscure, the big players often tend to be low involvement. Therefore unless B2B e-marketplace can decrease transaction costs materially and provide the exclusive value propositions, it can hardly keep its sustainable competitive advantage.
B2B e-marketplace acts as infomediary in the purchasing process, the most critical mission is to facilitate the transaction and long-term profitability. Its strategic logics of the value propositions as following:
* bilateral side of trade have no learning motivation in low frequency transaction,
* lower transaction costs,
* opportunity cost of timing,
* untrustworthy environment in transaction context,
* selected resource structure which fits the strategic position and business models,
* information asymmetry of nontransparency,
* network effects of M2M (marketplace to marketplace),
* value-added services and complementary strategic alliance partners,
* other value propositions.
電子交易市集之探究 — 以紡織產業為例
內容目錄
第一章 緒論 ---------------------------------------------------------------------1-1
第一節 研究動機 ------------------------------------------------------------------1-1
第二節 研究目的 ------------------------------------------------------------------1-1
第三節 研究方法 ------------------------------------------------------------------1-2
第四節 研究限制--------------------------------------------------------------------1-2
第五節 研究範圍與架構 ---------------------------------------------------------1-2
第二章 市場制度的經濟本質 ------------------------------------------------2-1
第一節 交易成本理論 ------------------------------------------------------------2-3
一、交易成本的種類 ------------------------------------------------------------2-4
二、交易屬性 ---------------------------------------------------------------------2-4
三、交易成本處理方法的限制 ------------------------------------------------2-6
四、寇斯定理 ---------------------------------------------------------------------2-6
五、交易成本理論的延伸發展 ------------------------------------------------2-7
第二節 資訊經濟學 ---------------------------------------------------------------2-18
第三節 經驗經濟學 ---------------------------------------------------------------2-20
第四節 鎖定與轉換成本、網路效應 ------------------------------------------2-23
第五節 市場經濟中科技的先決條件 ------------------------------------------2-24
一、古典經濟的市場制度三項隱性支柱 -------------------------------------2-24
二、新經濟的市場制度失靈現象 ----------------------------------------------2-25
第六節 價值網路 ------------------------------------------------------------------2-27
I
第三章 紡織產業結構及交易決策模式分析 ------------------------------3-1
第一節 紡織產業供應鏈 ---------------------------------------------------------3-2
一、供應鏈結構 -------------------------------------------------------------------3-2
二、行銷通路 ----------------------------------------------------------------------3-10
第二節 採購決策與交易模式分析 ---------------------------------------------3-11
一、企業採購決策分析 ---------------------------------------------------------3-11
二、企業採購的考量因素 -------------------------------------------------------3-13
三、採購策略-----------------------------------------------------------------------3-14
四、交易商品、交易頻率與統理型式的關係 -------------------------------3-16
第三節 紡織產業的採購特性------------------------------------------------------3-20
一、紡織產業交易商品特性-----------------------------------------------------3-20
二、採購條件-----------------------------------------------------------------------3-21
三、交易行為-----------------------------------------------------------------------3-23
第四章 電子交易市集 ---------------------------------------------------------4-1
第一節 B2B電子商務的衝擊 ---------------------------------------------------4-3
一、B2B電子商務對既有產業的衝擊 ---------------------------------------4-3
二、B2B交易模式分析 ---------------------------------------------------------4-8
第二節 電子交易市集的演進 ---------------------------------------------------4-10
一、電子交易市集及服務形態之演進 ---------------------------------------4-10
二、B2B企業電子化下一循環的進化三階段 ------------------------------4-12
三、電子交易市集的供需互動類型 ------------------------------------------4-15
四、電子交易市集發展的三波段論--------------------------------------------4-17
第三節 電子交易市集的交易類型 ---------------------------------------------4-22
II
一、B2B矩陣 ---------------------------------------------------------------------4-22
二、新B2B模式 ------------------------------------------------------------------4-24
三、B2B電子交易市集價值創造模式 ---------------------------------------4-29
第四節 電子交易市集經營模式的相關議題-----------------------------------4-31
一、潛在參與者 ------------------------------------------------------------------4-32
二、扮演角色 ---------------------------------------------------------------------4-33
三、策略定位 ---------------------------------------------------------------------4-35
四、交易標的 ---------------------------------------------------------------------4-39
五、市場機制 ---------------------------------------------------------------------4-41
六、營收模式 ---------------------------------------------------------------------4-42
七、電子商務的交易安全基礎服務 ------------------------------------------4-44
八、買賣雙方的權力矩陣--------------------------------------------------------4-46
九、電子行銷策略 ---------------------------------------------------------4-49
十、價值創造來源-------------------------------------------------------------4-52
第五章 個案分析 ---------------------------------------------------------------5-1
第一節 亞洲地區B2B區域性環境共同特色 -------------------------------5-1
第二節 紡織產業電子交易市集個案分析 ------------------------------------5-3
一、大事紀------------------------------------------------------------------------5-3
二、價值網路的競爭--------------------------------------------------------------5-5
三、經營模式的競爭--------------------------------------------------------------5-7
第六章 結論與建議 ------------------------------------------------------------6-1
第一節 結論 ------------------------------------------------------------------------6-1
III
第二節 建議 -----------------------------------------------------------------------6-4
一、對B2B市集的建議----------------------------------------------------------6-4
二、對後續研究的建議-----------------------------------------------------------6-5
附錄一 紡織交易網(TradeTextile)---------------------------------------------7-1
附錄二 國際紡織聯網(I-Textile)------------------------------------------------7-7
參考文獻-----------------------------------------------------------------------------8-1
中文部份--------------------------------------------------------------------------8-1
英文部份--------------------------------------------------------------------------8-2
網站部份--------------------------------------------------------------------------8-5
IV
參考文獻
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網站部份
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http://www.gapinc.com/about/our_brands_body.shtm
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