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研究生:劉上賓
研究生(外文):Shang-Bin Liu
論文名稱:由電子商務發展特性探討企業導入網路零售市場之策略分析
論文名稱(外文):To Investigate the Strategic Analysis for Enterprises to Immerse in the Internet-retailing Market by Studying the Developing Characteristics of Electronic Commerce
指導教授:蔡坤穆蔡坤穆引用關係
指導教授(外文):Kune-Muh Tsai
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:運輸倉儲營運所
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:159
中文關鍵詞:電子商務網路零售
外文關鍵詞:Electronic commerceInternet retail
相關次數:
  • 被引用被引用:15
  • 點閱點閱:1592
  • 評分評分:
  • 下載下載:544
  • 收藏至我的研究室書目清單書目收藏:8
由於網路的興起,不但影響到消費者的生活型態,也會影響到傳統零售商的生存空間,傳統零售商紛紛加入電子商務的戰局。因此,欲探討網路零售市場之特性,與有利發展之公司型態,並跨足電子商務之競爭策略。透過網路零售市場相關分析研究,理論架構與國外個案分析,獲得以下結果:
電子商務的一些經濟特質如:需求面的規模經濟、報酬遞增、網路外部性、正反饋循環,使得網路零售市場具有大者□大之特性。
實體網路公司具備的核心資源有:資金、實體店面、商譽、與供應商的關係、後勤物流系統、實體營運市場經驗。純虛擬的網路公司所具備的核心資源為電子化資訊技術。相對於虛擬網路公司而言,實體網路公司所具備之核心資源,需要較長時間的累積,且可籍由策略聯盟或併購策略取得相關技術,因此實體網路公司具備發展網路零售市場潛力。在結合大者□大之特性,預估網路零售市場將以實體網路公司與超大型虛擬網路公司為發展趨勢。
網路零售市場走向,除規模與市場佔有率最大的前一、二家網路公司外,其餘能夠生存的中小型網站,在進入網路零售市場宜採差異化策略,才能找到生存的利基。
Due to the arising of Internet, not only the consumers’ living styles are affected, the traditional retailers are struggling for the survival as well. This is the factor forcing the traditional retailers to enter the battlefield of electronic commerce (E-commerce). In this study, we are to understand the specific characteristic of internet retailing market, and appropriate company operations types and strategies to compete in the E-commerce business environment by reviewing previous research on internet retailing market and structure, and case studies of foreign companies. The results are shown as follows:
The economic characteristics of E-commerce are: Economics of scale at demand side, increasing returns, network externality, and positive feedback cycle. Those characteristics make the bigger firms staying big in the internet-retailing market.
The core resources for the physical internet-firms are: capital, physical stores, reputation, the relationship with suppliers, the logistic system, and the practical market operation experiences. The core resource for the pure virtual internet-firms is the electronic information technology. In comparison to the pure virtual internet-firms, the physical ones need more time to cumulate their core resources. However, they could also obtain the related technologies by strategic alliance or merger, and then to develop the better potential in internet-retailing market. Moreover, the developing trend of internet-retailing market is predictable to be controlled by the physical internet-companies and superior huge virtual internet-companies.
From the trend of internet-retailing market, only the first two biggest Internet companies with their sizes could be probably successful to take the most of market shares. However, the best and only strategy for the medium- and small-sized internet-stations to survive is to differentiate themselves from the others.
壹、序論  1
 一、研究背景與動機 1
 二、研究目的 2
 三、研究範圍 3
貳、文獻回顧4
 一、網路的經濟特性 4
 二、通路結構改變 9
 三、企業電子化 13
 四、電子商務對實體網路公司之影響 16
 五、實體網路公司進入電子商務的型態23
 六、競爭策略 25
 七、資源理論 32
 八、命題發展 36
參、研究方法 39
 一、觀念性架構 40
 二、評量指標 43
 三、研究流程 47
肆、美國網路零售市場分析架構 49
 一、美國B2C EC市場綜觀 49
 二、美國網路零售市場概況與發展趨勢 52
 三、美國實體網路公司進入網路零售市場分析 58
 四、美國虛擬網路公司進入網路零售市場分析 65
 五、實體網路公司與虛擬網路公司比較 77
伍、個案分析 83
 一、虛擬網路書店-Amazon 83
 二、實體網路書店-Barnes & Noble92
 三、虛擬網路食品雜貨商-EthnicGrocer 94
 四、虛擬網路食品雜貨商-Webvan 98
 五、實體網路食品雜貨商-Wal-Mart 101
 六、虛擬玩具店-eToys 105
 七、實體網路玩具店-KB Toys 108
 八、Amazon與Barnes &Noble比較 111
 九、個案匯總 122
陸、命題發展 130
柒、 結論與建議 147
 一、研究結論147
 二、研究限制 149
 三、後續研究建議 150
參考資料151
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