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研究生(外文):Lee, Heng
論文名稱(外文):Achieving E-commerce Competitive Advantage on Taobao
指導教授(外文):Wei-Hwa PanJin-Pu Chiao
口試委員(外文):YUAN-YAO FENGWei-Hwa PanJin-Pu Chiao
外文關鍵詞:Taobaoe-commerce competitive advantageproduct differentiationdifferentiation strategic positioningmarketing strategyoperation strategyconstituency strategyresource-based view
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Taobao has become the biggest e-commerce store in Asia. It is vital to shed some lights on how sellers survive in the highly competitive e-market, Taobao. Few literature have reported the strategic point of view in forming the competitive advantages. Three factors, taken into account in the study, which lead to the competitive advantage, are the operational strategy, network marketing strategy, constituency strategy. Marked time, reputation level, and survival time of the store, on the other hand, are used as e-commerce competitive advantage performance indicators.

The research method is questionnaire-based. We collected the samples from both online and offline. By conducting the canonical analysis, the significant coefficient correlation number 0.9509, is found in the connection between the NMS (network marketing strategy) to C&O (constituency strategy and operational strategy). It shows that each strategy set would be highly correlated. Due to the findings, we suggest that Taobao sellers should not only focus on one strategy, but to deploy multiple strategies evenly as an ideal approach.

Implementing reputation level, marked times, and survival time as the performance indicators, information strategy and marked time are found to be highly interacted, while strategic positioning and run time would be highly correlated as well.

Last but not least, in order to sustain in the long run, online businesses are recommended to execute better information strategy and yield a clear differentiation strategic positioning and differentiation product strategy for the long term managerial plan.

中文摘要 I
Abstract II
誌謝 III
List of Tables IV
List of Figures V
Chapter One- Introduction 1
1. Background 1
2. Purpose of the study 2
3. Research questions 4
4. The significance of the study 4
Chapter Two- Literature Review 7
1. Competitive Advantage 7
1.1 Theoretical background 7
1.2 Competitive advantage and company’s performance 9
1.3 Value chain 9
2. Resourced-based view 12
2.1 The resource advantage 12
2.2 Deployment& management of the resource 13
3. E-commerce strategies to achieve competitive advantage 13
3.1 Operational strategies 13
3.2 Network marketing strategies 18
3.3 Constituency Strategy 22
4. Research design 24
5. Hypotheses 25
Chapter Three - Methodology 27
1. Introduction 27
1.1 Questionnaire-based study 27
1.2 Sampling 27
1.3 Collecting process 28
1.4 Chinese Definitions of the variables in the current study 28
Chapter Four - Data Analysis 30
1. Descriptive statistics 30
2. Adopted factors in the current study 33
3. Reliability and Validity 34
4. Factor analysis 34
5. One way ANOVA 35
6. Canonical analysis 39
6.1 NMS and C&O 40
6.2 Seller’s strategies and resource creation 43
6.3 First canonical interpretation (coefficient: 0.3802) 47
6.4 Second canonical interpretation (coefficient: 0.2966) 47
Chapter Five – Discussion & Conclusion 50
1. Information strategy 50
2. Service strategy 50
3. Different strategic positioning and product strategy 51
4. Resource creation/Competitive advantage 51
5. Conclusions 52
6. Limitations 52
Appendix A: The survey 54
Appendix B: Final items in the adoption construct 64
References 65

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