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研究生:李恒
研究生(外文):Lee, Heng
論文名稱:如何達成淘寶上的競爭優勢
論文名稱(外文):Achieving E-commerce Competitive Advantage on Taobao
指導教授:潘偉華潘偉華引用關係焦錦濮焦錦濮引用關係
指導教授(外文):Wei-Hwa PanJin-Pu Chiao
口試委員:馮遠耀史習安潘偉華焦錦濮
口試委員(外文):YUAN-YAO FENGWei-Hwa PanJin-Pu Chiao
口試日期:2014-06-18
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:應用外語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:75
中文關鍵詞:淘寶競爭優勢差異化策略定位產品差異化電子商務競爭優勢行銷策略營運策略選區策略資源基礎觀點
外文關鍵詞:Taobaoe-commerce competitive advantageproduct differentiationdifferentiation strategic positioningmarketing strategyoperation strategyconstituency strategyresource-based view
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淘寶已經成為亞洲最大的電子商務平台。在激烈競爭的淘寶平台上,賣家必須知道如何存活。對於電子商務競爭優勢來說,以策略為衡量標竿的文獻並不多。在此研究中,我們將會加入營運策略、網路行銷策略、以及選區策略作為三項主要策略因素。店鋪的收藏次數、評價等級以及營運的時間將會代表績效。

研究的方法以問卷為主,從線上以及線下同時收集。利用典型相關分析,在網路行銷策略與營運策略跟選區策略中,我們獲得了0.9509的顯著係數。根據研究結果,本研究建議賣家需要找到策略部屬的平衡點,而不是只著重單一策略的推行。

對於電商績效的指標,本研究採用了評價等級、收藏次數與營運時間。資訊策略跟收藏次數有正向的高度相關,而策略定位、差異化產品與營運時間也有正向的高度相關。最後,若網路商店想要永續經營,需要巧妙的運用資訊策略、差異化的策略,才能在淘寶上存活的時間延長!

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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