臺灣博碩士論文加值系統

在2010年4月，台灣出現了第一家不同於以往的團購電子商務網站-17P好康，此種顛覆傳統的團購一推出即吸引眾新聞媒體之目光，成為了新一代的「團購」代名詞，本研究稱之為新型團購。

全球新型團購龍頭Groupon是近年網路圈最轟動的一間公司，其創造了網路歷史上成長最快的不凡記錄，雖歷經金融海嘯襲擊仍迅速成長，成立僅七個月即轉虧為盈，而在創辦的兩年內營收達到5億美元，並進入超過40個國家與市場，擁有5,000萬名會員！本研究欲探討Groupon模式為何？其為何能在這麼短時間獲得成功，迅速進入各市場進而提高營業額，受到各國爭相模仿，進而吸引Yahoo!與Google對其進行收購提案。Groupon於2010年進入台灣市場後對於台灣的新型團購產業帶來什麼樣的變化？台灣新型團購網站產業又該如何因應這激烈的競爭與潛在競爭者之威脅？

本研究結果發現，新型團購網站不僅僅是以銷售為獲利模式的電子商務，其對於中小型商家是極具吸引力的廣告模式！經過台灣的新型團購產業分析，與台灣具代表性之前三大新型團購網站Groupon Taiwan、GOMAJI和17P好康進行個案分析後，發現新型團購網站之成功因素為1. 業務 2. 流量。而全台第一大入口網站Yahoo!奇摩亦在其中扮演了一個非常重要的角色，三家皆曾經或正與Yahoo!奇摩合作，透過導入流量之方式來提升網站知名度與能見度。由於競爭者眾多且參差不齊，如何能於網站服務品質與產品品質當中脫穎而出，並且解決消費者對於一再的價格促銷彈性疲乏之問題，為網站創造「差異化」，以增加消費者黏性與忠誠度，為各經營業者須省思之問題。

Groupon has become the latest Internet sensation, providing daily deals to customers in the form of discount offers. It’s revenue rapidly grew to 500 million in 2 years. Groupon entered over 40 markets and had over 50 million members all over the world. We undertook a study to discover
1.What is the business model of Groupon?
2.Why Groupon could be successful in such a short time?
3.What changes did Groupon brings to the industry after entering Taiwan’s market by acquisition?
4.How could other Groupon-like group-buying websites in Taiwan respond to Groupon’s threat?

The study found out Groupon-like group-buying website is not only a E-commerce website, it is a newly type of advertisement, which is extremely attractive to small or medium size business. By analyzing the top three in Taiwan’s market, two key factors of success were suggested. The critical success factors were web business and web traffic. As competitors become strong, how to create “difference” in order to increase consumer “stickiness” and loyalty is the most important issue that business operators should consider.

摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 2
第二章　文獻探討 4
第一節　電子商務 4
一、　電子商務之定義 4
二、　電子商務之分類 6
第二節　體驗行銷 7
一、　體驗之定義 7
二、　體驗行銷之定義 9
第三節　口碑行銷 11
一、　口碑之定義 11
二、　電子口碑之定義 13
第三章　新型團購網站 15
第一節　傳統團購與新型團購 15
一、　傳統團購之定義 15
二、　新型團購之定義 15
第二節　新型團購之商業模式 16
一、　新型團購模式之介紹 16
二、　新型團購之商業模式 18
三、　新型團購之收費模式 19
四、　新型團購網站之核心與精神 20
第三節　新型團購網站全球龍頭-Groupon 21
一、　Groupon的背景 21
二、　Groupon的前身-The Point 21
三、　Groupon的發想 22
四、　Groupon的成立 22
五、　Groupon的世界版圖 23
六、　Yahoo!和Google的收購提案 25
七、　Groupon的融資 26
第四節　新型團購之成長態勢 27
第四章　台灣新型團購產業分析 29
第一節　台灣新型團購產業分析 29
一、　產業定義 29
二、　產業特性分析 29
三、　產業結構與競爭情勢分析 30
第二節　台灣代表性新型團購網站之個案分析 34
一、　17P好康 35
二、　Groupon Taiwan 39
三、　GOMAJI 43
第三節　個案分析小結 46
一、　個案比較分析 46
二、　Yahoo!奇摩之重要角色 47
三、　台灣新型團購網站最主要之成功要素 47
四、　美國Groupon採行的擴張策略 50
第五章 結論與建議 51
第一節　結論 51
第二節　建議 53
第三節　未來發展 54
參考文獻 56

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