政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101266

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/101266

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/101266

Title:	行動商務發展策略之個案分析－以GOMAJI為例 A Case Study on the Mobile Commerce Strategy
Authors:	朱翔之 Chu, Hsiang Chih
Contributors:	邱奕嘉 Chiu, Yi Chia 朱翔之 Chu, Hsiang Chih
Keywords:	行動商務適地性服務一對一行銷行動支付虛實整合 Mobile-Commerce Location-Based Service One-to-One Marketing Mobile Payment Clicks-and-Mortar Model
Date:	2016
Issue Date:	2016-09-02 01:35:12 (UTC+8)
Abstract:	隨著智慧型行動裝置與行動網路的高滲透率與高普及率，現代人若無隨身攜帶智慧型手機就彷彿與世界脫離，終日惴惴不安；無論在工作商場上，亦或是日常生活裡的食衣住行育樂中，都與行動商務脫離不了關係。行動商務讓生活更加便利，市場前景與應用皆被看好，因此，企業無不想在網路世界裡取得一席之地。然而，欲在行動電子商務之商機中淘金，則必須了解其特殊的商業特性，不能單純像過去站在企業之角度、能力與技術推出產品或服務，憑著單向溝通的思維就能讓消費者買單，這成功機率將會非常低；故該如何透過與顧客頻繁的雙向溝通互動或消費者行為的巨量資料分析，去瞭解顧客的需求、找出市場的趨勢，並提供正確之產品與服務進一步達到流量與銷量之目的則是企業最關心的。本研究探討企業該如何切入行動商務之商業模式，討論個案公司如何針對市場變化進行策略轉型，並檢視其行動商務策略是否有助於提升業績補足逐漸衰退之原核心團購業務。而本研究運用個案研究法，透過訪談個案公司之核心成員，並針對其行動商務策略從產業特性、企業決策流程、績效異常管理、行銷策略、適地性服務、後端技術支援與趨勢預測技術等角度，進一步討論行動商務對網路交易平台企業發展之影響，期待能提供給欲發展行動商務之企業一些啟發。 With the high penetration rate and popularity of mobile devices and internet, people nowadays feel isolated from the world and uneasy without their smartphones. Whether it be at work, or in daily life activities, everything is associated with mobile-commerce. As mobile-commerce makes our lives more convenient, having good market prospects and favorable development for its applications, enterprises all aspire to win a place in the world of internet. However, before making a fortune through mobile-commerce, one must know the unique characteristics of this business. Different from the past, when companies could launch products and services based on the capabilities and techniques they have, convince consumers to purchase via one-way communication simply from their standpoints; this model won’t make the business succeed anymore. As a result, what companies are paying the highest attention to, is how to understand the real customer needs and discover the industry trend through frequent two-way communication and interactions with consumers, and also through big data analysis of consumer behavior. By doing so, companies hope to provide the right products and services, and furthermore, generate high traffic and achieve great sales volume. This research investigates on what business model enterprises should adopt to operate in mobile-commerce. The research covers how the researched subject reform its strategies according to changes in the market, and examines whether the mobile-commerce strategy of the researched subject effectively improves its sales performance to complement its declining core business, group buying. This research is completed by a case study on the researched company. Through interviewing the company’s core members, and analyzing its mobile-commerce strategy from the perspectives of industry characteristics, decision making process of the company, management of abnormal performance, marketing strategy, localized services, backend technical support and trend forecasting technology, the research then further explores how mobile-commerce affects companies offering online transaction platforms, in hopes of bringing inspiration to those who aim for developing mobile-commerce.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 104363060
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104363060
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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