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Title:	電商逆向物流系統之成功關鍵因素分析— 以PChome 24h購物為例 A Case Study on Key Successful Factors of Reverse Logistics in E-commerce: PChome 24h
Authors:	郭宥均 Kuo, Yo-Chung
Contributors:	羅明琇 Lo, Sonia M. 郭宥均 Kuo, Yo-Chung
Keywords:	電子商務產業逆向物流退貨 E-commerce Reversed logistics Return
Date:	2019
Issue Date:	2019-08-07 17:15:40 (UTC+8)
Abstract:	受到全球化的影響，電商產業的競爭越來越激烈，各家電商也紛紛推出越來越優惠的促銷活動，而這些活動雖然帶來更大的營業量，但伴隨而來的是因為更多衝動性消費或是便利的購物而造成的退貨，也因此退貨率的數字特別在近幾年興起的黑色星期五、雙十一購物節攀升到更高的數字，根據KPMG於2018年的調查，2017年黑色星期五有31.4％的流行服飾消費者選擇退貨，若不妥善處理這三成的退貨，也就代表著即便營業額再高，仍包含著三成的損失，因此逆向物流在近幾年也在電商產業開始備受重視，本研究即針對電商完善的物流系統，並套入逆向物流關鍵成功因素的架構做為主要的研究範疇。此外，網路家庭(PChome Online)在台灣深耕已久，又以強大的物流在此產業中著名，致力於整體物流的發展，已達到其逆向物流的服務在企業端與消費者端間的最大利益，因此以PChome 24h 作為主要研究的對象。本個案採用個案研究法，並搭配文獻與深度訪談等兩種方式蒐集相關資料，整理出個案公司目前的逆向物流系統之架構，並透過成功的逆向物流系統架構個別探討個案公司的狀況，此架構分成三大構面，分別為：流程面因素、知識面因素以及逆向物流能力因素，最後再將此三大構面與衡量企業當前的逆向物流能力的三個考量方向連結，以了解每一項因素對最後逆向物流本身能力之影響。本研究發現，逆向物流能力的關鍵成功因素，首要來自管理階層的意識。一般而言，逆向物流在電子商務產業經常被認為是一項不重要且非必要處理的一項服務，但在透過訪談內容與文獻的構面分析後可了解，逆向物流確實能成為企業的一項競爭優勢，且不論是正逆向物流，在電商產業中其實就是一體兩面的概念，也因此在物流的建立上，個案公司從最開始經營起電子商務產業時，一直將物流視為最首要的目標，也打造出在台灣的電商產業中，目前是第一名的物流服務的電商公司。本研究針對目前個案公司的逆向物流系統的實際案例進行深入探討，了解到個案公司在逆向物流系統的發展上所面臨的挑戰與作出的因應作法，其結果擴展了逆向物流關鍵成功因素架構的相關探討，同時在實務的做法上也提供給相關企業在打造逆向物流系統時的參考依據。 Affected by globalization, the competition in the e-commerce industry has become increasingly fierce, and each e-commerce company have also launched more and more promotions. Such as Black Friday and Double Eleven shopping festivals. Although these promotional activities have brought more business revenue, they are also accompanied by more return of impulsive consumption or convenient shopping, so the return rate have risen to a higher number especially in recent years. According to a survey conducted by KPMG, Black Friday in 2017, consumers decide to return 31.4% of fashion apparel, so reverse logistics has also received much attention in the e-commerce industry in recent years. This research is aimed at researching the perfect logistics system for e-commerce and the framework for the key success factors of reverse logistics. In addition, PChome Online has been deeply cultivated in Taiwan for a long time and is famous for its strong logistics in this industry. It is committed to the development of overall logistics and has reached the maximum benefits between its enterprise and consumer. Therefore, PChome 24h is the main research object. This research utilized the case study method and collects information in two ways, literature and in-depth interviews. It organizes the current reverse logistics system structure of the company and discusses the situation of the company through a successful reverse logistics system structure. Through three major facets in the successful reverse logistics system structure, which are process-based factors, knowledge-based factors and reverse logistics capabilities. Finally, we link these three factors with the three considerations of measuring the company`s current reverse logistics ability to understand each item and the impact of factors on each ability of the reverse logistics itself. This study found that the key success factors of reverse logistics capability are mainly from the consciousness of management. In general, reverse logistics is often regarded as a non-critical and non-essential service in the e-commerce industry. However, after analyzing the content of interviews and literature, we understood that reverse logistics can indeed become one of the competitive advantage. Whether it is forward or reverse logistics, they are actually a two-sided concept in the e-commerce industry. Therefore, the company dedicated to developing their logistics and becoming a role model for other e-commerce company in this industry. This study explores the case of the current reverse logistics system of the company and understands the challenges and solutions of the case company`s development in the reverse logistics system. The result expands the correlation between the key success factors of reverse logistics. Meanwhile, the results give as guidance to the relevant enterprises in the construction of the reverse logistics system.
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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) 106363076
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1063630761
Data Type:	thesis
DOI:	10.6814/NCCU201900274
Appears in Collections:	[MBA Program] Theses

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