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| Title: | 電商業者物流策略個案分析：以蝦皮購物為例
E-commerce logistics strategy: A Case Study of Shopee |
| Authors: | 王薇婷
Wang, Wei-Ting |
| Contributors: | 邱奕嘉
王薇婷
Wang, Wei-Ting |
| Keywords: | 組織邊界
自建物流
網路電子商務
Organizational Boundaries
Self-logistics
E-commerce |
| Date: | 2021 |
| Issue Date: | 2022-02-10 13:21:14 (UTC+8) |
| Abstract: | 在全球受到新冠肺炎的影響下，大多數實體的消費活動受到限制，使得網路電子商務的需求也漸增，民眾愈來愈習慣於在網路電子商務上進行消費，在下單後各大網路電子商務的作業流程攸關於是否能讓消費者在下單後能夠快速且享受到有品質的服務，這使得物流成為重要的一環。
在台灣的網路電子商務市場中能觀察到，許多屬於龍頭的網路電子商務紛紛建立自家的物流團隊，各家公司也提出想透過物流的整合佈局，強化客戶體驗並且讓自家公司的效益提高，因此自建物流也慢慢成為台灣網路電子商務的趨勢。故本研究將探討影響網路電子商務業者趨漸於自建物流的因素，並且透過個案分析，探討自建物流的關鍵因素為何。
為了以更宏觀的角度探討，本研究以組織邊界為觀點出發，透過「效率」、「能力」以及「力量」觀點分別為電子商務業者趨漸於自建物流的因素作為主要分析觀點，最後以訪談法將個案分析更深入研究，最終得出以下兩大結論：一、電子商務紛紛趨漸於選擇自建物流，其原因為電子商務在自建物流後，突破其原有的組織邊界，掌握物流控制權增加其效率、將物流資源有效配置和減少對第三方物流依賴性，使電子商務在營運的過程中，減少不確定性的情況、增加效率和成本優勢、掌握物流資源程度進而使其電子商務獲得持續性競爭優勢。二、企業對於其組織邊界的選擇必須要更審慎思考資產更細部的劃分，需結合在地市場的特性以做出不同的策略選擇。因此，電子商務對於物流的選擇從感知市場的狀況，接著評估既有競爭者威脅以及消費者偏好，界定物流選擇的範疇，將原有資源轉化成差異性的物流決策。
Under the influence of COVID-19 in the world, the consumption activities of most entities are restricted, and the demand for online e-commerce has also increased. People are becoming more and more accustomed to spending on online e-commerce. The operation process of e-commerce is about whether consumers can quickly and enjoy high-quality services after placing an order, which makes logistics an important part.
It can be observed in Taiwan’s online e-commerce market that many leading online e-commerce companies have established their own logistics teams, and various companies have also proposed to strengthen customer experience and increase their own company’s efficiency through the integrated layout of logistics. Therefore, self-logistics has gradually become the trend of online e-commerce in Taiwan. Therefore, this study will explore the factors that influence the tendency of online e-commerce companies to build self-logistics, and through case analysis, explore the key factors of self-logistics.
In order to explore from a more macro perspective, this research takes organizational boundaries as the point of view, and uses the perspectives of "efficiency", "capability" and "power" as the main analysis points of e-commerce companies` tendency to build logistics by themselves. The interview method will further study the case analysis, and finally come to the following two major conclusions:
1. E-commerce has gradually chosen self-logistics. The reason is that after self- logistics, e-commerce breaks through its original organizational boundaries and masters Logistics control rights increase its efficiency, effectively allocate logistics resources and reduce dependence on third-party logistics, so that in the process of e-commerce operations, it can reduce uncertainty, increase efficiency and cost advantages, and master the degree of logistics resources to make it E-commerce gains a sustainable competitive advantage.
2. Enterprises must think more carefully about the division of assets in the choice of their organizational boundaries, and must combine the characteristics of the local market to make different strategic choices. Therefore, the choice of e-commerce for logistics starts from the perception of market conditions, and then evaluates the threats of existing competitors and consumer preferences, defines the scope of logistics options, and transforms the original resources into differentiated logistics decisions. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
108364134 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108364134 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200001 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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