政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/143770

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/143770

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113311/144292 (79%)
造訪人次 : 50926387 線上人數 : 862

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/143770

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/143770

題名:	社群團購平台的發展策略及展望 -以好物團購為例 The development strategy and prospect of social group buying platform-Case Study of Haowu Group-buying
作者:	何宗霖 Ho, Jung-Lin
貢獻者:	林日璇黃國峯 Lin, Jih-Hsuan Huang, Guo-Feng 何宗霖 Ho, Jung-Lin
關鍵詞:	社群團購 SWOT分析五力分析安索夫矩陣顧客體驗路徑 Customer experience path Social group buying SWOT analysis Five forces analysis Ansoff matrix
日期:	2023
上傳時間:	2023-03-09 18:22:24 (UTC+8)
摘要:	本研究探討由社群團購平台為擔任中間商角色的線上團購類型，其媒合商品供應商及有帶貨能力的關鍵意見領袖及關鍵意見消費者，好處在於能藉由短期間的優惠，來快速媒合消費者及賣方，有效降低消費者的交易成本。由團購主分享內容及評論，讓消費者快速對產品產生興趣和信賴，縮短購物決策，使訂單轉換率能有效提升。以個案公司「好物團購」社群團購平台為例，分析其商業模式與發展策略，首先了解社群團購平台的頁面及發文方式，對銷售金額及商品品類銷售狀況做數據分析，與觀察雙11活動狀況。以PEST分析、SWOT分析、五力分析、安索夫矩陣、關鍵成功因素找出個案公司的發展策略及展望，再藉由行銷4P理論、4C理論、顧客體驗路徑，來了解團購市場的運作及營銷策略，平台藉由團購主增加品牌吸引力與親和力，誘發粉絲的從眾行為，提升商品的轉換率，最後提升總成交金額的一連串電子商務價值創造能力。了解「好物團購」平台的運營，與廠商及團購主的合作流程，進而採用商業模式圖以價值、供給、需求、財務四個板塊進行系統化分析；最後擬定人物誌與採用STP分析了解個案公司的市場區隔及定位。總和以上，對團購市場發展方向及團購平台運營策略，提出研究結論及建議，期望對迅速發展的社群團購平台能提供持續進步的優化力量。 This study explores the types of online group buying in which social group buying platforms act as intermediaries, as well as the commodity suppliers, key opinion leaders and key opinion consumers with the ability to carry goods. The advantage lies in the fact that consumers and sellers can be quickly matched by short term discounts, and the transaction costs of consumers can be effectively reduced. Group buyers share content and comments, so that consumers can quickly develop interest and trust in products, shorten shopping decisions, and effectively improve the order conversion rate. Take "Haowu Group Buying" community group buying platform as an example to analyze its business model and development strategy. First, understand the page and publication method of the social group buying platform, do data analysis on the sales amount and product category sales, and observe the situation of Double 11 activities. The development strategies and prospects of individual companies are found out based on PEST analysis, SWOT analysis, five forces analysis, Ansoff matrix, and key success factors. Then, the operation and marketing strategies of the group buying market are understood through 4P theory, 4C theory and customer experience path. The platform increases brand attraction and affinity through group buying owners and induces fans` conformity behavior. The conversion rate of goods will be improved, and finally a series of e-commerce value creation ability of the total transaction amount will be improved. Understand the operation of the " Haowu Group Buying " platform, and the cooperation process with manufacturers and group buyers, and then use the business model diagram to make a systematic analysis of the four sectors of value, supply, demand and finance; Finally, the profile is drawn up and STP analysis is used to understand the market segmentation and positioning of the individual companies. In summary, this paper puts forward research conclusions and suggestions on the development direction of the group buying market and the operation strategy of the group buying platform, hoping to provide continuous improvement optimization force for the rapidly developing community group buying platform.
參考文獻:	一、中文部分王士豪. (2016). 社群行銷化電商平台之研究與發展 (Publication Number 2016年) 國立臺灣大學]. AiritiLibrary. 何季倫, & 鄭宇庭. (2018). 透過社群輿情分析探討餐飲類口碑操作方式－以咖啡廳產業為例 [The research of the online business of internet public opinion from social media - a case study of coffee shop industry]. Journal of Data Analysis, 13(6), 1-25. https://doi.org/10.6338/jda.201812_13(6).0001 周得媛, 康學真, 呂佳妍, & 謝泓晉. (2019). 網路紅人可信度影響消費者態度之研究－以YouTube表演類網紅為例. 圖文傳播藝術學報(2019), 87-101. 林亞筠. (2021). 知覺風險、從眾行為與顧客參與度對團購意圖影響之研究-以團購為例 (Publication Number 2021年) 嶺東科技大學]. AiritiLibrary. 陳志萍. (2012). 社交網絡臉書之電子口碑行銷傳播效果研究. 廣告學研究(38), 23-49. 陳婉綾, 郭宗賢, & 田寒光. (2021). 網紅與粉絲關係品質、信任轉移與自我監控對品牌推薦影響之研究 [A Study of the Impact of Relationship Quality between Social Media Influencer and Fans, Trust Transfer, and Self-monitoring on the Effect of Brand Recommendation]. 行銷科學學報, 17(1), 67-88. https://doi.org/10.3966/181666012021041701004 陶俊, 邢花, 陳艷紅, & 胡麗娟. (2022). 移動互聯網背景下社群電商發展現狀. 今日財富(02). 菲利浦．科特勒. (2017). 行銷4.0虛實整合時代贏得顧客的全思維 (劉盈君, Trans.). 天下雜誌股份有限公司. 菲利浦．科特勒、陳就學、伊萬．塞提亞宛. (2021). 行銷5.0 (林步昇, Trans.). 天下雜誌股份有限公司. 奧斯瓦爾德, Osterwalder, A., 比紐赫, Pigneur, Y., & 尤傳莉. (2012). 獲利世代 : 自己動手,畫出你的商業模式 / 亞歷山大.奧斯瓦爾德(Alexander Osterwalder),伊夫.比紐赫(Yves Pigneur)作 ; 尤傳莉譯 (初版 ed.). 早安財經文化出版. 詹壬菡, & 方彩欣. (2012). 論網路虛擬社群中的從眾行為現象 [A Study of Conformity Behavior in the Virtual Communities]. 設計研究學報(5), 153-167. https://doi.org/10.29701/jdr.201207.0012 KOL Radar. (2022). 網紅與社群促購洞察報告書. https://www.kolradar.com/reports/social-commerce 二、英文部分 Amit, R., & Zott, C. (2001). Value creation in e-business [Article]. Strategic Management Journal, 22(6-7), 493-520. https://doi.org/10.1002/smj.187 Ansoff, H. I. (1957). Strategies for Diversification. Harvard Business Review, 114. Cooper, A. (1996). Goal-directed software design. Dr Dobb`s Journal-Software Tools for the Professional Programmer, 21(9), 16-23. Jin, M. L., Ning, Y. F., Li, B., Liu, F. M., Gao, C. H., & Gao, Y. C. (2021). Uncertain KOL Selection With Multiple Constraints in Advertising Promotion [Article]. Ieee Access, 9, 142869-142878. https://doi.org/10.1109/access.2021.3121518 Jing, X. Q., & Xie, J. H. (2011). Group Buying: A New Mechanism for Selling Through Social Interactions [Article]. Management Science, 57(8), 1354-1372. https://doi.org/10.1287/mnsc.1110.1366 Li, X. T., & Wu, L. (2018). HERDING AND SOCIAL MEDIA WORD-OF-MOUTH: EVIDENCE FROM GROUPON [Article]. Mis Quarterly, 42(4), 1331-1351. https://doi.org/10.25300/misq/2018/14108 Li, Y. M., Lin, C. H., & Lai, C. Y. (2010). Identifying influential reviewers for word-of-mouth marketing [Article]. Electronic Commerce Research and Applications, 9(4), 294-304. https://doi.org/10.1016/j.elerap.2010.02.004 McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. R.D. Irwin. https://books.google.com.tw/books?id=uhPUAAAAMAAJ Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press. Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The New Marketing Paradigm: Integrated Marketing Communications. NTC Business Books. https://books.google.com.tw/books?id=RvM-OXNnSpgC Schumpeter JA. (1934). The Theory of Economic Devel- opment: An Inquiry into Profits, Capital, Credit, Interest, and the Business Cycle. Harvard University. Press: Cambridge, MA. Song, G. D., Ma, Q. H., Wu, F. F., & Li, L. (2012). THE PSYCHOLOGICAL EXPLANATION OF CONFORMITY [Article]. Social Behavior and Personality, 40(8), 1365-1372. https://doi.org/10.2224/sbp.2012.40.8.1365 Wang, X., Yu, C. L., & Wei, Y. J. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework [Article]. Journal of Interactive Marketing, 26(4), 198-208. https://doi.org/10.1016/j.intmar.2011.11.004 Xu, H. (2018). Is More Information Better? An Economic Analysis of Group-Buying Platforms [Article]. Journal of the Association for Information Systems, 19(11), 1130-1144. https://doi.org/10.17705/1jais.00522 Zani, W. M. (1970). The Computer Utility. California Management Review, 13(1), 31-37.
描述:	碩士國立政治大學經營管理碩士學程(EMBA) 110932421
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0110932421
資料類型:	thesis
顯示於類別:	[經營管理碩士學程EMBA] 學位論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
242101.pdf		20470Kb	Adobe PDF2	214	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回饋