政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148485

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148485

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题名:	創造共享價值：以蝦皮購物循環包裝策略為例 Creating Shared Value: A Case Study of Shopee's Circular Packaging Strategy
作者:	林煒勛 Lin, Wei-Hsun
贡献者:	柯玉佳 Ko, Yu-Chia 林煒勛 Lin, Wei-Hsun
关键词:	蝦皮購物共享價值循環包裝電商雙邊平台 Shopee Shared Value Circular Packaging E-commerce Two-sided platform
日期:	2023
上传时间:	2023-12-01 10:40:09 (UTC+8)
摘要:	根據環保署統計指出，我國網路銷售金額從2016年的2,238億元，一路不斷成長，在2021年達到4,303億元。然而，2021年度，我國耗費使用約2.2億份網購包材，並產生約5萬公噸包裝廢棄物、3千公噸塑膠包材廢棄物。由此可見，雖然網路購物帶給消費者更便利的購物體驗，卻也同時為臺灣環境帶來了不容忽視的環境負擔。針對網購包裝對我國環境帶來的負面衝擊，臺灣三大網購平台：蝦皮購物、Momo購物網、Pchome 24h紛紛推出循環包裝服務，透過可循環使用的包裝，取代傳統紙箱、破壞袋的出貨方式，希望降低網購生態對環境之影響。然而，目前臺灣有關循環包裝的論文文獻討論甚少，僅初步探討各家電商所提供循環包裝流程機制，而未深入針對循環包裝隱含之企業競爭策略、永續經營策略，甚至創造共享價值策略（Creating Shared Value）進行深度剖析。本研究將開創性地導入Michael Porter及Mark Kramer（2011）兩位學者提出的創造共享價值策略（CSV）架構，以更宏觀、更實務的全新視野分析循環包裝策略。本研究選擇蝦皮購物為焦點廠商，透過創造共享價值策略（Creating Shared Value），搭配質化、電商專家深度訪談，分析蝦皮購物為何推出循環包裝，並如何透過循環包裝服務，為企業、買家、賣家、合作夥伴等利害關係人創造之價值，同時增強競爭能力，進行分析。本研究之結論分為四個面向：一、內外部社會需求及產業競爭因素共同形成蝦皮購物CSV驅動力。二、蝦皮購物高度整合CSV專案與核心能力結合程度，創造更佳競爭優勢。三、蝦皮購物透過外部合作，共同提高價值鏈之效率。四、蝦皮購物透過循環包裝，進行雙邊平台策略，強化其虛擬群聚效應。最後，本研究建議企業運用CSV策略時，應將「價值擷取平衡性」納入考量，若有任何一方利害關係人擷取過高程度的CSV價值，將直接影響CSV商業專案的可持續性，使互利共贏的合作模式受到挑戰，導致企業必須透過調整商業模式，重新平衡各方價值擷取程度。 According to statistics from the Environmental Protection Administration, the online sales revenue in Taiwan has continuously grown from 223.8 billion NTD in 2016 to reach 430.3 billion NTD in 2021. However, in the year 2021 alone, approximately 220 million units of online shopping packaging materials were consumed, resulting in about 50,000 metric tons of packaging waste and 3,000 metric tons of plastic packaging waste. From this data, it is evident that while online shopping has brought consumers a more convenient shopping experience, it has also imposed a significant environmental burden on Taiwan's environment. In response to the negative environmental impact of online shopping packaging in our country, Taiwan's three major e-commerce platforms, Shopee, Momo, and Pchome 24h, have all introduced circular packaging services. Through the use of reusable packaging materials, these platforms aim to replace traditional cardboard boxes and single-use plastic bags for shipping, with the goal of reducing the ecological impact of online shopping on the environment. However, there is currently limited discussion in Taiwan regarding academic literature on circular packaging. Existing studies have primarily focused on exploring the circular packaging processes and mechanisms offered by various e-commerce companies. These studies, however, have not delved deeply into the implied corporate competitive strategies, sustainable business strategies, or even strategies for Creating Shared Value (CSV). This research will be pioneering in introducing the framework of Creating Shared Value (CSV) proposed by two scholars, Michael Porter and Mark Kramer in 2011. This new perspective provides a more comprehensive and practical outlook for analyzing circular packaging strategies. This research selects Shopee as the focal firm and utilizes the Creating Shared Value (CSV) strategy proposed by scholars Michael Porter and Mark Kramer (2011). By combining qualitative research methods and in-depth interviews with e-commerce experts, the research aims to analyze why Shopee has introduced circular packaging and how this initiative enhances value for stakeholders such as the company itself, buyers, sellers, and partners. Additionally, the research seeks to assess how the implementation of circular packaging services enhances the company's competitive capabilities. The research concluded with four main findings: 1. The driving forces behind Shopee's adoption of CSV stem from a combination of both internal and external social demands and industry competitive factors. 2. Shopee demonstrates a high level of integration between CSV initiatives and its core capabilities, resulting in enhanced competitive advantages. 3. Through external collaborations, Shopee collaboratively enhances the efficiency of its value chain. 4. Shopee employs a dual-sided platform strategy through circular packaging, reinforcing its virtual cluster effect. Lastly, this research suggests that when enterprises employ the CSV strategy, they should consider the "Balance of Value Capture". If any stakeholder extracts an excessively high level of CSV value, it will directly impact the sustainability of the CSV business case, effecting the mutually beneficial cooperation model. This may require enterprises to readjust their business models to rebalance the extent of value extraction by all parties involved.
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