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    题名: 生態系建構與價值創造之個案分析
    A Case Study on the Constructions and Value Creations of Ecosystems
    作者: 范嘉芸
    Fan, Chia-Yun
    贡献者: 邱奕嘉
    陳恭
    Chiu, Yi-Chia
    Chen, Kung
    范嘉芸
    Fan, Chia-Yun
    关键词: 電子商務
    生態系統
    價值創造
    E-commerce
    Ecosystem
    Value creation
    日期: 2024
    上传时间: 2024-07-01 12:22:44 (UTC+8)
    摘要: 科技的迅速進步改變了產業的面貌，促使生態系統的形成，同時重新塑造了企業 之間的競爭格局。特別是在近年來 COVID-19 的影響下，電子商務領域的發展更是快 速，相應地，電商生態系統也變得更加穩固。儘管學術界對於電子商務生態系統進行 了相當多的研究，但對於垂直電商的深入分析相對較少。因此，本研究以美國家居用 品電商 Wayfair 為案例進行個案分析，採用價值結構(Adner,2022)和七大市場力量 (Melmer,2022)的概念，分析 Wayfair 是如何透過跨產業合作成功打造生態系統的關 鍵，並提出有關「企業如何打造成功生態系」之建議。

    本研究基於多位學者的研究基礎，包括電子商務的獲利模式、生態系統的定義與 特性，以及商業策略分析工具的演進。通過分析 Wayfair 打造生態系統的過程與價值 創造的關鍵提出以下命題: 一、企業可透過協助供應商建構生態系統。且在創造資源共享的環境的同時，須保有 企業的生態系領導地位。 二、企業需不斷調整價值元素及建立市場力量以保持生態系競爭力。
    The rapid advancement of technology has significantly transformed the landscape of industries, accelerated the formation of ecosystems and reshaped the competitive dynamics among enterprises. Especially under the impact of COVID-19 pandemic, the development of e-commerce has experienced accelerated growth, resulting in a more concrete e-commerce ecosystem. There has been relatively less in-depth analysis of vertical e-commerce, therefore, this case study analyzes the U.S. furniture e-commerce company Wayfair using the concepts of Value Structure (Adner, 2022) and 7 powers, The Foundations of Business Strategy (Melmer, 2022) to analyze how Wayfair built a successful ecosystem through cross-industry collaboration. This study hopes to provide suggestions on "how businesses build successful ecosystems."

    This study builds upon the research foundations of various scholars, regarding profit models in e-commerce, the definition and characteristics of ecosystems, and the evolution of business strategies analysis tools. Through the analysis of Wayfair's ecosystem-building process and the key factors in its value creation, the following propositions are brought:
    1. Companies could build ecosystem through assisting their suppliers. And they have to keep the leading position while sharing their resources with other ecosystem members.
    2. Companies should continuously adjust value elements and build up business powers to maintain ecosystem competitiveness.
    參考文獻: 一、英文文獻
    參考文獻
    1. James Moore(1993). “Predators and Prey: A New Ecology of Competition”. Harvard business review, May-June 1993
    2. Wigand, R. T. (1997). “Electronic Commerce: Definition, Theory, and Context”. The Information Society, 13(1), 1–16
    3. Amazon(2023). “Q3 2023 Amazon.com, Inc. Earnings Conference Call”. October 26, 2023
    4. Ajeet Khurana(2018). “Horizontal vs. Vertical E-Commerce”. December 5, 2018. Retrieved December 6, 2023 from:https://www.liveabout.com/horizontal-vs-vertical- ecommerce-1141751
    5. CY Baldwin, KB Clark(2000). “Design Rules:The Power of Modularity”. Published by Mit Pr. March 15, 2000.
    6. Michael G. Jacobides(2018). “Towards a theory of ecosystems”. Managing Ecosystem Emergence and Evolution: Strategies for Ecosystem Architects Volume39, Issue8. May 2, 2018.
    7. W.Lawrence Neuman(2004). “Basic of Social research:Qualitative and Quantitative Approaches”. Published by Person Education, Inc.
    8. Kathleen M. Eisenhardt(1989). “Building Theories from Case Study Research”. Academy of Management Review, Vol.14, No.4. Oct 1, 1989.
    9. Robert K. Yin(2009). “Case Study Research:Design and Methods”. Published by SAGE Publications, Inc.
    10. Shijie Jiang, Chen Zhang, Bin Huang(2012). “Analysis of the B2C Mode of
    Mbaobao and Strategies for Vertical E-commerce”. Proceedings of the 2012 2nd 44
    International Conference on Computer and Information Application (ICCIA 2012) Advances in Intelligent Systems Research. Published by Atlantis Press. May 2014.
    11. Golrou Abdollahi, Uwe Leimstoll(2011). “A Classification for Business Model
    Types in E-commerce”. Association for Information Systems AIS Electronic Library (AISeL) Augest 6, 2011.
    12. Laudon, K., C., & Laudon. J., P.(2014). “Managing Information Systems: Managing
    the Digital Firm.”
    13. Stabell, C.B., & Fjeldstad, O.D.,(1998).“Configuring Value for Competitive Advantage: On Chains, Shops, and Networks”. Strategic Management Journal, 19, 413-437 14. Adam M. Brandenburger Barry J. Nalebuff(2011).”Co-opetition” Published by Crown Currency.
    15. Marco Iansiti & RoyLevien(2004)”Keystones and Dominators: Framing Operating and Technology Strategy in a Business Ecosystem.” The Operational Dynamics of Business Ecosystems


    二、中文文獻
    1. Ron Adner(2022)。黃庭敏譯。生態系競爭策略。天下雜誌出版。
    2. 經濟處統計部(2022)。網購市場順勢躍升新高，成長率優於整體零售業。擷取自網 站: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=1 8808&bull_id=9673。(最後閱覽日期:2023 年 10 月 17 日)
    3. 經濟部商業司(2022)。電子商務 C2C 拍賣平台交易安全規範。
    4. Paul Timmers(2000)。高秀美譯。企業對企業電子商務。漢智電子出版
    5. 今日家居(2023)。2023 美國家居零售總體下滑，Wayfair 等 3 家公司市佔率提升。 擷取自網站:https://www.furnituretoday.cn/news/global/3628.html。(最後閱覽日期: 2023 年 12 月 6 日)
    6. Kenneth Laudon, Jane Laudon(2022). 董和昇譯。管理資訊系統。培生出版，第十 四版。
    7. CoinUnited(2023). Wayfair 推出 Decorify 應用程序，利用人工智能將房間圖像轉 變為可購物的風格。擷取自網站:https://coinunited.io/news/zh-TW/2023-07- 25/stocks/cunews-wayfair-launches-decorify-app-using-ai-to-transform-room-images- into-shoppable-styles。(最後閱覽日期:2024 年 1 月 8 日)
    8. Hamilton Melmer(2022)。李芳齡譯。7 大市場力量。商業週刊出版
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363078
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110363078
    数据类型: thesis
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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