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https://nccur.lib.nccu.edu.tw/handle/140.119/153891
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| Title: | 電商平台之後進者策略分析
A Case Study on the Late Comer Strategy of the E-commerce Platforms |
| Authors: | 林盈秀
Lin, Ying-Xiu |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
林盈秀
Lin, Ying-Xiu |
| Keywords: | 電商
後進者優勢
後進者策略
E-commerce
Late comer advantage
Late comer strategy |
| Date: | 2024 |
| Issue Date: | 2024-10-04 10:29:39 (UTC+8) |
| Abstract: | 隨著電子商務在全球的迅速發展，台灣作為一個具有活躍網路使用者群體和消費市場的地區，吸引了許多電商平台的進入。然而，在競爭激烈的市場中，後進者面臨著先進者已經建立的龐大市場份額和品牌形象的挑戰。因此，本研究旨在通過分析後進者在台灣電商市場的案例，探討其在市場進入、產品策略、定價競爭、物流配送等方面的策略選擇和效果。
本研究的兩個命題如下：一、台灣電商平台的後進者優勢主要體現於先進者的建設、經驗，以及與靈活調整之彈性，後進者充分利用優勢能夠有效地降低進入門檻並迅速建立競爭優勢。二、找到需求未被滿足的市場，供給面憑藉後進者優勢採取相應策略，需求面憑藉用特性收斂關鍵消費因素，並透過試錯調整經營方向，為台灣電商後進者的成功途徑之一。
As e-commerce rapidly develops globally, Taiwan, with its active internet user base and consumer market, has attracted the entry of many e-commerce platforms. However, in a highly competitive market, late comers face the challenge of overcoming the large market share and brand image already established by early entrants. Therefore, this study aims to explore the strategies and outcomes of late comers in areas such as market entry, product strategy, pricing competition, and logistics distribution through case studies of late comers in the Taiwanese e-commerce market.
This study is based on two propositions: First, the advantages of late comers in Taiwan's e-commerce platforms are mainly reflected in the construction and experience of early entrants, as well as the flexibility to make adjustments. By fully leveraging these advantages, late comers can effectively lower entry barriers and quickly establish a competitive edge. Second, identifying unmet market demands, coupled with strategies that capitalize on late comer advantages on the supply side, and converging key consumer factors on the demand side through trial-and-error adjustments, represents one of the success pathways for late comers in Taiwan's e-commerce market. |
| Reference: | 一、英文文獻
書籍
Gerard J. T., & Golder P. N. (2001). Will & Vision: How Latecomers Grow to Dominate Markets. McGraw-Hill.
Kalakota, R. & Whinston, A. B. 1996. Frontiers of Electronic Commerce, Addison-Wesley Longman Publishing Co,. Inc..
Kalakota, R. & Whinston, A. B. 1997. Electronic commerce: a managers’ guide. Addison-Wesley Professional.
Parker, G. G., Van Alystyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. New York, NY: WW Norton & Company.
Turban, E., Lee, J., King, D., & Chung H. M. 2000. Electronic Commerce: A Managerial Perspective, New Jersey: Prentice-Hall
編輯書中之章節
Porter, M. 'Strategic interaction: some lessons from industry histories for theory and antitrust policy'. In S. Salop (ed.), Strategy, Predation and Antitrust Analysis: 449-506. Washington: FTC, 1981.
期刊
Davidson, J. H. (1976). Why most new consumer brands fail. Harvard Business Review, 54(2), 117-122.
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Robinson W. T., & Fornell. C. (1985). Sources of Market Pioneer Advantages in Consumer Goods Industries. Journal of Marketing Research, 22(3), 305-317.
Shaw, R. W., & Shaw, S. A. (1984). Late entry, market shares and competitive survival: the case of synthetic fibers. Managerial and Decision Economics, 5, 72-79.
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Zwass, V. (1996). Electronic commerce: structures and issues. International Journal of Electronic Commerce, 1(1), 3-23.
研討會
Bloch, M., Pigneur, Y., and Segev, A. 1996. On The Road of Electronic Commerce – A Business Value Framework, Gaining Competitive Advantage and Some Research Issues, an extended version of a publication in the Proceedings of the 9th International EDI-IOS Conference, Bled, Slovenia.
網路資料
statista，2023。Countries with the highest percentage of retail sales taking place online in 2023。https://www.statista.com/statistics/1042763/worldwide-share-online-retail-penetration-by-country/。Accessed Date：05/03/2024。
二、中文文獻
碩博士論文
謝瑩導，2008，先進者與後進者的經營模式與策略之比較，未出版碩士論文，國立台灣大學工業工程學研究所，台灣台北。
網路資料
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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)
111363081 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363081 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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