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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/153891


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153891


    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.
    De Castro J.O., and J.J Chrisman (1995). Order of Market Entry, Competitive Strategy and Financial Performance. Journal of Business Research, 33(Venturing), 8(3), 241-253.
    Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92.
    Eisenmann, T., Parker, G,. & Van Alystyen, M. (2011). Platform envelopment. Strategic Managerial Journal, 32(12), 1270-1285.
    Feng, H., Jiang, Z., Li, M., & Feng, N. (2019). First-or Second-mover Advantage? The Case of IT-enabled Platform Market. Management Information Systems Quarterly, 43(4), 1234-1256.
    Katz, M. L., & Shapiro, C. (1994). Systems competition and network effects. Journal of Economic Perspectives, 8(2), 93-115.
    Lieberman M. B., & Montgomery, D. B. (1998). First-mover (dis) advantages: retrospective and link with the resource-based view. Strategic Management Journal, 19(12), 1111-1125.
    Rayport, Jeffery F., & John J. Sviokla. (1995). Exploiting the virtual value chain. Harvard Business Review, 73(6), 75.
    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.
    Suarez, F. F., & Kirtley, J. (2012). Dethroning an established platform. MIT Sloan Management Review, 53(4), 35-41.
    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
    Cyberbiz，2024。【電商百問05】如何挑選開店平台？ 7大開店平台比較，教你3個挑選重點。https://www.cyberbiz.io/blog/%E7%B6%B2%E8%B7%AF%E9%96%8B%E5%BA%97/#%E5%A4%A7%E5%9E%8B%E7%B6%9C%E5%90%88%E9%9B%BB%E5%95%86%E5%B9%B3%E5%8F%B0%E8%88%87%E7%B6%B2%E8%B7%AF%E9%96%8B%E5%BA%97%E5%B9%B3%E5%8F%B0%E6%AF%94%E8%BC%83%E8%A1%A8。搜尋時間：2024年05月03日。
    Meet創業小聚，2023。忍痛放棄上市、將公司打掉重練！韓國電商酷澎怎麼複製亞馬遜的成功？。https://meet.bnext.com.tw/articles/view/50893。搜尋時間：2024年05月04日。
    Money 101，2024。韓國 Coupang 怎麼買？酷澎跨境關稅怎麼算？火箭速配/跨境有何不同？最新 Coupang 信用卡推薦。https://www.money101.com.tw/blog/%E9%9F%93%E5%9C%8B-%E9%9B%BB%E5%95%86-%E7%B6%B2%E8%B3%BC-coupang-%E9%85%B7%E6%BE%8E%E4%BF%A1%E7%94%A8%E5%8D%A1#Coupang%E6%98%AF%E4%BB%80%E9%BA%BC。搜尋時間：2024年05月04日。
    天下雜誌，2023。韓國直擊│momo強勁對手來了！拆解酷澎「火箭擴張」三祕訣。https://www.cw.com.tw/article/5125961。搜尋時間：2024年05月04日。
    凱絡媒體週報，2024。Coupang酷澎巨獸來勢洶洶｜電商大戰的現在與未來。https://twncarat.wpcomstaging.com/2024/03/29/coupang%E9%85%B7%E6%BE%8E%E5%B7%A8%E7%8D%B8%E4%BE%86%E5%8B%A2%E6%B4%B6%E6%B4%B6%EF%BD%9C%E9%9B%BB%E5%95%86%E5%A4%A7%E6%88%B0%E7%9A%84%E7%8F%BE%E5%9C%A8%E8%88%87%E6%9C%AA%E4%BE%86/。搜尋時間：2024年05月04日。
    未來城市，2023。Coupang酷澎「無限商務」創新突圍 以AI升級服務 與在地夥伴共榮。https://futurecity.cw.com.tw/article/3151。搜尋時間：2024年05月04日。
    天下雜誌，2021。疫後大贏家！解密momo出貨為何比PChome快、真正目標是全聯？。https://www.cw.com.tw/article/5117471?template=transformers。搜尋時間：2024年05月15日。
    數位時代，2020。親愛的PChome：其實momo購物網早已和你走在不一樣的路上了！。https://www.bnext.com.tw/article/60117/PChome-momo?。搜尋時間：2024年05月16日。
    數位時代，2024。酷澎打價格戰搶市，貨源不足卻成最大罩門！跟同業買貨、降價賣出已是常態？。https://www.bnext.com.tw/article/78885/korea-amazon-coupang。搜尋時間：2024年05月16日。
    數位時代，2021。30天內包退、晚上10點後也送貨！韓國電商龍頭Coupang貼心服務的背面是地獄朝鮮人生。https://www.bnext.com.tw/article/61730/coupang-ipo。搜尋時間：2024年05月16日。
    科技報橘，2023。【酷澎的火箭速配佈局加速】宣布啟用台灣第 2 座 AI 物流中心，下一步想做什麼？。https://buzzorange.com/techorange/2023/11/02/coupang-investiment-in-taiwan-2023/。搜尋時間：2024年05月17日。
    商周CEO學院，2023。它是下個蝦皮？酷澎狂下廣告、破盤價搶市，台灣業者準備長期抗戰！。https://bwlearning.businessweekly.com.tw/article/content/4001883。搜尋時間：2024年05月17日。
    OOSGA，2022。台灣電商市場概況：2023年電商市場發展、零售趨勢、平台分佈。https://zh.oosga.com/e-commerce/twn/。搜尋時間：2024年05月19日。
    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:[MBA Program] Theses

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