政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146351

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113822/144841 (79%)
Visitors : 51820463 Online Users : 480

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

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/146351

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146351

Title:	精品直播代購業者經營發展策略之研究 Study On Business Development Strategies for Luxury Goods Daigou
Authors:	周明璟 Chou, Min Ching Sophia
Contributors:	詹文男周明璟 Chou, Min Ching Sophia
Keywords:	精品代購直播代購直播電商 PEST分析法波特五力分析法 SWOT矩陣分析法 Luxury Goods Daigou Livestream Daigou Livestream E-Commerce PEST Analysis Porter`s Five Forces Analysis SWOT Matrix
Date:	2023
Issue Date:	2023-08-02 13:15:28 (UTC+8)
Abstract:	本研究探討加拿大精品直播代購成功關鍵因素，其面臨的限制和挑戰，以及未來經營發展之策略。本文採用文獻探討、深度訪談、與資料分析來研究精品直播代購。先以 PEST 掃描精品直播代購產業總體環境，分析所處環境是否有利於精品直播代購發展；接著透過詳細的追蹤以及網路資料蒐集，以波特的五力分析法檢視目前最具規模的兩家加拿大精品直播代購業者的發展歷程與現況，進行競爭分析。同時與三位相關人士分別進行一至二小時的深度訪談，其中一位是本身從事加拿大精品直播代購的業者，分享精品直播代購行業的寶貴經驗。另外兩位則是曾經購買加拿大精品直播代購的消費者，從兩人的消費經驗看客戶需求。再來以「SWOT 矩陣分析法」分析精品直播代購產業現況，由此探討更具體深入之執行策略與行動，並給予精品直播代購業者及欲從事直播電商者未來發展建議。精品直播代購業者的產品成本完全掌握在供應商手中，隨時可能因為供應商因素對營業造成影響，業者應居安思危。當發展出穩定客源，擁有穩定粉絲數和觀看率後，業者應掌握本身優勢建立個人品牌形象、或是開發自有品牌，從商品代購轉型為名人帶貨。 Livestream E-commerce is a new method to sell products via livestreaming on the Internet. It emerged in less than a decade but already has become the new trend. Many oversea “Daigou” (surrogate shoppers) adopt this new method and grow a great number of followers. This research studies and analyzes livestream luxury goods Daigou’s current situation using the PEST Analysis; examines two luxury goods Daigou who sell through Facebook’s livestream feature, using Porter’s Five Forces Analysis; then uses SWOT Matrix to list the strength and weakness of Daigou business and to find out its opportunity and threat. Finally, based on the analysis, the study comes up with executive strategies for livestream luxury goods Daigou. A charismatic Live host is the key to a successful business. Once a livestream Daigou has many followers, he/she should purposedly transform from Daigou to building its own brand, utilizing the fame and charisma and become an Internet influencer.
Reference:	一、中文文獻 1. 女人我最大，6萬變11億!天后闆妹坦言: 完全不懂理財，逆轉致富全靠這件事，2023.3月29 https://today.line.me/tw/v2/article/3Nqn9aB 2. 長平，長平觀察:如何解讀「李佳琦悖論」，2022.6月10日 https://today.line.me/tw/v2/article/zNGrPDk 3. 莫依，直播行業爆發，淘寶直播將啟動百億扶持計畫，2019.12.06，https://www.jiemian.com/article/3755975.html 4. 紀思婷，22歲就成「電商女王」　Wstyle創辦人周品均只想取悅自己 \| ETtoday消費新聞 \| ETtoday新聞雲，2020.04.01，https://www.ettoday.net/news/20200401/1680982.htm 5. 陳文越，鍾德榮，新時代下的落魄貴族！「精緻窮」特徵你中了嗎？ (yahoo.com)，2023.02.04 https://ynews.page.link/xe7r8 6. 自由時報，【時尚大道】再見2020: 疫情加溫精品電商 (下) 2020.12.25 https://ent.ltn.com.tw/news/paper/1421097娛樂 (ltn.com.tw) 7. 韓政燕，中國疫情解封精品市場回溫，LVMH第一季銷售大漲17%，2023年4月13日 https://ynews.page.link/oe7Lf 8. 蘇宇庭，夜市叫賣哥轉戰直播，月收五百萬秘訣，2017年5月11 https://www.businessweekly.com.tw/Archive/Article?Strld=64459 9. 儂儂Bella，代購準備失業? Dior電商正式開張與巴黎定價同步 https://today.line.me/tw/v2/article/gzn6Gnz 二、英文文獻 1. Brand Finance. (2023). The annual report on the most valuable and strongest luxury and premium brands. https://brandirectory.com/rankings/luxury-and-premium 2. D ` Arpizio & Levato. (2022). Global luxury goods market takes 2022 leap forward and remains poised for further growth despite economic turbulence. https://www.bain.com/about/media-center/press-releases/2022/global-luxury-goods-market-takes-2022-leap-forward-and-remains-poised--for-further-growth-despite-economic-turbulence/# 3. Digital 2022: Taiwan (2022). https://datareportal.com/reports/digital-2022-taiwan 4. Eunju Ko , John P. Costello , Charles R. Taylor. (2019). What is a luxury brand? A new definition and review of the literature, Journal of Business Research, Volume 99, page 405-413 5. Francis J. Aguilar.(1967). Scanning the business environment. Mcmillan New York 6. Kenneth R. Andrews. (1971). The Concept of Corporate Strategy. Irwin 7. McKinsey Digital. (2021). It’s show time! How live commerce is transforming the shopping experience. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience 8. Michael E. Porter. (1979). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Harvard University Strategy Unit. 9. Wenzhou Wu. (2021). ‘He Economy’ is Luxury’s Next Big Thing. https://jingdaily.com/china-luxury-male-consumers-dior-fendi/ 10. Yihan Ma. (2023). Distribution of online luxury consumers in China as of June 2021, by gender. https://www.statista.com/statistics/978027/china-share-of-online-luxury-consumers-by-gender/
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 101932095
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0101932095
Data Type:	thesis
Appears in Collections:	[經營管理碩士學程EMBA] 學位論文

Files in This Item:

File	Description	Size	Format
209501.pdf		2222Kb	Adobe PDF2	92	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

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 © - Feedback