政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/159695

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/159695

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题名:	露天市集的消費者滿意度與差異化經營探討 A study on Consumer Satisfaction and Differentiated Management of Ruten Marketplace
作者:	黃羽禎 Huang, Yu-Chen
贡献者:	羅明琇莊皓鈞 Lo, Ming-Shiow Chuang, Hao-Chun 黃羽禎 Huang, Yu-Chen
关键词:	露天市集消費者滿意度差異化經營台灣電商市場 C2C電商 Ruten Marketplace Consumer satisfaction Differentiated management Taiwan e-commerce market C2C e-commerce
日期:	2025
上传时间:	2025-10-02 11:08:25 (UTC+8)
摘要:	台灣C2C電商市場競爭日益激烈，從早期Yahoo奇摩拍賣與露天市集到近年蝦皮購物與淘寶等跨境平台崛起，產業版圖不斷變動。2023年台灣經濟成長趨緩，許多產品市場表現亦受影響。然而，露天市集的數據顯示，消費者在購買行為呈現單價下降但購買頻率提升，反映出消費需求的多元與細緻分眾，平台需透過差異化策略（如分眾定價、服務保障、稀缺商品經營）滿足多樣需求，進而提升消費者滿意度的結果。露天市集於2023年2月成為PChome集團旗下子公司，並與商店街攜手成立「露天3C聯盟」，當其他電商平台還在販售平價的民生用品削價競爭時，露天市集已逐步朝銷售高附加價值商品為後續發展二手市場鋪路，展現其積極因應市場變化與尋求差異化經營的策略。本研究以傳統消費者滿意度指標為基礎，探討露天市集在當前電商環境下的經營現況與挑戰，尤其是面對跨境C2C電商的競爭壓力如何透過差異化策略因應其威脅。研究動機在於分析露天市集是否符合消費者滿意度指標，並如何藉由差異化提升消費者滿意度，以進一步促進回購意願與平台競爭力。研究方法採用質性分析，透過文獻回顧與深度訪談，剖析影響消費者滿意度的關鍵指標，並探討露天市集如何結合永續意識、消費者互動與集團差異化定位，發揮自身優勢，提出具體發展建議。期望本研究能為露天市集及台灣C2C電商平台在激烈市場競爭中，提供提升消費者滿意度與差異化經營的實務參考。 The competition in Taiwan’s C2C e-commerce market has become increasingly intense, shifting from early dominance by Yahoo! Kimo Auctions and Ruten Marketplace to the recent rise of both domestic and cross-border platforms such as Shopee, Taobao, and others. The industry landscape continues to evolve. In 2023, Taiwan’s economic growth slowed, affecting the performance of many product markets. However, data from Ruten Marketplace indicate that while the average unit price of purchases has decreased, purchase frequency has increased. This reflects a trend toward diversified and segmented consumer demand, highlighting the need for platforms to adopt differentiated strategies—such as segmented pricing, service guarantees, and rare product offerings—to meet diverse needs and enhance consumer satisfaction. In February 2023, Ruten Marketplace became a subsidiary of the PChome Group and, in collaboration with PChome Store Street, established the “Ruten 3C Alliance.” While other platforms continue to compete on price by selling low-cost daily necessities, Ruten has begun shifting toward high-value products, laying the groundwork for the development of the second-hand market and demonstrating a proactive response to market changes through differentiated operations. This study, based on traditional consumer satisfaction indicators, explores the current operational status and challenges faced by Ruten Marketplace in the contemporary e-commerce environment, particularly under the competitive pressure from cross-border C2C platforms. The motivation of this research is to assess whether Ruten meets key consumer satisfaction benchmarks and to examine how differentiation can enhance consumer satisfaction, thereby boosting repurchase intention and platform competitiveness. This study adopts a qualitative approach, using literature review and in-depth interviews to analyze the key factors influencing consumer satisfaction. It also investigates how Ruten integrates sustainability awareness, consumer engagement, and strategic differentiation within the PChome Group to leverage its strengths and proposes concrete development recommendations. This research aims to provide practical references for Ruten Marketplace and other C2C platforms in Taiwan to improve consumer satisfaction and achieve successful differentiation in a highly competitive market.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 112363010
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