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題名 電子商務業者之國際化策略探討
Internationalization strategies of electronic commerce firms作者 馮宜嫻
Feng, Ei Shien貢獻者 于卓民
Yu, Joseph
馮宜嫻
Feng, Ei Shien關鍵詞 電子商務
國際化
國際化策略
營運模式
企業價值觀
交易成本
eCommerce
Internationalization
Strategy
Operation Model
Value Proposition
Marketplace日期 2011 上傳時間 3-Oct-2016 14:29:09 (UTC+8) 摘要 1993年Tim Berners Lee公佈了World Wide Web之後，開始了網際網路應用的相關發展，短短十幾年內各式各樣的網站如雨後春筍般興起。網際網路帶給世人更快速、更方便的生活，只要動一動手指，幾乎可以獲得任何想要的服務與資訊。而隨著技術日益進步，網路發展也日趨成熟，電子商務逐漸在網路發展中佔有極大的比重，形成另一種活絡商業交易活動的媒介；不論是搜尋引擎、入口網站或是線上購物及拍賣等等，發展出另一種跨國界、不受實體商店限制的貿易形式；電子商務的盛行帶領貿易進入一個新紀元。2008年雷曼兄弟無預警倒閉引爆的金融海嘯，全球各國的經濟發展紛紛陷入崩壞危機，正當大部分企業因為消費者的消費意願驟減而陷入維持收益平衡的困境之時，唯有電子商務企業在經濟逆勢中異軍突起締造出成長佳績。根據經濟部合作暨發展組織(OECD)的報告顯示，無論在美國、歐洲還是亞洲地區，各國的電子商務銷售額皆有二位數的成長佳績，發展前景十分看好。這股發展升溫的樂觀局勢，從各國電子商務企業持續積極擴展市場版圖可窺知一二，從美國的 Amazon 與 eBay，到中國的阿里巴巴集團與日本的樂天集團，無非皆以高價併購各國電子商務企業、設立不同語系的平台以進軍不同國家的市場，各企業對於全球市場具備的發展潛力與可觀商機，多抱持著十分樂觀的看法。然而，電子商務的發展受制於消費者對線上購物的信心，企業除了必須克服個資／付費系統安全性、出貨與產品滿意度等既有影響消費者信心的問題，面對不同於本國環境的全球市場，還必須考量企業既有的經營策略及模式，是否可挑戰當地既有業者所具備的市場優勢，否則不但拓展不成，反倒狠狠跌了一跤。綜觀電子商務的整體發展，進軍海外市場已成為各企業拓展更多商機的必經過程，但在積極拓展市場之餘，也必須考量到不同環境可能產生的現實問題。由於電子商務市場具有大者恆大的特色，業者必須思索自身的市場定位及產品區隔，彈性的掌握先機、運用海外合作等經營策略，才有機會在全球市場中達到一定的發展目標，而如何選擇一個正確的國際化進入策略以確保能克服國家文化政治制度等的限制則成為一個重要的議題。
After the 1993 Tim Berners Lee announced the World Wide Web, started the development of Internet -related applications , a variety of sites just a decade or mushrooming . Internet brings the world faster and more convenient life , just lift a finger , you can get almost any service and information you want. With the increasing advances in technology , development of the Internet are becoming increasingly mature , gradually occupies a significant proportion of e-commerce web development in the form of another active commercial transactions media ; whether search engines , portals or online shopping and auction etc. , the development of another cross-border trade is not restricted form of physical stores ; prevalence of e-commerce trade led into a new era.When in 2008 the collapse of Lehman Brothers detonated without warning the financial crisis , the economic development of countries around the world have caught collapse crisis , while most companies because consumer spending plummeted and willingness to maintain revenue into balance difficulties, the only e-commerce enterprises in the economy in the sudden emergence of creating a contrarian growth success. According to Ministry of Economic Cooperation and Development (OECD) report shows , both in the United States , Europe or Asia , countries in e-commerce sales Individually double-digit growth success, the development is very promising.That optimism warming situation development , e-commerce companies from countries continue to actively expand the market coverage can lift the veil or two from the United States, Amazon and eBay, to China `s Alibaba Group and Japan `s Lotte Group , is nothing more than high-priced acquisitions countries begin with electronic Business enterprises, establishment of a platform for different languages in different countries to enter the market , the global market for all enterprises have considerable development potential and opportunities, and more hold a very optimistic view. However, the development of e-commerce is subject to consumer confidence in online shopping , companies must overcome in addition to the existing problem of an impact on consumer confidence in the funding / payment system security , shipping and product satisfaction , face differently from their environment global market, but also must consider both the business strategy and business model, whether to challenge incumbents possess local market advantage , not only will not expand , actually severely stumbled and fell .Looking at the overall development of e-commerce , overseas markets have become more business opportunities for enterprises to expand essential process , but actively expand the market apart , but also must consider the practical issues that may arise in different environments . As e-commerce has the bigger market characteristics , the industry must think about their own market positioning and product differentiation , flexible grasp the initiative , the use of overseas cooperation, business strategy, have a chance to reach a certain development goals in the global market , and how to choose a proper international entry strategy to ensure that the country can overcome the limitations of cultural political system has become an important issue.參考文獻 中文部分1.中央大學企業管理學系(2005)，「管理學-整合觀點與創新思維」，前程企業管理有限公司。2.李洪心(2006)譯，原著塔菲克․杰拉希(Tawfik Jelassi)、艾里布特․德恩斯(Albrecht Enders)，「電子商務戰略－概念與案例」，東北財經大學出版社。3.吳思華(1996)，「策略九說」，台北：麥田出版社股份有限公司。4.林東清(2004)，「資訊管理-e 化企業的核心競爭能力」，智聖文化出版有限公司。5.林倫全、黃世明、王玉芬、劉品岑(2004)，「亞馬遜網路書店經營模式及其影響分析」，網際社會學期刊36 期。6.林義夫(2002)，「電子商務環境整備與個人電子商務計畫」，經濟部。7.湯宗泰, 劉文良(2007)。網路行銷Web 2.0思維，臺北：學貫行銷。8.黃華泰(2000)，網站經營模式與企業實體價值鏈整合之探討，銘傳大學資訊管理研究所碩士論文。9.楊幼蘭(2002)譯，Tiernan, Bernadette著，「多通路整合行銷—the Hybrid Company」，臺北：藍鯨出版社。10.劉秉中(2004)，探討購物中心結合虛擬商店發展的經營模式，世新大學資訊管理研究所碩士論文。11.盧希鵬(2005)，「電子商務－產業架構、經營模式與電子化策略」，臺北：雙葉書廊。12.「2010中華民國電子商務應用年鑑」，經濟部商業司。13.「中國互聯網絡發展狀況統計報告」(2006)，中國互聯網絡信息中心。14.「中國網路購物研究報告」(2010)，iResearch。英文部分1.Afuah, A., and C. Tucci. Internet Business Models and Strategies: Text and Cases. New York: McGraw-Hill Irwin, 2001.2.Bakos, J.Y., and Treacy, M.E. Information technology and corporate strategy: A research perspective. MIS Quarterly, 10, 2 (1986), pp. 107–1193.Yannis Bakos, The Emerging Landscape for Retail E-Commerce. Journal of Economic Perspectives, 2001 Vol. 15, No. 1 (Winter, 2001), 69-80.4.Chan, Peng S., and Pollard, Dennis, “Succeeding in the Dotcom Economy: Challenges for Brick and Mortar Companies”, International Journal of Management;20;1, 2003, pp.11-165.Chircu, Alina M., and Kauffman, Rebort J., “Reintermediation Strategies in Business-to-Business Electronic Commerce”, International Journal of Electronic Commerce, Summer 2000, Vol. 4, No. 4, pp. 7-426.Coates, V., Buying and selling on the Internet: Retail electronic commerce. Washington, DC: Institute for Technology Assessment, 1998.7.Constantinidesn, E.“The Marketing Mix Revisited: Towards the 21st Century Marketing” Journal of Marketing Management 2006, 22, pp 407-4388.Kotler, P., Marketing Management, 10th Ed., Pearson Education, New Jersey, 2000.9.Gulati, Ranjay and Jason Garino (2000), Get the Right Mix of Bricks and Clicks, Harvard Business Review, Vol. 78, pp.107-144.10.Ward Hanson,(2000),“Internet Marketing”, South-Western College Publishing, pp.2111.C. Muller-Lankenau & S. Klein, From E-Channel to Channel Mix and Channel Integration, Information Systems and E-Business Management, 2006, No. 4, pp. 187-21612.Steinfield, C., and Whitten, P. Community level socio-economic impacts of electronic commerce. Journal of Computer Mediated Communication, 5, 2 (1999)13.Steinfield, C., et al., “The Dynamic of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies”, International Journal of Electronic commerce, Fall, Vol. 7, No. 1, 2002, pp.93-119.14.Rayport, J.F. and Sviokla, J.J. (1994), Managing in the marketspace, Harvard Business Review, November, pp. 141-50.15.Webb, Kevin L., “Managing channels of distribution in the age of electronic commerce”, Industrial Marketing Management 31, 2002, pp. 95-10216.Whinston, A.B., Dale, O. Stahl & Soon-Yong Choi (1997). “The economics of electronic commerce”, Indianapolis, IN: Macmillan Technical Publishing.17.Yin, Robert K. (1985), Case Study Research: Design and Methods, Revised Edition, Beverly Hills, CA: Sage. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932001資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098932001 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.advisor Yu, Joseph en_US dc.contributor.author (Authors) 馮宜嫻 zh_TW dc.contributor.author (Authors) Feng, Ei Shien en_US dc.creator (作者) 馮宜嫻 zh_TW dc.creator (作者) Feng, Ei Shien en_US dc.date (日期) 2011 en_US dc.date.accessioned 3-Oct-2016 14:29:09 (UTC+8) - dc.date.available 3-Oct-2016 14:29:09 (UTC+8) - dc.date.issued (上傳時間) 3-Oct-2016 14:29:09 (UTC+8) - dc.identifier (Other Identifiers) G0098932001 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/102499 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 98932001 zh_TW dc.description.abstract (摘要) 1993年Tim Berners Lee公佈了World Wide Web之後，開始了網際網路應用的相關發展，短短十幾年內各式各樣的網站如雨後春筍般興起。網際網路帶給世人更快速、更方便的生活，只要動一動手指，幾乎可以獲得任何想要的服務與資訊。而隨著技術日益進步，網路發展也日趨成熟，電子商務逐漸在網路發展中佔有極大的比重，形成另一種活絡商業交易活動的媒介；不論是搜尋引擎、入口網站或是線上購物及拍賣等等，發展出另一種跨國界、不受實體商店限制的貿易形式；電子商務的盛行帶領貿易進入一個新紀元。2008年雷曼兄弟無預警倒閉引爆的金融海嘯，全球各國的經濟發展紛紛陷入崩壞危機，正當大部分企業因為消費者的消費意願驟減而陷入維持收益平衡的困境之時，唯有電子商務企業在經濟逆勢中異軍突起締造出成長佳績。根據經濟部合作暨發展組織(OECD)的報告顯示，無論在美國、歐洲還是亞洲地區，各國的電子商務銷售額皆有二位數的成長佳績，發展前景十分看好。這股發展升溫的樂觀局勢，從各國電子商務企業持續積極擴展市場版圖可窺知一二，從美國的 Amazon 與 eBay，到中國的阿里巴巴集團與日本的樂天集團，無非皆以高價併購各國電子商務企業、設立不同語系的平台以進軍不同國家的市場，各企業對於全球市場具備的發展潛力與可觀商機，多抱持著十分樂觀的看法。然而，電子商務的發展受制於消費者對線上購物的信心，企業除了必須克服個資／付費系統安全性、出貨與產品滿意度等既有影響消費者信心的問題，面對不同於本國環境的全球市場，還必須考量企業既有的經營策略及模式，是否可挑戰當地既有業者所具備的市場優勢，否則不但拓展不成，反倒狠狠跌了一跤。綜觀電子商務的整體發展，進軍海外市場已成為各企業拓展更多商機的必經過程，但在積極拓展市場之餘，也必須考量到不同環境可能產生的現實問題。由於電子商務市場具有大者恆大的特色，業者必須思索自身的市場定位及產品區隔，彈性的掌握先機、運用海外合作等經營策略，才有機會在全球市場中達到一定的發展目標，而如何選擇一個正確的國際化進入策略以確保能克服國家文化政治制度等的限制則成為一個重要的議題。 zh_TW dc.description.abstract (摘要) After the 1993 Tim Berners Lee announced the World Wide Web, started the development of Internet -related applications , a variety of sites just a decade or mushrooming . Internet brings the world faster and more convenient life , just lift a finger , you can get almost any service and information you want. With the increasing advances in technology , development of the Internet are becoming increasingly mature , gradually occupies a significant proportion of e-commerce web development in the form of another active commercial transactions media ; whether search engines , portals or online shopping and auction etc. , the development of another cross-border trade is not restricted form of physical stores ; prevalence of e-commerce trade led into a new era.When in 2008 the collapse of Lehman Brothers detonated without warning the financial crisis , the economic development of countries around the world have caught collapse crisis , while most companies because consumer spending plummeted and willingness to maintain revenue into balance difficulties, the only e-commerce enterprises in the economy in the sudden emergence of creating a contrarian growth success. According to Ministry of Economic Cooperation and Development (OECD) report shows , both in the United States , Europe or Asia , countries in e-commerce sales Individually double-digit growth success, the development is very promising.That optimism warming situation development , e-commerce companies from countries continue to actively expand the market coverage can lift the veil or two from the United States, Amazon and eBay, to China `s Alibaba Group and Japan `s Lotte Group , is nothing more than high-priced acquisitions countries begin with electronic Business enterprises, establishment of a platform for different languages in different countries to enter the market , the global market for all enterprises have considerable development potential and opportunities, and more hold a very optimistic view. However, the development of e-commerce is subject to consumer confidence in online shopping , companies must overcome in addition to the existing problem of an impact on consumer confidence in the funding / payment system security , shipping and product satisfaction , face differently from their environment global market, but also must consider both the business strategy and business model, whether to challenge incumbents possess local market advantage , not only will not expand , actually severely stumbled and fell .Looking at the overall development of e-commerce , overseas markets have become more business opportunities for enterprises to expand essential process , but actively expand the market apart , but also must consider the practical issues that may arise in different environments . As e-commerce has the bigger market characteristics , the industry must think about their own market positioning and product differentiation , flexible grasp the initiative , the use of overseas cooperation, business strategy, have a chance to reach a certain development goals in the global market , and how to choose a proper international entry strategy to ensure that the country can overcome the limitations of cultural political system has become an important issue. en_US dc.description.tableofcontents 第一章、緒 論 1第一節 研究背景與動機 3第二節 研究目的與問題 6第三節 研究流程 7第四節 論文架構簡述 8第二章、文獻探討 9第一節 電子商務之定義 9第二節 電子商務之發展歷程 13第三節 電子商務之經營模式 15第四節 國際市場進入策略 28第三章、研究架構與方法 44第一節 研究架構 45第二節 研究方法 47第四章、電子商務之演進趨勢 51第一節 全球電子商務發展概況 51第二節 全球網路基礎環境 56第五章、個案研究 61第一節 Amazon 61第二節 eBay 81第三節 阿里巴巴 96第四節 個案彙總 106第六章、結論與建議 108第一節 研究結論 108第二節 研究建議 113參考文獻 117第一節 中文部分 117第二節 英文部分 117附錄一 訪談綱要 119圖目錄圖1-1 電子商務發展軌跡 4圖1-2 研究流程圖 7圖2-1 電子商務的定義 10圖2-2 電子商務的相關議題範疇 11圖2-3 電子商務之七流 13圖2-4 現行電子商務經營模式分析 22圖2-5 Click-and-Mortar的整合頻譜圖 23圖2-6 企業電子商務策略 28圖2-7 進入策略之選擇 – 交易成本觀點 34圖2-8 進入策略之選擇 – 策略觀點 39圖2-9 Agarwal and Ramaswami 國際市場進入模式架構 43圖3-1 電子商務業者國際市場進入策略之研究架構 45圖3-2 研究方法的組成元素圖 47圖4-1 中國C2C市場佔有率分佈 (2006 年~ 2010年Q2) 54圖4-2 世界各國網際網路普及率 58圖5-1 Amazon的企業價值觀 64圖5-2 Amazon的營運模式 72圖5-3 Amazon歷年的國際業務營運成長情形 75圖5-4 2011Q1中國B2C市場佔比 78圖5-5 eBay的營運模式 86圖5-6 2011Q1中國C2C市場佔比 90圖5-7 阿里巴巴的營運模式 100表目錄表1-1 電子商務經營模式分類 20表2-1 虛實整合決策過程表 25表2-2 三種進入模式的表徵 40表3-1 不同研究方法要素表 48表3-2 訪談人員背景資料概述表 50表4-1 世界各國寬頻連網比例 57 zh_TW dc.format.extent 3341376 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098932001 en_US dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) 國際化 zh_TW dc.subject (關鍵詞) 國際化策略 zh_TW dc.subject (關鍵詞) 營運模式 zh_TW dc.subject (關鍵詞) 企業價值觀 zh_TW dc.subject (關鍵詞) 交易成本 zh_TW dc.subject (關鍵詞) eCommerce en_US dc.subject (關鍵詞) Internationalization en_US dc.subject (關鍵詞) Strategy en_US dc.subject (關鍵詞) Operation Model en_US dc.subject (關鍵詞) Value Proposition en_US dc.subject (關鍵詞) Marketplace en_US dc.title (題名) 電子商務業者之國際化策略探討 zh_TW dc.title (題名) Internationalization strategies of electronic commerce firms en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分1.中央大學企業管理學系(2005)，「管理學-整合觀點與創新思維」，前程企業管理有限公司。2.李洪心(2006)譯，原著塔菲克․杰拉希(Tawfik Jelassi)、艾里布特․德恩斯(Albrecht Enders)，「電子商務戰略－概念與案例」，東北財經大學出版社。3.吳思華(1996)，「策略九說」，台北：麥田出版社股份有限公司。4.林東清(2004)，「資訊管理-e 化企業的核心競爭能力」，智聖文化出版有限公司。5.林倫全、黃世明、王玉芬、劉品岑(2004)，「亞馬遜網路書店經營模式及其影響分析」，網際社會學期刊36 期。6.林義夫(2002)，「電子商務環境整備與個人電子商務計畫」，經濟部。7.湯宗泰, 劉文良(2007)。網路行銷Web 2.0思維，臺北：學貫行銷。8.黃華泰(2000)，網站經營模式與企業實體價值鏈整合之探討，銘傳大學資訊管理研究所碩士論文。9.楊幼蘭(2002)譯，Tiernan, Bernadette著，「多通路整合行銷—the Hybrid Company」，臺北：藍鯨出版社。10.劉秉中(2004)，探討購物中心結合虛擬商店發展的經營模式，世新大學資訊管理研究所碩士論文。11.盧希鵬(2005)，「電子商務－產業架構、經營模式與電子化策略」，臺北：雙葉書廊。12.「2010中華民國電子商務應用年鑑」，經濟部商業司。13.「中國互聯網絡發展狀況統計報告」(2006)，中國互聯網絡信息中心。14.「中國網路購物研究報告」(2010)，iResearch。英文部分1.Afuah, A., and C. 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