| dc.contributor.advisor | 詹文男 | zh_TW |
| dc.contributor.author (Authors) | 周明璟 | zh_TW |
| dc.contributor.author (Authors) | Chou, Min Ching Sophia | en_US |
| dc.creator (作者) | 周明璟 | zh_TW |
| dc.creator (作者) | Chou, Min Ching Sophia | en_US |
| dc.date (日期) | 2023 | en_US |
| dc.date.accessioned | 2-Aug-2023 13:15:28 (UTC+8) | - |
| dc.date.available | 2-Aug-2023 13:15:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-Aug-2023 13:15:28 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0101932095 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/146351 | - |
| 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) | 101932095 | zh_TW |
| dc.description.abstract (摘要) | 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。 | zh_TW |
| dc.description.abstract (摘要) | 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. | en_US |
| dc.description.tableofcontents | 第一章 緒論 …………………………………………………………1第一節 研究背景與動機 ……………………………………2第二節 研究目的與問題 ……………………………………4第三節 名詞釋義……………………………………………………4第四節 研究範圍 …………………………………………………5第五節 論文章節結構與研究流程…………………6第二章 文獻探討……………………………………………………7第一節 PEST分析法………………………………………………7第二節 波特五力分析法 ……………………………………8第三節 SWOT分析法………………………………………………12第三章 研究方法 …………………………………………………14第一節 研究架構 …………………………………………………14第二節 研究構念……………………………………………………15第三節 研究設計……………………………………………………16第四節 研究工具……………………………………………………18第五節 研究對象……………………………………………………19第六節 資料蒐集……………………………………………………20第四章 研究結果……………………………………………………21第一節 總體環境分析…………………………………………21第二節 產業競爭分析…………………………………………42第三節 消費者需求及購買行為分析……………57第四節 SWOT分析…………………………………………………59第五節 精品直播代購之經營發展策略………61第五章 結論與建議………………………………………………65第一節 結論……………………………………………………………65第二節 建議……………………………………………………………71第三節 研究限制…………………………………………………76參考文獻 ……………………………………………………………………77附錄 ………………………………………………………………………………80 | zh_TW |
| dc.format.extent | 2275645 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0101932095 | en_US |
| dc.subject (關鍵詞) | 精品代購 | zh_TW |
| dc.subject (關鍵詞) | 直播代購 | zh_TW |
| dc.subject (關鍵詞) | 直播電商 | zh_TW |
| dc.subject (關鍵詞) | PEST分析法 | zh_TW |
| dc.subject (關鍵詞) | 波特五力分析法 | zh_TW |
| dc.subject (關鍵詞) | SWOT矩陣分析法 | zh_TW |
| dc.subject (關鍵詞) | Luxury Goods Daigou | en_US |
| dc.subject (關鍵詞) | Livestream Daigou | en_US |
| dc.subject (關鍵詞) | Livestream E-Commerce | en_US |
| dc.subject (關鍵詞) | PEST Analysis | en_US |
| dc.subject (關鍵詞) | Porter`s Five Forces Analysis | en_US |
| dc.subject (關鍵詞) | SWOT Matrix | en_US |
| dc.title (題名) | 精品直播代購業者經營發展策略之研究 | zh_TW |
| dc.title (題名) | Study On Business Development Strategies for Luxury Goods Daigou | en_US |
| dc.type (資料類型) | thesis | en_US |
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