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題名 以用戶旅程角度分析垂直型電商如何提升平台黏性-以Etsy為例
Analyzing how vertical e-commerce platforms can enhance platform stickiness from a user journey perspective - A case study of Etsy作者 蔡岡甫
Tsai, Gang-Fu貢獻者 邱奕嘉
Chiu,Yi-Chia
蔡岡甫
Tsai,Gang-Fu關鍵詞 垂直型電商平台
平台策略
平台黏著度
Vertical e-commerce
Platform Strategy
Platform Stickiness日期 2023 上傳時間 1-Sep-2023 14:59:34 (UTC+8) 摘要 電商平台如：Amazon、eBay、淘寶等水平型電商，雖然平台提供之商品種類眾多，但是對於特定需求之民眾，仍然無法滿足其線上購物之需求，因此，某些垂直型電商平台便抓住特定利基市場，作為市場進入點，並且透過消費模式差異、平台機制、服務差異化等因素，培養出許多高黏著度的忠誠用戶。本研究使用個案研究法針對Etsy美國手工藝電商平台進行研究。希望透過個案研究方式探討垂直型電商平台如何發展平台策略與平台機制，試圖了解平台從創立到現在，如何透過目標市場選擇、平台機制、併購、國際化等方式，拓展平台事業版圖，同時留住既有用戶，並且抵抗其他大型電商平台的攻擊。本研究希望透過此個案分析提供其他發展中的電商平台業者在發展平台策略之建議，使平台企業了解在不同的目標市場需針對其特殊交易模式，發展客製化的平台策略，提升用平台用戶對於平台之黏性。
E-commerce platforms such as Amazon, eBay, Taobao, and other horizontal e-commerce platforms, although the platforms provide a wide variety of commodities, still cannot meet the needs of people with specific needs for online shopping. Therefore, vertical e-commerce platforms seize specific niche markets and are used as market entry points, and through factors such as differences in consumption patterns, platform mechanisms, and service differentiation, many loyal users with high stickiness have been cultivated.This study uses the case study method to study Etsy which American handicraft e-commerce platform. I hope to discuss how vertical e-commerce platforms develop platform strategies and mechanisms through case studies and try to understand how platforms continue expanding their business territory through target market selection, platform mechanisms, mergers and acquisitions, and internationalization from their inception. Retain existing users and resist attacks from other large e-commerce platforms.This study hopes to provide suggestions for other developing e-commerce platform operators to develop platform strategies through this case analysis so that platform companies can understand that in different target markets, they need to develop customized platform strategies for their special transaction models and improve the mechanism of platforms and user stickiness.參考文獻 1、 學位論文王皓宇（2021）。遊戲產業訂閱模式之個案分析。國立政治大學，台北市。何奕均（2019）。平台企業成長策略之研究。國立政治大學，台北市。林葳（2015）。平台企業價值創造與客戶黏著應探討。國立政治大學，台北市。張語珊（2016）。垂直性社群平台的價值獲取策略探討。國立政治大學，台北市。鄭伊晴（2018）。台灣行動支付平台的用戶增長策略。國立政治大學，台北市。Burnham,T. A., Frels, J. K., & Mahajam, V(2003). Consumer switching cost: a typology, antedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.Canzer, B.(2006). E-business: Strategic Thinking and Practice. Houghton Mifflin Company, Boston – New YorkEisenmann, T., Parker, G., & Van Alsyyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92.Eisenmann, T., Parker, G., & Van Alsyyne, M.(2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285.Ender, Hungenberg, Denker, Mauch (2008), The Long Tail of Social Networking: Revenue Models of Social Networking Sites. European Management Joural, 26, 199-211Holland, .J., Baker, S.M. (2001), “Customer Participation in Creating Site Brand Loyalty”, Journal of Interactive Marketing,15(4),page 34-45Judy Chuan-Chuan Lin (2007), “Online stickiness: its antecedents and effect on purchasing intention “,page 507-516.Katz,M.,& Shapiro, C.(1986), “Technology Adoption in the Presence of Network Externalities”, Journal of Political Economy, 94,page 822-841Laudon, K. C., & Traver, C. G. (2007). E-Commerce: Business, Technology, Society. Person Prentice Hall, New JerseyYin, R.K., (1994), Case Study Research: Design and Methods, Newbury Park, CA: Sage Publications.2、 書籍資料Jonathan A. Knee（2022）。平台假象。台北市：天下。邱志聖（2010）。策略行銷分析：架構與實務應用（三版）。台北市：智勝文化。陳威如、余卓軒（2013）。平台革命。台北市：商周。3、 網頁資料Beddoe-Stephens, P.（1999）, “Yahoo:Gettin Sticky with It”, Fromhttps://www.wired.com/1999/03/yahoo-gettin-sticky-with-it/Lena Einschütz, （2023）, “ What is Amazon Homemade and how can you make it profitable?”,Fromhttps://www.bidx.io/blog/amazon-handmadeLitcommerce （2023）, Amazon Handmade vs Etsy （2023 Update）: The Ultimate Option for You？, Fromhttps://litcommerce.com/blog/amazon-handmade-vs-etsy/#h-1-user-base-market-shareShopify（2022）, Amazon Handmade vs Etsy: Seller Pros and Cons （2023）, Fromhttps://www.shopify.com/blog/amazon-handmade-vs-etsy侯乃云（2021）。靠「祖母的地下室收藏」年賺17億美元！美國電商Etsy如何用小眾路線突圍。數位時代。https://www.bnext.com.tw/article/65178/etsy-antique-niche-market葉展盛（2019）。Etsy將以2.75億美元收購樂器交易平台Reverb。https://kknews.cc/zh-tw/finance/4jmb9e3.htmlAmazon 官方網站https://www.amazon.com/Handmade/b?ie=UTF8&node=11260432011Etsy官方網站https://www.etsy.comEtsy 年報https://investors.etsy.com/financials/annual-reports-and-proxy/default.aspxReverb 官方網站https://reverb.com 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363085資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363085 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu,Yi-Chia en_US dc.contributor.author (Authors) 蔡岡甫 zh_TW dc.contributor.author (Authors) Tsai,Gang-Fu en_US dc.creator (作者) 蔡岡甫 zh_TW dc.creator (作者) Tsai, Gang-Fu en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 14:59:34 (UTC+8) - dc.date.available 1-Sep-2023 14:59:34 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 14:59:34 (UTC+8) - dc.identifier (Other Identifiers) G0109363085 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146914 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 109363085 zh_TW dc.description.abstract (摘要) 電商平台如：Amazon、eBay、淘寶等水平型電商，雖然平台提供之商品種類眾多，但是對於特定需求之民眾，仍然無法滿足其線上購物之需求，因此，某些垂直型電商平台便抓住特定利基市場，作為市場進入點，並且透過消費模式差異、平台機制、服務差異化等因素，培養出許多高黏著度的忠誠用戶。本研究使用個案研究法針對Etsy美國手工藝電商平台進行研究。希望透過個案研究方式探討垂直型電商平台如何發展平台策略與平台機制，試圖了解平台從創立到現在，如何透過目標市場選擇、平台機制、併購、國際化等方式，拓展平台事業版圖，同時留住既有用戶，並且抵抗其他大型電商平台的攻擊。本研究希望透過此個案分析提供其他發展中的電商平台業者在發展平台策略之建議，使平台企業了解在不同的目標市場需針對其特殊交易模式，發展客製化的平台策略，提升用平台用戶對於平台之黏性。 zh_TW dc.description.abstract (摘要) E-commerce platforms such as Amazon, eBay, Taobao, and other horizontal e-commerce platforms, although the platforms provide a wide variety of commodities, still cannot meet the needs of people with specific needs for online shopping. Therefore, vertical e-commerce platforms seize specific niche markets and are used as market entry points, and through factors such as differences in consumption patterns, platform mechanisms, and service differentiation, many loyal users with high stickiness have been cultivated.This study uses the case study method to study Etsy which American handicraft e-commerce platform. I hope to discuss how vertical e-commerce platforms develop platform strategies and mechanisms through case studies and try to understand how platforms continue expanding their business territory through target market selection, platform mechanisms, mergers and acquisitions, and internationalization from their inception. Retain existing users and resist attacks from other large e-commerce platforms.This study hopes to provide suggestions for other developing e-commerce platform operators to develop platform strategies through this case analysis so that platform companies can understand that in different target markets, they need to develop customized platform strategies for their special transaction models and improve the mechanism of platforms and user stickiness. en_US dc.description.tableofcontents 謝辭 1摘要 2ABSTRACT 3目次 4圖次 5表次 6第一章 緒論 7第一節 研究背景與動機 7第二節 研究問題 8第三節 研究流程 9第二章 文獻探討 10第一節 電商平台商業模式 10第二節 平台策略 12第三節 平台黏著度 20第三章 研究方法 24第一節 個案研究法 24第二節 研究範圍與對象 25第四章 個案平台研究 26第一節 ETSY背景簡介 26第二節 平台機制 35第三節 研究發現 48第五章 結論與建議 52第一節 研究命題 52第二節 研究結論 54第三節 後續研究建議 56參考文獻 57 zh_TW dc.format.extent 1344808 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363085 en_US dc.subject (關鍵詞) 垂直型電商平台 zh_TW dc.subject (關鍵詞) 平台策略 zh_TW dc.subject (關鍵詞) 平台黏著度 zh_TW dc.subject (關鍵詞) Vertical e-commerce en_US dc.subject (關鍵詞) Platform Strategy en_US dc.subject (關鍵詞) Platform Stickiness en_US dc.title (題名) 以用戶旅程角度分析垂直型電商如何提升平台黏性-以Etsy為例 zh_TW dc.title (題名) Analyzing how vertical e-commerce platforms can enhance platform stickiness from a user journey perspective - A case study of Etsy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1、 學位論文王皓宇（2021）。遊戲產業訂閱模式之個案分析。國立政治大學，台北市。何奕均（2019）。平台企業成長策略之研究。國立政治大學，台北市。林葳（2015）。平台企業價值創造與客戶黏著應探討。國立政治大學，台北市。張語珊（2016）。垂直性社群平台的價值獲取策略探討。國立政治大學，台北市。鄭伊晴（2018）。台灣行動支付平台的用戶增長策略。國立政治大學，台北市。Burnham,T. A., Frels, J. K., & Mahajam, V(2003). Consumer switching cost: a typology, antedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.Canzer, B.(2006). E-business: Strategic Thinking and Practice. Houghton Mifflin Company, Boston – New YorkEisenmann, T., Parker, G., & Van Alsyyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92.Eisenmann, T., Parker, G., & Van Alsyyne, M.(2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285.Ender, Hungenberg, Denker, Mauch (2008), The Long Tail of Social Networking: Revenue Models of Social Networking Sites. European Management Joural, 26, 199-211Holland, .J., Baker, S.M. (2001), “Customer Participation in Creating Site Brand Loyalty”, Journal of Interactive Marketing,15(4),page 34-45Judy Chuan-Chuan Lin (2007), “Online stickiness: its antecedents and effect on purchasing intention “,page 507-516.Katz,M.,& Shapiro, C.(1986), “Technology Adoption in the Presence of Network Externalities”, Journal of Political Economy, 94,page 822-841Laudon, K. C., & Traver, C. G. (2007). E-Commerce: Business, Technology, Society. Person Prentice Hall, New JerseyYin, R.K., (1994), Case Study Research: Design and Methods, Newbury Park, CA: Sage Publications.2、 書籍資料Jonathan A. Knee（2022）。平台假象。台北市：天下。邱志聖（2010）。策略行銷分析：架構與實務應用（三版）。台北市：智勝文化。陳威如、余卓軒（2013）。平台革命。台北市：商周。3、 網頁資料Beddoe-Stephens, P.（1999）, “Yahoo:Gettin Sticky with It”, Fromhttps://www.wired.com/1999/03/yahoo-gettin-sticky-with-it/Lena Einschütz, （2023）, “ What is Amazon Homemade and how can you make it profitable?”,Fromhttps://www.bidx.io/blog/amazon-handmadeLitcommerce （2023）, Amazon Handmade vs Etsy （2023 Update）: The Ultimate Option for You？, Fromhttps://litcommerce.com/blog/amazon-handmade-vs-etsy/#h-1-user-base-market-shareShopify（2022）, Amazon Handmade vs Etsy: Seller Pros and Cons （2023）, Fromhttps://www.shopify.com/blog/amazon-handmade-vs-etsy侯乃云（2021）。靠「祖母的地下室收藏」年賺17億美元！美國電商Etsy如何用小眾路線突圍。數位時代。https://www.bnext.com.tw/article/65178/etsy-antique-niche-market葉展盛（2019）。Etsy將以2.75億美元收購樂器交易平台Reverb。https://kknews.cc/zh-tw/finance/4jmb9e3.htmlAmazon 官方網站https://www.amazon.com/Handmade/b?ie=UTF8&node=11260432011Etsy官方網站https://www.etsy.comEtsy 年報https://investors.etsy.com/financials/annual-reports-and-proxy/default.aspxReverb 官方網站https://reverb.com zh_TW
