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題名 創造共享價值：以蝦皮購物循環包裝策略為例
Creating Shared Value: A Case Study of Shopee's Circular Packaging Strategy作者 林煒勛
Lin, Wei-Hsun貢獻者 柯玉佳
Ko, Yu-Chia
林煒勛
Lin, Wei-Hsun關鍵詞 蝦皮購物
共享價值
循環包裝
電商
雙邊平台
Shopee
Shared Value
Circular Packaging
E-commerce
Two-sided platform日期 2023 上傳時間 1-Dec-2023 10:40:09 (UTC+8) 摘要 根據環保署統計指出，我國網路銷售金額從2016年的2,238億元，一路不斷成長，在2021年達到4,303億元。然而，2021年度，我國耗費使用約2.2億份網購包材，並產生約5萬公噸包裝廢棄物、3千公噸塑膠包材廢棄物。由此可見，雖然網路購物帶給消費者更便利的購物體驗，卻也同時為臺灣環境帶來了不容忽視的環境負擔。 針對網購包裝對我國環境帶來的負面衝擊，臺灣三大網購平台：蝦皮購物、Momo購物網、Pchome 24h紛紛推出循環包裝服務，透過可循環使用的包裝，取代傳統紙箱、破壞袋的出貨方式，希望降低網購生態對環境之影響。 然而，目前臺灣有關循環包裝的論文文獻討論甚少，僅初步探討各家電商所提供循環包裝流程機制，而未深入針對循環包裝隱含之企業競爭策略、永續經營策略，甚至創造共享價值策略（Creating Shared Value）進行深度剖析。本研究將開創性地導入Michael Porter及Mark Kramer（2011）兩位學者提出的創造共享價值策略（CSV）架構，以更宏觀、更實務的全新視野分析循環包裝策略。 本研究選擇蝦皮購物為焦點廠商，透過創造共享價值策略（Creating Shared Value），搭配質化、電商專家深度訪談，分析蝦皮購物為何推出循環包裝，並如何透過循環包裝服務，為企業、買家、賣家、合作夥伴等利害關係人創造之價值，同時增強競爭能力，進行分析。 本研究之結論分為四個面向：一、 內外部社會需求及產業競爭因素共同形成蝦皮購物CSV驅動力。二、蝦皮購物高度整合CSV專案與核心能力結合程度，創造更佳競爭優勢。三、蝦皮購物透過外部合作，共同提高價值鏈之效率。四、蝦皮購物透過循環包裝，進行雙邊平台策略，強化其虛擬群聚效應。 最後，本研究建議企業運用CSV策略時，應將「價值擷取平衡性」納入考量，若有任何一方利害關係人擷取過高程度的CSV價值，將直接影響CSV商業專案的可持續性，使互利共贏的合作模式受到挑戰，導致企業必須透過調整商業模式，重新平衡各方價值擷取程度。
According to statistics from the Environmental Protection Administration, the online sales revenue in Taiwan has continuously grown from 223.8 billion NTD in 2016 to reach 430.3 billion NTD in 2021. However, in the year 2021 alone, approximately 220 million units of online shopping packaging materials were consumed, resulting in about 50,000 metric tons of packaging waste and 3,000 metric tons of plastic packaging waste. From this data, it is evident that while online shopping has brought consumers a more convenient shopping experience, it has also imposed a significant environmental burden on Taiwan's environment. In response to the negative environmental impact of online shopping packaging in our country, Taiwan's three major e-commerce platforms, Shopee, Momo, and Pchome 24h, have all introduced circular packaging services. Through the use of reusable packaging materials, these platforms aim to replace traditional cardboard boxes and single-use plastic bags for shipping, with the goal of reducing the ecological impact of online shopping on the environment. However, there is currently limited discussion in Taiwan regarding academic literature on circular packaging. Existing studies have primarily focused on exploring the circular packaging processes and mechanisms offered by various e-commerce companies. These studies, however, have not delved deeply into the implied corporate competitive strategies, sustainable business strategies, or even strategies for Creating Shared Value (CSV). This research will be pioneering in introducing the framework of Creating Shared Value (CSV) proposed by two scholars, Michael Porter and Mark Kramer in 2011. This new perspective provides a more comprehensive and practical outlook for analyzing circular packaging strategies. This research selects Shopee as the focal firm and utilizes the Creating Shared Value (CSV) strategy proposed by scholars Michael Porter and Mark Kramer (2011). By combining qualitative research methods and in-depth interviews with e-commerce experts, the research aims to analyze why Shopee has introduced circular packaging and how this initiative enhances value for stakeholders such as the company itself, buyers, sellers, and partners. Additionally, the research seeks to assess how the implementation of circular packaging services enhances the company's competitive capabilities. The research concluded with four main findings: 1. The driving forces behind Shopee's adoption of CSV stem from a combination of both internal and external social demands and industry competitive factors. 2. Shopee demonstrates a high level of integration between CSV initiatives and its core capabilities, resulting in enhanced competitive advantages. 3. Through external collaborations, Shopee collaboratively enhances the efficiency of its value chain. 4. Shopee employs a dual-sided platform strategy through circular packaging, reinforcing its virtual cluster effect. Lastly, this research suggests that when enterprises employ the CSV strategy, they should consider the "Balance of Value Capture". If any stakeholder extracts an excessively high level of CSV value, it will directly impact the sustainability of the CSV business case, effecting the mutually beneficial cooperation model. 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(2016). How creating shared value differs from corporate social responsibility. Central European Management Journal, 24(2), 32-55. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
110364131資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110364131 資料類型 thesis dc.contributor.advisor 柯玉佳 zh_TW dc.contributor.advisor Ko, Yu-Chia en_US dc.contributor.author (Authors) 林煒勛 zh_TW dc.contributor.author (Authors) Lin, Wei-Hsun en_US dc.creator (作者) 林煒勛 zh_TW dc.creator (作者) Lin, Wei-Hsun en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Dec-2023 10:40:09 (UTC+8) - dc.date.available 1-Dec-2023 10:40:09 (UTC+8) - dc.date.issued (上傳時間) 1-Dec-2023 10:40:09 (UTC+8) - dc.identifier (Other Identifiers) G0110364131 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148485 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 110364131 zh_TW dc.description.abstract (摘要) 根據環保署統計指出，我國網路銷售金額從2016年的2,238億元，一路不斷成長，在2021年達到4,303億元。然而，2021年度，我國耗費使用約2.2億份網購包材，並產生約5萬公噸包裝廢棄物、3千公噸塑膠包材廢棄物。由此可見，雖然網路購物帶給消費者更便利的購物體驗，卻也同時為臺灣環境帶來了不容忽視的環境負擔。 針對網購包裝對我國環境帶來的負面衝擊，臺灣三大網購平台：蝦皮購物、Momo購物網、Pchome 24h紛紛推出循環包裝服務，透過可循環使用的包裝，取代傳統紙箱、破壞袋的出貨方式，希望降低網購生態對環境之影響。 然而，目前臺灣有關循環包裝的論文文獻討論甚少，僅初步探討各家電商所提供循環包裝流程機制，而未深入針對循環包裝隱含之企業競爭策略、永續經營策略，甚至創造共享價值策略（Creating Shared Value）進行深度剖析。本研究將開創性地導入Michael Porter及Mark Kramer（2011）兩位學者提出的創造共享價值策略（CSV）架構，以更宏觀、更實務的全新視野分析循環包裝策略。 本研究選擇蝦皮購物為焦點廠商，透過創造共享價值策略（Creating Shared Value），搭配質化、電商專家深度訪談，分析蝦皮購物為何推出循環包裝，並如何透過循環包裝服務，為企業、買家、賣家、合作夥伴等利害關係人創造之價值，同時增強競爭能力，進行分析。 本研究之結論分為四個面向：一、 內外部社會需求及產業競爭因素共同形成蝦皮購物CSV驅動力。二、蝦皮購物高度整合CSV專案與核心能力結合程度，創造更佳競爭優勢。三、蝦皮購物透過外部合作，共同提高價值鏈之效率。四、蝦皮購物透過循環包裝，進行雙邊平台策略，強化其虛擬群聚效應。 最後，本研究建議企業運用CSV策略時，應將「價值擷取平衡性」納入考量，若有任何一方利害關係人擷取過高程度的CSV價值，將直接影響CSV商業專案的可持續性，使互利共贏的合作模式受到挑戰，導致企業必須透過調整商業模式，重新平衡各方價值擷取程度。 zh_TW dc.description.abstract (摘要) According to statistics from the Environmental Protection Administration, the online sales revenue in Taiwan has continuously grown from 223.8 billion NTD in 2016 to reach 430.3 billion NTD in 2021. However, in the year 2021 alone, approximately 220 million units of online shopping packaging materials were consumed, resulting in about 50,000 metric tons of packaging waste and 3,000 metric tons of plastic packaging waste. From this data, it is evident that while online shopping has brought consumers a more convenient shopping experience, it has also imposed a significant environmental burden on Taiwan's environment. In response to the negative environmental impact of online shopping packaging in our country, Taiwan's three major e-commerce platforms, Shopee, Momo, and Pchome 24h, have all introduced circular packaging services. Through the use of reusable packaging materials, these platforms aim to replace traditional cardboard boxes and single-use plastic bags for shipping, with the goal of reducing the ecological impact of online shopping on the environment. However, there is currently limited discussion in Taiwan regarding academic literature on circular packaging. Existing studies have primarily focused on exploring the circular packaging processes and mechanisms offered by various e-commerce companies. These studies, however, have not delved deeply into the implied corporate competitive strategies, sustainable business strategies, or even strategies for Creating Shared Value (CSV). This research will be pioneering in introducing the framework of Creating Shared Value (CSV) proposed by two scholars, Michael Porter and Mark Kramer in 2011. This new perspective provides a more comprehensive and practical outlook for analyzing circular packaging strategies. This research selects Shopee as the focal firm and utilizes the Creating Shared Value (CSV) strategy proposed by scholars Michael Porter and Mark Kramer (2011). By combining qualitative research methods and in-depth interviews with e-commerce experts, the research aims to analyze why Shopee has introduced circular packaging and how this initiative enhances value for stakeholders such as the company itself, buyers, sellers, and partners. Additionally, the research seeks to assess how the implementation of circular packaging services enhances the company's competitive capabilities. The research concluded with four main findings: 1. The driving forces behind Shopee's adoption of CSV stem from a combination of both internal and external social demands and industry competitive factors. 2. Shopee demonstrates a high level of integration between CSV initiatives and its core capabilities, resulting in enhanced competitive advantages. 3. Through external collaborations, Shopee collaboratively enhances the efficiency of its value chain. 4. Shopee employs a dual-sided platform strategy through circular packaging, reinforcing its virtual cluster effect. Lastly, this research suggests that when enterprises employ the CSV strategy, they should consider the "Balance of Value Capture". If any stakeholder extracts an excessively high level of CSV value, it will directly impact the sustainability of the CSV business case, effecting the mutually beneficial cooperation model. This may require enterprises to readjust their business models to rebalance the extent of value extraction by all parties involved. en_US dc.description.tableofcontents 第一章、緒論 1 第一節、研究背景 1 第二節、研究動機 2 第三節、研究問題及目的 3 第四節、論文架構 3 第二章、研究方法 5 第一節、研究途徑 5 一、質性研究 6 二、深度訪談法 7 三、次級資料 9 四、訪談對象選擇及訪談大綱設計 10 第三章、文獻回顧 14 第一節、企業社會責任（CORPORATE SOCIAL RESPONSIBILITY） 14 第二節、創造共享價值：從CSR轉移到CSV 16 一、重新設想產品和市場： 21 二、重新界定價值鏈中的生產力 23 三、促進當地群聚發展 25 第三節、CSV執行步驟 27 第四節、從企業社會責任到創造共享價值：比較CSR及CSV 30 第五節、共享價值決定因素 32 第六節、小結：共享價值之效益 35 第七節、循環包裝發展回顧 35 一、包裝演進脈絡 35 二、循環包裝：企業、消費者、政府一同推動 37 第四章、個案分析 40 第一節、電商循環包裝現況說明 40 一、Momo購物網： 40 二、Pchome 網家購物： 43 三、蝦皮購物Shopee： 46 四、小節：選擇蝦皮購物作為焦點廠商 50 第二節、創造共享價值：以蝦皮購物循環包裝為個案 51 一、途徑一：重新設想產品和市場 53 二、途徑二：重新界定價值鏈中的生產力 66 三、途徑三：促進當地群聚發展 74 第三節、小結 78 第四節、蝦皮購物CSV價值創造成效分析 80 第五章、研究結論與貢獻 91 第一節、研究結論 91 一、內外部需求及產業競爭因素共同形成電商推動CSV驅動力 91 二、企業提高CSV專案與核心能力結合程度，能創造更佳的競爭優勢 92 三、企業善用外部合作，可以共同提高CSV價值鏈之效率 94 四、平台企業強化CSV群聚效應時，應將虛擬群聚、雙邊平台策略納入策略考量 95 第二節、研究貢獻 96 一、理論意涵一：隨科技發展，本研究將虛擬群聚、雙邊平台策略納入CSV途徑三強化當地群聚策略之中討論 97 二、理論意涵二：本研究建立CSV成效評估架構，供企業檢視利害關係人已滿足、未滿足之經濟、理念價值觀之價值，以利進行動態應變 98 三、理論意涵三：本研究建議將CSV價值擷取平衡性，納入運用共享價值理論策略考量 99 四、實務意涵一：CSV可以為企業創造差異化競爭優勢，但仍有可能被後進者模仿並超越 99 五、實務意涵二：CSV並非一蹴可幾，需隨環境、競爭情形持續動態調整 100 六、實務意涵三：CSV價值擷取若未取得平衡，企業可能透過調整商業模式進行因應 102 第三節、研究限制 102 一、受訪對象角色多樣性受限制，無法更宏觀探討 102 二、受研究時間限制，蝦皮購物循環包裝影響力仍有待後續研究觀察 103 三、受資料取得限制，本研究無法全面評估三家電商平台循環包裝使用率 103 第六章、參考文獻 104 zh_TW dc.format.extent 3711962 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110364131 en_US dc.subject (關鍵詞) 蝦皮購物 zh_TW dc.subject (關鍵詞) 共享價值 zh_TW dc.subject (關鍵詞) 循環包裝 zh_TW dc.subject (關鍵詞) 電商 zh_TW dc.subject (關鍵詞) 雙邊平台 zh_TW dc.subject (關鍵詞) Shopee en_US dc.subject (關鍵詞) Shared Value en_US dc.subject (關鍵詞) Circular Packaging en_US dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) Two-sided platform en_US dc.title (題名) 創造共享價值：以蝦皮購物循環包裝策略為例 zh_TW dc.title (題名) Creating Shared Value: A Case Study of Shopee's Circular Packaging Strategy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文參考文獻 古芷諼(2020)。以共享價值創造角度探討我國製造業未來發展-以台積公司與巨大機械為例。臺灣經濟研究月刊，43(9)，37-43。 吳杰翰(2012)。虛擬群聚平台之研究─ 以文化創意產業為例（碩士論文）。 國立政治大學商管專業學院碩士學位學程，臺北市。 吳姿賢(2021)。取貨，記得還「網購循環包裝」！去年6千多袋不見。聯合新聞網。取自 https://ubrand.udn.com/ubrand/story/12116/5899148 李汶芸(2012)。電信產業採行共享價值策略之探討（碩士論文）。 中國文化大學企業實務管理數位學習碩士在職專班，臺北市。 李柏澔(2021)。環保署推網購循環包裝歸還成效不佳 試辦至今歸還率僅25％。中時新聞網。取自https://www.chinatimes.com/realtimenews/20210117001865-260405?chdtv 孟慶瑜(2022)。蝦皮推循環包裝 三步驟達100%回收率。經濟日報。取自 https://money.udn.com/money/story/5635/6651433 林于晴(2018)。以共享價值角度探討企業競爭優勢之創造（碩士論文）。國立政治大學企業管理研究所，臺北市。 林沁雄(2020)。創造共享價值: 效益, 挑戰, 因應措施。東吳經濟商學學報(101)，81-108。 林庭安(2023)。誓言成為台灣第一「綠色電商」！momo 如何從物流、消費、營運面都做到 ESG？。經理人。取自https://www.managertoday.com.tw/articles/view/66976 袁勃、岳弘彬。(2022)。官方解讀：2025年底 郵政快遞網點禁止使用不可降解塑料包裝袋。人民網。取自http://finance.people.com.cn/BIG5/n1/2022/1018/c1004-32547270.html 陳君毅、陳映璇(2022)。蝦皮店到店推循環袋，全台700間門市可用！與momo、PChome做法有何不同？數位時代。取自https://www.bnext.com.tw/article/66223/momo-and-pchome-eco-bag 陳冠榮(2022)。蝦皮店到店上線一年全台破 700 間，發展環保循環包裝拼 100% 回收率。科技新報。取自https://technews.tw/2022/09/29/shopee-greenpackaging/ 彭慧明(2022)。蝦皮店到店循環包裝新服務 可達環保包裝100%回收率。經濟日報。取自 https://money.udn.com/money/story/5621/6650404 曾子峻(2022)。創造共享價值之實證研究-以永豐餘 ESG 永續經營為例（碩士論文）。國立成功大學高階管理碩士在職專班，臺南市。 游宜珍(2020)。台灣公部門與私部門如何實踐永續發展目標（碩士論文）。國立政治大學企業管理研究所，臺北市。 程倚華(2023)。如何在缺工浪潮下持續展店？蝦皮推出無人「智取門市」，背後打什麼算盤？數位時代。取自https://www.bnext.com.tw/article/74066/shopee-xpress-2023 統計處(2022)。網購市場順勢躍升新高，成長率優於整體零售業。經濟部統計處。取自https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=9673 王良博、楊穎婷(2020)。【N專題】網購垃圾爆量3》環保署減量政策推動不力 環團、立委揪出6大缺失。新聞人。https://www.newspeople.com.tw/npro-200705-03/ 資訊工業策進會。(2023). 【網購消費者調查二】全年網購消費逾6萬者成長5% 消費移轉成2023關鍵挑戰 通路多樣化發展趨勢 加速消費者分散網購平台。資策會產業情報研究所。取自https://mic.iii.org.tw/news.aspx?id=650 劉品希(2020)。雙11來了包裝垃圾也多了 環保署推包裝減量。中央廣播電台。取自 https://www.rti.org.tw/news/view/id/2083644 劉惠琴(2023)。蝦皮循環包裝計畫2.0環保減碳排 拆箱還三步驟 全台百家智取門市月底前上線。自由時報。取自https://3c.ltn.com.tw/news/54137 劉嫈楓(2021)。以前丟現在「減」－PackAge+葉德偉：創業贖罪。聯合新聞網。取自https://ubrand.udn.com/ubrand/story/12117/5221752 環保署(2023)。網際網路購物包裝限制使用對象及實施方式總說明。環保署。取自https://enews.epa.gov.tw/DisplayFile.aspx?FileID=2581DBD0250A0BC0 鐘子昀(2021)。環保宅經濟│綠色消費包材永續。大愛電視。取自 https://tw.news.yahoo.com/news/%E7%92%B0%E4%BF%9D%E5%AE%85%E7%B6%93%E6%BF%9F-%E7%B6%A0%E8%89%B2%E6%B6%88%E8%B2%BB%E5%8C%85%E6%9D%90%E6%B0%B8%E7%BA%8C-044001888.html 嚴雅芳(2023)。富邦媒啟動「momo綠活會員」展開永續網購新面貌。經濟日報。取自https://money.udn.com/money/story/5612/7415662?from=edn_related_storybottom 參考網站 Momo(2022)。循環袋。Momo購物網。取自https://corp.momo.com.tw/CSR/cycleBag Package+配客嘉(2023)。循環包裝使用。Package+配客嘉。取自https://www.packageplus-tw.com/pages/package-manual Pchome(2022)。綠色購物計畫。Pchome24h 線上購物。取自： https://corp.pchome.tw/corporate-social-responsibility/%E7%B6%A0%E8%89%B2%E8%B3%BC%E7%89%A9%E8%A8%88%E7%95%AB/ 蝦皮店到店循環包裝說明(2023)。[蝦皮店到店]循環包裝說明。蝦皮購物。取自https://help.shopee.tw/portal/article/85955-%5B%E8%9D%A6%E7%9A%AE%E5%BA%97%E5%88%B0%E5%BA%97%5D%20%E5%BE%AA%E7%92%B0%E5%8C%85%E8%A3%9D%E8%AA%AA%E6%98%8E 英文參考文獻 ALL4PACK. 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