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題名 純電商在永續競爭中的綠色轉型策略分析： 以momo購物網為例
An Analysis of Green Transformation Strategies for E-Commerce in Sustainable Competition—A Case Study of momoshop作者 吳尊寧
Wu, Tzuen-Ning貢獻者 羅明琇
Lo, Ming-Shiow
吳尊寧
Wu, Tzuen-Ning關鍵詞 電商
永續轉型
綠色行銷
共享價值
永續供應鏈
ESG
永續價值鏈
綠色商品
綠活會員
利害關係人
商業模式創新
綠色消費
新零售
e-commerce
sustainability transformation
green logistics
circular packaging
ESG governance
sustainable supply chain
shared value
stakeholder theory
business model innovation日期 2025 上傳時間 4-Aug-2025 13:02:56 (UTC+8) 摘要 在全球氣候變遷與永續發展日益成為企業核心議題之際，企業如何回應環境挑戰並實踐永續轉型，成為企業經營策略的重要課題。而純電商平台如何結合技術創新與永續治理，實現綠色轉型，成為關鍵策略挑戰。本文以台灣指標性純電商平台──momo購物網為研究個案，透過綠色物流、循環包裝、綠色商品選品、顧客參與誘因設計與ESG治理制度等五大實踐面向，探討其永續轉型策略與實務表現。 本研究採用次級資料分析與個案研究法，並結合四大理論架構進行探討。首先，永續價值鏈與永續供應鏈管理，提供評估企業從供應端至顧客端整體永續績效的視角；其次，根據資源基礎理論，說明momo如何透過自建物流、AI智慧裝箱與綠色會員制度等難以模仿的內部資源建構競爭優勢；共享價值理論，則闡明平台如何在創造經濟效益的同時兼顧社會與環境價值；最後，利害關係人理論則強調平台如何透過制定供應商永續標準、溝通ESG目標以回應多元利害關係人的期待。 研究發現，momo已將永續實踐內嵌於平台營運核心，運用技術與制度設計促進綠色消費行為與供應鏈協同治理，不僅強化顧客終身價值與品牌忠誠度，亦展現出平台型企業整合多方利害關係、實現商業與永續共融的潛能。本文最後提出深化永續的商業模式創新之建議，強調電商平台在永續轉型路徑中，應持續強化其作為價值鏈整合者與行為轉化推動者之角色，以兼顧成長、責任與競爭力。
In response to increasing global concerns over climate change and sustainable development, pure e-commerce platforms must address environmental challenges through strategic transformation. This study explores the sustainability transition of momo Shopping, a leading e-commerce platform in Taiwan, focusing on its green logistics, circular packaging, sustainable product selection, customer engagement mechanisms, and ESG governance. Employing secondary data analysis and a case study approach, this research integrates four theoretical frameworks: Sustainable Value Chain and Sustainable Supply Chain Management (SSCM), the Resource-Based View (RBV), Creating Shared Value (CSV), and Stakeholder Theory. The findings reveal that momo embeds sustainability into its core operations by leveraging internal resources—such as proprietary logistics systems, AI-powered packaging optimization, and the Green Living Membership program—to drive competitive advantage and customer loyalty. The platform also fosters shared value by aligning economic performance with environmental and social benefits, while actively engaging stakeholders through ESG practices and supplier sustainability standards. This study concludes that momo serves as an effective value chain integrator and behavioral change agent, offering insights into how pure e-commerce platforms can achieve business growth while fulfilling environmental and social responsibilities. It also suggests further opportunities for sustainable business model innovation (BMI) to reinforce long-term competitive positioning.參考文獻 一、 中文文獻： momo富邦媒體科技股份有限公司。取自：https://corp.momoshop.com.tw/ momo富邦媒體科技. (2023). 2023 ESG永續報告書. https://corp.momo.com.tw/en/file/csr/csrReport/momo_2023ESGreport(english).pdf 富邦媒體科技. (2024). 2023年年報. https://corp.momo.com.tw/investor/reports 環境部（2023）。網購包裝限制新制上路說明資料。取自：https://www.moenv.gov.tw/ 環境部.淨零綠生活資訊平台. (2024). 取自 https://greenlifestyle.moenv.gov.tw Finguider. (2024). Sea 冬海集團（SE）法說會財報分析 2024Q4 電話會議重點. Retrieved from https://finguider.cc/Article/ArticleIndex/1537 統一超商.（2023）。2023年統一超商企業永續報告書。取自https://www.7-11.com.tw/company/csr/csrreports.aspx 京東集團（2023）。《2023年環境、社會及治理(ESG)報告》。北京：京東集團。 梁日威 (2023年7月18日). 電商平台如何以三大綠色策略發揮永續價值？｜淨零行不行. 天下雜誌CSR. 。取自https://csr.cw.com.tw/article/43264 黃筱晴（2024年3月17日）。全聯擴大綠色經濟 成立「永續委員會」執行4大永續計畫。500輯。取自 https://500times.udn.com/wtimes/story/123911/7837235 張語屏（2024年9月16日）。亞馬遜「氣候友好承諾計畫」憑什麼底氣 讓品牌紛紛響應永續轉型？《uBrand x 聯合新聞網》。取自：https://ubrand.udn.com/ubrand/story/123660/8223210 資策會產業情報研究所（MIC）。（2023年4月20日）。從電商大廠綠色布局看臺灣發展方向。經濟日報。取自 https://mic.iii.org.tw/industry.aspx?id=466&list=1 Coupang Taiwan（2025年3月17日）。Coupang酷澎打造永續未來：以環保創新領航綠色電商。取自 https://tw.coupangcorp.com/archives/4300/ 家樂福公司（Carrefour Taiwan）.（2022）. Act for Food與食物轉型從i開始：實踐食物正義與在地永續. 取自 https://www.carrefour.com.tw/actforfood/ 全聯福利中心（2025年4月1日）。全店積分換購攻永續綠色經濟 百元加購價享受居家沙龍級髮品 橫掃法國全球永續美妝大獎 專櫃品牌「歐萊德O’right」35折起入手。取自 https://www.pxmart.com.tw/about-us/news/全聯新聞/279 全聯福利中心（2022）。2022全聯永續報告書。取自 https://www.pxmart.com.tw/uploads/2022_419ebd2f37.pdf SAP（2023）。消費者永續趨勢與企業回應白皮書（台灣區）。取自：https://www.sap.com/taiwan/ Circular Taiwan Foundation. (2023). 數位賦能與環保包材實踐包裝減量. https://circular-taiwan.org/case/momo-1/ 未來流通研究所（2024年）。2024台灣電商物流產業地圖：富昇物流與網家速配運能佔比揭露。取自 https://www.mirai.com.tw/2024-taiwan-e-commerce-logistics-industry-map/ 未來流通研究所（2025年）。【商業數據圖解】台灣「零售與電商全體次產業結構」年度數據總覽。取自 https://www.mirai.com.tw/overview-of-taiwans-retail-and-e-commerce-industry-structure/ 二、 英文文獻： Amazon. (2017). Amazon to Acquire Whole Foods Market. Retrieved from https://media.wholefoodsmarket.com/amazon-to-acquire-whole-foods-market/ Amazon Advertising. Climate Pledge Friendly. Amazon Advertising. https://advertising.amazon.com/zh-tw/resources/ad-policy/climate-pledge-friendly Amazon. (2020). Climate Pledge Friendly. Retrieved from https://www.amazon.com/Climate-Pledge-Friendly/b?ie=UTF8&node=21221607011 Amazon. (2021). The Climate Pledge. Retrieved from https://www.aboutamazon.com/planet/climate-pledge Amazon. (2023a). Sustainable packaging. Retrieved from https://sustainability.aboutamazon.com/environment/circular-economy/sustainable-packaging Amazon. (2023b). Amazon Second Chance. Retrieved from https://www.amazon.com/b?ie=UTF8&node=70673024011 Amazon. (2024). Climate Pledge Friendly Certifications. Retrieved from https://www.amazon.com/b?node=121191123011 Amazon. (2024a). Amazon meets 100% renewable energy goal. Retrieved from https://www.aboutamazon.com/news/sustainability/amazon-renewable-energy-goal Amazon. (2024b). Electric delivery fleet. Retrieved from https://sustainability.aboutamazon.com/environment/sustainable-transportation AWS. (2023). AWS Cloud sustainability. Retrieved from https://sustainability.aboutamazon.com/products-services/aws-cloud Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108 Boons, F., & Lüdeke-Freund, F. (2013). Business models for sustainable innovation: State-of-the-art and steps towards a research agenda. Journal of Cleaner Production, 45, 9–19. https://doi.org/10.1016/j.jclepro.2012.07.007 Cradle to Cradle Products Innovation Institute. (2023). Cradle to Cradle Certification. Retrieved from https://www.c2ccertified.org/ Chopra, S., & Meindl, P. (2016). Supply Chain Management: Strategy, Planning, and Operation (6th ed.). Pearson. Freeman, R. E. (1984). Strategic management: A stakeholder approach. Boston: Pitman. Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L., & De Colle, S. (2010). Stakeholder theory: The state of the art. 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Building a more complete theory of sustainable supply chain management using case studies of 10 exemplars. Journal of Supply Chain Management, 45(2), 37–56. Packsize International LLC. (2023). How AI is reshaping sustainable packaging. https://www.sdcexec.com/sustainability/packaging/article/22936637/packsize-international-llc-how-ai-is-reshaping-sustainable-packaging Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), 62–77. Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review. Rakuten. (2018). Earth Mall with Rakuten: Online shopping to mainstream sustainable production and consumption [Sustainability Initiative]. Retrieved from https://global.rakuten.com/corp/innovation/sustainability/2018/0613/ Rakuten Today. (2023). Earth Mall with Rakuten: Keywords for sustainable shopping [Blog Post]. Retrieved from https://rakuten.today/blog/earth-mall-with-rakuten-keywords-for-sustainable-shopping.html Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the European Economic Association, 1(4), 990–1029. https://doi.org/10.1162/154247603322493212 Sahakian, M., & Wilhite, H. (2014). Making practice theory practicable: Towards more sustainable forms of consumption. Journal of Consumer Culture, 14(1), 25–44. https://doi.org/10.1177/1469540513505607 Seuring, S., & Müller, M. (2008). From a literature review to a conceptual framework for sustainable supply chain management. Journal of Cleaner Production, 16(15), 1699–1710. https://doi.org/10.1016/j.jclepro.2008.04.020 Lim, S. F. W. T., Jin, X., & Srai, J. S. (2018). Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics models. International Journal of Physical Distribution & Logistics Management, 48(3), 308–332. https://doi.org/10.1108/IJPDLM-02-2017-0081 U.S. Environmental Protection Agency. (n.d.). Environmentally Preferable Purchasing (EPP). Retrieved from https://www.epa.gov/greenerproducts 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932074資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112932074 資料類型 thesis dc.contributor.advisor 羅明琇 zh_TW dc.contributor.advisor Lo, Ming-Shiow en_US dc.contributor.author (Authors) 吳尊寧 zh_TW dc.contributor.author (Authors) Wu, Tzuen-Ning en_US dc.creator (作者) 吳尊寧 zh_TW dc.creator (作者) Wu, Tzuen-Ning en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 13:02:56 (UTC+8) - dc.date.available 4-Aug-2025 13:02:56 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 13:02:56 (UTC+8) - dc.identifier (Other Identifiers) G0112932074 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158336 - 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) 112932074 zh_TW dc.description.abstract (摘要) 在全球氣候變遷與永續發展日益成為企業核心議題之際，企業如何回應環境挑戰並實踐永續轉型，成為企業經營策略的重要課題。而純電商平台如何結合技術創新與永續治理，實現綠色轉型，成為關鍵策略挑戰。本文以台灣指標性純電商平台──momo購物網為研究個案，透過綠色物流、循環包裝、綠色商品選品、顧客參與誘因設計與ESG治理制度等五大實踐面向，探討其永續轉型策略與實務表現。 本研究採用次級資料分析與個案研究法，並結合四大理論架構進行探討。首先，永續價值鏈與永續供應鏈管理，提供評估企業從供應端至顧客端整體永續績效的視角；其次，根據資源基礎理論，說明momo如何透過自建物流、AI智慧裝箱與綠色會員制度等難以模仿的內部資源建構競爭優勢；共享價值理論，則闡明平台如何在創造經濟效益的同時兼顧社會與環境價值；最後，利害關係人理論則強調平台如何透過制定供應商永續標準、溝通ESG目標以回應多元利害關係人的期待。 研究發現，momo已將永續實踐內嵌於平台營運核心，運用技術與制度設計促進綠色消費行為與供應鏈協同治理，不僅強化顧客終身價值與品牌忠誠度，亦展現出平台型企業整合多方利害關係、實現商業與永續共融的潛能。本文最後提出深化永續的商業模式創新之建議，強調電商平台在永續轉型路徑中，應持續強化其作為價值鏈整合者與行為轉化推動者之角色，以兼顧成長、責任與競爭力。 zh_TW dc.description.abstract (摘要) In response to increasing global concerns over climate change and sustainable development, pure e-commerce platforms must address environmental challenges through strategic transformation. This study explores the sustainability transition of momo Shopping, a leading e-commerce platform in Taiwan, focusing on its green logistics, circular packaging, sustainable product selection, customer engagement mechanisms, and ESG governance. Employing secondary data analysis and a case study approach, this research integrates four theoretical frameworks: Sustainable Value Chain and Sustainable Supply Chain Management (SSCM), the Resource-Based View (RBV), Creating Shared Value (CSV), and Stakeholder Theory. The findings reveal that momo embeds sustainability into its core operations by leveraging internal resources—such as proprietary logistics systems, AI-powered packaging optimization, and the Green Living Membership program—to drive competitive advantage and customer loyalty. The platform also fosters shared value by aligning economic performance with environmental and social benefits, while actively engaging stakeholders through ESG practices and supplier sustainability standards. This study concludes that momo serves as an effective value chain integrator and behavioral change agent, offering insights into how pure e-commerce platforms can achieve business growth while fulfilling environmental and social responsibilities. It also suggests further opportunities for sustainable business model innovation (BMI) to reinforce long-term competitive positioning. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 前言 1 第二節 研究背景與動機 2 第三節 研究目的與問題 3 第四節 研究範圍與方法 4 第二章 文獻回顧及案例探討 6 第一節 綠色商品、綠色消費與綠色行銷 6 第二節 永續價值鏈與永續供應鏈管理 8 第三節 資源基礎理論與共享價值理論 8 第四節 商業模式創新 9 第五節 利害關係人理論 9 第六節 國內外零售與電商綠色永續案例 10 第三章 產業現況與個案公司簡介 25 第一節 台灣零售產業現況與競爭環境分析 25 第二節 momo公司簡介 29 第三節 momo發展綠色永續之PESTEL分析 33 第四節 電商市場之競爭環境與五力分析 36 第四章 個案分析 39 第一節 momo永續發展歷程 39 第二節 綠色營運策略一：物流、倉儲與包裝 40 第三節 綠色營運策略二：綠色商品、綠活會員與綠活行銷 50 第四節 綠色營運策略三：客服的ESG實踐與策略創新 56 第五節 SWOT分析-momo發展永續的機會、挑戰與應對策略 57 第五章 研究發現與建議 64 第一節 研究發現 64 第二節 策略建議 67 第三節 研究限制 75 參考文獻 76 附錄 81 zh_TW dc.format.extent 4030964 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112932074 en_US dc.subject (關鍵詞) 電商 zh_TW dc.subject (關鍵詞) 永續轉型 zh_TW dc.subject (關鍵詞) 綠色行銷 zh_TW dc.subject (關鍵詞) 共享價值 zh_TW dc.subject (關鍵詞) 永續供應鏈 zh_TW dc.subject (關鍵詞) ESG zh_TW dc.subject (關鍵詞) 永續價值鏈 zh_TW dc.subject (關鍵詞) 綠色商品 zh_TW dc.subject (關鍵詞) 綠活會員 zh_TW dc.subject (關鍵詞) 利害關係人 zh_TW dc.subject (關鍵詞) 商業模式創新 zh_TW dc.subject (關鍵詞) 綠色消費 zh_TW dc.subject (關鍵詞) 新零售 zh_TW dc.subject (關鍵詞) e-commerce en_US dc.subject (關鍵詞) sustainability transformation en_US dc.subject (關鍵詞) green logistics en_US dc.subject (關鍵詞) circular packaging en_US dc.subject (關鍵詞) ESG governance en_US dc.subject (關鍵詞) sustainable supply chain en_US dc.subject (關鍵詞) shared value en_US dc.subject (關鍵詞) stakeholder theory en_US dc.subject (關鍵詞) business model innovation en_US dc.title (題名) 純電商在永續競爭中的綠色轉型策略分析： 以momo購物網為例 zh_TW dc.title (題名) An Analysis of Green Transformation Strategies for E-Commerce in Sustainable Competition—A Case Study of momoshop en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻： momo富邦媒體科技股份有限公司。取自：https://corp.momoshop.com.tw/ momo富邦媒體科技. (2023). 2023 ESG永續報告書. https://corp.momo.com.tw/en/file/csr/csrReport/momo_2023ESGreport(english).pdf 富邦媒體科技. (2024). 2023年年報. https://corp.momo.com.tw/investor/reports 環境部（2023）。網購包裝限制新制上路說明資料。取自：https://www.moenv.gov.tw/ 環境部.淨零綠生活資訊平台. (2024). 取自 https://greenlifestyle.moenv.gov.tw Finguider. (2024). Sea 冬海集團（SE）法說會財報分析 2024Q4 電話會議重點. 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