| Summary: | 碩士 === 國立臺灣大學 === 資訊管理組 === 97 === E-commerce market has been enjoying mass growth every year since years ago. Today in 2008, it still attracts all the focal point and attention. There are many successful cases in e-commerce business, of course, which present the prosperous new Internet economy. The latent benefit of emerging e-commerce market aggregates lots of investment from a variety of parties with diversified background, like Internet companies who are familiar with Internet technology and marketing, entrepreneurs, kinds of new-business investors and traditional companies. However, resulted from the reality of survival of the fittest, there are and still will be minority of winners in the highly competitive e-commerce market, with more and more losers.
There are certain of Key Success Factors (KSF) of the winners. Yet the KSF of each are not reproducible, because they are individual concerned and have gradation and coherent continuity among themselves. Quite a lot of studies of e-commerce business key success factors (KSF) were published in recent decade. The objectives of this thesis are trying to analysis and integrate most of KSF from the studies, and to construct a complete and comprehensive business decision-making framework from the KSF. It means to construct a set of B2C e-commerce analysis and measurement tool, and to provide analytic indicators from different perspectives. Consequently, enterprise managements may be able to find out which of those key success factors will affect the success of their business and understand comprehensively the weakness and strength of their business respectively, to avoid investing rashly, wrong attempts, and resources wasting. In the meanwhile, enterprise managements may also possibly take advantage of this thesis to draw up business strategies and execution plan to enhance their probability of success. From the strategy management perspective, they also have to evaluate those indicators constantly in accordance to the market shift to maintain their sustainable competitive advantages (SCA).
This thesis deduced an analytic structure of e-commerce on the basis of theories including SWOT analysis, five-forces analysis of Porter, Value-chain analysis, Resource-Based View (RBV), Balanced Scorecard (BSC). And, as mentioned above, it also integrated most of the recent KSF studies to establish a complete and comprehensive business decision-making framework. At last the thesis apply the structure to successful cases -- 2 representative B2C specialized shopping websites, to validate and verify the architectures. The concrete research results are as follows:
1.This thesis constructed a group of B2C e-commerce “analysis and measurement”frmaework by conducting mutual examinations of theoretical deduction method and data induction method. The architectures took before and after getting into the e-commerce market as two set of separate and comparable “analysis and measurement framework” evaluation tables, including:
i.Before -- Industry analysis: A) 60 measurement items of 6 internal aspects including product, marketing, human resource, information technology, finance and others.B) 45 measurement items of 6 external aspects including market status, potential competitors, suppliers, customers, substitute, and PEST environment.
ii.After -- Strategy analysis: 35 measurement items of 6 aspects including website, product, process (technology), marketing (service), human resource (finance), and (external) competitive strategy. The measurements are to be compared for a company with early stage and current stage to examine and adjust the strategies.
2.Carrying on the case studies and analysis of the 2 successful cases, the thesis commented and explained through “analysis and measurement framework” evaluation table. It examined the key success factors and scored as well to provide the best practice benchmark of evaluation model of the thesis.
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