Research on the business model –The case studies of online apparel

• Main Authors: Shu-Fan Lin, 林書帆
• Other Authors: 薛義誠
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/21374671220143483313

碩士 === 國立中央大學 === 企業管理學系 === 101 === With the e-commerce development and shift of consumer attitudes, purchase clothing through Internet has become a new lifestyle. According to MIC survey, fashion class is the highest proportion of the amount of consumption goods categories, including clothing, shoes, bags, cosmetics and care products. Business model attracted much attention since 1990’s, is hottest issue nowadays. What is the business model in the end? So the purposes of this thesis are: (1) Analysis of the online apparel's business model. (2) Understanding of issues related to the business model. (3) Discussion of business model framework thoroughly. The case study method is used, gathering data from literature review. This thesis densely collected over various research about the business model, gathering case-related information from both well-known journals, research reports and magazines at the same time. Alexander Osterwalder’s (2010) business model ontology is used as the primary tool for case analysis. This framework includes value proposition, target customer, distribution channel, relationship, value configuration, capability, partnership, cost structure and revenue model. Similar points of three successful cases are found as follows: (1) Value proposition – Firms offer value on the economy price level, taking into account quality simultaneously. (2) Target customer - All Firms view popular style as the main avenue. They extend product lines and pursue extreme revenue as far as possible without blurring the original brand appeal. (3) Distribution channel - Establishment of an independent website reduces the problem of abusive price comparison, not only providing more flexible shopping environment, but also mastering first-hand customer information. (4) Relationship – Cost of customer acquisition is too expensive. Firms have to stimulate consumer to rebuy. (5) Infrastructure management – Firms integrate value chain upstream to stabilize supply and enhance the uniqueness of product, cost is much cheaper than traditional resale model. Even a case calls for drawings publicly to outsource design work, building a whole new business model. Furthermore, most firms innovate their business model through distribution channel or value configuration in recent years.