| Summary: | 碩士 === 國立交通大學 === 工業工程與管理系所 === 103 === This research attempts to study why Amazon Corp, a great e-commerce company establish in USA, is so successful. To this end, this study adopts a 5-step procedure called CS-DICA (Collection, Selection, Description, Implication, Comments-and-Applications) proposed by Dr. Muh-Cherng Wu. The collection step is to collect and read all publicly available information about Amazon. The selection step is to identify those events that have significant effects on Amazon. The description step is to concisely describe the “story” of each event. The implication step is to pinpoint the management concept underlying the strategies that Amazon adopts. The comments-and-applications step is to apply or extend the pinpointed underlying concepts to some other applications. Following the CS-DICA procedure, we identify the following 7 events (1) hard-copy book selling, (2) scope expansion of selling items, (3) trading-agent, (4) prime membership service, (5) digital content, (6) portal hardware, and (7) Amazon web service. As a result, this research identifies seven critical success factors of Amazon. First, companies should focus on their market share in the early stage. Second, attracting customer can help companies attract investors. Third, when companies operate an online trading platform, they had better act as agencies rather than traders to reduce risks. Fourth, companies should build membership mechanism. Fifth, companies should sell the digital products which have low marginal cost. Sixth, companies should create their own portal channel. Eighth, companies should launch the resource sharing service. These seven critical success factors may serve as a guideline in developing new e-commerce businesses.
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