A Study of Big Data Analytics for E-Commerce Corporation Business Model

• Main Authors: Liu, Tzu-Min, 劉姿旻
• Other Authors: Lin, Grace T.R.
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/98014968621343308476

碩士 === 國立交通大學 === 管理學院科技管理學程 === 104 === In recent years, quick decline of the computer hardware cost, and fast development of the Internet and popularity of smartphone devices….etc. Above major factors cause the e-commerce industry is flourishing. In the past, consumer used to shop at physical stores or online in the desktop/laptop, however, it’s already transformed into shopping anytime through mobile gradually. It makes many of B2C and C2C e-commerce corporations to adjust their operations and development directions, they would understand more about customers shopping behaviors in real-time in order to create higher revenue and benefits. Therefore, big data analytics becomes the important role for e-commerce corporations in business development. Big Data Analytics can be applied to many industries. For e-commerce industry, the analytics is commonly applied to customer relationship improvement and optimization, and precision marketing of commodity and services; Corporations can use big data analytics to dig out more data insights in order to achive the goal of personal precision marking, and create more benefits. Through Secondary Data Analysis, this research studies the development trends and market status, and how big data analytics apply to e-commerce corporations, in addition, this research also adopts the Multiple Case Research to focus on the worldwide three representative e-commerce corporations which already implemented the big data analytics technology , and this analysis also uses the business model,which has the most comprehensive aspects, it’s Hamel business model, the research use it to be the Analysis architecture for understanding if the e-commerce corporations have advantages and key success factors. For B2C e-commerce corporations, this research uses Amazon as cases, and C2C uses ebay as research case, these three corporations have implemented big data analytics, and all expect to understand more about customers behaviors, however, the business model between B2C and C2C e-commerce corporations are different, this research considers that there are different implementation points between them. For Amazon, their main purpose is to predict what customers will buy next times ; For ebay, after data analysis, it would majorly like to feedback result to seller that when replenish the stock and launch the new products. This research views if big data analytics to be applied to e-commerce corporations can create positive benefits, and not only get insights of corporations’ internal data, but also get outside information into corporation database so that the corporations can have long-term competitive advantages and key success factors.