A Strategy Analysis of Innovative Electronic Commerce：A Case Study of BJWG Online of Run Min Co.,Ltd

• Main Authors: Yin-Hao Lin, 林尹浩
• Other Authors: Ming-Je Tang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/qr82bu

碩士 === 國立臺灣大學 === 國際企業學研究所 === 104 === This thesis is to conduct an exploratory study about the strategic logic of the innovative e-commerce model - BJWG online, an pig-raising virtual platform of Run Min Co.,Ltd in Shenzhen, China. Due to the rapid growth of global B2C e-commerce sales, more and more traditional company have tried to put their business online in various models and for multiple strategic purpose. This paper attempts to understand the logic and critical factors behind this innovative e-commerce platform strategy by case study analysis with concepts and framework of Value Chain, Value Net, Business Model and Resource-based theories. The very important result of the analysis is that the main purpose of BJWG online is not retailing the pig and pork, but both financial funding economically and brand building. In short, the strategy intention is mainly divided into financial funding and brand building, while these two strategy intentions share many competitive advantages and environmental factors. Also, through the case study of BJWG online, this paper have discovered and generalized some creative and innovative ideas and concepts of e-commerce model which may be applied to other industries and regions. Finally, inspired by the Chinese pig cultivation industry analysis in this paper, there are some practices about traditional industry combined with internet platform can be provided to Taiwan or other regions.