Exploring the Service Innovation Strategy of Online Shopping Service Platform based on IOA-NRM Approach

• Main Authors: CHEN, CHIEN-YU, 陳建宇
• Other Authors: 陳隆輝
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5283zb

碩士 === 國立高雄師範大學 === 經營管理碩士在職專班 === 107 === With the rapid development of today's Internet service technology, buying on the streets can be solved on the Internet. Online shopping has gradually replaced shopping on the streets into a new consumption way.Consumers can buy any kind of stuff on the online shopping platform.In the era of comprehensive network, Various Brick and Mortar retailers have entered the online shopping platform market to seize online shopping opportunities. Not only bringing more choices to consumers but also making our lives easier. However, in order to attract consumers’ attention, online shopping platforms not only have to differentiate in business models, but also meet the diversified service needs of online shopping communities.In addition to facilitating online shopping communities to find the product recommendation and searching services, it is also necessary to ensure that consumers feel convenient and comfortable during the transaction process. What's more, with the complete online shopping service process,comsumers won't feel the burden of the transaction costs such as freight fee.They can also build trust in this process.These are already became challenges that online shopping platforms have to face. This study first examines the current business model and service functions of various types of online shopping platforms. It allows operators of online shopping platform to reexamine the deficiencies from facing the current platform operations. On the other hand, it allows service providers to seek new market opportunities and earn trust from online shopping communities through the introduction of service innovation. Therefore, this study will explore the extent of consumer demand for online shopping platforms. Further, to summarize the consumer's preference for introducing new service innovations and service needs on the “Internet shopping platform”. And introduce Innovation Opportunity Analysis (IOA) and market opportunity (demand level) to explore which service drivers can identify new service innovation models to meet existing and potential market needs. In addition, this study will use Network Relation Map (NRM) to analysis and to find out the interaction between driving elements and develop an effective service innovation strategies.Finally, the research results show that the IOA-NRM model can introduce the concept of new service innovation for the "Internet shopping platform" service industry, and by repositioning the value of service innovation, we will find new opportunities for the development of the "Internet shopping platform" service industry.