The Case of udn Shopping’s Digital Transformation

• Main Authors: Ching-I Chen, 陳靜儀
• Other Authors: Tzu-Chuan Chou
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/k7sb2e

碩士 === 國立臺灣科技大學 === 管理學院MBA === 107 === This research is based on Case Method to process. The research and interview subject is Taiwan udn shopping (belongs to UDN News Group). This research studies the strategic reason for UDN News investing udn shopping, a B2C e-commerce platform. After udn Shopping found in 2011, its revenue grows every year, however, the loss also increases. This research studies udn shopping’s strategy when losing profit every year and meeting the dilemma of Taiwan B2C e-commerce industry. This case also attempts to explore how udn Shopping thinks and analyzes the current Taiwan’s B2C e-commerce Market and the possibility of cross-border e-commerce; and their strategic thinking for udn shopping’s competitive advantage and resources to resolve the profit losing issue and make the udn shopping transformed. This study takes the strategy renewal and the enterprise transformation as the research foundation and discusses the new concept of e-commerce ecosystem and the data economy. This study explains udn shopping’s present and future business strategies and provides a good reference case for enterprises managers in strategy management and the concept of thinking about big data economy for further business strategy. This case also provides students a reference case for B2C e-commerce, cross-border e-commerce, e-commerce ecosystems and data application.