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系統識別號 U0026-0509201523383500
論文名稱(中文) 業餘個人作坊式從業者在移動電子商務環境下的發展策略研究
論文名稱(英文) Research of Development Strategies for Amateur Individual Workshops in the Mobile E-commerce Environment
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 103
學期 2
出版年 104
研究生(中文) 朱辰駿
研究生(英文) Chen-Jun Zhu
電子信箱 ginochuh@qq.com
學號 P36023013
學位類別 碩士
語文別 英文
論文頁數 78頁
口試委員 指導教授-周君瑞
口試委員-陸定邦
口試委員-楊佳翰
中文關鍵字 移動電子商務  私人業餘家庭作坊  商業模式要素  商業理論  商業策略  蛋糕店  英文服務 
英文關鍵字 mobile e-commerce  private amateur family workshop  elements of the business model  business theory  business strategy  patisserie  English Services 
學科別分類
中文摘要 本研究以「流程﹣要素﹣理論﹣策略」之發想方法,建立了一個發想實際商業策略的模式。并運用在移動電子商務環境下的業餘作坊式企業。
本研究可分為五個階段。第一階段通過對相關研究文獻的探討,建立出商業模式中各要素與成功商業理論之間的相互關係。第二階段,經由對店家、初次消費者進項放聲思考,對購物達人進行深度訪談,整理出對於私人業餘蛋糕店的四大要素,即價格、產品、互動、時間四要素。第三階段通過要素﹣理論﹣策略的發想流程,提出針對四個要素中各要素的具體商業策略,并加以實施。第四階段對第三階段進行驗證,證實了第三階段中的策略對於私人業餘蛋糕店是切實可行的。
第五階段,則是沿用第四階段的結論,將四要素以及「流程﹣要素﹣理論﹣策略」之發想方法,運用到私人業餘英文服務中,發現也切實可行。故認為,這種策略發想模式,以及四大要素可普遍適用於移動電子商務環境下的私人業餘從業者,為其創業、從業提供指導。
英文摘要 In this study, the new way of thinking, "Flow - Elements - Theory - Strategy", was used to set up a practical strategy of business models. This way was also used for the amateur workshop business in the mobile e-commerce environment.
This study can be divided into five stages. The first stage was to establish a relationship between the various elements of the business model and successful business theory from the discussion of the relevant research literature. The second stage, through to the store, thinking aloud for the first time consumers proceeds of shopping enthusiast depth interviews, sorted out the four elements of the private amateur bakery that price, product, interaction and time. The third stage, through the “elements - theory – Strategy” flow, proposed various specific business strategies for the four elements, and implemented them. The fourth stage confirmed that the strategies for private amateur bakery were feasible.
The fifth stage, followed the conclusions of the fourth stage, used the four elements and "Flow - Elements - Theory - Strategy" thinking method, and applied to private amateur service in English, which was found also feasible. It was believed that the thinking method for strategies, as well as the four elements could be generally applied to private amateur practitioners in mobile e-commerce environment, to provide guidance for business practitioners.
論文目次 摘要 i
Summary ii
Acknowledgement iii
Table of contents iv
List of tables vii
List of figures viii
Chapter 1 Introduction 1
1-1 Research Background 1
1-2 Research Motivation 2
1-3 Research Target 2
1-4 Research Restriction and Scope 2
1-5 Thesis Structure 3
Chapter 2 Relevant Researches 4
2-1 Relevant Definitions 4
2-1-1 Definition of Business Model 4
2-1-2 Definition of E-commerce 4
2-1-3 Definition of Mobile E-commerce 5
2-1-4 Definition of Practitioner in Amateur Workshop 5
2-1-5 Brief Summary 5
2-2 Feature of Mobile-commerce 6
2-2-1 Advantage of Mobile-commerce 6
2-2-2 Shortcoming of Mobile-commerce 8
2-2-3 Brief Summary 8
2-3 Normal process of Mobile E-commerce Activities in Amateur Workshop 8
2-3-1 Information Release 9
2-3-2 Information Display 9
2-3-3 Information Reception 9
2-3-4 Information Communication 9
2-3-5 Order & Payment 10
2-3-6 Production Delivery 12
2-3-7 Receiving Feedback 12
2-3-8 Conclusion 12
2-4 Elements influencing Mobile-commerce activities 13
2-4-1 Interaction Elements 13
2-4-2 Environmental Elements 14
2-4-3 Product Element 15
2-4-4 Time Element 16
2-4-5 Price Element 17
2-4-6 Information Element 17
2-4-7 Trust Element 17
2-4-8 Brief Summary 18
2-5 Successful Business Strategic Theories 18
2-5-1 User Experience Strategy 18
2-5-2 Localization Strategy 19
2-5-3 Combined Updating strategy 20
2-5-4 Self-expansion Strategy 20
2-5-5 Business Alliance Strategy 20
2-5-6 Strategy of exploring nature of commodity 21
2-5-7 Market Positioning Strategy 21
2-5-8 Meet new requirements of users 22
2-5-9 Strategy of transparent and visible 23
2-5-10 Business value of social relationship 23
2-5-11 Price Fluctuate Strategy 23
2-5-12 Strategy of Future arrangement 24
2-5-13 Brief Summary 24
2-6 Relationship between general processes of Mobile-commerce activities, elements influencing Mobile-commerce activities and successful business strategic theories 24
2-6-1 Relationship between general processes of Mobile-commerce activities and elements influencing Mobile-commerce activities 24
2-6-2 Relationship between successful business strategy theories and elements influencing Mobile-commerce activities 26
2-6-3 Strategic Conception Method of [Process-Element-Theory-Strategy] 28
Chapter 3 Research Method and Process 30
3-1 Research Structure 30
3-2 Research Method and Process 30
3-2-1 Investigation on existing business model and important development elements of amateur family cake house 31
3-2-2 Propose new business strategies for amateur family cake house 31
3-2-3 Check the results 31
3-2-4 Propose new business strategies for amateur private English service 32
Chapter 4 Development Strategy Research on Family Amateur Cake Houses 33
4-1 Development of Investigated Amateur Family Cake House 33
4-1-1 Feature of existing industry state from view of shopkeeper 33
4-1-2 Investigate existing problems from the perspective of shopkeeper 35
4-1-3 Investigate existing problems from the perspective of customer 36
4-2 Introduction Mobile-commerce Model Initially 38
4-2-1Concept of “Micro E-commerce” 38
4-2-2 Let the dealer of cake house try “Micro E-commerce” 38
4-3 Development strategy study on cake house under Mobile-commerce model 39
4-3-1 Invest key elements in situation of similar industry from aspect of “Online Shopping Enthusiast” 39
4-3-2 Strategic trying based on key development elements 41
Chapter 5 Study Verification 51
5-1 Verification of Interaction Elements 51
5-1-1 Autonomy Promotion 51
5-1-2 Participating Activity 52
5-2 Verification about Price Element 53
5-3 Verification of Product Element 55
5-4 Verification of Time Element 56
5-5 Comparison of Four Elements 57
5-6 Usage of Business Strategies 58
Chapter 6 Development Strategic Research of Private Amateur English Service 60
6-1 Investigation of the development situation of existing private amateur English service 60
6-2 Strategic trying based on key element of development 60
6-2-1 Product Element 61
6-2-2 Interactive Elements 64
6-2-3 Price Element 66
6-2-4 Time Element 66
6-3 A summary of private service in English 67
Chapter 7 Conclusion and Suggestions 69
7-1 Conclusion 69
7-2 Suggestions 71
7-3 Future Development Direction of Amateur Workshop Practitioners 72
References 73
Appendix Interview Questions---Interview with the Dealer 76
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