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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105373

    Title: 從產品特性觀點去探討Online、Offline與O2O商務模式之取捨
    Other Titles: The trade-off among online, offline, and O2O business models : from the perspective of product characteristics
    Authors: 張家萍;Chang, Chia-Ping
    Contributors: 淡江大學企業管理學系碩士班
    王居卿;Wang, Chu-Ching
    Keywords: 產品特性;商務模式;虛實整合;決策準則;Product Characteristic;Business Model;O2O;Decision Criteria
    Date: 2015
    Issue Date: 2016-01-22 14:54:26 (UTC+8)
    Abstract:   資訊科技的進步造就了網路時代的來臨,電子商務(Electronic Commerce, EC)的發展已一直被各界所看好,不但加速消費者資訊的傳遞,企業的經營模式也不斷在變化。本研究乃是一種探討性的質化研究,針對具「交易行為」與「交易過程」觀點之Online, Offline 及 O2O三種商務模式去進行歸納與比較,以作為企業去選擇與自己產品特性適配的模式。本研究結果除了將三種商務模式依連續帶的概念再細分為八種模式外,亦發現我們可用產品特性的4P構面-包括標準化程度(屬於Product)、產品價值(屬於Price)、數位化程度(屬於Place)及品牌知名度(屬於Promotion)-作為選擇商務模式的決策準則構面。最重要的是本研究建構了一個包含了產品特性4P構面、八種商務模式與消費者決策過程的整合性決策模式,最後再針對該模式進行個案訪談並提出七個重要研究命題。研究命題如下:
    The advancement of information technology has resulted in the era of Internet, and the development of electronic commerce has great prospect for our society. The electronic commerce is not only speeding up the delivery of customer information, but also changing the business model.
    This study is an exploratory qualitative research based on the viewpoint of "transaction behavior" and "transaction process" on Online, Offline and O2O business models to summarize and compare them. A company can choose a suitable model which fits with their product characteristics from this study.
    In addition to the results of this study, the three business models in accordance with the concept of a continuum is subdivided into eight modes, also found that we can use 4P dimensions of product characteristics - including the degree of standardization (Product), product value (Price), the degree of digital (Place) and brand awareness (Promotion) - as an alternative business model decision criteria dimensions.
    Most important, this study constructs an integrated framework including the 4P dimensions of product characteristics, eight kinds of business modes and the consumer decision-making process. Finally, this study proposes seven important propositions through the verification of interviewing with the related companies.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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