電子商務之創新模式探討

Abstract

網路網路在這幾年從一個科技網路轉變成一個商業平台，其虛擬、無遠弗屆、電子化的特性，形成一股企業改革的旋風。本研究嘗試找出一個模式，分析電子商務創新的方法。 本研究從三個角度看電子商務創新，首先就策略面思考電子商務之發展方向，藉由總體環境、產業環境、企業組織分析，作為策略方向的依據，進而探討策略上的創新。其次從產品技術的觀點，以實體空間（分為物理及非物理）、資訊技術、電子商務達到目的，作為創新本質的開端，構成第一個創新矩陣－產品技術創新矩陣。最後從現有電子商業模式再創新，沿用用李茂輝教授之一般性創新方法：逆向思考、轉移、組合、改變方向、延伸、省略或分割，再加上時間概念，成為再創新方法，然後配合產品服務創新、企業組織效能提昇、產業價值鏈重整、競合關係運用、改變總體環境五個創新層級構成再創新矩陣。策略、產品技術、再創新構成本研究創新思考體系之三構面。此模型的建立，提供電子商務創新者一個較完善的創新思考模式。 本研究選擇一個產業及一個企業作為策略創新應用之個案分析。在產業方面以網路書店為例，就總體環境、產業環境、企業組織作現況的分析，歸納出其未來策略走向，配合本研究策略層級包括產品服務創新、企業組織效能提昇、產業價值鏈重整、競合關係運用、改變總體環境，及創新矩陣，提出其未來可能創新方向。在企業個案上，選擇網路零售業的龍頭Amazon，分析其現有策略方向，從加強其競合關係的角度，在配合創新矩陣，提出其未來可能創新方向。 電子商務是新興產業，其商業模式正經由不斷創新不斷演進，創新之理論架構尚待建立。本研究以歸納演繹之方式，運用文獻探討、個案歸納，整理出一個思考脈絡，提供創新方向的參考。

Over the last few years, the Internet has evolved from a scientific network to a new platform of business models. This research develops a scheme to explore the innovation models of e-commerce. This study proposes three approaches with regard to the innovation models. The first approach is primarily based on the strategic aspects of e-commerce. It analyzes the factors of macro-environment, industry environment, corporate competence, and co-opetition. The second approach is associated with the technology and product per se. Two matrices of innovation are then established. The innovation matrix is related to product and technology, and the re-innovation matrix incorporates the strategic factors into the innovation model. The innovation matrix of product and technology consists of three dimensions, including physical aspects, Information technology and purposes of e-commerce. The re-innovation matrix consists of two dimensions, including five levels of strategies in product and service innovation, i.e., improving the business competence, restructuring industry value chain, building co-opetition relationship, as well as changing macro-environment. The underlying innovation methods applied in the re-innovation matrix are the six basic principles proposed by Lee (1995), in addition to the time factor proposed by this research. Three main aspects, in terms of business strategies, technologies and products of e-commerce, as well as further innovations enhanced from existing business models, construct the innovation models of this article. This framework is then applied to evaluate the cases of online-bookstore industry and Amazon as to exemplify the use of analytical schemes developed in this study. E-commerce is an emerging industry and the theoretical framework of innovation drags a great deal of global attention. This research provides a logical and a systematic approach to analyze the innovation patterns, and serves a vehicle to create new ideas for e-commerce and e-business.