從環境-組織-競合的觀點探討電子商務經營策略

Abstract

電子商務(E-commerce)已成為全球企業間的一股主要潮流，雖然其所造成的衝擊程度尚未被實際衡量，但對於改變企業經營策略之影響卻是相當值得注意。 本研究運用環境、組織、競合之策略分析模式，針對目前國內外電子商務經營策略之成功案例進行探討，藉此瞭解形成電子商務經營策略之各層面因素，及發現在成功的電子商務經營策略中，所存在的要素及特質，以提供有興趣投入電子商務領域的企業或個人參考。另一方面則希望藉由本研究之探討過程，驗證「環境、組織、競合之策略分析模式」的實用性，並建立一套可逐步進行的分析程序。 在案例資料整理方面，本研究選擇亞馬遜、雅虎、戴爾電腦、花旗銀行、聯邦快遞、威名百貨、台積電…等十六項電子商務經營策略案例，分別就其企業型態、環境及組織條件、策略手段及經營績效等方面蒐集及整理資料，作為分析探討之範疇。 在分析模式運用方面，本研究首先以策略分析相關理論為依據，建構出環境、組織、競合之策略分析架構，同時更進一步界定此分析架構中，在總體環境、產業環境、企業組織、供需環境等各層面需要考量之內涵因子，以作為蒐集資料之方向，及檢視各案例中相關要素之依據。 在研究分析方面，本研究先釐清形成電子商務經營策略之各層面要因，接著分別由產業價值重整、組織經營強化、競合關係運用三個面向，逐案探討各電子商務案例中之策略手段並區分其類型。最後再以系統化方式整理呈現，作為本研究之結論，並就後續可進行之研究方向提出建議。

Electronic-Commerce (EC) is booming in a fast pace. Although this emerging industry drags significant attention in its impacts on industry, the business models of EC have undergone a developing period with complex configurations. The business strategy is hence a critical subject for EC industry. This study presents a comprehensive analysis for the E-commerce business strategy. It applies the model of strategic analysis, which consists of three dimensions: industrial environment, organizational competence and co-opetition management. The prime goals of this study are two folds. First, disentangling the mystery of E-commerce. Sixteen well-known companies, which includes Amazon.com, Yahoo, Dell Computer, CitiBank, Federal Express, Walmart, TSMC etc., are employed in this research to characterize their strategic activities. The second goal aims at examining the applicability of the Environment-Organization-Co-opetition model with regard to EC business strategy. This research concludes that the model presented herein provides sound theoretical and practical frameworks for strategic analysis. Furthermore, the analytical structures and procedures of macro-environment, industrial settings, organization of enterprises, and supply-demand conditions require effective data collection. This study also explores and facilitates crucial factors to be embedded in the analysis of EC model.