從交易成本觀點探討實體企業之e化

Abstract

企業e化已為潮流所趨，e化的觀念讓企業必須思考如何利用網路強化既有優勢、增加競爭力進而成為市場上的贏家，但企業應該如何才能成功e化?其關鍵成功因素為何?本研究試圖從交易成本觀點針對國內成功推行e化之企業進行分析，期能歸納出實體企業e化的成功模式。 本研究以兩家B2C公司思薇爾、易遊網與兩家B2B公司思薇爾與某晶圓代工企業為研究對象，採個案研究法進行個案間比較分析，研究中以價值鏈、網路特性與交易成本理論三個構面分析企業採取的e化策略，探討e化策略與交易成本的關係，並進一步歸納出e化策略的共同點。 研究結果指出，在價值鏈方面，實體企業在其價值鏈上有清楚之定位，以顧客需求為出發點，降低價值鏈成員間的交易成本，為交易夥伴創造價值服務；在e化策略與交易成本關係方面，企業運用e化策略為顧客降低搜尋成本、談判契約成本與監督成本，提高轉換成本，以促成交易的達成；在成功因素方面，影響企業成功e化的關鍵成功因素為鎖定顧客群、提供顧客導向之服務、虛實結合、具備紮實之經營管理知識以及持續不斷的創新，而B2B企業應加強供應鏈流程整合與上下游資訊分享，B2C企業應著重與顧客間的互動並提供交易安全。本研究將歸納出企業e化之關鍵成功因素提供給業界做參考，期能協助欲轉型之實體企業成功推行e化。

The e-business already has been a trend for all companies in the world. This concept of e-business enables the enterprise to reconsider how to create more advantages and consolidate its competence of competition by Internet to be the market giant. How does the business make its e-business successfully and what're the key factors? This following study will attempt to attribute to the successful mode of e-business from the perspective of transaction cost through exploring the domestic physical business which has developed e-business successfully. This Research takes two B2C companies, SWEAR and EZ Travel, and two B2B companies, SWEAR and one semiconductor manufacturing company, as subjects. The study will not only make a comparison on these two groups by the methodology of comparative case studies but also explore how have the e-business strategies reduced the transaction cost through the structure of value chain and the characteristic of network identity. The results of this study show that from the value chain aspect the physical enterprise have a more consolidated position on taking care consumer need, reducing the transaction cost among the member of values chain and creating the value-added service for transaction partners. From the relationship between e-business strategy and transaction cost aspect, the business uses e-business strategy to cut down the searching cost for their customers, the contract cost of negotiation and supervision and to raise up mutual switching cost. From the aspect of successful element to say, the main influence of successful e-business is to focus on their customers, providing consumer-oriented services, combining the virtual and physical substantiations, possessing useful management knowledge and innovating continuously. Besides, B2B Company should enhance the integration of the process of supply chain and the information sharing with downstream and upstream partners. B2C Company should strengthen the interaction with customers and assure the secured transaction.