社群銷售商業模式創新與建構之個案研究

Abstract

現代人因為工作忙碌，工時已經佔有大部份的時間，而漸漸失去了私生活。而網際網路的發明，讓人們可以在有限的時間，去做自己想做的事情，像是看影片、聽音樂、與人互動，而網路購物也開始興起熱潮，成為目前人們購物的另一種管道。

現在網路上的賣家超過數十萬、不同的購物平台數以百計，相同的商品更是充斥整個市場，在口碑以及價格已經不再是絕對吸引買家的情況之下，做為一個網路賣家要如何脫穎而出。虛擬社群的出現，如何透過社團功能讓賣家與買家建立強關係，提高買家回購率。

本篇論文先研究舊有的商業模型架構，反應目前賣家所遇到的問題，接著透過加入虛擬社群社團的因數，說明如何因此降低買家的購物成本，賣家該如何經營，讓未來的參與者以及使用者可以參考這個架構去瞭解如何進行虛擬社群的社團的操作。

While the work loading increases in the modern world, people take a lot of time to work instead of their private daily life. However, the invention of internet allows people do things in shorter time, such as watching movie, listening to music, or interacting with other people. Besides, on-line commerce is popular and becomes another way for shopping.

There are more than hundreds of thousands on-line vendors and shopping platforms, and the same products are flooding the market. Therefore, while the reputation and price are not the absolute reasons for attracting customers, how to be outstanding among others becomes an important issue for on-line vendors. The emergence of virtual communities help to improve how to operate the function of virtual group for sellers and buyers to build strong relationships, improve repurchase rate.

This research studies the construction of traditional business model first, and reflects the problems which vendors meet nowadays. By considering the factor of virtual communities, we explain how buyers decrease the cost of purchase, and how sellers operate their businesses. Based on the framework proposed in this study, potential operators and users can understand how to operate and manipulate the virtual community.