線上反向拍賣之關鍵成功因素探討

Abstract

網際網路改變了企業全球化競爭的方式，從過去個別企業較勁(Company vs. Company)，演變至供應鏈競賽(Supply Chain vs. Supply Chain) 。而企業界電腦資訊管理系統如ERP、SCM、CRM讓企業與客戶及供應商的聯繫更有效率，降低庫存與生產成本，增加企業對市場的應變能力。

2000年國際大廠開始運用線上反向拍賣於國內採購議價，引起國內廠商的錯愕及造成廠商間激烈的競價，甚至不惜以低於成本的價格爭取訂單。國內也有廠商採用線上反向拍賣但因為供應商選擇不當，導致賣方無法履約，造成高轉換成本。本研究探討線上反向拍賣適合怎樣的供應商關係。

本研究首先針對供應鏈管理、拍賣理論與應用及企業電子化架構等文獻進行蒐集分析，並且對國內已開始運用線上反向拍賣的領導廠商如聯電、光寶、遠傳進行個案研究，並訪談線上反向拍賣的系統業者首席電子商務，歸納出27項線上反向拍賣關鍵成功因素。透過問卷請已實施線上反向拍賣的國內外廠商專家填寫意見，有效問卷經由因子分析得出具68%解釋能力的9項關鍵成功因子，可供計畫採用線上反向拍賣的業者作為參考。

Internet revolutionized the way businesses compete in global markets. Global competition has evolved from “individual company competes against individual company” to “supply chain competes against supply chain.” The enhancement in ERP, SCM, and CRM systems improved the communication efficiency between customers and suppliers, lowered inventory and production cost, and increased corporations’ flexibility in responding to the market needs. Since year 2000, some multinational companies began using “online reverse auction” as a mechanism to do procurement in Taiwan. Local vendors had no previous experience and hence resulted in fierce price competition. Some vendors even quoted prices lower than their costs. Online reverse auction was also adopted by local buyers. Due to lack of experience in selecting qualified suppliers, some buyers suffered high switching cost when selected suppliers can not deliver. This study explored the critical relationship between buyers and suppliers for online reverse auction to work.

Literatures in supply chain management, auction theory and application, and enterprise IT infrastructure were reviewed. The implementation experience in online reverse auction by early adaptors such as UMC, Lite-On, and FET were analyzed. The general manager of online reverse auction system provider – Com2B was interviewed. A questionnaire of 27 Success Factors for online reverse auction was distributed to industry practicianers who have used such online procurement system. Through the Factor Analysis method, nine Key Success Factors were identified for online reverse auction.