零售商在電子市集行銷中的競爭策略-以P公司為例

Abstract

本研究目的在於以電子市集的建立機制（e-Markets Making）為架構，並以個案研究的方式，探討零售商在電子市集中的行銷競爭策略。

文獻探討部分，說明市集機制建立的流程，包括了基本交易流程：搜尋、定價、物流、金流、認證。以及交易環境機制建立：商品呈現、管制、風險管理、影響、爭議解決。市場能順利運作的因素包括價值與流動性。

第三章的主題為美國電子市集與二手書市場的介紹，包括Amazon.com、eBay、PayPal等網站，並以客觀的數據說明其營運表現及成長策略。 由於本研究中的個案，是以Amazon.com作為交易平台。第四章便以市集機制建立為架構，來檢視Amazon.com作為交易市集的各項流程與措施。之後再以相同的架構來檢視個案所提供的服務，歸結個案的競爭策略。 根據這些分析，本研究得到以下結論：

1. Amazon.com及eBay在網際網路發展方興未艾的年代，各領風騷。而電子商務經過多年的發展，也呈現大者恆大的趨勢。電子商務的競爭環境瞬息萬變，Amazon.com及eBay仍在調整階段。如何利用自身的核心競爭力面對挑戰，將考驗領導者的智慧與勇氣。

2. 個案的競爭策略在於以「客戶滿意」作為一個正向循環的動力。以合理的價格與傲人的客戶滿意實績吸引買方，再以愉快的購物經驗與服務，令買方產生再度光臨的動機，並將這種經驗分享給其他買方。而所謂「客戶滿意」的標準，是提供比交易市集更好的服務，讓客戶產生難忘的愉快購物經驗。

The purpose of this research is to utilize the constructional mechanism of e-Market (e-Market Making) as the framework and the case study, to explore the marketing strategy of a third party seller in on-line marketplace.

In the reference section, we introduce the process of market constructional mechanism, which includes the basic trading process composed of search, pricing, logistics, payment and settlement, and authentication and the trading context process that contains product representation, regulation, risk management, influence, and dispute resolution. It is also proposed in the reference about the success factors that make market work, which are value and liquidity.

The focus of chapter three is to introduce the e-market in United States, such as Amazon.com, eBay and PayPal and the used book market as well. They are presented by objective data and described in operating performance and growth strategies.

Since the case in this research occurs in the trading platform of Amazon.com, we utilize the above constructional mechanism of e-Market to examine the processes in Amazon.com. in chapter four. Then we use the same methodology to examine the services provided in this case and conclude the competitive strategies.

Based on these analyses, this research infers the following conclusion:

1. Amazon.com and eBay were both the “Super Stars” in the booming stage of e-commerce and survived after the internet bubble. Though the e-market, after more than 10 year of its first launch, is quite mature today, the scenarios stll vary from minute to minute. It still needs the leaders’ wisdom and bravery to face those challenges with their respective core competences.

2. The winning strategy of company P is to utilize “Customer Satisfaction” as the motivator of a positive feedback. With reasonable prices and excelliency in performance of customer satisfaction, company P catches visits’ attention first. After the delight shopping and serving experience, the customers have the incentive to shop in company again. Furthermore, they would like to share the experience to others. And the criteria for proceeding “Customer Satisfaction” in company P are in higher standard level of those in Amazon com.