1989 年，Tim Berners-Lee 發展了 WWW 網際網路（以下簡稱網路）超媒體架構之後，讓資訊更方便地傳送到全球各個角落，隨著電腦科技的發展，更快速、更便宜及更人性化的電腦不斷地湧入市場，使得一般消費大眾均有能力購買足以處理網路資訊的電腦，也為網路商業化開闢了新的天地。1991 年，網路開始商業化，並被視為一種溝通、交易及配銷的通路。1998 年，在政府相關單位開始大力推動「百萬店家上網總動員」之下，國內販賣電腦產品的網路商店將會逐漸地增加，透過網路販賣個人電腦的市場競爭也將愈趨激烈，然而，在眾多販賣個人電腦的網路商店中，具備何種「資源」及「事業網路」的網路商店容易成功？其形成的「競爭優勢」為何？其採行的「行銷策略」又為何？因此，本研究藉由 Grant(1991)的「以資源為基礎的策略分析架構」深入訪談國內七家網路商店，探討「網路商店之資源、事業網路、競爭優勢與行銷策略之關聯」，主要的研究發現如下：
一、目前，網路商店傾向靠實體商店獲利。
二、簡單結構是目前網路產業中流行的組織型態。
三、經營管理者的工作經驗較能創造管理租，經營管理者的教育背景較無法創造管理租。
四、集團型（或非創業型）網路商店的競爭優勢來源為集團（或公司）擁有的事業網路，及蓄積在集團內部的商譽與知識。創業型網路商店的競爭優勢來源為管理者的經驗與信譽或知名度，及其利基市場化的經營型態。
五、目前，消費者重視網路購物安全性的程度仍然較大於網路購物方便性的程度，因此，在這場「網路行銷戰場」中，集團型網路商店的勝算將高於創業型網路商店的勝算。 / After Tim Berners-Lee created the structure of hyper media as WWW in 1989 ,the information was more conveniently transmitted to all sites where the cable reached .Along the development of computer technology fast ,many more fast ,more unexpensive ,and more humanized computers were promoted continuously into the market ,which let the public had the capability to purchase those computers which could deal with the information in WWW enough , and also paved the new way of the commercialization about WWW.
In 1991 ,The WWW which was as the channel of communication , transaction , and distribution started to commercialize.
Under the government in Taiwan which has beginning to promote " Millions Online Residences & Enterprises " in 1998 , we believe the online store ( which selling computer systems ) will be increased from time to time , and the competition of the WWW market of selling computer systems will be hard even . However ,In many online stores which were selling computer systems at least , we longed for answering four questions as follows:
1. What kinds of resources and business networks did the online store have?
2. What were kinds of resources and business networks which can make the online store successful easily ?
3. What were the competitive advantages which resulted from those resources and business networks the online store had ?
4. What marketing strategies did the online store take ?
This thesis referred the Grant (1991) "The Structure of Strategic Analysis from The Base of Resources " , and probed with interview seven online stores in Taiwan to discover the relationship among resources , business networks , competitive advantages , and marketing strategies .Six main propositions from discovering was as follows:
1. So far as, the online store was subject to dependence upon real ( vs. virtue or online ) store for earning profit .
2. The simple organization was popular in the WWW industry in the recent time.
3. The work experience (of the manager) was more possible to create
the " management rent " than the educational background (of the manager).
4. The learning ways of the online store was subject to combination and internalization.
5. The competitive advantages of the consortium online store resulted from the business networks which were owned by the consortium , and the brand reputation and knowledge which were accumulated in the consortium ; The competitive advantages of the entrepreneur online store resulted from the work experience and credit which were owned by manager (and founder) .
6. As far as, the consumer cared about the safety of the online shopping more considerably than the convenience of the online shopping .
In the long run , in the " War of The WWW Marketing " , the consortium online store will win more easily than the entrepreneur online store.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002001860 |
| Creators | 陳昕, Chen, Hsin Eagles |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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