碩士 / 國立臺灣科技大學 / 管理學院MBA / 105 / There are many C2C auction apps were launched in 2014. Among these new-born apps, everyone was surprised by the performance of shopee. What are the successful factors of shopee app? Why can they increase the number of users and turnover quickly in one year? The purpose of this study was to investigate the shopee users' attitude and intention through the product life cycle, business model and switch intention analysis. In this study, we intended to analyze the management strategy of Shoppe in different stages. We use secondary data analysis and user interview to understand shopee users’ experience and comments.
The results show that (1) The product life cycle of shopee can be divided into three periods, now it is currently at the peak stage of maturity period and it began to go down in the scope. (2) The business managements of shopee have been adjusted along with different period. In the import period and growth period, they focus on attracting more and more users to download their app and become a member. Therefore, they tried to advertise commercial, hold promotional events and send out the promotional coupons to every new user, hopefully they could get more and more users. After getting more users, they started to cooperate with famous brand companies, hope they could attract more people, get higher benefit.
Moreover, we have learned from the user interview that the general individual users would have different opinions on the charging issue which is announced on April, 2017. The result of user interview shows that many people act as both buyer and seller. The seller tended to give a negative evaluation on the charging strategy. Therefore, this study can serve as a reference for enterprises who want to develop only auction analysis and to develop marketing service strategies.
| Identifer | oai:union.ndltd.org:TW/105NTUS5735024 |
| Date | January 2017 |
| Creators | Tzu-Ching Hsu, 許子晴 |
| Contributors | Hsi-Peng Lu, 盧希鵬 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 64 |
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