碩士 / 國立政治大學 / 企業管理研究所(MBA學位學程) / 106 / In recent years, the e-commerce industry has been a discussion for the academic and the industry. Willing to know how does Taiwanese e-commerce work, the reasons and the development history for different e-commerce platforms to choose to develop in Taiwan. This study is the form of case study, and uses sales and customer relationship management 4C strategy to analyze.
This study aims to explore how e-commerce platform makes good use of 4C strategy through successful cases. Singapore e-commerce company, SHOPEE grows up in a short period of time. Willing to learn how it uses 4C strategy through its development history, business strategy and future development. Through comparing different e-commerce platform strategies and customer relationship management models, further understands the differences with the local e-commerce platform, PChome, and proposes how to better use 4C strategy in the future. SHOPEE does more diverse and comprehensive in 4C strategy than PChome, and emphasizes on the customer experience, such as: professional customer service team, instant messaging “talk” mode, and one-stop shopping. Today, e-commerce focuses more on service, value and members. SHOPEE makes the good relationship with customers to own the achievements and performances.
In the end, this study proposes relevant recommendations for the case company's 4C strategy to have the reference for other industry and researchers.
| Identifer | oai:union.ndltd.org:TW/106NCCU5735054 |
| Date | January 2018 |
| Creators | Tsai, Yan-Ting, 蔡彥婷 |
| Contributors | Wu, Lei-Yu, Lin, Yi-Ni, 巫立宇, 林宜霓 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 45 |
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