碩士 / 國立臺灣大學 / 商學研究所 / 106 / The earliest online shopping platform is the Yahoo! Auction in 2002, and from then there were more and more online shopping platforms and online shopping also became a popular shopping way gradually. Although there were so many online shopping platforms in Taiwan, when it comes to the growth rate and popularity, no one could compare with Shopee which comes from Singapore in 2015 and became the top mobile online shopping platform within 3 years. The purpose of this thesis is to explore why Shopee could defeat domestic online shopping platforms and got so many users in such short time. Besides, compare Shoppe with its most aggressive component– PChome Store Seller at the same time and explore what domestic platforms could improve.
First, the study briefly introduces products, features and strategies of these two companies, and then used “business model canvas” (Osterwalder, 2010) to visualize their profit models to compare their differences. Furthermore, to understand user’s inner thoughts and see whether the products PChome and Shopee provided could really meet user’s needs, in the following step we also used “value proposition canvas” (Osterwalder, 2015) to construct the online shopping users’ profiles and fit it with both companies.
IV
From the result of above analysis, we propose there are three reasons Shopee could gain so many users. First, it catches the right moment to enter the market and fill the gap, and then it provides an App which could meet customer needs than its components. Finally, its flexible business model and marketing strategies help it sustain high flows and cause positive circulations. And we also provide some solutions and suggestions which PChome or domestic platforms could take to improve their products.
At the end of the thesis, we analyze trends of online shopping platforms development in the future including the most powerful components of online shopping platforms will probably be social networking platforms like Facebook or Instagram、technology AI and big data is the most important tool for online shopping platforms to cause differences.
| Identifer | oai:union.ndltd.org:TW/106NTU05318029 |
| Date | January 2018 |
| Creators | Yi-Han Wu, 吳伊涵 |
| Contributors | Chialin Chen, 陳家麟 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 122 |
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