碩士 / 國立臺灣科技大學 / 管理學院MBA / 106 / The gold jewelry industry has been evolved for several years, and still has a potential growth. However, many players have captured the potency of this industry that makes the competition harder for any players in this industry to generate higher profit. With that being said, the competition within this industry becomes saturated. Therefore, an innovation is needed to relieve the tension of this industry.
This case study had the purpose to explore what kind of strategy that Orori applies at its e-commerce platform in order to enter blue ocean over the industry and gain sustainability at the market. Using Kim & Mauborgne’s theory of Blue Ocean Strategy, the researcher tries to break down each element of the Blue Ocean Strategy of Orori’s e-commerce platform in order to fully understand the strategy.
The results show that Orori’s e-commerce platform was emphasizing more on the value innovation to keep their position incompeted. Eliminating and Reducing some gold jewelry store elements that are taken for granted have done by Orori. Moreover, it raised networking and high technology elements in order to give customers value. With that being said, Orori save company’s expense while creating value for customers, in this way, value innovation has been created. As the new value captured and offered, new demand is created as well.Therefore, Orori make itself a blue ocean to escape from the bloody strict competition of the red ocean.
| Identifer | oai:union.ndltd.org:TW/106NTUS5735011 |
| Date | January 2018 |
| Creators | Jovita Guntara Sudarsono, 蔣菲菲 |
| Contributors | Day-Yang Liu, 劉代洋 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | en_US |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 64 |
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