碩士 / 元智大學 / 管理碩士在職專班 / 106 / Internet in Taiwan has developed very early and quickly. The development of the Internet created the development and growth of e-commerce. Taiwan's e-commerce market is extremely mature, especially PC-based shopping. China skipped the development of PC-based e-commerce and went straight to t mobile e-commerce development, because mobile phones are much cheaper than computers. Particularly in many mainland China affordable smart phone such as Xiaomi and Huawei and popular and their networks have been developing rapidly. In addition, due to the issues of banks and counterfeit money, Alipay and other mobile payment platform were introduced and have become a popular payment choice among customers. Mobile e-commerce in China has the support from the government and it’s blooming rapidly.
Because Taiwanese e-commerce companies are too rule-abiding and habitualand mobile payment operators have various restrictions set by the government, mobile e-commerce in Taiwan actually develops very slowly. When Shopee C2C first entered Taiwanese market in 2015, it was little-known. It’s easy to use interface, free shipping and native apps, quickly attracted young consumers. In less than two years Shopee C2C has become No. 1 in the online C2C market. Shopee’s booming also caught the attention of other e-commerce companies especially challenged the status of the e-commerce leader PChome. Therefore, the PChome Group sent its own PChomestore to join the battle. All of a sudden, public opinions tended to criticize PChome’s unfriendly user experience, ugly user interface, and bad supplier and customer services...etc. However, PChome didn’t take those advices to improve its services right away, but started to offer free shipping from the PChomestore to try to pull back the consumer's heart. While PChome was offering free shipping as an incentive, Shopee changed its shipping policy to do conditional free shipping, and quietly shifted its focus to the B2C market, by rebranding Shopee C2C to Shopee and beginning to offer Shopee24h shopping. Free shipping subsidy made PChomestore loss 1.061 billion dollars, and furthermore, in May 2018, it announced to go privatization.
After such a huge loss, PChome started to improve its mobile app interface to make it more user friendly at the end of 2017. Until 2018 May, it is understood that 40% of PChome sales came from the mobile side. The e-commerce war is not over yet and it will never end. Only continuous improvements and adjustments can keep e-commerce operator moving forward.
Mobile e-commerce is the future of e-commerce. To learn from e-commerce giants and adopt their advantages to evolve your own app is essential for everyone in the industry.
| Identifer | oai:union.ndltd.org:TW/106YZU05026053 |
| Date | January 2018 |
| Creators | Meng-Chun Wu, 吳孟純 |
| Contributors | Hilary Cheng, Yi-Ju Lo, 鄭雅穗, 羅憶如 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 40 |
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