碩士 / 國立政治大學 / 企業管理研究所(MBA學位學程) / 107 / With the rapid rise of the Internet in the 2000s, the shopping behaviors of consumers have changed and digital technologies have flourished, which revolutionized many industries. Take global e-commerce as an example. It not only eliminates the geographical restrictions of the traditional retail industry but also increases the competitions among retailers. To address these challenges, the innovation of development of new service models are necessary for the retailers.
In this paper, a case will be analyzed though the 4C Framework of Strategic Marketing Analysis, including Cost of Utility (C1), Cost of Information Search (C2), Cost of Moral Hazard (C3), and Cost of Asset Specificity (C4).
The purpose of this study is to understand how a new, Singapore-based e- commerce company, Shopee, can quickly become an e-commerce leader in Taiwan. I would further evaluate these results with the 4C Framework to identify the effectiveness of Shpee’s marketing strategies, hoping that this study can be utilized by other studies as a reference to gain more understanding of the 4C Framework.
This study found that "consumer-oriented" are the key factors for Shopee to achieve great achievement in a short period of time. Intently manage customer relationship management, constantly communicate with users to truly understand the needs of consumers, and make corresponding improvements, so that Shopee can successfully stabilize the position of Taiwan's e-commerce leader.
| Identifer | oai:union.ndltd.org:TW/107NCCU5735058 |
| Date | January 2019 |
| Creators | Wu, I-Sheng, 吳易昇 |
| Contributors | , 巫立宇, 郭曉玲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 39 |
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