線上零售產業之經營發展策略：以網路家庭股份有限公司為例
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(2) ǫλ ͑҂͑З˥ΆЌĊśȄϱ&ҩ˓ʋɡϵ΅ʏϾͧƠӎȱNJ͟żҝÂR˔ɗ˥ ˣņӎv͓ ҏÔœȦˌ-&˓ʋİ ¼˥ȹӎpˍ͓ ҏÔ˔ɗ˥ ȍҼɗξɠìф°ȏ¢ŠѰËNjȏòƨѬӎ½ʫȿë˥͓ ҏÔŕúÐpˍ ŕúËˌ˴Ä˥ҙϵӎì½ʫ˥͓ ҏÔŕúӎ͑Зĭūͷ2ȸѹsÀ(PChome) ìф° ¢ŠѰдф̻ ɗˣņ΅ƨѬ̭˚ӎеɱƨʯ½ʫ͓ ҏÔ˔ɗ˥ ңĽ4ɗ ȿ̠̀дф˴Ѳȑˇ˥Λ҉Ðɴ̾ӎźȍ͓ ҏÔ˔ɗ˥ˣņˌʅ̧ʷƞ ΅ȽEБӎт˕ Porter ˥ ɆɠòоΫ˔ɗɆӎǠ~͓ ҏÔ˔ɗ˥ ˔ɗʿƓ΅̧ʷўӅӑ/͑ĭ҉êAʯRɏ̠̀ļϴоΫǙϋӎɆ PChome ì ŕúоnȼ(1998-2004)ɗǻŸȼ(2005-2014)΅ç҂̧ʷȼ(2015-2018)̫ Ċ ȧȼ˥ˣņɳ̙΅͎ʵ̭˚˯Ӆ PChome ȿЛƱwZ˥Ёʙ΅ͻӎÄȧ/ BCG ˽ѻɠò/´̧ʷ̭˚ˎϦɆvȝȸş½ɗ˥τ΅̧ʷ̭˚ӎȵƂźȍ͓ ҏÔ˔ɗ˥˔ɗʿƓ/´ PChome ˥ˣņ̭˚ӎɴ̠͈̾̀ɇ̯ˎƜʑӎļ PChome ȽEē@˕˔ɗʿƓϣȍ̭˚΅Ёʙͻ/ãƦŕú̧ʷNJ͟ƨѬ Ǡ~˴ѲŲϮ. ѲѨĝӐ͓ ҏÔş½˔ɗPChome˔ɗɆЁʙ΅ͻBCG ˽ѻ̧ ʷ̭˚. .
(3) . doi:10.6342/NTU201901158.
(4) Abstract The rise of the Internet has dramatically changed human life. Changes in consumer habits continue to affect the development of various industries. Among them, online retailing is one of the inseparable services of modern life. The overall market scale of the global online retailing has grown exponentially over the past few decades, and online retailing market in Taiwan also has the same situation. Taking PChome Inc. as an example, through a series of development and growth strategies, PChome has gradually become a leading enterprise in domestic online retailing market.. This study collects relevant literature and summarizes the current development status, competition situation and future trends of the online retailing industry. This study also uses Porter's five-force model to analyze the industrial characteristics and competitive focusing of the online retail industry. The PChome Group was taken as a case study to analyze its development history and operation strategy during three major periods: market entry period (1998-2004), business expansion period (2005-2014) and international competition period (2015-2018). This study then counts the resources and capabilities of the PChome, and analyzes the roles and competitive strategies of each platform. Finally, this study summarizes the industrial characteristics of the online retailing industry and the development strategy of PChome to propose the management implications as researching results, and provides suggestions on how could PChome take advantage of the industry characteristics and adjust its resource capabilities in the future to respond to market competition and make PChome keep growing.. Keywords: Online Retailing, Platform, PChome, Industry Analysis, Resources and Capabilities, BCG Matrix, Competitive Strategy .
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(6) . doi:10.6342/NTU201901158.
(7) ˲Ѥ ¹ϖĘÒȶĴĦȲ ...................................................................................................... # ǫλ .............................................................................................................................. I. ABSTRACT ............................................................................................................... II ˲Ѥ ........................................................................................................................... III é˲Ѥ........................................................................................................................ VI β˲Ѥ...................................................................................................................... VII ̩̥. ͒Ϧ .......................................................................................................... 1. ̩̱ ̠̀ɣ΅Ȭ ...................................................................................... 1 ̩ ̱ ̠̀˲˥ ................................................................................................. 2 ̩ ̱ ̠̀Ȗʆ΅ɉɛ ...................................................................................... 2 ̩ ̥. ȑˇâҪ................................................................................................... 5. ̩̱ aVѪ΅̧ʷe .................................................................................. 5 ̩ ̱ Ɇɠò.......................................................................................... 6 2.2.1 ˌȸŮÖ̧ʷ(Intensity of competitive rivalry).................................... 7 2.2.2 Ȕоnͫęͼ(Threat of new entrants) ................................................. 7 2.2.3 ȴ-Ñęͼ(Threat of substitute products or services) .......................... 8 2.2.4 GƦÖϮaͻ(Bargaining power of suppliers) ................................. 8 2.2.5 ĨƯϮaͻ(Bargaining power of customers) ................................... 8 ̩ ̱ ̧ʷ̭˚ ................................................................................................. 8 2.3.1 ƨȿĽÆ.................................................................................................. 9 2.3.2 ő˜̭˚ .............................................................................................. 9 2.3.3 ҉̭˚ ............................................................................................ 10 ̩á̱ 4ɗЁʙ÷̉ˎϦ ................................................................................ 11 2.4.1 Ёʙ÷̉ˎϦ˥ʠо΅oĮ ................................................................. 11 2.4.2 Ёʙ˥̚ҩ΅ʿƓ ................................................................................ 12 2.4.3 Ёʙ÷̉ˎϦ˥̭˚ɉɛ ..................................................................... 15 ̩ ̱ ş½Öɗɠų........................................................................................ 17 2.5.1 ş½͎ʨɠų ........................................................................................ 17 .
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(10) . doi:10.6342/NTU201901158.
(11) 2.5.2 ş½˔ɗʿƓ΅̧ʷ̭˚ ..................................................................... 18 2.5.3 ş½ʄˎ΅ϐω .................................................................................... 22 ̩ ̥. ˔ɗɆ................................................................................................. 26. ̩̱ ͓ ҏÔɗ˔ɗəʅ΅ŕúɆ ......................................................... 26 3.1.1 ½ʫ͓ ҏÔ˔ɗŕúəʅ ................................................................. 27 3.1.2 ½ʫɻ˸͑ЗD˕ΫʯɆ ................................................................. 28 3.1.3 pˍ͓ ҏÔɗŕúəʅ ................................................................. 31 ̩ ̱ ͓ ҏÔɗʵтɠų ............................................................................ 33 3.2.1 B2C ş½ɠų ....................................................................................... 33 3.2.2 B2B2C ş½ɠų ................................................................................... 33 3.2.3 C2C ş½ɠų ....................................................................................... 33 ̩ ̱ ͓ ҏÔɗƻέ΅ˣņБ................................................................. 35 3.3.1 ḙ̑΅ʆξ˥ĤZ ................................................................................ 35 3.3.2 ĊȏǸ΅&ōȭơƻέ˥Ʀ˕ ............................................................. 35 3.3.3 ͓ ΅͓
(12) иЗȍÃ ............................................................................ 35 3.3.4 ΫѣζϿƨʯ˔ɗ̧ʷ˥ҀɶƓ̭˚.................................................. 36 3.3.5 ̍ͤ΅ΫÖ˘͓ʏŶ ..................................................................... 36 ̩á̱ λ̧ʷͫɆ .................................................................................... 38 3.4.1 ıѕěҼ̓ƻ MOMO ........................................................................... 38 3.4.2 Yahoo čǬsÀ .................................................................................... 39 3.4.3 ɝЇΩ˧................................................................................................ 40 ̩ ̱ Ɇ΅˔ɗѲѨã́ .................................................................... 43 3.5.1 B2C/B2B2C ҏÔŕú ........................................................................... 43 3.5.2 C2C ҏÔŕú ....................................................................................... 47 3.4.3 ˔ɗѲѨã́ ........................................................................................ 53 ̩ḁ́. RɏsÀɆ ......................................................................................... 55. ̩̱ RɏsÀ)ͅ........................................................................................ 55 4.1.1 PChome sÀ̴)΅ˣņɳ̙ ............................................................. 55 4.1.2 sÀ͇͜................................................................................................ 58 .
(13) . doi:10.6342/NTU201901158.
(14) 4.1.3 λ˔Ñҟ˲ ........................................................................................ 59 ̩ ̱ Ёʙ΅ͻ ........................................................................................... 67 4.2.1 ÖϰЁʙ................................................................................................ 67 4.2.2 ƻέƓЁʙ ............................................................................................ 68 4.2.3 ͇͜ƓЁʙ ............................................................................................ 68 4.2.4 ϷЁʙ................................................................................................ 68 4.2.5 ijҼЁʙ................................................................................................ 69 ̩ ̱ ɗ͇ÃɆ........................................................................................ 71 4.3.1 PChome ͓ ЇʽPChome24h Їʽ ................................................. 71 4.3.2 ғċDžЃPChome ÖŦήR&Ѓú ................................................... 73 4.3.3 PChome pˍЇʽ ................................................................................. 74 ̩á̱ ɗ̧ʷ̭˚........................................................................................ 76 4.4.1 PChome ͓ Їʽ ................................................................................. 76 4.4.2 PChome24h Їʽ ................................................................................... 76 4.4.3 PChome pˍЇʽ ................................................................................. 77 4.4.4 ғċDžЃ................................................................................................ 77 4.4.5 PChome ÖŦήR&Ѓú ..................................................................... 78 ̩ ̥. ͈Ϧ΅ŲϮ ............................................................................................. 81. ̩̱ ̠͈̀ɇ ............................................................................................... 81 5.1.1 ͓ ҏÔŕú˔ɗʿƓ΅˔ɗѲѨã́.............................................. 81 5.1.2 PChome ƨѬ΅̧ʷ̭˚ ..................................................................... 82 ̩ ̱ ̯ˎƜʑ΅ŲϮ .................................................................................... 86 5.2.1 ̯ˎƜʑ................................................................................................ 86 5.2.2 ȽEŲϮ................................................................................................ 88 ̩ ̱ ̠̀ѹ΅ȽÈ̠ȖÆ .................................................................... 90 ±ͪȑˇ .................................................................................................................... 91. . . doi:10.6342/NTU201901158.
(15) é˲Ѥ é 1-1 é 2-1 é 2-2 é 2-3 é 2-4 é 2-5 é 2-6 é 3-1 é 3-2 é 3-3 é 3-4 é 3-5. ̠̀ʍ̙ ........................................................................................................ 3 4ɗaVѪɠò ............................................................................................ 6 Ɇɠò ................................................................................................ 7 ʉʿ˥̧ʷ̭˚ɠų ................................................................................... 10 ЁʙʿƓ΅NJƓ̧ʷeɉɛ................................................................ 13 Grant Ёʙҩ΅ʿƓļ4ɗ̭˚˥Ѳͳ .................................................. 15 Grant ˥Ёʙ÷̭̉˚ˣņɉɛ ................................................................. 16 ͓ ҏÔɗ˔ɗaVлʍ̙ ................................................................... 26 2007 - 2017 ʱŦҙҏÔɗʵɗҧ ............................................................... 27 ҐĜЇʽɗʵɗҧ´Šÿˈ ....................................................................... 28 Ϋ͑ЗD˕ͫɳŠБ ....................................................................... 28 ½ʫɻ˸мǚ͑҂͑ЗλȖų ............................................................ 29. é 3-6 é 3-7 é 3-8 é 3-9 é 3-10 é 3-11 é 3-12 é 3-13 é 4-1 é 4-2 é 4-3 é 4-4 é 4-5 é 4-6 é 4-7 é 4-8 é 4-9 é 4-10 é 4-11 é 5-1. ͑Зț 2017 Š͎ʨʋΫʯ ................................................................. 30 ͑Їͫˆ·ÖÑЁϊ̯хϣɋ ................................................................... 30 2016 - 2021 pˍҐÖŕúξɠ ................................................................... 31 ͓ ҏÔɗ B2C/B2B2C ҏÔŕú˔ɗѪʍ̙ .......................................... 43 B2B/B2B2C ҏÔŕú˥ Ɇ͈ɇ ...................................................... 47 ͓ ҏÔɗ C2C ҏÔŕú˔ɗѪʍ̙....................................................... 48 C2C ҏÔŕú˥ Ɇ͈ɇ ................................................................... 51 ˔ɗѲѨã́ .............................................................................................. 54 PChome ͇͈͜ɛé .................................................................................... 58 PChome ѲK4ɗ͈ɛé ............................................................................ 60 PChome ͓ Їʽʍ̙é ............................................................................ 61 PChome24h Їʽʍ̙é .............................................................................. 62 PChome B2C ʵтɠųʵȂ ........................................................................ 63 PChome ͓ Їʽ 3C ´җ 3C ˔Ñɸў .................................................... 64 PChome ÖŦή´R&Ѓú˔ÑѣÔ͇Ã ................................................. 65 ғċDžЃɳŠ̤͑ƨ"Ѡҧ ....................................................................... 67 PChome ÃA˥̩ ȖʽʍsÀ ................................................................. 70 B2B/B2B2C ҐÖŕ?ˈ ............................................................................. 72 PChome ҐĜÖ ɗ BCG ˽ѻ .......................................................... 75 ͓ ҏÔ˔ɗ˥̧ʷўӅ΅˔ɗѲѨã́ ................................................ 82. .
(16) . doi:10.6342/NTU201901158.
(17) β˲Ѥ β 3-1 β 3-2 β 4-1 β 4-2 β 4-3 β 4-4 β 4-5 β 4-6 β 4-7 β 5-1. . ½ʫ͓ ҏÔɗ̧ʷͫɸС ....................................................................... 41 ͓ ҏÔɗ˔ɗѲѨã́ ........................................................................... 52 PChome Э¢Šʵтəʅ ............................................................................ 57 PChome ÃCʵɗɸў ................................................................................ 59 PChome Âş½ ɗʵȂ ............................................................................ 60 PChome R&ЃúŠŨΫѣoĮ ................................................................. 65 2017 ŠҐĜÖŕú B2C ´ B2B2C Ŧĭ˥ʵȂ´ŕ?ˈ ..................... 71 2018 ŠΫҐÖŕú C2C Ŧĭ˥ʵȂ´ŕ?ˈ ...................................... 73 PChome Âş½ ɗ̧ʷ̭˚ ................................................................. 79 PChome ˥ ҀɶƨѬ̭˚ ........................................................................ 85.
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(19) . doi:10.6342/NTU201901158.
(20) ̩̥. ͒Ϧ. ̩̱ ̠̀ɣ΅Ȭ ƅ͑҂͑ЗΆЌƂӎ&ҩ˥˓ʋ~ˌċͨíμ˥ȄϱӎÂų͑Зȹȱʯ ÂR˔ɗřEȔ˥ƨѬͻӎʏϾͫͧƠ˥ȄϱȱNJ͟żҝÂ˔ɗ˥ˣņӎì΅͑ Зȹ˳ǚ˴Ѳ˥˔ɗӎ͓ ҏÔ˔ɗȍҼ˥ɗξɠìф°ȏ¢ŠѰËNjȏ òƨѬӎϣɋɣɛ eMarketer ˥ȏǸNj~ӎpˍҏÔҐĜÖŕúξɠœƅ 2000 Š ˥ 3000 bͣgƨѬ 2018 Š˥ 2.84 jͣgӎ*NJ͟ҽкƨѬӎ˖ɰ¼˶~͓ ҏÔŹĊ˥ˣņ΅ȽEʣͻìф° ¢ŠѰӎ½ʫȿë˥͓ ҏÔŕúÐ pˍŕúËˌ˴Ä˥ҙϵӎv͑Зĭūͷ2ȸѹsÀ(
(21) ̛͑ĭƫ PChome)дф ̻ ɗˣņ΅ƨѬ̭˚ӎеɱƨʯ½ʫ͓ ҏÔ˔ɗ˥ӈҤsÀӎvƨ˥ Ȭã́΅̭˚XʆVƄʔnǙϋ PChome ¯ʯҐ;ĭū҉ê
(22) ˥͑З ɗіӎìpˍ͑З˔ɗΝˣņ˥ːþ
(23) ӎPChome ȗ 1998 Šƅ҉ê˅̣ʵтӎ/͑Зĭūͷ2ȸѹsÀ´ PChome ÑʻÅ̛n½ʫ͑Зȹңôӎʳͬ PChome ìƨ̣Ƃ˥̩ Š¬ šьрp ˍ͑З˔ɗʈʃ́ε˥ίǴӎì͑З˴Ѳ˔ɗßўγб˥ːþ
(24) ӎPChome ҘΙф °̝̓˥˕Ư÷̉´NĢ˥ˣņ̭˚Ũф«ɣӎÄȧϣȍv̭˚ˣņȖÆӎЍɣȄ ÙsÀoі˥͎ʵȈˈӎì 2001 ŠЌĹɗўƊЧÆӎоОҐĜÖȹӎĺ ʊȗ͓ ҏÔȹ˥ˣņӎì˾˾¢ŠѰ·ƄҽкƨѬӎƨʯ½ʫҐĜÖ˔ɗ ӈҤӑìҐĜÖŕúˆ΅ƨѬƓΌĒ˥ȧ̡Ȭ
(25) ӎϑćɗͫ ȕоnҐÖŕ úҭŕúʤӎ͑ĭ҉ê/NJ͟ƾЁҐĜÖ÷̉ϐȘ˓ƞ̻͋/´ćş ½˥ŕú¡ҁ̫̻˥̭˚âƦӎƨ͐NJv̧ʷe΅˔ɗ˥ӈҤí;. . doi:10.6342/NTU201901158.
(26) ̩ ̱ ̠̀˲˥ ȿ̠̀/͑Зĭūͷ2ȸѹsÀʯ-βӎϡȡço͓ ҏÔ˔ɗ˥ˌʅБӎ /´ˌȸ˥̧ʷͫӎǘ˕˔ɗĆіːþɆ Ɇɠòɴ͓̾ ҏÔ˔ɗ ˥˔ɗѲѨã́ì4ɗoіɆіӎȿ̠̀˯Ӆ͑ĭȿЛƱwZ˥Ёʙ΅ͻ ӎÄȧɆvȝȸş½ɗ˥τ΅̧ʷ̭˚ӎ/ϔ5v˲̭˚Xʆ˥ы˝Ɠ ΅ȸȈƓӎȵƂǙϋìş½˔ɗ΅͓ ҏÔ˔ɗ˥˔ɗʿƓ
(27) ӎ͑ĭҙŕúϱ ΅ҽŹŨ̧ʷȧӎϗē@/ˌȸ÷̉ƫϣȍvЁʙͻ΅̭˚/ãƦŕú̧ʷ λǙϋ/
(28) ϮҦӐ 1.͓ ҏÔŕú˥ʿƓ΅˔ɗѲѨã́ӐΡ˖Ɇ˔ɗŕúːþ΅˔ɗƻέ̫ ʿƓӎɴ͓̾ ҏÔ ɗƨѲѨã́ 2.͑ЗĭūsÀ˥̧ʷ̭˚Ӑҙļpˍːþ˥Ǝкϱю/´ʎoĆ4ɗ˥̧ ʷӎ͑ĭ̝ɘ:Ńʽʍ΅Ѡʍ̻͋ӎ/´ǘ·ĊџΫѣζϿ̭˚ȿ̠̀ĹǙϋv Aʆ˥ы˝Ɠ΅ȸȈƓ 3.͑ЗĭūsÀì˔ɗϱ
(29) ˥ƦļхӐǙ̠ìĆіŕúϱ΅̧ʷŹŨǠ ¤˥ːþ
(30) ӎ͑ĭsÀϗē@ãƦŕú̧ʷӎѡļȽEē@͐NJvѬȼ˥̧ʷe ΅˔ɗí;̯͊ˎ΅̭˚ŲϮ. ̩ ̱ ̠̀Ȗʆ΅ɉɛ ȿ̠̀ǘ·ЄƓɆRɏ̠̀ʆӎ̠̀ʍ̙΅ɉɛ ʯ̇ϛ̠̀˲˥΅ ̲ẹ̠̀̇̀ȖʆǙϋ˴ѲȑˇΛ҉˔ɗ΅RɏЁȒ˔ɗ̠̀΅ɆR ɏ̠̀΅ɆȵƂǠ~͈Ϧ΅ŲϮӎē
(31) é 1-1 Ʊ̌˔ɗ΅RɏsÀЁȒӎ λEȗȼȑˇ̠̀oĮȇŧÛ;΅ĺɗŕúϣɋɣɛϣɋ͈ɇ´ȏǸ . . doi:10.6342/NTU201901158.
(32) /´Rɏ4ɗƱˣŖ͎ʵ΅ϷЁȒӎ#Ρ˖ҺϬ΅ɸļȔͲěҼ΅ù̥ҌϚ ùĽoĮAʯ̠̀ЁȒEʙ̠̀oĮλϡȡço͓ ҏÔ˔ɗ˥ˌʅБ ӎ/´ˌȸ˥̧ʷͫӎǘ˕˔ɗĆіːþɆ Ɇɠòɴ͓̾ ҏÔ˔ ɗ˥˔ɗѲѨã́ӎоΫRɏ4ɗɆȧӎϡȡRɏ̠̀sÀ(PChome)ˣņɳ ̙Ɇv ɗ͇Ã̧ʷ̭˚˯ӅvЁʙ΅ͻӎ/ BCG ˽ѻɥοv ɗ͇ Ãτӎ͙͈Ɇ͈ɇӎȵƂɍǸ ЯɆ͈ɇӎɴ̯̾ˎƜʑӎǠ~ ȿ̠̀˥͈Ϧ΅ŲϮ.
(33). !. . " é 1-1 ̠̀ʍ̙ ȿ̠̀ɉɛʯ RіӎḀ̱̂oĮϡȡē
(34) : ̩̥͒ϦӐǟЯ̠̀Ȭ΅ɣ̠̀˲˥ӎϡȡ̠̀Ȗʆ΅ɉɛ ̩ ̥ȑˇǙϋӐâҪaVѪɠò̧ʷeˎϦ ɆɉɛЁʙ÷ ̉ˎϦ/´ş½͎ʨɠų . . doi:10.6342/NTU201901158.
(35) ̩ ̥˔ɗɆӐϡȡRɏ̠̀ļϴƱň͓ ҏÔ˔ɗ˥˔ɗəʅˣņ Б˔ɗʿƓ΅ˌȸ̧ʷͫӎ/ Ɇɉɛϡȡ̧ʷўӅӎɴ̾˔ɗѲѨã ́ ̩ḁ́RɏsÀɆӐϡȡRɏ̠̀sÀ(PChome)ˣņɳ̙Ɇv ɗ ͇Ã̧ʷ̭˚˯ӅvЁʙ΅ͻӎ/ BCG ˽ѻɥοv ɗ͇Ãτӎ͙ ͈Ɇ͈ɇ ̩ ̥͈Ϧ΅ŲϮӐɍǸ˔ɗɆ΅RɏsÀɆ͈ɇӎɴ̯̾ˎƜʑӎ Ǡ~ȿ̠̀˥͈Ϧ΅ŲϮ. . . doi:10.6342/NTU201901158.
(36) ̩ ̥. ȑˇâҪ. ̩̱ aVѪ΅̧ʷe Michael E. Porter ìvΙACompetitive Advantage: Creating and Sustaining Superior Performance(1985)Nj~ӎŹ4ɗ̧ʷe˥÷ȿōwȦaVѪƱ ϪaVѪӎȦNj4ɗÂҟAɗʋѰм͈ӎ/´ ʘGƦѪÐ
(37) ʘĨƯñ˳м ͈Porter ÄȧNj~4ɗoі˥͎ʵʋȦўλ˥̧ʷeEʙӎvϛʯ4ɗoі ˥aVѪјȦ˖/˅ʿȖųͳ͈ìЌ˥̚÷ȿ˥ʋҩ ɛƨ˥NjoіƂ ˓˔AɗĆіƂŕúÐѣÔȹ ̚÷ȿҩ ӎ/´ǘЇƻέѯˣ &Ёʙ̯ˎ4ɗ÷̉ϐȘá̚Уҩ ͬ Яҩ ¼/wҼ̈́ʯćRaVʋӎÉλʋ´ȁǥʋӎ λʋʯ˳ǚÐ˓˔΅ѣÔȸѲAɗӐēоȒʍ̙˓˔θл~ϸƂΫѣ ѣÔ´ÔƂȹӎȁǥʋȦȁǥλʋ˴ѲAɗӐēϷȶω΅Ϋȇ̫ 4ɗ÷ȿͻ&Ёʙ̯ˎ̠̀ˣņ´ǘЇ̫ӎē
(38) é 2-1 4ɗoÂÛ;˥aVʋ͇Ãƨ4ɗ˥ʵтʍ̙ӎɷRʋјл Ä˥a Vӎͬżҝ4ɗ̧ʷ˥λã́Eȗз. л~aV͎ʵʋē@΅˔. ɗːþм͈ӎłȦ˕Ćі˥ŕúã́——ē˔ɗ͈ɛ΅ŕú¡ҁ——ͬл 4ɗ˥eÐȱćaVìл̇ϛ4ɗȿЛ˥̧ʷeƂӎ4ɗλNJ͟ŹѲ ʊқå4ɗ̧ʷeӎ/͐NJ4ɗì˔ɗaVѪ̧ʷí;. . . doi:10.6342/NTU201901158.
(39) é 2-1 4ɗaVѪɠò ЁȒEʙӐMichael Porter (1985) . ̩ ̱ Ɇɠò 4ɗɪƨѬ΅ɾ͎͟ʵґĦv̧ʷ̭˚ӎ/л͐NJ̧ʷeӎĆіσӅ ˥̧ʷeEʙʯ4ɗ˕˔ɗːþEл˥˅ʿ̧ʷӎļȗ4ɗìʿĦ˔ɗ ˥̧ʷɆӎMichael E. Porter (1980)ìvΙACompetitive StrategyŸӎ ʀĦ4ɗˆͻ˥Ҵλã́Ȧ˔ɗːþӎ4ɗìǺĦ̧ʷ̭˚ȧӎƋҡkʔn˻ υ̇ϛ˔ɗːþ˥̧ʷўӅÐ˔ɗʿƓӎvϛʯ˔ɗːþ˖ R Ä÷ȿ˥ A˕ ˴A˕ͬ˔˓ӎз ̚џΡ˖żҝ˔ÑaɎƨȿÐ4ɗƱґλ˥ƾЁ ˳ǚʀĦ˔ɗ˥ʤӎMichael E. Porter Ǡ~ Ɇɠò(Five Forces Model) Ɇ˔ɗ̧ʷːþӎ/Jϲ4ɗяdzы˝˥Ħ;΅̧ʷ̭˚ӎē
(40) é 2-2 Ʊ̌. . . doi:10.6342/NTU201901158.
(41) é 2-2 Ɇɠò ЁȒEʙӐMichael Porter (1985) v ljˌȸŮÖ̧ʷȔоnͫęͼȴ-ÑęͼGƦÖϮa ͻ´ĨƯϮaͻӎ/
(42) ̴Я Rã́˥oĮӐ 2.2.1 ˌȸŮÖ̧ʷ(Intensity of competitive rivalry) ˔ɗːþλ¸ÄɗѰ˥̧ʷżҝȵwӎÄɗ̧ʷͫΡ˖˥Âųŕṷ́˚΅ ʵɗ̭˚ҭϗ˔ɗ˥ʤӎȝȸŮÖ̧ʷ̙Ũλ¸ˌȸ̧ʷͫ˥ȏ˲˔ ɗƨѬˈ˔ɗĞìЎҧ˔ͻ˥Ɩʅб~̧҃̊ʷͫ˥ćɡƓЁϊ˥ιҌŨ Ð ļ̛Ñʻɨ˩åĦЁ˔ґɿĊџŰÌ˥ґɿ̫ͪџã́żҝ 2.2.2 Ȕоnͫęͼ(Threat of new entrants) Ȕоnͫęͼ²̛ʯʣìęͼӎ˔ɗ˥Ȕоnͫ¼ͻǠ¤˔ɗ˥̧ʷŹŨӎ лƨˌȸŮÖˆʖĿӎ˔ɗʣìȔоnͫ˥ęͼλ·ʀȗϗ˔ɗˌȸ˥ ʤ̡ѰȽEˣņʣ/´оn̫҃̊ӎѼɰĆђȸ˔ɗѪў͇˥¼ͻƓ́Ă ųȔ˥ƨɣȶÑʻɨ˩΅ḙ̫̑ͪџã́. . doi:10.6342/NTU201901158.
(43) 2.2.3 ȴ-Ñęͼ(Threat of substitute products or services) ȴ-ÑȦNjwȸҩ8ͻ˥˔ÑӎʏϾͫ¼ͻ/ȴ-Ñ·-ˌȸ˔Ñӎоͬā ͘ˌȸɗͫ˥ʤ̡Ѱӎãɰȴ-ÑęͼEȗʏϾͫļȴ-Ñ˥WĒ]ÆȴÑ˴ļ˥aɎȈ˕ɸʏϾͫ˥ЧǢƨȿʏϾͫϛ˼˥Ñʻő˜̫ã́żҝ 2.2.4 GƦÖϮaͻ(Bargaining power of suppliers) GƦÖʯ˔ɗoˌȸŮÖƱґ˔ѯȒƫȹ˥ ʘǠGͫӎGƦÖ¼ͻ Ρ˖ȄϱaɎƫ˔Ñ΅ȹ˥ɽʚEżҝ
(44) ʘŮÖӎоͬȄϱ˔ɗo4ɗ˥ˆ ̡Ѱ΅̧ʷŻųGƦÖϮaͻ˥λͪџʯGƦÖ˴ļȗŮÖ˥ЧǢƨȿ ƾn¯Ȓ˥ő˜̙ŨˌĞ˥ȴ-¯ȒGƦÖ҉ŨGƦÖñ˳ȍÃ˥̙Ũ ƫ¼ͻƓ¯ȒaɎ?˔ÑÔaƄɸF̫ͪџã́ 2.2.5 ĨƯϮaͻ(Bargaining power of customers) ĨƯͻΡ˖ìaɎ΅ÑЄ̫ȖҙǠ~λɿͬżҝ4ɗʤӎĨƯ¼ͻÄȧ ·ƄćRGƦEʙE/Ǡ¤ϮaͻӎĨƯϮaͻ˥λżҝҟ˲ʯĨƯ҉ ŨĨƯЇϼȏџĨƯ˴ļȗŮÖ˥ЧǢƨȿĨƯˆ·Ёϊ˥ͻĨƯñ ˳ȍÃͻĨƯaɎȉƝŨ͙ʏϾѠҧ̫ã́. ̩ ̱ ̧ʷ̭˚ Ίͬχӎ4ɗɾ͎͟ʵ˥ǠʯNJ͟Ɠ˥ˆӎͬ4ɗˆ˥ȖʆʯǛv ǠG˔Ñƫȹ˥ƨȿ΅aɎĦŕú̧ʷ̭˚ӎѲȗ̧ʷ̭˚˥òƞӎMichael E. Porter (1985)ìvΙACompetitive Advantage: Creating and Sustaining Superior Performanceξ̲ ̚÷ȿ˥̭˚ҩòӎvȵ˳ρ˥ȖʆȦѸ<4ɗÂ̚ ƨȿӎ/ц͙ƨȿ<ȗ̧ʷͫ˥XʆӎȦ4ɗìŕú̧ʷȵ÷ȿȵȸȈ˥ ̭˚ҩòӑ̩ ̚ҩòȦΡ˖˔Ñƫȹ˥˅ʿƓƫ ¼·-Ɠ̫ã́EǠҽ˔ . doi:10.6342/NTU201901158.
(45) Ñƫȹ˥aVӑΐ Яq̚ȖʆјʱʆD4ɗȸȈíNJ͟ˆӎ¼ǘ·ľŕú ̲èӎ͈Ã4ɗ˥pіЁʙӎʬ҉ȗŕú˥ʿĦ¡ҁ˥Aʆ/ ƱǠ˥ łȦʉʿϛʯì̧ʷŕúӎ4ɗȵ÷ȿƦϗλdzõΫ˥̭˚÷̉Żųӎ ̛ ʯƨȿĽÆő˜̭˚΅҉̭˚ӎ/
(46) ϡȡʉʿ˥ ̚÷ȿ̧ʷ̭˚ҩ ò 2.3.1 ƨȿĽÆ ƨȿĽÆ̭˚̛ʯƨȿңĽƫ<ƨȿ̭˚ӎȦNj4ɗΡ˖ȸȈжƃѸ<˔ Ñ˓˔ƨȿ4ɗʵтƨȿƫΫѣƨȿ̫ȖųӎD4ɗ˥͙ƨȿ<ȗ̧ʷļƲӎ˒ цƨ˔ɗȵ<˥ƨȿ΅ȵҽ˥ʵтȈˈӎˆ·şîɽʚ/ ˥ʤӎƅͬ· Ƅ̧ʷe˥̚ƭ˚ 4ɗ͎ʵλцƨȿɘľӎ¼/ƅ ȖҙΙƲӎȦξɠ͎ʨӎдфĊџ˓ ˔ɟʚҏ0̫AӎDǠGɷÛ;˔Ñƫȹ˥şîƨȿѸ<ӑ Ȧƅ4ɗʍ ̙ē˓˔̀ˣ΅̯ˎßɎ˥Ǜƨȿӑ Ȧƚ˭ЩʆìѣÔȹ´Ϋѣ̫Ͼ ˕ʖĿѯȁҊʳƨȿĽÆ˥÷ȿλɿȦ͙ƨȿ˥Ѹ<ӎʳͬv͆ɘ˲ɟ*ȦD 4ɗ·ƄѬȼ˥̧ʷeӎãɰ˔ÑÑЄȹ̫ã́ ¼ãƨȿͬΒů 2.3.2 ő˜̭˚ ő˜̭˚ȦNjϲ˔ÑƫȹìȍR˔ɗwȸɊ̚˅ʿƓӎŻƨ΅v+̧ ʷͫ˥ő˜ӎоͬͻǠҽÔaӎÿˆőГő˜¼/дфϑćȖʆцƨӎē ˔ÑȿЛ˥ő˜ѣÔ΅ÔƂȹ˥ő˜Ñʻ΅Ϋѣ˥ő˜̫ӎEŻƨ΅ v+̧ʷͫҫΙ˥ʿӅ΅ ¼·-Ɠӎ9ʉʿŹϣõΫő˜̭˚˥Äȧӎƨȿ¼ ͻ˚ҽȗÄɗӎʳͬ*ҡȸȈ̯ˎƨȿ ¼ʱѹíǠҽ. . doi:10.6342/NTU201901158.
(47) 2.3.3 ҉̭˚ ìƨʴ˔ɗӎ˝4ɗ Ϧǘ˕<ƨȿƫő˜̭˚јʱʆ·Ƅ˴СȗÄɗ ȱҽ˥̧ʷeȧӎʉʿϛʯ΅v˳ǚÐv+ļƲ̂̆̂EІ·ƇΞ˥ʤӎ˒ ҙΧǦ̫Ɩʅ
(48) ӎ ēȆɓʍĊ˸ŕúӎЧͬĺʊȗɊRȸʿĦґɿ˥țͤƫ íô̫ʿɵ˥ŕú¡ҁӎĹ4ɗ˥Ёʙpіʬ҉ȗзRľŕúӎǠҽ4ɗЁ ʙ˥D˕Ȉˈ҉̭˚ìij҂õΫ ŚʯìʿĦ˥ŕú¡ҁoijˌƨȿңĽ ̭˚ƫijˌő˜̭˚˒Äȧǘ˕q̭̚˚ҩò 4ɗɍǸv̧ʷe/´ŕú̲è¼/яdzƨȿĽÆő˜҉ ̚÷ ȿ̭˚ӎ/´҉<ƨȿ/´ő˜҉q̚ιÃŻų˥̭˚ӎē
(49) é 2-3. é 2-3 ʉʿ˥̧ʷ̭˚ɠų ЁȒEʙӐMichael Porter (1985). . . doi:10.6342/NTU201901158.
(50) ̩á̱ 4ɗЁʙ÷̉ˎϦ ̼ 80 Š-Ѳȗ4ɗ̧ʷe΅̭˚˥̠̀ӎì/ʉʿʯҴ˥˸ć̠̀
(51) ǘ·ĆіσӅɆ4ɗ̭˚΅Ćіːþ˥м͈ӎìυќ4ɗ͎ʵ͚Ȉ΅ːþ˥Ѳ K œ·Ƅ˴˝ƨł ʳͬ˔ɗːþìѲѨƻέ΅ŕú͈ɛ̫ϱ
(52) ¼ͻƎкϱюӎãɰ˖Ćіː þƱ˔˓˥eʱʆɾĞìӎȗȦļȗ̧ʷeEʙ˥̠̀ì 80 Š-ȾȼJѯ ė˖ĆіЧÆoіӎϛʯ4ɗȿЛƱDzȸ˥˅ʿЁʙ΅ͻƳȦ̧ʷe˥Eʙӎ СͻʯsÀƱǔǣӎ4ɗ˥̧ʷ̭˚JȻÆˣņ˅ʿ˥ЁʙÐͻ/Żƨ̧ʷ e (Grant, 1991) 2.4.1 Ёʙ÷̉ˎϦ˥ʠо΅oĮ /4ɗЁʙʯ̧ʷ÷̉˥σƏҗ 90 Š-Ƴδл~EӎȠì 1959 ŠӎĠ ͫ Penrose (1959)JĹ4ɗοʯÂ̚Ёʙ˥҉ÃӎÉ&Ϸ̫ȸŻЁ˔΅ʱ ŻЁ˔ӎϛʯ4ɗ˥˜ЄƓEȗv˅ʿ˥ЁʙƫЁʙ˥͇Ãӎͬ4ɗ˥ƨѬȦ ÷ȗ4ɗļȗȸѹЁʙ˥ȸȈ̯ˎ΅Ʀ˕ Ġͫ Wernerfelt (1984)ѯØЁʙ÷̉Ġʌ˥̠̀ӎv/ʉʿ˥ Ɇɠò ˎϦʯ÷̉ӎˣβ4ɗ˥Ёʙ÷̉σӅ(Resource-based view of the firm, RBVF) Wernerfelt ϛʯ4ɗȦ˖Ёʙ͇ƨ˥ӎΐ4ɗ˥oіЁʙδȸȈ˕ȧӎ¼/ѵ ҁ̧ʷ̧ͫʷӎ´v+Ćіːþ˥żҝӎͬ4ɗ¼/цNJ͟Ɠ̧ʷeãɰӎ 4ɗΐ/Ёʙ˥σӅƑ͎ͪʵ̭˚ӎȶС[͋/˔ÑʯĽÆ˥σӅȱBӎ DƄ4ɗ˥̭˚ξеʡ˖Ćіːþ˥ыƦЧʯ4ɗoі˵ӎ/sÀƱDzȸ˥ Ёʙí;ÐeEǺĦ͎ʵ̭˚ Barney (1991) ͏ÃЁʙ÷̉˥˴Ѳ̠̀ӎĹЁʙĦͥʯӐ4ɗ¼Ǜ ˕ȗ¦4ɗŲ̣΅õΫʿĦ̭˚ӎ/Ǡ¤͎ʵȈˈ˥ ʽӎÉЁ˔ͻ . . doi:10.6342/NTU201901158.
(53) ͇͜ʍ̙Ёϊ΅˼ϭ̫ӎǠ~Ёʙ÷̉ɠųӎϛʯ4ɗ¼Ρ˖ļЁʙ ˥ǔǣ/ˣņõΫ̭˚ӎΡ˖öҰЛЁʙӎ/ˣņ̧ʷe˘ĦЁʙ˥. ̚ҩ ӐijҼЁȿ&Ёȿ΅͇͜Ёȿӎ/´Ёʙ˥á̚ňƓӐaVƓ̗ĿƓ ʱʆɠ3Ɠ΅ ¼ȴ-Ɠ Grant (1991)ȦҴk/Ёʙ÷̉ˎϦ(Resource-based theory, RBT)·-Ёʙ÷ ̉σӅ˥ĠͫӎvŸ4ɗĴοoіЁʙ˥ўλƓӎϡȡЁʙʯ4ɗтΫ˥ɍȿ λ́ӎЁʙ ^Ȧ4ɗˣņѬȼ̭˚˥ɍ÷ӎȱȦ4ɗ˥ˆ÷̉4ɗ¼Ρ˖Ё ʙˣņ~Лͻӎоͬл̧ʷeGrant Ǡ~ij /4ɗЁʙʯ÷̉˥ ̭˚ˣņɉɛӎAʯ4ɗψ̭˚˥±ͪHǸ Teece(1997)̫Ġͫȱű74ɗЁʙ÷̉ˎϦӎ/ƞ˥σӅυќ4ɗìʰ ϱ˥ːþ
(54) ˓Ğ˥ͻӎɍǸvĦͥӎƞͻȦPɯȍÃÐўɛ͇͜oĆ іЁʙÐƻͻӎ¼/ ȕȱȔͻͭ/њÃːþϱ˥ͻ 2.4.2 Ёʙ˥̚ҩ΅ʿƓ Barney (1991)ìЁʙ÷̉ɠųˎϦӎĹЁʙʯ Ċҩ ӎ ʯijҼЁȿ &Ёȿ΅͇͜ЁȿӎѡļÂҩ ·ē
(55) Ӑ 1.ijҼЁȿЁʙӐēŮưϐȘ̀ˣϐZ˓˔ϐZ¯ʽȒ˔í΅ʿɵíˎ ;̫͡ 2.&ЁȿЁʙӐēÒō˥͎Һ˼ϭõΫȕ΅ÒōѰ˥м͈̫ 3.͇͜ЁȿЁʙӐ͇͜˥͈ɛ4ɗoξǛ΅¦ϣ˥̻͋4ɗ˥ȑ΅ sÀ΅Ćі˥ѲK̫ Barney ÄȧϛʯЁʙѼwZ˜ЄƓ΅ ¼̖Ɠ˥÷ȿňƓĆӎ* ґ̨ÃáҟʿƓӎ ʯaVƓ̗ĿƓʱʆɠ3Ɠ΅ ¼ȴ-Ɠ4ɗȶãDz ȸЁʙ/´з . Ёʙ˥ʿƓͬл·ƄNJ͟Ɠ˥̧ʷeӎē
(56) é 2-4 . doi:10.6342/NTU201901158.
(57) 1. aVƓ(valuable) ¬ȸaV˥Ёʙӎ4ɗЁʙ˥aVƓ·ʀȗ4ɗìõΫ̭˚ȧӎͻÈǠҽ4ɗ ˥Ȉˈ΅ÿȈͻ 2. ̗ĿƓ(rare) ¬̗Ŀ˥Ёʙӎΐ4ɗƱDzȸȸaЁʙȗ˔ɗӎȦĿџ˅ʿ˥ӎˌȸ ̧ʷͫ*Ƚǔǣ˥ӎβ̌ɰЁʙw̗ĿƓӎv¼ʯ4ɗřȨʷe 3. ʱʆɠ3Ɠ(imperfectly imitable) ¬̧ʷͫ Ȣɠ3˥ЁʙӎvEȗ Rã́Ӑ (1) ˅ʿ˥ɳ¾ɒ0(unique historical conditions)Ӑ4ɗʯɳ¾΅̍ȶ˥͏ÃҼӎ ȧ̡ϱюƂĹʱʆιθ˴ÄЁʙ (2) ãɇɠ̺Ɠ(causally ambiguous)Ӑ4ɗƱǔǣЁʙ΅̧ʷeѰ˥ѲK ɠ̺ӎ¬Jɠ3ӎȽƋͻˆƄ˴Ä˥̧ʷe (3) ̍ȶιҌƓ(social complexity)ӐЁʙE̍ȶ͑ЗӎvιҌҎ/Ǜ 4. ¼ȴ-Ɠ(have to substitute) ¬Ҏ/ȴ-˥Ёʙӎ wȸ̭˚ ˴ѲЁʙӎ¬JijΫ˴Ä̭˚Dzȸ˴Ä ЁʙӎҎ/ц˴Ä˥̧ʷe . é 2-4 ЁʙʿƓ΅NJƓ̧ʷeɉɛ ЁȒEʙӐBarney (1991) . . doi:10.6342/NTU201901158.
(58) Grant(2010)ĹЁʙʯtĊҩӎ ʯϷЁʙijҼЁʙ&Ёʙƻ έƓЁʙÖϰ/´͇͜ƓЁʙӎē
(59) é 2-5ӎì4ɗē@Ʀ˕Ёʙл̧ʷe /ˆ·ɀÜé̕(Ricardian rent)˥¼ͻƓȖҙӎ¼/ƅˌȸ̧ʷe˥ŹŨ̧ʷ e˥NJ͟Ɠ(sustainability)΅̧ʷe˥ĺňƓ(appropriability) RŇҙоΫϋ Ϧ Ҵkӎˌȸ̧ʷe˥ŹŨ·ʀȗ4ɗƱDzȸ˥Ёʙ˥̗ĿƓ΅ȃѲƓӎvϛ ʯ4ɗ˥ЁʙƋҡȦʯ̧ʷƱґҎ/·Ƅ΅˔ɗ˥ƨã́˴ѲӎƳͻ˕ȗ Ų̧̣ʷeӑì̧ʷe˥NJ͟ƓȖҙӎ4ɗDzȸ˥ЁʙƋҡ̨ÃͭƓ Ȣ ɠ3´ ȢЧ̖΅ιθ˥Ɩʅ
(60) Ƴͻ͐NJv̧ʷeӎFēЁʙȿЛ ȢãȧѰ ͬϻVӎƫ˖ȗíˎʿƓЁϊ p̫ã́ͬ Ȣδ̧ʷļƲɠ3̫ӑѼ·ƄВ /˕ȗŲɛ͐NJ̧ʷe˥ЁʙĆӎ4ɗƋҡȸͻ%¸̧ʷeƱřE˥ ʤӎē˕Ϸ˔ɨ˴ļϮaEѴɮã&ÒʍƫùћњͬʖǦ4ɗ˥̧ʷ ΅ùћӎÄȧǠҽЁʙ΅ͻ˥oŌ̙ŨӎFēѸ<ļȗʿĦļϴ˥HЅƓӎ/ 4ɗȍҼƫêѿ˥ƓЄEлùћ. . . . doi:10.6342/NTU201901158.
(61) é 2-5 Grant Ёʙҩ΅ʿƓļ4ɗ̭˚˥Ѳͳ ЁȒEʙӐGrant (2010). 2.4.3 Ёʙ÷̉ˎϦ˥̭˚ɉɛ Grant(1991, 2010)ÄȧǠ~ij /4ɗЁʙʯ÷̉˥̭˚ˣņɉɛӎē
(62) é 2-6 Ʊ̌ӎAʯ4ɗψ̭˚˥±ͪHǸӎvϛʯ̭˚˥Ħ¼ʯ Rɱһӎ ʯ(1)Ъϭ΅ҩ4ɗ˥Ёʙ(2)Ъϭ4ɗƱґ˥ͻ(3)ϔ5Ёʙ΅ͻ (4)яdzʀĦ̭˚΅(5)̇ϛ΅ýζЁʙ͠¹ӎ/
(63) ϡȡÂɱһoĮӐ (1)Ъϭ΅ҩ4ɗ˥ЁʙӐ~4ɗЁʙ˥ɱʕÛ/ҩӎ҄ȧɥ οЁʙ˕˥ɣȶ΅ϔ5˴ļȗ̧ʷͫ˥e (2)Ъϭ4ɗƱґ˥ͻӐЪϭ4ɗaVѪ ɷRɱһƱґλ˥ͻӎ4ɗ ȸÓ. ͻф̧ʷļƲӒʯöҰз. ͻӎ4ɗґλÓ. ЁʙƾnӒ. (3)ϔ5Ёʙ΅ͻӐЁʙ΅ͻƦɍŅ̀ʷe˥NJ͟Ɠ(sustainability)΅ĺ ňƓ(appropriability)qRʿЄ/ϔaӎϔ5Ó Ёʙ΅ͻļȗл΅͐NJ̧ʷ e˥ўλƓҽӒÓ. . Ёʙ΅ͻȸȗ4ɗ%ȸv̧ʷeƱřE˥ЎҧùћӒ. . doi:10.6342/NTU201901158.
(64) (4)яdzʀĦ̭˚ӐĹ4ɗ˥ЁʙXȵȸȈ˥њ͡ӎт˕ѲѨ˥ЁʙŻƨ΅ ̧ʷͫ˥̭˚ő˜ƓӎΣˎvҗƋλЁʙӎFēʖĿļҗƋλЁʙ΅ͻ˥ƾ nӎ/iт˕4ɗ˥Ёʙ΅e (5)̇ϛ΅ýζЁʙ͠¹Ӑì̭˚õΫ˥ф̙ӎ4ɗͻĈˣˌvЁʙ΅ͻ ˥ ВΣӎ˴ļƦ˥XʆиŚʯ̯ˎv̧ʷƫˣņЁʙͻӎļȗ̧ʷ ˥̯ˎӎ˲ȵȫу΅ȵȸȈ˥ȖųʯĆӎìˣņЁʙͻȖҙӎ¼˖4ɗo ΫˣņȔ˥ЁʙͻӎƫͫΡ˖ЇC΅̭˚ͳˬ˥Ȗų·ƄƱґ˥Ёʙ΅ͻ. é 2-6 Grant ˥Ёʙ÷̭̉˚ˣņɉɛ ЁȒEʙӐGrant (1991). . . doi:10.6342/NTU201901158.
(65) ̩ ̱ ş½Öɗɠų 2.5.1 ş½͎ʨɠų Geoffrey Parker, Marshall Van Alstyne and Sangeet Paul Choudary ȗ 2016 Šì vΙAPlatform RevolutionNj~ӎş½Ȧ˕ƻέƼ&͇͜ÐЁʙм͈ЌEӎ Żƨͻл΅"ʍӉĊaV˥ ˓ƞ͑Зӎ1@/Ёϊʯλ́˥˔ɗј¼ͻŻ ƨş½͎ʨɠųӎēѠΪȌěҼ̫˔ɗş½ǠG"ȢƱґ˥÷̉ϐȘÐξ ӎLƨ˕ƯѰ˥aV"ǢΫʯӎēɰ˶8̴ÛʔwϱҚџ˥əƏœƉťȄϱ ˌ(˥Öɗ͎ʨ΅̍ȶӑìpˍξɠȵĊƨѬȵƎк˥4ɗӎǘ˕ş½ɠų ˥4ɗ?ɸЏEЏҽӎē AppleGoogleAmazonѶѝŔŔ̫Ċò4ɗјȦƨ ˥ş½ɏFӎ˒ƅ WalmartNike Disney ̫[͋4ɗŐ&јkƂĽnş½ɠ ųAʯvȔ˥Öɗɠų ş½˥aVλEȗ͉͑ȈƦ(Network effects)ӎƜ¬ş½˥D˕͙ͫȏ żҝR D˕ͫ˥ìş½Ʊͻˆ·˥aVӎΐş½D˕ͫξɠƛĊʯR D˕ͫ л˥aVƛҽ̛ʯɯ͑ЗȈƦӎ¶̛ʯ϶͉͑ȈƦӎͬɯ͑ЗȈƦȦş½4 ɗлaV΅̧ʷe˥ȵλEʙɰĆӎ͉͑ȈƦ²¼ʯЖͤ(Cross-side) ͑ЗȈƦ ´Äͤ(Same-side)͉͑ȈƦ qҩӎ ϡȡē
(66) Ä͉ͤ͑ȈƦNj˥ȦD˕ͫ˥WĒÐΫʯӎȶ¸ÄҩD˕ͫȏџ˥ż ҝӎÄ͉ͤ͑ȈƦÄɡÉɯÆ΅϶Æq̚ӎɯÆÄ͉ͤ͑Ʀē[˷ɣ˥D˕ͫӎ ҄ΙD˕ͫ&ȏÿӎR D˕ͫјͻĈÐȱć˥˕ƯиϊӎãɰǠ¤ȍҼ͉͑ ˥aVӑͬì͓ ψ;ş½ӎ˖ȗ̡;ȸѹӎD˕ͫȏџÿĹĽR D˕ͫ ˆ·aV˥ҎŨ ¤ӎɰʯ϶ÆÄͤ͑ЗȈƦ Ж͉ͤ͑ȈƦƜ¬D˕ͫ˥WĒÐΫʯӎȶ¸ºҩD˕ͫȏџ˥żҝӎ ÄɡĞìɯÆ΅϶Æq̚ȈƦӎFē Uber ş½ ˥Àɣ΅Ĩȏџ˥ѲKӎ . . doi:10.6342/NTU201901158.
(67) ʯɯÆ˥Ж͉ͤ͑ȈƦӎȱć˥ĨͻĈÊŴȱć˥Àɣnş½ӎȱć˥Àɣ DƄĨ˥JƓǠ¤ӎзҩɯâҳ˥Ж͉ͤ͑ȈƦ²̛ʯɯƶҳ˥ҋѓ ͉͑ȈƦ(two-sided network effects with positive feedback)ӎȦş½4ɗƨѬ˥Ѳ ѨȈƦӑ¶ӎΐş½ƨѬ˥ф̙ȽͻȸȈ̭ņ(Curation)ӎΡ˖̳яǛ̯̫ɣ ѹD˕ʋӎ¼ͻˣ˓϶Æ˥Ж͉ͤ͑ȈƦӎFēì OKCupid ̽ȶş½ ӎ ˖ȗĊџ˕ƯѰɽʚ±ő Ӈӎ²͠ы˝˥̯ˎɣӎͬĽş½ ˥eЄ˕Ư ¸ºȖ˥Є˕ƯŞǽͬҍѯş½ӎлƨş½͉͑˥ŋυ 2.5.2 ş½˔ɗʿƓ΅̧ʷ̭˚ Eisenmann, Parker, and Alstyne (2006)Nj~ţҟş½˔ɗ˥λʿƓӎÉξɠ ùћщÿЊͫиÁ͉ȈƦ̫ʿЄӎѡļÂҟş½ʿƓƜʑЯē
(68) Ӑ 1.ξɠùћщÿ(Increasing returns to scale) ş½˥ƨȿʿƓȸ ȗĊі[͋θлɗÐȹɗӎ[͋4ɗƨѬĦ̙ Ũȧӎ˖ȗѓ҂ƨȿʱʆNJ͟Ѹ<ӎãɰvѓ҂ùћиŚȶщʖӎˆ·ȔҪĨļȗ [͋4ɗEϡеʡϱƄäҎӑʳͬş½4ɗ˥ƨȿλEȗȼ˥Ų͡ƨȿӎ/ ´ş½ʵт˥åĦƨȿӎ˖ȗvåĦƨȿ(fixed costs)ƀҽӎ9ϱƨȿ(variable costsӎNj҄ҪĨÿͬȶǠҽ˥ȁ~)<ӎãɰ҄Ιş½˕Ư΅ξɠ˥ƨѬӎş½ ˥ѓ҂ƨȿJеʡѸ<ѓ҂ùћеʡÿӎłȦϡӎ҄ΙD˕ͫÿӎş½ ˥ʤˈĹДΙ ¤ӎãɰƨ˥ş½žž%ȸξɠùћщÿ˥˩͉͑ȈƦ¼ /ϡȦş½˔ɗξɠ͎ʨ˥Żųӎì͉͑ȈƦ΅ξɠùћщÿ˥÷̉
(69) ӎćȏş½ ˔ɗά˓~ЊͫиÁ˥˔ɗʿƓ 2.ЊͫиÁ(Winner takes all) ˖ȗ͉͑ȈƦʯ˕ƯřE˥aVӎD˕ͫҨƜΎȱćѥӎоnξɠСĊ˥͉͑ӎ ãɰwȸξɠùћщÿʿƓ˥ş½˔ɗӎȸСĊ˥ɣȶά˓~ЊͫиÁ˥̧ʷʿ . . doi:10.6342/NTU201901158.
(70) ƓļȗĦş½ȦÈwȸЊͫиÁ˥ʿƓӎ/´ē@ìȸЊͫиÁʿƓ˥ŕú ̧ʷӎ¼/˖ ̚σӅEϦЯӎ ȦćўϐƯƨȿ(Multi-homing costs)͉͑Ȉ Ʀ/´D˕ͫ˥˅ʿWĒӎ
(71) ҙ ̚Ɩʅˣ˓ȧӎŕúĹȸ¼ͻĹ˖ÛЊĭǠG ȹ (1)ćўϐƯƨȿ(Multi-homing costs)ӐϐƯƨȿʯ͉͑˥˕ƯD˕ş½ȧ Ʊ˔˓˥ƨȿӎÉǘ˕ƨȿD˕ƨȿ΅ɣȶƨȿ̫˝˕ƯD˕ćўş½ȧӎ ȶÿЛ˥ȁ~FēҐ;D˕ͫǘ˕ćďAɗ̻͋˥ƨȿƀҽӎґλҧĆÿ ̂ҼПҼÐĠ̫ͧȖҙ˥ȁ~ãɰìş½˔ɗӎ˝ʿĦŕúĿȖ˥D ˕ͫwȸƀҽ˥ćўϐƯƨȿȧӎĮȢ˔˓ЊͫиÁ˥ƖŻ (2)͉͑ȈƦ(Network effect)Ӑļȗwȸҽ˥ćўϐƯƨȿ˥˕Ưͤӎv͉͑ ȈƦňȗɯÆŹĊȧӎ˕Ưȶ]ÆȗȂȐÛş½ӎȗȦСĮȢ˔˓ЊͫиÁ ˥ƖŻӎFēɊRПҼ̙ų˥˕ƯȸŽɰ%ɤɏ˥ґɿȧӎìɯÆ΅ŹĊ˥͉͑ ȈƦżҝ
(72) ӎƱD˕˥ş½ȶБÆÛɰȧľξɠ˥ş½ΐʂȸő˜ǔǣ ʿĦ˥˕Ưͤӎļȗ˕ƯEϡ w1@ÊŴ (3)˅ʿWĒ(Preference for special features)Ӑ˝1@Ȗ˥D˕ͫͤ˦ʂȸʿ WĒɊ. ˅ʿͻȧӎЊͫиÁ˥¼ͻƓǠҽΐɊ. ˕Ưȸ˅ʿ˥ґɿȧӎ. Сľ9wȸő˜Ɠ˥ş½¼/ͱʲìɰ˅ʿ˥ґɿǔǣĊş½ʂȸʟВ˥ ÷ŕúӎFēͣçтиƱˣΫ˥O˕©˥˕Ưȏ^ʯ Visa ˥ 5%ӎ9дфļÖș ĨǠGɷȷpҧ,ɬʂȸҢϐ ѹ˥O˕©ӎǔǣ=зͤ˕Ư9ΐļȗD ˕ͫEϡľş½˥ő˜ʿ ўλȧӎ˕Ư*ʳ]ÆȂȐÛş½ Eisenmann, Parker and Alstyne (2006)оɱNj~ӎş½ҙļЊͫиÁ˥ŕúӎ ґλǘ·qRɱһҴkƋҡ˕ Я Rɒ0ȕƱΣ˥ŕúȦÈwȸЊͫи Á˥ʿƓēɇȦзɡӎ̩ ɱȦʀĦλ̧ʷђȦ%ŕú¬DȆƲǧ¼Ⱥ . . doi:10.6342/NTU201901158.
(73) ·Ƅ˅ĭǛí;ӎ%ŕú*ʳȸ¼ͻˆ·ȱćʤ˖ȗş½u%ȧӎȍRŕ ú˥ξɠȶϱĊӎʷĐŕúǛí;˥ĬƄČƀĊӎÂĭş½ȼƋҡƾnӉ ĊЁʙӎΐͻu%ŕúӎŽɰ˥ļƿ єӃʧʰӎƨȿJ¼Ѹ<ɰĆӎΐş½ 4ɗʀĦяdz̧ʷ/·ƄЊĭí;ӎĿґλwZƨȿeƫő˜eӎƳ¼ͻ Ðv+ļƲ̧ʷɰĆӎş½4ɗλì̧ʷ·ӎ·Ƅŕú˥Ǜí;ӎђƄH Ѕv+ ɡўλ˥Ё˔Ӑ̩ӎş½ìȝȸ˥˴Ѳ˥ɗңôœ͎wZ˴˝˥ĨƯ ÷̉AʯʣìD˕̩ͫ ӎş½ф°ì˔ɗβˌe˜˥ Й΅͵ϰȶżҝD˕ ͫ˥WĒʯ̧ʷřEͻ̩ ӎ҇®˥ЁѠļȗNJʏͯƭȃѲўĊ ɰĆӎkΫͫe(first-mover advantage)ìş½˔ɗƀўλӎ9 Ħw ȸʀĦƓ˥żҝìş½Ǜɨ˥ʷĐƭӎkΫͫÐƂоͫјȶƝ¸ŹĊ˥ā ӎƋҡ˭Ǝʷ·ĊџD˕ͫǘ˕ĊіƖʅ
(74) ӎɯҙ˥¹̃ļkΫ˥&ȸ 9ì
(75) ҙǠ˥q̚ˁʅ
(76) ӎǪΙÊȂD˕ͫȦѦϠ˥Xʆ̩ӎş½ŁȽìЁ ʙњ͡΅ʍ̙̫ȖҙXĒǻĊξɠ˥ʚZӎJаɿƎкƨѬ̩ ӎş½wȸʶʮ ƓƨѬ˥ʣӎ9ĮȢ¸͎ʨȬɼɚɈ˥żҝãɰӎsÀΐȦǘΫґλͯ˕Ċ џˌѠ˥ЫкąĊ̭˚ӎş½łƋҡXĒʚZӎìЁȿŕúŕʅЧőȧ̇NЁ ѠGƦʱΥѼɰĆӎìŕú͕ɱˣņȧӎƂоͫ(late-mover)¼ͻȱweɸ Ȗϡӎȩǘ·Ϋ˥sÀӎ¼ѐmўИĦ;ѦϠ˥μШӑƂоͫͻƼȵȔ̓ƻ̾ n˔ÑϐωӎƫȦѡļkҹͫ˥˔ÑоΫгÆō̙ӎìƨȿ фļƲ˔Ñӎń ȗСȸ˥í; 3. ͉ȈƦ(Platform envelopment) ¬Dş½ЊƄìʿĦŕú¡ҁ˥̧ʷӎ*ʳ¼ͻҙļş½˔ɗ͉ȈƦ ˥ęͼ͉Nj˥Ȧş½Ѱìͻƫȹ ˥ў˟΅μΜ˝D˕ͫˣˌ ͻƫȹСʯӇp˥ş½΅ͻƫȹÛ˥ş½ǠG˴Ä˥ȹaɎ˴Эȧӎ . . doi:10.6342/NTU201901158.
(77) ȶϲ»ǠGÛͻ˥ş½ȹɗͫ¸\ĬӎãʯʂȸͻѸ<ȿЛ˥ȂϾӎ ʂȸͻǜ~ļƦ˥ͻ͇ÃӎĽ¯ȸ˥ɗδĊòş½ɗͫÇÞӎɰ̚ˌϴ̛ ʯ͉ȈƦ ͉ȈƦ˥ęͼ¼ͻEȗ˴Э˔ɗ˥ş½ȹɗͫӎFē˔ɗ˥
(78) ʘ˴ Ѳ˥ȹǠGͫ˒ȝȸ˥ÃAĉ6ӎ˖ȗÂųş½ѰŚȸў˟˥D˕ͫͤӎD ş½ȹɗͫȸϝãСĮȢ°CÇ͉͑ ˥v+ş½ӎ/Ǡ¤Œ˥ɗξɠ Јӎļ¯ȿĺʊÛңô˥ɗͫ˔˓ęͼFē Real Networks ˥ʍěҼ ɗӎłȳьƇПǘ·͉̭˚ȅǴӎƇПìv Windows Aɗ̻͋ ǠGmϾ ˥ʍěҼǯȆÝ Windows Media Player(WMP)ӎãɰIΨ Real Networks ¯ȸ˥ ŕú ҙļ͉ęͼȧӎ¼ͻȸţ̚ãƦ̭˚Ӑ (1)Ĺş½ɗ~Ô͊ȅǴͫƫб~ŕú (2)Ȅϱ͎ʵɠų: ɰʯ̚ȅǴ˥ȖųӎFē˝ǠGǯȆПҼ´żҜ ʍȹ˥ Real Networks ҙļƇП˥͉ȅǴȧӎЧǢ,ϾȖӎдфƯk˥δ ζϿȖȂϾӎȄϱÖɗɠųѼȄϱÖɗɠų/Ćӎş½¼/Ʒʠ̻͋ȍÃͫӎ Fē IBM ͱʲì̻͋ȍà ӎдфLоҋѓ͑З˕Ư˥"ȢӎƨȍÃ˕Ư ˥ʋ (3)ĻƹҘʼn(Big Brother)Ӑ˝ľş½ҙęͼȧӎȶґλRȸ˥ĉ6Aʯ ҘʼnFē Real Networks дф΅ȸ͓Ґοɗͫ´ƲɣsÀоΫ̭˚ͳˬӎдфĹ ̭˚ĉ6˥ȹӄΙӎΡɰÿʏϾͫ˥ЧǢƨȿ (4)ϒϨʆƁΫӐńȗīí;˥ş½GƦÖΐGƦďηȹӎƫȦijȘʞ дųψaƲʆӎJȸч¶¶ƵDŽȓʆ(Antitrust laws)ΥFē Real Jì 2005 Š ļƇПǠ~ϒώӎ·Ƅ 7.6 bͣg˥Ђd . . doi:10.6342/NTU201901158.
(79) 2.5.3 ş½ʄˎ΅ϐω Ѽҙļŕú̧ʷӎş½oі˥̯ˎ ĮƐοӎēÄ̩ḻ̌˥ɆӎΐȽ ͻȸȈϐωď̻͋΅ɣE̯ˎş½ӎ҄Ιξɠ˥ƨѬӎ϶Æ˥͉͑ȈƦ¼ͻл ƨş½͉͑˥ŋυӎGeoffrey Parker, Marshall Van Alstyne and Sangeet Paul Choudary ìPlatform RevolutionȲɆáRş½Čҕ˥¯ã/´ȸȈ̯ˎş½˥ áRōwӎȿ̠̱̀ѤvoĮ΅õΫλӅē
(80) 1.ş½Čҕ˥¯ã ş½Ƚͻˣ˓sş΅ ˥ΌƓ ƫˣ˓ Ό ˥ˁʅ̛ʯş½Čҕӎ FēD˕ͫʱʆì eBay ƹƚλ˥ÖÑłβ̌ş½Ƚͻˣ˓ΌƓ˥ ӑΐƹ ƚλ˥ÖÑӎь¸ЃȖƙƜ˥ɫҸʯ Ό ӎΊEϡӎĽş½Čҕ˥ ¯ȸȸáҟӐЁϊ ļ̛(information asymmetry)ĆіƓ(externalities)ăȕџ (monopoly power)΅ƜĆҬ҅(risk) (1)Ёϊ ļ̛Ӑ˝ ˥Ȗ˕ŒǔǣºȖʱʆ·Ƅ˥ЁϊAʯ ˥e̛ʯЁϊ ļ̛ӎFēЇʽş½ 3|Ñ΅фȼÑ̫×Ҧ (2)ĆіƨȿӐĆіƨȿҗ˖лƨȿ˥&ΫƺǷӎ˝ƨȿĆʜȽ±΅ ˥D˕ͫЛ ȧӎļϗD˕ͫEϡƺǷĆіƨȿFēD˕ͫʯІ·сƮ ӅȏͬĊџЧˣсƮȸѲ˥ŰÌ͊v+D˕ͫӎлƨv+D˕ͫ˥äǽ΅ J (3)ăȕџӐNjş½˥ÛG͊ͫǔǛŰʇδґλ˥˔ÑӎΡɰ͂· Ãˎ˥aɎƫv+˩FēсƮѯˣÖ Zynga ȳ͎ǔǣćȏ˥ Facebook сƮ GƦEʙӎоͬŹЮ Facebook %˕ƯЁϊ΅ǃˆ (4)ƜĆҬ҅ӐƜĆҬ҅ȦNj1@ʱʆҢʗͬĽD˕ͫѰΌĒ Чʯ Ό Ư˥¼ͻƓӎƜĆҬ҅^ͻΡ˖ş½˥ɣϐω΅ŨEѸ<ӎÄȧӆD˕ͫ ƅ ȱćΌĒ . . doi:10.6342/NTU201901158.
(81) 2.ş½ʄˎōw ş½˥oĮ΅÷̉ϐȘҩ8ȗçĭ˥suϷӎş½ʄˎ˥əƏʙȗƥʆĠ ͫ Lawrence Lessig ļçĭʄˎ˥ijσIJӎ+ì 1999 Š~ʺ˥Code and Other Laws of CyberspaceȲǠӎǛ̯Ũʐ´áҩōwӎ ʯʆƁ ξ̲
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(83)
(84) ´ŕúɣӎ/ÊΔ\ĬʯFӎçĭͻĈ̣ʆѹ ҵΔ˥ѣÔƫÊΔ˥úÃӎͻдфŻü̍ȶaVξ̲EƽÊΔ˥Ϋʯӎɉɛ Ȧʖ<żҝ˥ijҼϐωӎFē˕̡ɼʕʓɣфʩ̡ɼƫ/ȴ-Ñ·-ҵΔӎȵ ƂȦͻĈ˕ŕúɣļΔÑϢ̘ƫζƪΔȖɏEцƨʄˎ˲˥/
(85) Ǚϋ ş½̯ˎͫē@т˕зáҟōwоΫş½ʄˎ (1)ʆƁӐş½ ˥ʆƁȦNjìş½ ȡȑξĦ˥ξӎFēȹɒɬĬ ѲK&Ϋʯξ̫ӎ˕ȗ̽ɂ˕Ư´ş½ÂŇ̀˥ΫʯĦξ˥÷ȿ¯Ȧ ̏~βǡĒΫʯ˥ʆƁȧ͊Ǝкsѯ˥âҳӎ9̏~Ƨ͢ ˝Ϋʯ˥ʆƁȧӎ /͕Ɵ҆Ȫ˥Ȗųâҳӎ/ѐm˕ƯĠȶѐѯƧ͢˥ȖųӎFēΐş½/Ѽ ŘƯ˥ȖųƧ͢Ϋʯ ˝˥˕Ưӎvžž¼/˕ȔЛ2ѯ̣ȔŘƯEѐѯƧ͢ӎʹ ȡ˥ş½̯ˎͫƦϗ҆v ˝oĮӎϲv+˕Ưʱʆǚφ ˝ϊƕӎ ˝D˕ͫ ƳȶϋʂАͬǭб (2)ş½ξ̲Ӑş½ξ̲ҩ8ȗş½o˥хƈɟʚaVσ΅ȑӎżҝ˕Ư ìş½ Ϋ˥ʚ¶Ʀ˕Ư˥Ϋʯβˌӎƨʯş½NJaV˥Eʙş½˥ξ ̲¼/т˕Ϋʯ ϐω(behavior design)˥ȖʆEŲ̣ӎFē˴ʹ%éŪş½ iStockphoto ƨ̣ȼ/&ōĴɋ˥ȖųѴɮ ˝oĮìş½ʍӎʳͬ&ōĴɋ ѹş½˥ξɠˣņӎƂEЩ& Livingstone ŏĔ˕ş½ξ̲Ų̣ďĴ ɋɣӎÉ˕ƯƜνâҳ˄eΌoĮѯȆų±΅΅ʳȨ¤̫Aʆӎϲ. . . doi:10.6342/NTU201901158.
(86) [eЄoĮ˥˕Ư¼/ƨʯĴɋ˥̍ͤŢіӎŻƨ/eЄoĮлȱćeЄo Į˥ɯÆƆːӎ˔˓ȸaV˥ş½suϷ (3)ɉɛӐìş½Öɗɠųӎɉɛ÷ȿ Nj˥Ȧ̙ų̈ӎϐωΌĒ˥̙ų ̻͋λwZȄо˥ͻӎłȦ/ʠ̮ʆEӆ΅LоȱćΌĒ˥ş½ ӎ Ρ˖ΌĒ˥ ˔˓ȱćΌĒ˥ΫʯӎēɰƆː œFē͑ЗUϽş½ Zopa Ρ˖Λ҉ĊџЁϊD˕ʠ̮ʆω̮Uɬ&˥ђɬ¼ͻƓӎìȹ ͓˥ ŠoĹ Ͻɬч̽ˈѸ 0.2%ӎÄȧΌĒ˥ʠ̮ɣÊŴȱć˥˕Ư±΅ş½UϽӎо ɱǠ¤ʠ̮ʆ˥ЁȒџӎ{оɱǠ¤̻͋ļD˕ͫ˥ҢʗӎŻƨΌĒ ӏȱ ćȏǸӏȱćΌĒ ˥ΌƓƆː (4)ŕúɣӐş½¼/дфѠѥ̫ϝãEŴĽD˕ͫ˥ΫʯӎѼѠѥϝã ĆӎɝАÅ͵΅ɣр̫ʱŻ˥̍"ϸŜȱŚδ˕Eƴлş½˥ŕúɣӎ̍" ϸŜ΅Ѡѥ˥əƏјȦ˕ȗ"Ǣӎͬ̍"ϸŜ˥˕жȱŰʇӎFē LinkedIn ş½ ˥ƻͻȲɣ˼ϭ̤͑ Stack Overflow ļA~ȵBυ̬˥D˕̝ͫ͊̓Å͵ ̫ӎD˕ͫ˥̍"aVȵ͆ĹЧϱʯş½˥͎ʨaVʳͬΐʐ´ij҂˥Ѡѥ" Ȣӎş½4ɗ ƦȥĻɿѸ<ȿЛ˥Ҭ҅ӎͬƦϗ˕uÄƺǷҬ҅ƫN̫҅ŕú ɣʯpҼD˕ͫѸ<Ҭ҅ӎƳͻƨLоş½˥aVлӎFēO˕©sÀǠG ˫N҅ӎNJ©&ƱƺǷ˥Ϻ1ȸ ѹȧӎͻĈѸ<NJ©&ļȗD˕ģp˥ˡƢӎ ¶ͬȱҨƜD˕O˕©"Ȣӎãɰş½΅D˕ͫјͻˆ·ȱҽaV ìş½oі̯ˎȖҙӎƦϗэĢдȡ΅uı΅qR¯дȡȦNjƦϗ ϲş½4ɗoіÂRіѭ΅&Òļş½јȸʕɖ˥ȍҼϛϭӎѐmoіÛ;ĸѮ ΅˅̣(siloed)ӑдȡȸȗLоƓӎDƄ×ҦȱĮȢδϋϦ΅υʀӎͻ ĈLо&ÒѰ˥"ʍƨѬ/´Ёʙ˥ȸȈт˕ɰĆӎş½̯ˎͫƦϗӆuı. . . doi:10.6342/NTU201901158.
(87) ΅˥Ϋʯӎϲş½Ćіĉ6ĬѲK&јȸɣȶìoіʍ̙΅ʀ̭ˣ͵ӎ/ѐ mʀ̭˥͈ɇ^ļş½4ɗȿЛȸӎȵ͆Ľĉ6ˠҍ˒ɓş½. . . doi:10.6342/NTU201901158.
(88) ̩ ̥. ˔ɗɆ. ̩̱ ͓ ҏÔɗ˔ɗəʅ΅ŕúɆ ͓ ҏÔş½;ȗ͓ ҏÔɗ˔ɗ˥ʘ;͡ӎƷʠÖÑGƦÖ/´ʏϾͫ Ѱ˥ѰÖτӎ͓ ҏÔɗ˔˥aVлʍ̙ē
(89) é 3-1 Ʊ̌Ӑ. ʘ ʘ
(90) ʘ. ÖÑGƦ̦. ̩ Ȗȹ Û;. ͓ ҏÔş½. ÖÑґɿ̦. é 3-1 ͓ ҏÔɗ˔ɗaVлʍ̙ ЁȒEʙӐȿ̠̀͝θ ͓ ҏÔ˔ɗ˥˔ɗѪ ʘGƦ̦
(91) ʘÖÑґɿ̦ӎλȸá͇±΅ͫӎ ʯÖÑґɿ̦͓ ҏÔş½ÖÑGƦ̦/´̩ ȖȹÛ;ӎv̩ Ȗ ȹÛ;λǠGѠʍʽʍ΅Ёϊ̫ȁǥȹ ì˔ɗaV"Ǣ˥ф̙ӎ̦͆ÖÑґɿͫдф͑҂͑Зм͈͓ ҏÔş ½ӎдфş½яЇÖÑӎ/ЧŘЎÖ,ɬO˕©΅̩ Ȗȁ,̫ćg˥ȁ, òųĤƨÖÑψЇӎş½{ĹʏϾͫƱЇϼψÛЁϊ[вÖÑGƦ̦ӎͬƂÖ ÑдфʽʍsÀтв̦͆ʏϾͫƲӎĤƨ͓ ҏÔɗaVѪʍ̙ɰĆӎ͓ ҏÔ˥˔ɗaVѪɍǸv B2BB2B2C ƫ C2C ʵтɠų˥ Äͬȸ. Ƈő˜ӎ. ēé 3-9 ΅é 3-11 Ʊ̌ӎĹȗȿ̥̩ ̩ ̱оΫϡȡ . . doi:10.6342/NTU201901158.
(92) 3.1.1 ½ʫ͓ ҏÔ˔ɗŕúəʅ ɍǸϷȇіĦͥӎ͓ ҏÔ˔ɗňȗʱŦҙҏÔɗӎʱŦҙҏÔɗʯƅ /ŰǯҐο̫[ǯě)ĩ[ΫªθїЇƫҐĜЇʽ˲Ѥ˳ǚˢѭLjϏìĭ ņ̌ʍǿϹ̫ȖųҏÔȸŻÖÑΫɗîňӎē͓ ҏÔҐοЇʽї ЇÛŇ˳ѣćŇ[ѣϹЃɣɗ̫ӎјňȗʱŦҙҏÔɗ˥̲˞ ɍǸ͎ʨі͋ωΣȗ 2019 ŠˣŖ˥˔ɗЁϊӎ2018 ŠʱŦҙҏÔʵɗҧц Ȕ½Ŝ 2,547 bgӎŠƨѬ 6.7%ӎʯм͟ 12 ŠɯƨѬӎì 2017 Š˥ŕú ξɠӎ1,695 bgEҐĜЇʽɗ(ē͓ ҏÔҐοЇʽŰǯ´їЇ̫)ӎ? ɸ̽ʯ 71%ӎɷŠşîƨѬ 7.4%ӎŠƨѬˈeȗȍҼҏÔɗ˥ 1.9%´ʱŦҙҏ Ôɗ˥ 5.6% ͎ʨі͋ωΣоɱNj~ӎҐĜҏÔɗѼȦʱŦҙҏÔɗ?ɸȵĊ˥˔ ɗӎȍҼͬχӎʱŦҙҏÔɗ˥ξɠƨѬλȦ˖ҐĜҏÔ˥͓ ҏÔɗƱř ӎ͙͈EϡӎҐĜЇʽɗȍҼˣņãȦʯҐĜÖΫƦ˕Ǡ¤ȍ ҼЇʽJƓӎȽEʵȂ*ҢȼƨѬ. é 3-2 2007 - 2017 ʱŦҙҏÔɗʵɗҧ(Û;Ӑbg) ЁȒEʙӐ͎ʨі͋ωΣ (2018) . . doi:10.6342/NTU201901158.
(93) é 3-3 ҐĜЇʽɗʵɗҧ´Šÿˈ ЁȒEʙӐ͎ʨі͋ωΣ(2017) 3.1.2 ½ʫɻ˸͑ЗD˕ΫʯɆ ɍǸϷêʆ&½ʫ͑ЗЁϊƊ(TWNIC)˥ϣɋҫ̌ӎ½ʫȗ 2017 ŠȾ˥͑ ЗD˕&¹ʯ 1,878 Η&ӎ̽?½ʫ͙&¹ȏ˥ 80%ӑvӎ½ʫ&ɻD˕Ϋ͑ З ͑D˕ˈ 2009 Š/EËˌ ¤Бӎì 2017 Šц 69.3%ӎē
(94) é 3-4 Ʊ̌ӎҫ̌Ϋ͑Зеʡƨʯɻ˸м͈͑З˥ʍȖųӎΫ˥БҢȼ ĹȱЭɱżҝ͑З˴Ѳ˔ɗ˥˔ɗːþ. é 3-4 Ϋ͑ЗD˕ͫɳŠБ ЁȒEʙӐTWNIC 2017 Š½ʫĶҥ͑ЗD˕ϣɋùÌ (2017) . . doi:10.6342/NTU201901158.
(95) Ϸêʆ&½ʫ͑ЗЁϊƊ(TWNIC)ѡļɻ˸мǚĶҥ͑ЗD˕Ȗų оΫϣɋӎ͈ɇҫ̌ 2017 Š½ʫɻ˸/ΫҐO͑Зʯλмǚ͑З˥Ȗųӎ ? 39.1%ӎvɸўҴŨЎЏ? 35.5%˥ADSL/VDSLӎͬʱ͓¡ô͑З(WiFi) ʯ 13.4%ӎǕÅ̩ ӎē
(96) é 3-5 Ʊ̌vӎΫҐO͑З΅ʱ͓¡ô ͑З(WiFi)qͫɸFu? 52.5%ӎҫ̌ʱ͓ ͑ƨʯ½ʫɻ˸ ͑˥λȖų ͏ ƱЯӎʱ͓ ͑˥Б¶Ȥ~ʏϾͫеʡ/Ϋη͡(ēȭơòƲɣşɅҐ ;̫ϐZ)·-[͋ɐ òҐ;ӎ ЯʏϾͫΫʯ˥Ȅϱżҝ͓ ҏÔ˔ɗ˥ ŕúːþ. é 3-5 ½ʫɻ˸мǚ͑҂͑ЗλȖų ЁȒEʙӐTWNIC 2017 Š½ʫĶҥ͑ЗD˕ϣɋùÌ (2017) ȵƂӎɍǸçĭˣņĘÒȶ˥̠̀ӎ͑ЗЇʽȦ½ʫ 12 ɲ/ ʏϾͫ±΅ȏ ;͎ʨ˥λȖųӎē
(97) é 3-6 Ʊ̠̌̀ҫ̌ӎ61.3%˥ʏϾͫȳдф͑Зɋϕ ÖÑоΫɸaΫʯ59.2%˥ʏϾͫȶдф͑ЗоΫЇʽΫʯӎͬȸ 33.2%˥ʏ Ͼͫȳǚφф͑ЗѠΪȹ˖Ё̭ȶ˔ɗƖù̠̀Ʊ(MIC)2018 ŠƱˣ:̠̀ ϣɋNj~ӎ͑ЗЇʽͫˆ·ÖÑЁϊ˥λě) ̚ȖųʯӐЇʽ̤͑ GoogleFacebookɸa̤͑n¹̤͑ӎē
(98) é 3-7ӎɰĆӎ̠̀#Nj~ΐʏϾ ͫȸƜǨĻʿĦÖÑӎekD˕Їʽ̤͑ʯ PChome24h Їʽ΅ÖŦή . . doi:10.6342/NTU201901158.
(99) é 3-6 ͑Зț 2017 Š͎ʨʋΫʯ ЁȒEʙӐçˣȶ106 ŠR&ĭƯȏ;ɣȶϣɋ (2017). é 3-7 ͑Їͫˆ·ÖÑЁϊ̯хϣɋ ЁȒEʙӐЁ̭ȶ˔ɗƖù̠̀Ʊ½ʫ͑µʏϾϣɋӏ͑ЗЇʽ (2018). . . doi:10.6342/NTU201901158.
(100) 3.1.3 pˍ͓ ҏÔɗŕúəʅ ̠̀ɣɛ eMarketer ѡļҏÔҐĜÖŕú˥̠̀ùÌNj~ӎ2018 Špˍ ͓ ҏÔѣÔҧц 2.84 jͣgӎŠÿˈ͐NJ 23.3%˥ҽƨѬӎìϗ̠̀ùÌ Ң5ӎpˍ͓ ҏÔ˥ŕúξɠȗ 2021 ŠŠťĹƨѬ 4.88 jͣgӎ˴˝ȗp ˍҏÔɗ͙ѣÔҧ˥ 18%̠ͬ̀ùÌNj~ӎìpˍ͓ ҏÔŕúӎ!Ҷш (Amazon)ʯҐÖş½ӈҤӎvɩʯDzȸʒķ̫͓ ҏÔş½˥ѶѝŔŔ. é 3-8 2016 - 2021 pˍҐÖŕúξɠ ЁȒEʙӐeMarketer (2018) eMarketer ѡļ!Ҷш(Amazon)˥ʏϾͫоΫ̠̀ϣɋӎ̠̀Nj~ӎȸ 28% ˥!ҶшʏϾͫʖĿìijҼиЗ˥ʏϾΫʯӎ18%˥ʏϾͫѸ<ʪςv+͓ ҏ Ôş½˥ҥˈӎ10%˥ʏϾͫβ̌»ҨƜì!Ҷш˥ş½ʏϾ˖ɰ¼ν͓ ҏÔ ş½˥żҝӎ̇ijœίǴijҼиЗҏÔɗͫ . . doi:10.6342/NTU201901158.
(101) ͏Ã/ ˔ɗ̠̀ҫ̌ӎ͑З˥ˣņDʏϾͫ˥ЇʽΫʯˣ˓Чϱӎãͬř ͓ ҏÔɗˣņʏϾͫͻĈΡ˖͑ЗӎȱƎк˥ɸСÂҟÖÑeяdzы Ã˥˔ÑӎͻĈ´ȧ˥оΫȁ,Ϋʯӎ%¸Ёϊ̓ƻƱřE˥J͑З΅Ё ϊƻέƉťȄϱ˔ɗ˥ҙϵӎѼɰĆӎc̯͓ ҏÔ˔ɗœˣņ ¢Šӎ9 *ΣȗҽкƨѬ˥ˁƞӎ҄Ιpˍ͑ЗD˕&¹˥ÿ͎ʨ˥ƨѬƻέ˥оɱ ΅Öɗɠų˥Ȕӎ5ω͓ ҏÔ̫͑Зȹ˔ɗĹìȽEлȱćaV΅ɣȶ. . . doi:10.6342/NTU201901158.
(102) ̩ ̱ ͓ ҏÔɗʵтɠų ͓ ҏÔɗʵтŻƞìȿëŕúĞì B2C(Business to Customer)ş½ B2B2C(Business to Business to Customer)ş½´ C2C(Customer to Customer)ş½. ̚ʵтɠųӎvλő˜Eȗ˔ɗѪ±΅ͫѰ˥ѲKӎ/´Â±΅ͫ˥λɗ oĮӎͬ½ʫʯpˍĿȏҐĜÖɠųpȖ;ˣņí¡ӎȿ̠̀ļ ͓̚ ҏÔ ş½ʵтɠųɆē
(103) 3.2.1 B2C ş½ɠų B2C(Business to Customer)ş½ɠų˖ş½ɗͫ΅ÖÑGƦͫÃAGƦş½Ö Ñӎş½ɗͫ϶ϺÖÑѣÔЁϊ[щѠʍ΅ʽʍ̻͋ȍÃӎͬΫѣʋ΅ÔƂ ȹćȦ˖ş½Ö϶ϺB2C ş½ȦȵŰʯ&˼˥͓̚ ҏÔɠųӎãɰ ˣņ~ϑć Äҩò˥ȹӎēn¹̤͑ĽЇψѱųȹ/´ĺɗñ˳ҐÖ̫ ȱʯR&RƓ˥ş½ 3.2.2 B2B2C ş½ɠų B2B2C(Business to Business to Customer)ʯ B2B ɠų˥ű7ӎÄɡ˖ş½ɗͫ AʯÖÑ"Ȣ˥ě)ӎλ˥ő˜ìȗĊі˥ÖÑ˖ ʘGƦ̦ ɉnQӎ˖͓ ҏÔş½ɗͫǠGQfʽʍȁǥ/´Ѡʍȹ̫ӎãɰ B2B2C ˥ş½ɗͫǠ Gȱĺɗ˥ȹoĮ˴Сȗ B2C ş½ӎB2B2C ˥оnѭɦȱҽӎļ ʘGƦ Ö΅
(104) ʘʏϾͫ˥ȹјȱĤÙ 3.2.3 C2C ş½ɠų C2C(Customer to Customer)ş½дфʏϾͫѰìҐĜÖş½ ˥ оΫ"Ȣӎş½ȿЛƷʠş½̯ˎͫӎ϶Ϻ̯ˎş½ǠGіƫĤȍ˥ʽʍ´ ѠʍȹŚν˥Żųē͑Зş½ ˥DžЃş½΅R&ѯŦş½ӎʏϾͫìDžЃş ½ дф̧ɟˆ·Œƚλ˥ÖÑӎłȦ˖ʏϾͫʀĦϗÖÑaVӎͬϹ . . doi:10.6342/NTU201901158.
(105) ÔͫͻĈдфş½ɘĊvÖÑ˥ȰlŨȵƂӎìƨ"ƂӎC2C ş½ȿЛ ȶļЃĭȂ·ƨ"Ʋ͟ϾӎAʯλ˥Ȃ˩Eʙ ͏Ã/ ȋЯӎB2C ʵтɠų_ȦGƦÖÐџϹŦƸˣÖ˥ѲKӎ˖ş½ɗ ͫ϶ϺÖÑѣÔ΅Ϋѣʋɤȼ̫ ӑB2B2C ɠųēÑʻÖ΅ķ҈JÖ Ŧ̫иЗÖ˥ѲKӎ ʘ˥ÖÑGƦͫґλȁ,оҷϾ ɉϾӎͬş½ɗͫȶǠ GʽʍÐѠʍ˥ȁǥƓЄȹӑC2C _ȦR&ѯϐ˥ҏÔŦҙ΅ŕ҉ǿϹӎȁ ,̕ѠϾ˕͊ş½ʵтÖӎDzȵСĊ˥ɨ. . . doi:10.6342/NTU201901158.
(106) ̩ ̱ ͓ ҏÔɗƻέ΅ˣņБ ćg˥͓ ҏÔÖɗɠųDƄ͓ ҏÔɗìЭŠΝˣņӎЭŠEãȁ,ō w˥ҚȔĊȏǸɆƻέ˥Ľn/´ʏϾͫΫʯ˥Ȅϱ̫ӎʯ͓ ҏÔ˔ɗř EȔҙϵӎȿ̠̀ѡļ͓ ҏÔɗ˥ţҟ˔ɗˣņБЯē
(107) Ӑ 3.3.1 ḙ̑΅ʆξ˥ĤZ ȇŧļȗҐĜÖ˔ɗˣņƞŨȞБ̝ɘӎì˴Ѳḙ̑њďǝȘ
(108) ӎ͓ ҏ Ôş½˥͎ʵɗͫȏџеŠÿӎ¼ѣÔ˥ÖÑ̚ҩȞ˩ćgӎʆξ˥ĤZN ҃˔ɗѪÂȖ˥ɨ˩ӎɰ˦ȸȗǠ¤͓ ҏÔ˔ɗ˥ɗξɠӑѼɰĆӎēЭ ŠE˖ȗΫ ͑¡ô͑ЗWiFi ˥ȫ´ӎʏϾͫдфƲɣşɅ̫ΫʏϾ ɸўNJ͟ÿӎȇŧ̝ɘǜΫȁ,΅ҐĜȁ,ӎēѠ̯ȶļҐĜȁ,ʆξ Ҿ͍ӎ˲ɟì 2025 цƨ 90%D˕ˈ˥˲ɟӎɰҩƻέĹȸȈǠ¤"ȢJƓ΅ģ pƓӎȸȗLо͓ ҏÔɗ˥оɱƨѬ 3.3.2 ĊȏǸ΅&ōȭơƻέ˥Ʀ˕ ēÄȿ̠̩̀ ̥̩ ̱ļȗ͑Зş½ʄˎ˥ɉɛōwƱЯӎЭŠE͓ ҏÔ˔ɗ̝ɘдф̝̓ʏϾͫʪς̤͑΅͓ ЇʽΫʯ̫ȏǸоΫĊȏǸɆ ˣǖЪϭʿĦʏϾͫ˥ЇʽͧƠWĒ΅ȁ~ƠƓӎ/ɰǜΟʿĦÖÑƫȹӎ Ǡ¤ʏϾͫЇʽҼҺ/´ŹvЇʽƜҨɰĆӎϑćɗͫƦ˕&ōȭơƻ έӎдфĨȹɣÝ&Ź΅ʏϾ̦ʛи̯хӎDĨȹ̻͋ͻĈȱ´ȧȸ ȈˈӎìǠ¤˕ƯҼҺ˥ÄȧͻĈѸ<4ɗʵтƨȿ 3.3.3 ͓ ΅͓
(109) иЗȍÃ ͓ ΅͓
(110) иЗȍờʯ O2O ɠų(Online To Offline)ӎȦNjĹijҼ΅ҐĜ ÖX͈Ãӎдф͑ЗΫѣ̫ʋĻƹʏϾͫӎĹʏϾͫřijҼиЗ/Ǡ¤ʏ ϾҼҺ˥ҏÔɠųӎ¬J͑ЗЇʽœƨʯˌ(ʏϾʍɠųӎϑćçĆ˼ÅҐĜ . . doi:10.6342/NTU201901158.
(111) Öş½ē Amazon ÐѶѝŔŔ̫ɗͫÄȧ̝ɘdžņ O2O ˥͎ʵɠųӎȼȺΡ ˖Ǡ¤ʏϾͫЇʽҼҺӎоͬŹvЇʽƜҨļȗ͓ ҏÔɗͫEϡӎдфȍÃ ΤǺиЗ΅ijҼиЗӎʏϾͫͻĈΡ˖ij҂ǚφÖÑ˥ȖųӎυļȗʿĦÖÑ ˷ijƝ¸ӎоͬдф͓
(112) Û˥ȖųӎȵƂ͈ÃʽʍsÀĹ˔ÑвžʏϾͫ NjĦΣӎēɰ͈Ã͓ Ǝкɸaψϸ¬ȧ ґλºĆƲǠ˔Ñ˥ЇʽҼҺӎ #ƨʯȔΆʏϾБļȗş½Лͬχӎ ґλìijҼиЗ ĞȆÖÑ´оΫQ fŲ͡ӎͻĈ̭˚Ɠ˥ņÔ˔ÑӎãɰиЗ˥ȍÃĹɘĊҐÖş½ɗͫ˥͎ʵ Ȉ˩ O2O ɠųì½ʫȿëŕúλȦÑʻÖAʯvΫѣ̭˚˥ːӎFēҐÖȹ үÑʻ Life 8 ΅ҐɣМÑʻ GOGORO јĹijҼņÔŦοʯvÑʻΫѣ˥Ҁɶ Ɠ1τӎɰĆӎ˖ȗ½ʫјŕ̙ŨСҽӎÂĊóŕ˦ŖʟÂųˤϸsÀџ ϹŦҏÔŦ΅ЎÖ̫ijҼиЗɗͫӎļȗ PChomeMOMO ̫͏Ãò͓ ҏÔ ş½ɗͫEϡӎijҼиЗÖœѰǚȴ͓ ҏÔɗͫĤƨÖÑņ̌˥ōAӎãɰ O2O ɠųиŚ Ȧço͏Ãò͓ ҏÔş½˥λ̧ʷ̭˚ 3.3.4 ΫѣζϿƨʯ˔ɗ̧ʷ˥ҀɶƓ̭˚ ЭŠ͓ ҏÔş½˥ƂоɗͫŚȈʆ͑ЗƦ˕ȹȔ4ɗӎ/Ċџǀƶ ƫζϿ˥ȖųƎк̝̓D˕&ȏӎǪ?ŕú2ҧӎv̭˚ʯ˕ş½˥Жѓ͉͑ ȈƦӎΡ˖˕Ư˥ƎкƨѬˆ·ʵɗȂnӎ{ĹʵɗȂn˕ȗζϿȔ˕Ưӎ»λ˕ Ư·Ƅ˥ƨȿľȗ˕ƯƱл˥ˆӎ¬¼цƨɯÆƆːӎѸ<˔ɗkоͫ˥ξɠ e 3.3.5 ̍ͤ΅ΫÖ˘͓ʏŶ ½ʫʏϾͫD˕ȭơòƲɣʪςЇʽ̤͑˥ɸFеŠǾ¤ӎìΫη͡ƨʯ ʏϾТw˥ȧ-ӎ̤̍ͤ͑ìʏϾф̙ƷʠўλτӎѼǷ1ϲϼЃҋȖȱ . . doi:10.6342/NTU201901158.
(113) ˳ǚʛи˥ɢɞτӎDƄÖÑЁϊƄ/ƎкʍиӎÄȧ̤̍ͤ͑ͻдфʠ̮ ʆӎҫ̌΅˕ƯΆА˴ѲÐ˕ƯƱìí˥ÖÑӎãɰÖÑ˥Їϼ΅ѣÔȱĮȢӑ ̍ͤ΅ΫÖ˘͓˥ʏŶĽD˕ͫΫʯ˥ćgӎÄD˕ͫ¼ͻÄȧƷ ʠÖÑґɿͫ/´ÖÑGƦͫ˥τӎìЁϊƎкʍ/´ιҌ˥D˕Ϋʯ
(114) ӎǠ ¤͑ЗЇʽş½ȹ˥ćgÑЄÐȈˈ/ЊƄD˕ͫҖ˹ӎƨʯ͓ ҏÔɗͫ ўλ˥̭˚˲ɟ. . . doi:10.6342/NTU201901158.
(115) ̩á̱ λ̧ʷͫɆ ҄Ι½ʫҐĜÖŕú˥÷̉Ųϐḙ̑ʆξ/´иϊƻέȞ˩ĤZӇpӎ Ѽçoɗͫ ȕоnĆӎç҂̀˥ҐĜÖ҉ê̝ɘǪо½ʫŕúӎ½ʫ͓ ҏ ÔŕúλɗͫÉҐĜÖҏÔӈҤ PChomeıѕěҼ̓ƻ˥ MOMO Їʽ ͑Yahoo čǬЎ̀ÖóYahoo čǬЇʽƊ/´̤ųЇʽ͎ʵòƞ˥Ω˧Ї ʽ̫ӎ/
(116) ѡļçoλ͓ ҏÔɗͫˣņɳ̙΅͎ʵəʅоΫϡȡӎȗβ 31 оΫźȍ΅ɸС 3.4.1 ıѕěҼ̓ƻ MOMO ıѕěҼ̓ƻsÀ(/
(117) ̴̛ıѕěƫ MOMO)ƨ̣ȗ 2004 Š 9 ȷӎ/[͋˥ ҐοЇʽòѤЇʽЌĭӎ/ MOMO ЇʽAʯv͓ Їʽş½˥ÑʻÅ̛ı ѕě˥ɗòƞСʯŰʇӎȜ
(118) ɗljҐοЇʽ͑ЗЇʽїЇσl˔Ñ &ЛN҅/´Ϸ˔N҅-ˎ̫ӎʯ͏Ãò˥ҐÖ4ɗӎ͑ЗЇʽіѭ?vʵɗɸў ̽ 79%ӎ˴Сȗv+̧ʷͫìҐĜÖҟ˲Ʊ?˥ʵɗɸўӎMOMO sÀ˥ʵɗ ҟ˲СwȸćɡƓ MOMO ˥ɗŻƞ/ B2C ´ B2B2C ʯӎλÃAļϴʯv+ľòÖĭӎ ćȏÃAÖĭ˦ȸijҼиЗӎΡ˖ MOMO sÀ͑Зş½ϹÔÖÑEǠҽѣÔ џ΅˼ÅŨMOMO Ȝ
(119) ɗиŚì"ȢĤƨƂN˙ҪĨ˥˴ѲЁϊӎAʯȜ
(120) Âɗ"³Ϋѣ˥ōwMOMO Їʽ̤͑/͎ʵòƞʯ͎ʵ B2C ˥ MOMO Їʽ͑´͎ʵ B2B2C ˥ MOMO ǬċÖóӎqͫ˥ÖÑȏ´ѯŦȏјС PChome ˥ȏџ<ӎͬvÖÑ̚ҩ/˓ʋ˕ÑʯMOMO ìѣÔ ǘ·ҋ̯Ӈ
(121) ˥̭˚ӎ 9дф̤͑ş½ǜŰѣÔv˔ÑӎȱΡ˖ҐοЇʽҥхѡļʿĦ˔Ñ˥ĩ[ ´ǜʉӎȸȈ˥ÊŴҗ͓ Їʽțͤļȗv˔Ñ˥ѲʊЭŠE˖ȗ PChome s. . . doi:10.6342/NTU201901158.
(122) ÀҴkǜ~½ ŕ 6 ľȧoϸ˥ȹӎMOMO sÀʯǠ¤̧ʷӎ#ǠG½ ŕ 6 ľȧoϸȹ 3.4.2 Yahoo čǬsÀ Yahoo čǬʯ½ʫ˼Å˥n¹̤͑ӎƤΡΙn¹̤͑˥eӎƨ̣ Yahoo č ǬDžЃYahoo čǬЎ̀Öó/´ЇʽƊ Ċş½ƨоО͓ ҏÔɗ Yahoo čǬsÀȶĹvÖÑȆ͡ȗn¹̤͑ҴҞҞҙӎΡ˖Ċџ<ƨȿ˥Ȱl ˈEѣÔv˔Ñìş½oіҞҙіӎYahoo čǬsÀǠG,Ͼ˥Ȱlȹӎ ĹƱȸ˴Ѳʽ0΅ÖĭоΫǜΟ΅ǕŤ/GʏϾͫяЇӎΡ˖ş½˥ȍÃӎLD ş½ƎкƨѬ Yahoo čǬsÀ˥͑ЗЇʽȹʯ Ċş½ӐB2C ɠų˥ Yahoo čǬЇʽ ƊB2B2C ɠų˥ Yahoo čǬЎ̀Öó´ C2C ɠų˥ Yahoo čǬDžЃӎYahoo čǬqĊЇʽ̤͑΅ PChomeMOMO àljĊі˥ B2B ΅ B2B2C ŕúӎYahoo čǬDžЃȠȼȦ½ʫ¯͑ЗÑʻ˥ˣЕíӎʳͬˌ(Σȗŕú˥ƂɶˋӎѲѨ ã́ʯ Yahoo čǬsÀȠȼм˥̭˚ČϠƱ Ƞȼ Yahoo čǬDžЃʯ½ʫ C2C DžЃŕú˥ӈҤӎʳͬì C2C ŕúӎƲ͟ ϾʯЃĭǘ˕ş½ƱͪџѲѨã́ӎͬ Yahoo čǬDžЃȗ 2006 Šǘ·ćўȂ Ͼḙ̑(ˢϾ 3 g+3%ƨ"Ʋ͟Ͼ)ӎлƨĨƯ ʟͬĊџʍČӎ˖ȗ˝ȧғċDž Ѓǘ·mˢƲ͟Ͼḙ̑ӎ˕ƯãͬĊџЧǢғċDžЃş½ӑͬì 2013 Šȧ Yahoo čǬDžЃʯǏâΘƂ˥ŃҙӎĻ́ʷ˥ʲӅЧ̖D˕ͫ)ҙӎоΫş½) ҙ˥ĊȄʺӎʳͬȿɩȄʺȽˆƄϼЃҋȖD˕ͫ˥ϛÄӎȱоɱлƨ˕Ư˥ ʍČӎ¬J 2014 Š Yahoo čǬDžЃƲ͟ϾȄʯ΅ғċDžЃ˴Ä˥mˢϾ´ 1.5%ƨ"Ʋ͟Ͼӎʳͬ˖ȗş½͉͑ȈƦ˥ã́ӎ*ʱВĈϝãÊŴЃĭâʍ. . . doi:10.6342/NTU201901158.
(123) 3.4.3 ɝЇΩ˧ ɝЇΩ˧/Ω˧DžЃʯÅȗ 2015 Šоn½ʫ C2C ͓ ҏÔŕúӎ/m Ʋ͟Ͼm©ϾтϾζϿpȔȖJ̴Û˥Ϋ app )ҙ̤ųЇʽːþ ˥AʆÊŴĊџϼĭ΅Ѓĭоҷӎ Я̭˚D˕ƯìΩ˧DžЃˢ˔ÑϹÔ˥ƨ ȿĊʯѸ<ʍ̙ϱƄɘʯȖJӎãɰΩ˧DžЃş½ì˾˾ŠoŗǐĹЭ¥ ȏ˥ C2C ͑ЗЇʽŕúӎƨʯ PChome ìΫ C2C ŕú˥λ̧ʷļƲPChome sÀʯãƦΩ˧DžЃ˥ȅӎǜ~ PChome ÖŦήR&ЃúӎÄɡǘ·ζϿ̭ ˚ƴΫŕú΅ìϐω ŹϣD˕ҼҺӎ/̴ȢǵA˥ҞҙÊŴD˕ͫ˳ 2017 Š 4 Ω˧sÀĩŖӎĹȂ· 0.5%Ʋ͟Ͼ/´·ʏO˕©"ȢϾ 1.5%ζӎ ҋȖ˥ζϿĊƭƳеʡşƕӎƬ 2017 ŠӎΩ˧DžЃ´ PChome ÖŦήR&Ѓú uÄˑĊіço˥Ϋ C2C ŕú ɝЇΩ˧ì 2017 Šťƨ̣Ω˧Öóӎ/ѯŦş½ɯųоО B2B2C ŕ úӎìǜ~Ω˧ÖóƂӎΩ˧еʡƜϭ½ʫ˕Ư˴˝ўοÖÑϸ˥кŨӎã ɰì 2018 Š 3 ȷӎΩ˧ʀĦȈʆ PChome ǜ~Ω˧ 24hЇʽȹӎãƦȔȹ ͓ӎΩ˧{ɩ̏~ζϿƭǪŕӎljp̤ 20ӋˌѠâҳ0 gmт ̫eƘ. . . doi:10.6342/NTU201901158.
(124) β 3-1 ½ʫ͓ ҏÔɗ̧ʷͫɸС ş½. ͎ʵòƞ. ÖÑȏ. ѯŦȏ. ♦ ϹÔ 3C ˕ÑЌĭ. ♦ PChome 24h Їʽ ♦ PChome. ͎ʵəʅ. B2C. ♦ /Ϙ̈́˥ÖÑξɎ´дȡ˥a. ̽ 220. ɎʖĿЁϊ ļ̛. Η0. ♦ іÖÑǠG 24 ľȧϸȹ. pˍЇʽ. ӎǠ¤͑ЗЇʽ˥Ȉˈ ♦ ǠGѯŦş½΅Ѡʍȹ. ♦ PChome PChome. ÖŦή ♦ R&Ѓú. B2B2C & C2C. ♦ /ҭÑʿ˔ńĭ˓ʋ˕ÑN Ўф 2. ̽8Η. b0. ĭ. Ұͣĕ˔Ñʯ ♦ ЭŠǜ~R&ЃúǪ?ΫЇ ʽŕúӎȱǠG 30 ̔
(125) ψ˥ȹӎ Ǡ¤ЇʽJǑƓ ♦ Ċ˔Ñҩ ʯńĭ˕Ñˊ. ғċDžЃ. C2C. ̽ 1.5 b0. ̽ 200 ΗRЃ ĭ. wƲɣÍѓʽ0 ♦ 2017 Šœȸ 1000 ΗRϓzD˕ ͫ ♦ ѼΊÖÑĆӎȸć̚ʿɵÖÑ ìş½ "Ȣ. MOMO ıѕě Ҽ̓ƻ MOMO. Їʽ͑ MOMO ǬċÖó. B2C. ̽ 83. ♦ Äȧ͎ʵҐοЇʽ͑ЗЇʽ. Η0. ijҼиЗòѤїЇ̫ɗ ̽. B2B2C. 1,200 ĭ. ♦ ˕Ȝ
(126) ɗ˥D˕ͫЁȒо Ϋ"³Ϋѣ΅ѣÔ ♦ ǠGҋ í¡ 6 ľȧoϸȹ ♦ ϹÔ 3C ˕ÑЌĭӎÄȧ΅ϑ. Yahoo čǬ Yahoo. ЇʽƊ. B2C. ć˼ÅijҼÑʻÃAƨ̣ΤǺȜ. ̽ 58. Ŧ. Η0. ♦ / Yahoo čǬn¹̤͑оΫĽ Ї. čǬ Yahoo čǬ Ў̀Öó. . B2B2C. ̽. ♦ Ƞȼ˖ Yahoo DžЃLJÖÊŴЃ. 5,000. ĭоҷӎǠGĺɗ¦ӎǠ¤ͱ. ĭ. ĨхӎDş½ƎкƨѬ. . doi:10.6342/NTU201901158.
(127) ş½. ͎ʵòƞ. ÖÑȏ. ѯŦȏ. ͎ʵəʅ ♦ ǠGŦŦɠųӎоҷŮÖ ΫƺȀGϸÖӎćȖоϸìϹÔ ̦͆ʏϾͫӎēЎ̀Öóo˥ŅͿ ɺѠ˿ø̫Ŧĭ ♦ СғċDžϼȠì C2C ŕú ͮ. Yahoo čǬ DžЃ. C2C. ̽ 800. ̽ 1.5. Η. Ηĭ. Ͱӎʯ½ʫ¯͑ЗÑʻ˥ˣЕí ♦ ˖ȗ 2006 Š˥ćўȂϾḙ̑( ˢϾ 3 g+3%ƨ"Ʋ͟Ͼ)ӎлƨ ĨƯ ʟͬĊџʍČ. ̽ C2C. Ãω̽ 2.4 b. Ω˧Їʽ B2B2C. 0. 3,000 ĭ. ♦ ѡļΫʏϾͫӎǜ~̤ųЇ ʽȹ ♦ ˕Ư»λD˕RŘΦӎł¼/ ʟВƎкϸÖÑćgƓ̫ґɿ ♦ Ǡ~ćҟmтϾζȖɏӎÊ ŴĊџϼĭ΅Ѓĭоҷ. ЁȒEʙӐȿ̠̀͋ȍ. . . doi:10.6342/NTU201901158.
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