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| Title: | 以用戶旅程角度分析垂直型電商如何提升平台黏性-以Etsy為例
Analyzing how vertical e-commerce platforms can enhance platform stickiness from a user journey perspective - A case study of Etsy |
| Authors: | 蔡岡甫
Tsai, Gang-Fu |
| Contributors: | 邱奕嘉
Chiu,Yi-Chia
蔡岡甫
Tsai,Gang-Fu |
| Keywords: | 垂直型電商平台
平台策略
平台黏著度
Vertical e-commerce
Platform Strategy
Platform Stickiness |
| Date: | 2023 |
| Issue Date: | 2023-09-01 14:59:34 (UTC+8) |
| Abstract: | 電商平台如：Amazon、eBay、淘寶等水平型電商，雖然平台提供之商品種類眾多，但是對於特定需求之民眾，仍然無法滿足其線上購物之需求，因此，某些垂直型電商平台便抓住特定利基市場，作為市場進入點，並且透過消費模式差異、平台機制、服務差異化等因素，培養出許多高黏著度的忠誠用戶。
本研究使用個案研究法針對Etsy美國手工藝電商平台進行研究。希望透過個案研究方式探討垂直型電商平台如何發展平台策略與平台機制，試圖了解平台從創立到現在，如何透過目標市場選擇、平台機制、併購、國際化等方式，拓展平台事業版圖，同時留住既有用戶，並且抵抗其他大型電商平台的攻擊。
本研究希望透過此個案分析提供其他發展中的電商平台業者在發展平台策略之建議，使平台企業了解在不同的目標市場需針對其特殊交易模式，發展客製化的平台策略，提升用平台用戶對於平台之黏性。
E-commerce platforms such as Amazon, eBay, Taobao, and other horizontal e-commerce platforms, although the platforms provide a wide variety of commodities, still cannot meet the needs of people with specific needs for online shopping. Therefore, vertical e-commerce platforms seize specific niche markets and are used as market entry points, and through factors such as differences in consumption patterns, platform mechanisms, and service differentiation, many loyal users with high stickiness have been cultivated.
This study uses the case study method to study Etsy which American handicraft e-commerce platform. I hope to discuss how vertical e-commerce platforms develop platform strategies and mechanisms through case studies and try to understand how platforms continue expanding their business territory through target market selection, platform mechanisms, mergers and acquisitions, and internationalization from their inception. Retain existing users and resist attacks from other large e-commerce platforms.
This study hopes to provide suggestions for other developing e-commerce platform operators to develop platform strategies through this case analysis so that platform companies can understand that in different target markets, they need to develop customized platform strategies for their special transaction models and improve the mechanism of platforms and user stickiness. |
| Reference: | 1、 學位論文
王皓宇（2021）。遊戲產業訂閱模式之個案分析。國立政治大學，台北市。
何奕均（2019）。平台企業成長策略之研究。國立政治大學，台北市。
林葳（2015）。平台企業價值創造與客戶黏著應探討。國立政治大學，台北市。
張語珊（2016）。垂直性社群平台的價值獲取策略探討。國立政治大學，台北市。
鄭伊晴（2018）。台灣行動支付平台的用戶增長策略。國立政治大學，台北市。
Burnham,T. A., Frels, J. K., & Mahajam, V(2003). Consumer switching cost: a typology, antedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
Canzer, B.(2006). E-business: Strategic Thinking and Practice. Houghton Mifflin Company, Boston – New York
Eisenmann, T., Parker, G., & Van Alsyyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92.
Eisenmann, T., Parker, G., & Van Alsyyne, M.(2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285.
Ender, Hungenberg, Denker, Mauch (2008), The Long Tail of Social Networking: Revenue Models of Social Networking Sites. European Management Joural, 26, 199-211
Holland, .J., Baker, S.M. (2001), “Customer Participation in Creating Site Brand Loyalty”, Journal of Interactive Marketing,15(4),page 34-45
Judy Chuan-Chuan Lin (2007), “Online stickiness: its antecedents and effect on purchasing intention “,page 507-516.
Katz,M.,& Shapiro, C.(1986), “Technology Adoption in the Presence of Network Externalities”, Journal of Political Economy, 94,page 822-841
Laudon, K. C., & Traver, C. G. (2007). E-Commerce: Business, Technology, Society. Person Prentice Hall, New Jersey
Yin, R.K., (1994), Case Study Research: Design and Methods, Newbury Park, CA: Sage Publications.
2、 書籍資料
Jonathan A. Knee（2022）。平台假象。台北市：天下。
邱志聖（2010）。策略行銷分析：架構與實務應用（三版）。台北市：智勝文化。
陳威如、余卓軒（2013）。平台革命。台北市：商周。
3、 網頁資料
Beddoe-Stephens, P.（1999）, “Yahoo:Gettin Sticky with It”, From
https://www.wired.com/1999/03/yahoo-gettin-sticky-with-it/
Lena Einschütz, （2023）, “ What is Amazon Homemade and how can you make it profitable?”,From
https://www.bidx.io/blog/amazon-handmade
Litcommerce （2023）, Amazon Handmade vs Etsy （2023 Update）: The Ultimate Option for You？, From
https://litcommerce.com/blog/amazon-handmade-vs-etsy/#h-1-user-base-market-share
Shopify（2022）, Amazon Handmade vs Etsy: Seller Pros and Cons （2023）, From
https://www.shopify.com/blog/amazon-handmade-vs-etsy
侯乃云（2021）。靠「祖母的地下室收藏」年賺17億美元！美國電商Etsy如何用小眾路線突圍。數位時代。
https://www.bnext.com.tw/article/65178/etsy-antique-niche-market
葉展盛（2019）。Etsy將以2.75億美元收購樂器交易平台Reverb。
https://kknews.cc/zh-tw/finance/4jmb9e3.html
Amazon 官方網站
https://www.amazon.com/Handmade/b?ie=UTF8&node=11260432011
Etsy官方網站
https://www.etsy.com
Etsy 年報
https://investors.etsy.com/financials/annual-reports-and-proxy/default.aspx
Reverb 官方網站
https://reverb.com |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363085 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363085 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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