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研究生：	朱辰駿 Zhu, Chen-Jun
論文名稱：	業餘個人作坊式從業者在移動電子商務環境下的發展策略研究 Research of Development Strategies for Amateur Individual Workshops in the Mobile E-commerce Environment
指導教授：	周君瑞 Chou, Chun-Juei
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 工業設計學系 Department of Industrial Design
論文出版年：	2015
畢業學年度：	103
語文別：	英文
論文頁數：	78
中文關鍵詞：	移動電子商務、私人業餘家庭作坊、商業模式要素、商業理論、商業策略、蛋糕店、英文服務
外文關鍵詞：	mobile e-commerce, private amateur family workshop, elements of the business model, business theory, business strategy, patisserie, English Services
相關次數：	點閱：122 下載：0
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本研究以「流程﹣要素﹣理論﹣策略」之發想方法，建立了一個發想實際商業策略的模式。并運用在移動電子商務環境下的業餘作坊式企業。
本研究可分為五個階段。第一階段通過對相關研究文獻的探討，建立出商業模式中各要素與成功商業理論之間的相互關係。第二階段，經由對店家、初次消費者進項放聲思考，對購物達人進行深度訪談，整理出對於私人業餘蛋糕店的四大要素，即價格、產品、互動、時間四要素。第三階段通過要素﹣理論﹣策略的發想流程，提出針對四個要素中各要素的具體商業策略，并加以實施。第四階段對第三階段進行驗證，證實了第三階段中的策略對於私人業餘蛋糕店是切實可行的。
第五階段，則是沿用第四階段的結論，將四要素以及「流程﹣要素﹣理論﹣策略」之發想方法，運用到私人業餘英文服務中，發現也切實可行。故認為，這種策略發想模式，以及四大要素可普遍適用於移動電子商務環境下的私人業餘從業者，為其創業、從業提供指導。

In this study, the new way of thinking, "Flow - Elements - Theory - Strategy", was used to set up a practical strategy of business models. This way was also used for the amateur workshop business in the mobile e-commerce environment.
This study can be divided into five stages. The first stage was to establish a relationship between the various elements of the business model and successful business theory from the discussion of the relevant research literature. The second stage, through to the store, thinking aloud for the first time consumers proceeds of shopping enthusiast depth interviews, sorted out the four elements of the private amateur bakery that price, product, interaction and time. The third stage, through the “elements - theory – Strategy” flow, proposed various specific business strategies for the four elements, and implemented them. The fourth stage confirmed that the strategies for private amateur bakery were feasible.
The fifth stage, followed the conclusions of the fourth stage, used the four elements and "Flow - Elements - Theory - Strategy" thinking method, and applied to private amateur service in English, which was found also feasible. It was believed that the thinking method for strategies, as well as the four elements could be generally applied to private amateur practitioners in mobile e-commerce environment, to provide guidance for business practitioners.

摘要	i
Summary	ii
Acknowledgement	iii
Table of contents	iv
List of tables	vii
List of figures	viii
Chapter 1 Introduction	1
1-1 Research Background	1
1-2 Research Motivation	2
1-3 Research Target	2
1-4 Research Restriction and Scope	2
1-5 Thesis Structure	3
Chapter 2 Relevant Researches	4
2-1 Relevant Definitions	4
2-1-1 Definition of Business Model	4
2-1-2 Definition of E-commerce	4
2-1-3 Definition of Mobile E-commerce	5
2-1-4 Definition of Practitioner in Amateur Workshop	5
2-1-5 Brief Summary	5
2-2 Feature of Mobile-commerce	6
2-2-1 Advantage of Mobile-commerce	6
2-2-2 Shortcoming of Mobile-commerce	8
2-2-3 Brief Summary	8
2-3 Normal process of Mobile E-commerce Activities in Amateur Workshop	8
2-3-1 Information Release	9
2-3-2 Information Display	9
2-3-3 Information Reception	9
2-3-4 Information Communication	9
2-3-5 Order & Payment	10
2-3-6 Production Delivery	12
2-3-7 Receiving Feedback	12
2-3-8 Conclusion	12
2-4 Elements influencing Mobile-commerce activities	13
2-4-1 Interaction Elements	13
2-4-2 Environmental Elements	14
2-4-3 Product Element	15
2-4-4 Time Element	16
2-4-5 Price Element	17
2-4-6 Information Element	17
2-4-7 Trust Element	17
2-4-8 Brief Summary	18
2-5 Successful Business Strategic Theories	18
2-5-1 User Experience Strategy	18
2-5-2 Localization Strategy	19
2-5-3 Combined Updating strategy	20
2-5-4 Self-expansion Strategy	20
2-5-5 Business Alliance Strategy	20
2-5-6 Strategy of exploring nature of commodity	21
2-5-7 Market Positioning Strategy	21
2-5-8 Meet new requirements of users	22
2-5-9 Strategy of transparent and visible	23
2-5-10 Business value of social relationship	23
2-5-11 Price Fluctuate Strategy	23
2-5-12 Strategy of Future arrangement	24
2-5-13 Brief Summary	24
2-6 Relationship between general processes of Mobile-commerce activities, elements influencing Mobile-commerce activities and successful business strategic theories	24
2-6-1 Relationship between general processes of Mobile-commerce activities and elements influencing Mobile-commerce activities	24
2-6-2 Relationship between successful business strategy theories and elements influencing Mobile-commerce activities	26
2-6-3 Strategic Conception Method of [Process-Element-Theory-Strategy]	28
Chapter 3 Research Method and Process	30
3-1 Research Structure	30
3-2 Research Method and Process	30
3-2-1 Investigation on existing business model and important development elements of amateur family cake house	31
3-2-2 Propose new business strategies for amateur family cake house	31
3-2-3 Check the results	31
3-2-4 Propose new business strategies for amateur private English service	32
Chapter 4 Development Strategy Research on Family Amateur Cake Houses	33
4-1 Development of Investigated Amateur Family Cake House	33
4-1-1 Feature of existing industry state from view of shopkeeper	33
4-1-2 Investigate existing problems from the perspective of shopkeeper	35
4-1-3 Investigate existing problems from the perspective of customer	36
4-2 Introduction Mobile-commerce Model Initially	38
4-2-1Concept of “Micro E-commerce”	38
4-2-2 Let the dealer of cake house try “Micro E-commerce”	38
4-3 Development strategy study on cake house under Mobile-commerce model	39
4-3-1 Invest key elements in situation of similar industry from aspect of “Online Shopping Enthusiast”	39
4-3-2 Strategic trying based on key development elements	41
Chapter 5 Study Verification	51
5-1 Verification of Interaction Elements	51
5-1-1 Autonomy Promotion	51
5-1-2 Participating Activity	52
5-2 Verification about Price Element	53
5-3 Verification of Product Element	55
5-4 Verification of Time Element	56
5-5 Comparison of Four Elements	57
5-6 Usage of Business Strategies	58
Chapter 6 Development Strategic Research of Private Amateur English Service	60
6-1 Investigation of the development situation of existing private amateur English service	60
6-2 Strategic trying based on key element of development	60
6-2-1 Product Element	61
6-2-2 Interactive Elements	64
6-2-3 Price Element	66
6-2-4 Time Element	66
6-3 A summary of private service in English	67
Chapter 7 Conclusion and Suggestions	69
7-1 Conclusion	69
7-2 Suggestions	71
7-3 Future Development Direction of Amateur Workshop Practitioners	72
References	73
Appendix Interview Questions---Interview with the Dealer	76

                                    

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校內：2025-01-01公開
校外：2025-01-01公開

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