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題名：導入網際探勘技術以支援電子商務經營-競爭策略與效益分析
作者：黃照貴 引用關係
作者(外文)：Chao-Kuei Huang
校院名稱：國立成功大學
系所名稱：企業管理學系
指導教授：張海青
學位類別：博士
出版日期：2001
主題關鍵詞：網際探勘；電子商務；經營模式；Web Mining；Electronic Commerce；Business Model
原始連結：連回原系統網址new window
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網際網路與資料探勘技術的結合，促使許多企業思索並創新許多提高顧客價值的方式。但是企業應該要如何運用新技術方能使獲利最大化？首先應從增進組織活動的效率著手，其次再從電子商務與資料探勘技術結合後，組織所需要進行調整的策略方向開始運作。轉型之後的商業模式需具備提高顧客價值或是增進公司獲利的原則。近年來，資訊躍升為商業的關鍵武器已是不爭的事實。能夠成功收集、分析、瞭解並進一步以資訊為決策基礎的企業也多擠身於成功的電子商務業者的行列中。其實就現實市場的動態環境而言，顧客資訊與知識的重要性是不容忽視。特別在電子商務市場，積極、快速、具有彈性、並專注於核心能力的企業，更應該要能掌握顧客關係並能有效的經營及運用，方是致勝之道。因此，如何轉換網站所匯集的資訊並有效運用是電子商務業者當務之急。
首先本研究進行電子商務領域的相關探討，彙整全球的電子商務經營趨勢、電子商務的經營模式、網站消費者的行為分析、電子商務經營的障礙及成功關鍵因素等。其次針對資料庫行銷、資料探勘及網際探勘與企業競爭力的相關文獻進行探討，並進一步分析如何導入新的資訊技術-資料探勘及資料倉儲，並將之運用在網站事業中，故稱之為網際探勘及網站倉儲。運用該技術導出「網站智慧模式」，以充分支援電子商務的的競爭要項。
透過問卷調查瞭解國內電子商務經營業者的經營模式、公司特性、對於電子商務競爭策略目前及未來5年的認知程度，導入網際探勘及網站倉儲的現況以及對於導入新技術所預期的效益及未來可能的效益。研究結果共歸納成以下11個命題：（1）「企業對企業」經營模式競爭要項在於企業經營模式與組織溝通反應能力。（2）「企業對企業」經營模式未來競爭重心逐漸轉移至組織溝通反應能力與資訊科技與顧客關係管理。（3）「企業對個人」經營模式競爭要項在於企業經營模式與組織溝通反應能力資訊科技與顧客關係管理。（4）「企業對個人」經營模式未來經營重心逐漸轉移至組織溝通反應能力與產品競爭優勢。（5）電子商務經營競爭策略擬定需配合企業特徵因子，包括行業別、公司歷史長短、公司規模、所有權、經營業務以及營業區域等。（6）不同電子商務經營模式在競爭策略擬定上需配合經營模式的競爭特性彈性調整。（7）電子商務經營業者導入網際探勘技術需配合企業特徵屬性，包括經營類型、經營模式、進入模式以及業務範圍等。（8）電子商務經營業者對於導入網際探勘之認知效益受到企業特徵因子之影響，包括經營類型、行業別、公司歷史長短、公司規模、所有權、經營業務、營業區域以及網站內容等。（9）「企業對企業」電子商務經營業者對於導入網際探勘之認知效益，依序為顧客關係管理、支援行銷作業與行銷規劃等功能。（10）「企業對個人」電子商務經營業者對於導入網際探勘之認知效益，依序為顧客關係管理、支援行銷規劃及支援行銷作業等功能。（11）電子商務經營業者在資訊科技與競爭策略的配合程度並不十分顯著。電子商務的熱潮至今，確實獲利的業者尚屬少數，其中也有不少業者一再挹注資金，希冀未來可以獲利。但是能夠獲利的商業模式之關鍵就在提供顧客價值的模式。文末針對實務界提出從組織面、管理面、顧客面與技術面四個角度思考電子商務競爭優勢。
Data mining in the Internet age has created a number of interesting and innovative opportunities to provide customer value. How can firms leverage new technologies to maximize benefits? One method is by increasing efficiency in established business practices. E-commerce combined with data mining can revolutionize traditional business strategies. This transformation has resulted in new business models that have provided greater customer values or increased company profits. Last few years have seen a growing recognition that information is a key business-enabling tool. Those who can successfully gather, analyze, understand, and act on the appropriate information will be the winners in the new Information Age. The current market has shown that, for any company, manipulating information is the key to business survival. One lesson learned from the World Wide Web competition is that survivors must be agile, efficient, flexible, focused on their core competencies, and masters of the data relationship.
Literature review is organized into two parts: Chapter 2 begins with an exploration on the origin and evolution of e-commerce business models, Internet user characteristics and behaviors, entry barriers, and critical success factors. Chapter 3 introduces database marketing, data mining, and web mining. Database marketing utilizes relational databases to store tables that can be mined for information on clients to target promotional campaigns. With the rise of the Internet, power has shifted away from firms to individuals, but fortunately, companies are using new technologies to discover and meet the needs of these savvy and demanding customers. One important application area of e-commerce and data mining technology is customer relationship management.
A report on the results of a study, which investigated e-commerce business models, success factors, web mining adoption, and perceived benefits of web mining technology. According to the investigation findings, the eleven propositions are proposed as following: 1) The B2B firms build profitable and defensible business models, enhance organization communication and quick response to gain competitive advantage, 2) The competitive edge of B2B hubs is to create value by two fundamentally mechanisms known as information technology and customer relationship management in the next five years, 3)To build strength, businesses engaged in B2C with profitable business models, opening communication channel in organization and quick response to customer, and creating higher value for them by IT, 4) Similarly, B2C firms should focused on organizations communication and response, and leverage products knowledge to gain strength in the next five years, 5) Organizational factors which include industry-specific factors, history, scale, ownership, business domain, and geographic area of companies affect E-commerce firms competitive strategies planning, 6) The adopted E-commerce business model affect competitive strategies planning, 7) Organizational factors which include E-commerce type, business model, entry mode, and geographic area of companies affect E-commerce firms web mining adoption, 8) 9)The B2C firms rank perceived benefits of web mining adoption are customer relationship management, supporting marketing mix and planning activities, 10) Contrary to B2C firms, B2B firms rank perceived benefits of web mining adoption are customer relationship management, supporting marketing planning and mix activities, 11) The significance of E-commerce firms’ IT and competitive strategy fitness is not obvious.
The number of e-commerce firm is growing rapidly but few are profitable. Some are continuing to invest a huge sum of money expecting future profits. In fact, cutting-edge business models can generate revenue while delivering customer values. Like a library, the Internet is a tremendous source of information, which can serve as an abundant pool for online data collection. Potential profits can be realized when firms utilize Internet resources and learn to practice data mining techniques. Companies will gain a lot after they integrate website flow and customer click streams all in one solution. By leveraging on customer knowledge, e-commerce firms can sustain their competitive advantages in the new information era. Finally, four recommendations from organizational, managerial, customer, and technological perspectives are proposed for the practitioner.
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參考網站
1. http://www.amazon.comnew window
2. http://www.bizrate.com
3. http://www.dell.com
4. http://www.eBnews.com/
5. http://www.ectime.com.tw
6. http://www.e-oscar.com.tw
7. http://www.forrester.com/
8. http://www.geocities.com/streamlined2000/
9. http://www.idc.com
10. http://www.keenavision.com
http://www.parade.com
 
 
 
 
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