企業建立專屬線上競標B2B交易平台之研究-----以國內某汽車廠為例

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姓名

周立全(Li-Chuan Chou) 查詢紙本館藏

畢業系所

高階主管企管碩士班

論文名稱

企業建立專屬線上競標B2B交易平台之研究-----以國內某汽車廠為例

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摘要(中)

本研究藉由個案公司建立專屬線上競標B2B交易平台個案之探討，以分析歸納出企業自建競標平台之決策因素，並透過個案尋求採購標的物於線上競標的影響因子；並以個案發展結果實證汽車業與第三者成立之線上競標平台合作之可能性。本研究先以交易成本理論、相對談判力理論及相關電子交易市集之文獻探討出發，獲得以下之假設性推論：
1.線上競標可消除採購過程之不效率，降低交易成本；但是否交付與第三者成立之交易平台代為執行，則須視轉換成本大小而定。
2.線上競標之標的物受產業發展程度限制，客製化程度低者愈適合線上競標模式。
3.上述兩項推論將影響產業與第三者成立之電子交易市集的合作意願，並成為合作與否的前提。
再由收集汽車產業相關資訊與第三者成立之電子交易市集之資訊，進行個案公司訪談，將訪談過程整理與次級資料結合後，歸納分析研究發現，最後將歸納結果作成結論如下：
1.電子化採購在個案公司實際建構系統的背景與過程中，決策的關鍵因素實為「交易成本」之節省，尤其是在事前搜尋成本與協談成本上具有關鍵的影響度。
2.不論個案公司採行線上競標系統或線上詢議價系統，均尚停留於Morgan Stanley Dean Witter 指出的「立即性採購」(Spot buys)為主。
3.僅有少部分「重複性採購」(Repeat buys)的採購標的物會使用到線上競標或詢議價系統，如個案中的冷媒、個人電腦。
4.「合約式採購」 (Program buys) 因屬策略性採購，具有共同研發、專屬性等限制，僅適合以資訊交換、傳遞在共同平台上運作。
5.線上競標隨使用次數及時間，將產生效用遞減的現象，對於台灣長期致力於追求成本競爭力的汽車業者而言，委託第三者成立的電子交易市集執行採購作業的合作模式，決策影響前提為投資報酬率之高低。
6.B2B線上競標交易平台只能解決汽車業者局部的採購作業需求。

摘要(英)

This research is based on the on-line B2B e-bidding of the case company to figure out the strategy factors for setting up the e-bidding platform. Through the case company, dig up the effect factors for purchasing objects. Based on the research result to prove the possibility of the Automobile Industry to set up the on-line e-bidding platform with the third and outside companies. From the research papers of Transaction-Cost Theorem, Bargaining Power Theorem and related E-Marketplaces, the initial assumptions had been achieved as follows:
1. From the e-bidding, we could improve the efficiency of purchasing process and reduce the transaction cost, to co-operative with the third party or not will be based on the total amount of transformation cost of purchasing.
2. The development level of industry bound the purchasing objects of e-bidding; the lower level of customized product is better for e-bidding mode.
3. The above two assumptions will effect the co-operation intention between the Industry and the third party and also dressed as the initial consideration point for co-operation.
From the related information of Automobile Industry and the marketplace of third party, we initiate the interviews with the case company. The results of the interviews will lead the following conclusions,
1. The purchasing cost deduction, especially the search & information costs and bargaining & decision costs, is the major consideration background and process for the case company to set up the e-bidding system.
2. No matter the case company uses the on-line e-bidding system or price negotiating system for purchasing, the major objects for this system is still at the Spot Buy process by which pointed out Morgan Stanley Dean Witter.
3. Only few purchasing object will use the e-bidding system for Repeat Buys, such as the purchasing of Refrigerant, PCs of case company.
4. Program buys are a kind of strategy purchasing, the kind of purchasing will be bound by the join-development and specified cases, the e-bidding platform will only be used for the information exchange and delivery.
5. The efficiency of the e-bidding system will be reduced by the times of usage. The always seeking for the efficiency of Taiwan Automobile Industry, the return of investment for e-bidding system is the first priority for this Industry to intend to entrust the purchasing activities to the third party on his platform.
6. B2B e-bidding platform is only a partial solution for the total purchasing activities.

關鍵字(中)

★ 電子市集

關鍵字(英)

★ Reverse Auction

論文目次

第一章緒論.............................................................................................................1
第一節研究背景與動機.............................................................................................1
第二節研究目的與問題.............................................................................................3
一、研究目的........................................................................................................................3
二、研究問題........................................................................................................................3
第三節章節結構.........................................................................................................3
第二章文獻探討.................................................................................................6
第一節交易成本理論.................................................................................................6
一、交易成本理論之基本假設............................................................................................6
二、交易成本之內涵............................................................................................................8
三、電子交易市集對交易成本之影響................................................................................9
四、小結..............................................................................................................................13
第二節產業競爭策略與相對談判力.....................................................................14
一、產業競爭策略..............................................................................................................14
二、相對談判力..................................................................................................................18
三、小結..............................................................................................................................18
第三節電子交易市集的定義與分類...................................................................19
一、電子交易市集的定義..................................................................................................19
二、電子交易市集的分類..................................................................................................20
三、小結..............................................................................................................................24
第三章研究架構與方法.............................................................................26
第一節研究架構.........................................................................................................26
第二節研究方法.........................................................................................................26
第三節假設性推論....................................................................................................29
第四節研究限制.........................................................................................................29
第四章產業與個案公司資料分析.....................................................30
第一節台灣汽車產業近況......................................................................................31
一、台灣地區車輛產值狀況...................................….......................................................31
二、汽車業概況..................................................................................................................33
第二節個案公司簡介...............................................................................................37
一、主要產品與生產力......................................................................................................37
二、銷售量與營業額..........................................................................................................39
三、國內車廠與國外合作關係..........................................................................................40
四、上游供應商狀況..........................................................................................................41
第三節個案公司與B2B交易平台提供者接觸經驗........................................43
一、個案公司近年來的成本降低成效介紹......................................................................43
二、與線上競標平台供應商接觸經驗..............................................................................46
第四節自建B2B線上競標平台之決策重點......................................................52
一、首席電子商務公司的電子採購平台實績..................................................................53
二、個案公司電子採購解決方案之形成..........................................................................58
第五節本章小結.........................................................................................................64
第五章建置線上競標架構與執行狀況.........................................66
第一節系統的架構與功能......................................................................................66
一、系統架構......................................................................................................................66
二、系統功能......................................................................................................................68
第二節體系供應商連線模式.................................................................................71
第三節線上競標流程與執行狀況........................................................................73
一、SCM平台上的詢議價與競標流程架構.....................................................................73
二、競標過程設計..............................................................................................................75
三、個案公司線上競標執行狀況......................................................................................77
第四節本章小結.........................................................................................................79
第六章結論與建議.........................................................................................80
第一節結論..................................................................................................................80
一、研究發現.....................................................................................................................80
二、研究討論.....................................................................................................................81
第二節建議..................................................................................................................82
一、對汽車產業的建議......................................................................................................82
二、對後續研究者之建議..................................................................................................82
參考文獻....................................................................................................................84

參考文獻

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指導教授

林子銘(Tzu-Ming Lin)

審核日期

2004-7-15

推文