有鑒於網際網路的蓬勃發展以及上網人口的不斷增加，人們的生活出現許多革命性的影響，尤其是網路頻寬的擴增與速度的提昇，使得網際網路在人們日常生活中的應用更加多元化。面對這樣的風潮，企業逐漸將網際網路做為從事交易或行銷等商業行為的工具與媒介，促成電子商務成為下一波企業競爭的主要關鍵。電子商務最重要的應用模式莫過於線上購物，因應此種模式的發展，所有網路購物平台皆須去尋找出最適合平台經營的營運模式及獲利因素。 本研究係以國營事業做為個案研究對象，探討個案公司爲面臨民間遞送業者競爭壓力而致鉅額虧損的經營困境，應如何整合多元商務服務發展，以其金流、物流以及實體通路的優勢，建構網路購物市場競爭策略。 本研究透過深度訪談及次級資料蒐集，並以波特五力分析模型及SWOT法做為分析個案公司在網路購物商城面臨競爭情況的理論架構，並提出經營策略的建議，以做為個案公司營運規劃的參考。 There are many revolutionary impacts on our life due to the vigorous development of Internet and constantly increasing quantities of network users, especially the network bandwidth expansion with higher throughput makes our daily life more multiplex with the Internet. Upon to this trend, enterprise starts to use Internet as a tool and media of business behavior such as making deals or doing marketing gradually; which makes the E-commerce as the key point for enterprise competition on next generation. The most important application model of e-commerce is online shopping, it is required to seek the most appropriate business model and the profit factor in respond to the development for all of the Internet shopping platforms. The research takes the state-operated business as the case object to discuss the loss of huge capital for enterprise in operation when facing competition from local delivery companies. The research shows how to integrate with multiplex business service development with strength on cash flow, logistics, and retail channel to construct competition strategy on Internet shopping market. This research is collected through in-depth interviews plus secondary resources and is analyzed through Porter 5 force analysis model and SWOT analysis to show enterprise the competition situation theory construction in the Internet shopping center. It also proposed suggestion on the management strategy as operating reference for individual enterprise.
