化粧品零售市場已邁入飽和階段的成熟期，實體通路競爭相當激烈。隨著資訊科技發展，以網際網路為媒介，透過電子商務平台交易的虛擬通路儼然成為維持長期競爭優勢的新契機。然而電子商務普遍應用於各行業，對於化粧品零售之應用尚處於萌芽階段，如何有效透過電子商務商業模式創造商機將是企業獲得成功的關鍵因素。 為了深入探討電子商務應用於化粧品零售業之運作，本研究以在台灣化粧品市場歷時最久、最具規模的化妝品零售商S企業集團為對象，運用學者Osterwalder and Pigneur and Pigneur（2010）所提出之商業模式的九個構面及學者Weill and Vitale（2001）所提出之電子商務商業模式的八個原型作為分析工具，以直接觀察的方式蒐集資料，深入探討個案S企業集團直營網站之電子商務商業模式發展現況並分析其結果，發現S企業集團直營網站之商業模式結合八個原型中的直接與顧客交易模式和中間商模式。 最後根據研究發現提出強化顧客關係及一次性大量消費、簡化網站操作介面、與門市據點最多的便利商店合作配送、販售跨品牌間的產品組合等建議以及對未來能否發展八個原型中的企業整體模式加以探究之見解。預期分析個案所運用的理論架構及對研究發現之相關建議可作為化粧品零售業者發展電子商務商業模式之應用工具及維持競爭優勢的策略參考。;Cosmetics retail market has entered a mature stage, physical channel face fierce competition. With the development of information technology, trading by e-business platform via the internet as a virtual channel bring a new chance to maintain long-term competitive advantage. However, e-business broadly applied to various industries, the application to cosmetic retails is still in embryonic stage, to explore business opportunities through effective e-business model will be critical success factors. To further investigate the e-business operation in cosmetics retail, choosing S company group as a research object which has been long time on the market and with large scale, using Osterwalder and Pigneur (2010) proposed nine basic building blocks of business models with Weill and Vitale (2001) proposed eight atomic e-business models as an analytical tools, collecting data via direct observation, talking through the case S company group online business models then analyzed the results and found that S company group online business model combined with direct-to-customer and intermediary of eight atomic e-business models. Finally, according to the result suggested strengthen customer relationships and one-time mass consumption, simplified user interface, in cooperation with the company which has the most convenience store outlets, different brand product portfolio, and offered an opinion in the possibility of developing whole-of-enterprise of eight atomic e-business models. Expected the theoretical framework used in case study and the suggestions according to the result could be the application to develop e-business model for cosmetics retailer and the reference of strategies to maintain competitive edge.