管理學院: 商學研究所指導教授: 黃俊堯鞏天蕙Kung, Tian-HuiTian-HuiKung2017-03-032018-06-292017-03-032018-06-292015http://ntur.lib.ntu.edu.tw//handle/246246/274493虛實整合「O2O」模式，這個在中國爆紅、影響擴及網路與實體店家的專有名詞，近年來在台灣市場頻繁出現。各大商家紛紛將其視為下一座金礦，競相加 速跨足 O2O 模式的應用，O2O 已成為電子商務後，網路產業上重要的里程碑。 本研究使用質性研究-文獻分析法(Document Analysis)，藉由大量的兩岸 O2O 案例與相關文獻，進行對照與比較。中國在 O2O 模式的發展快速且早於台灣，故 此研究以比較兩岸目前在 O2O 模式上的發展差異與導致差異之原因，以提供台灣 線上電商、線下實體店家在 O2O 模式上的發展建議，並定義 O2O 與傳統電子商務 之區別，供學術界參考。 根據本研究結果，兩岸在 O2O 發展的差異處如下 1. 領導 O2O 發展方向之主要業者：中國為本地互聯網巨頭；台灣為國外業者 2. 帄台整合完整度：中國帄台整合完整度高；台灣帄台整合完整度低 3. 行銷面：中國發展至 Online to Offline 與 Offline to Online 並行階段；台灣仍處 於初期的 Online to Offline 模式 4. 支付面：中國 O2O 支付工具由線上電商帄台創立延伸至線下，消費者普遍使 用之；台灣在線上支付依賴信用卡與網路銀行轉帳，尚未出現普及化的 O2O 支付工具 5. 物流面：中國物流 O2O 合作模式多元；台灣相關應用案例少 而導致兩岸 O2O 發展差異之原因包括市場開放態度、市場規模、消費習慣、線下交易便利性、現實世界契約精神、法規限制等。 最後本研究在考量兩岸實質差異處與市場因素後，給予台灣業者未來在 O2O 領域的發展建議為： 1. 在行動網路普及化高與 4G 高速行動網路時代的到來，應加強布局線下(Offline) 行動端應用 2. 中小型本土業者應善用業務專精化的優勢，透過平台間的合作加強整體服務完整度The concept of O2O (Online to Offline) is a new business model that is making a splash in China, and its impact has spread to all proper nouns within online and offline stores which have been occurred quite often in Taiwan lately. Major brands see it as the next gold mine and are actively applied to it one after another. O2O has become a significant milestone in the internet industry following E-commerce. This paper aims to conduct a comparison as well as contraction of application of O2O model across the strait using document analysis of qualitative research based on related cases and documents. As compared to Taiwan, China not only has entered the O2O segment earlier, its development is rapid. Therefore, the purpose of this paper is to explore differences in the O2O development between China and Taiwan and causes plus reasons for such differences, offer suggestions accordingly for Taiwan’s online vendors and offline stores, and define the difference between O2O and traditional E-commerce for academic purpose. According to this paper’s findings, differences in the development of O2O between China and Taiwan are as follows: 1. Major participants leading the direction of O2O development: In China, local Internet giants; In Taiwan, foreign brands. 2. Platform integration completion: High complete rates in China; Low completion rates in Taiwan. 3. Marketing: Developments of Online to Offline and Offline to Online in China are in parallel; Taiwan is still in the initial stage of Online to Offline. 4. Payment: In China, O2O payment tool is provided by E-commerce platforms and is extended to users in general; In Taiwan, E-commerce depends on credit card payment and transferring through Internet banks. O2O payment method is not yet popularized. 5. Logistics: In China, the cooperative modes of O2O logistics are diverse; In Taiwan, not many related applications can be found. Causes for differences in the development of O2O across Strait include market openness, market scale, consumption habits, the convenience of offline transaction, contract spirit in the real world, and regulations and laws, etc. By summing up actual differences and market factors between Taiwan and China, suggestions this paper presents for Taiwan’s enterprises regarding the O2O development in the future are as follows: 1. Upon arrival of the mobile network and 4G high speed mobile Internet service, should strengthen the layout of Offline application. 2. Small and medium-sized local enterprises should make good use of specialized business benefits and seek more platform cooperation to improve overall service.論文使用權限: 不同意授權虛實整合電子商務行銷支付物流O2OE-commerceMarketingPaymentLogisticsthesis