湯明哲臺灣大學:國際企業學研究所周美華Chou, Mei-HwaMei-HwaChou2010-05-112018-06-292010-05-112018-06-292009U0001-2307200916022900http://ntur.lib.ntu.edu.tw//handle/246246/182797人類數千年的文明由狩獵到農耕，並在十八世紀因工業用蒸汽機的應用而跨入了工業時代。隨之而來的是工業的快速發展及新科技的發明，商業與工業的革新勾勒出兩道糾纏的弧線。產線的形成始於亨利福特追求生產效率的最佳化，自此，日益龐大的組織結構使得經營者意識到經營管理的重要性。十九世紀中葉後期，資訊科技的發明與演進，讓人類文明進入了一個嶄新的商業模式。更由於資訊科技與網際網路的運用，公司開始走向國際分工與組織再造。而，新的產業競爭固然擺脫了傳統的思維模式，公司仍需在價值練上架構出其獨特而具有價值的資產，並同時追求其卓越的競爭優勢。同時，B2B（Business-to-Business）型態的商業結構廣泛地運用了資訊科技與網際網路，進而加速了國際分工與全球化的腳步。 本論文詳盡地剖析了產業環境與其關鍵成功因素，並同時討論到可能的失敗因子，以期對公司何以成功有更深一層的了解。因此，學生將以泰國的B2B公司為研究樣本，其中包含了成功與失敗的案例之風險與財務結構分析。在財務結構分析的研究方法係引用了現金流量評估技術（the estimate of cash flow）。此外，本論文將更進一步地闡述企業成本不僅只是科技的應用，更須考慮到行銷、財務、供應鏈管理與科技管理的結合，並且與產業環境有著密不可分的關係。Table of Contentcknowledgement ii文摘要 iiihesis Abstract ivable of Content vists of Figures viiihapter1 Introduction 1.1 Background and Motivation 1.2 Thesis Structure 2hapter2 Literature Review 4.1 STEP Analysis 4.2 Five-Forces Factors 6.3 Value Chain Analysis 9hapter 3 Alibaba Overview 12.1 Alibaba Introduction 12.2 Vision 13.3 Organization 13.4 Taobao VS eBay China 17.5 Key Chinese market attributes that set up B2B marketplace 18.6 China’s E-Commerce Market 19.7 Alibaba’s Business Model 19.8 Alibaba’s Strategies 20.9 Alibaba’s Value 21.10 Alibaba’s Performance 22.11 Key Investment Consideration 22.12 Resource Channel 23.13 Revenue Model 24.14 Competitors 25.15 Competitive Advantages 27.16 Business-to-Business Model’s Risks and Challenges 28hapter 4 Failure of B2B Business Model 30.1 The Market Size and Categorization 30.2 Law and regulation 32.3 Dell’s B2B marketplace 33.4 Reasons of Failure 33hapter 5 Thailand Market and Industry Analysis 36.1 Thailand Introduction 36.2 Entering of B2B Business Model to Thailand Market 37.3 Macro Analysis 38.3.1 STEP Analysis 38hapter 6 Competitive Evaluation 43.1 Leading Auction Sites 43.1.1 Amazon 43.1.2 eBay 44.1.3 Yahoo 46.1.4 Google VS eBay 47.1.5 Result of Threat 49.2 Competitive Analysis 50.2.1 Five-Forces Model 50.3 Competitors 54.3.1 Direct competitors 54.3.2 Local competitors 54.3.3 Foreign competitors 54.3.4 Indirect competitors 55.4 Analysis 55.5 Industry Trend and Growth 56.6 Value Chain Analysis 58.6.1 Primary activities 58.6.2 Supporting Activities 65hapter 7 Payment System of Thailand 68.1 Payment system in Thailand 68.1.1 Counter Service 68.1.2 Credit Card 70.1.3 PayPal 71.1.4 PaySbuy 73.1.5 Overall Payment System 75.2 Service Fee or Transaction-Based Model 76hapter 8 Thailand’s Risk Analysis 78.1 Risk Analysis 78.2 Critical success factors 79hapter 9 Conclusion 83.1 Plan Evaluation and Suggestion 83ibliography 86ists of Figuresigure 2-1:Entry Decision 4igure 2-2:Five-Forces Model 6igure 2-3:Value Chain Model 10igure 3-1:Organization Chart 14igure 3-2:Operating Function Overseas 15igure 3-3:Registered Users, Storefront, and Paying Member Comparison 16igure 3-4:Financial Key Change 16igure 3-5:Ecosystem 17igure 3-6:Value 21igure 4-1:B2B Categorization 31igure 6-1:Weighted Scores of Critical Success Factors 46igure 6-2:Customers of eBay by Categorization 48igure 6-3:Customers of Google by Categorization 48igure 6-4:Predicted Supply and Demand of Online Advertisement in 2010 49igure 7-1:Flow of Purchasing Products through Counter Service System 69igure 7-2:Flow of Purchasing Products through Credit Card System 70igure 7-3:Flow of Purchasing Products through PayPal System 72igure 7-4:Flow of Purchasing Products through PaySbuy Service System 73ists of Tablesable 5-1:Transaction Value of E-Commerce in Thailand 39able 5-2:Transaction Value of E-Commerce Categorized in Business Types 39able 6-1:E-Commerce Entrepreneurs Categorized in Types 52able 6-2:Entrepreneurs Registered E-Commerce Categorized in Types 53able 6-3:Types of Registered Websites 53able 6-4:Product Types Sold through Online Stores 57able 7-1:Calculation of Counter Service Fee 70able 7-2:Calculation of Credit Card Fee 71able 7-3:Calculation of PayPal Fee 73able 7-4:Calculation of PaySbuy Fee 74application/pdf1130908 bytesapplication/pdfen-US企業對企業經營模式供應鏈整合電市集市場阿里巴巴泰國市集市場資訊搜尋工具。B2B Business ModelSupply Chain IntegrationElectronic MarketplaceAlibabaThailand’s Electronic MarketplaceInformation Search Toolthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182797/1/ntu-98-R97724072-1.pdf