| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 99 === This study focused on how the TV shopping industry with innovative value of the strategy and improve operating efficiency and expand its business model and development trends. In this research, MOMO Fubon shopping study, the actual operation of the virtual shopping platform to explore business strategy MOMO Fubon shopping and TV shopping platform, trying to summarize a complete business model in order to benefit the future development of related fields reference.
This research uses qualitative research methods and case study method, case study, after shopping for the MOMO Fubon mover advantage of the more successful sites, data collection methods for the site information and related reports. Respectively, from the viewpoint of public understanding of innovation and business strategy MOMO Fubon shopping, and with secondary data collection, analysis of evidence, the case research the company's core strengths summarized as follows: (1) with product innovation and development capabilities: the establishment of multiple professional brand, expanding TV shopping market territory, (2) has a close core of the value chain partners: Unified Communications alliance capability integration of resources, reduce costs, (3) into IMTV system: by computer so that buyers can be more convenient to reach interactive TV features, (4) the establishment of trading platform and business flow, money flow, logistics, information flow brings together the four major operating system platform for the establishment of sharing.
According to research results, MOMO TV shopping channel and the original Fubon Fubon Le Tour MOMO Net shopping platform, in addition to providing a virtual channel, but also to consider the physical channel business development, strategic alliances or through mergers and acquisitions to achieve scale integration of resources ; To provide consumers with more types of purchase, to enhance competitiveness and expand market share.
In this study, done only for the TV shopping network business model of innovation analysis, summarized the virtual business platform created by the value of industry and innovation opportunities, hope this study can provide practical and academic reference. Additionally, this study because of time constraints, yet can do a comparative analysis of other similar platforms, suggested that future researchers may consider including other virtual operating platform, service platform of the virtual industry more complete.
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