| Summary: | 碩士 === 國立中央大學 === 企業管理學系在職專班 === 102 === 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.
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