數位科技的發展推動了零售產業不斷的變革，變革的過程讓規模經濟的效益愈來愈大，也讓新興業者不斷冒出。從傳統的雜貨店到連鎖店、大型量販店、便利商店、百貨公司等，並從實體通路邁向虛擬通路，虛擬通路的發展又B2C、B2B2C、C2C、B2B等各種不同的經營模式，隨著社群媒體的興盛，新型態的直播購物也如雨後春筍般遍地開花，消費者行為的改變，也為過去僅以產品研發與行銷為主的品牌商，帶來前所未有的挑戰。
　　有挑戰就有商機，零售業價值鍊因為經營模式正在變革重組，有些新興行業因應而生，「電商代運營」便是最典型的例子。過去介於品牌與通路間的中間商角色比較廣為人知的是代理商或是經銷商，但面對通路的變革，傳統代理商或經銷商的能力甚至公司規模已無法滿足大型品牌商的需求。
　　中國的電商發展不僅快速且多元，龐大的經濟體與電商佔整體零售比重大的效益下讓「電商代運營」業者以極快的腳步在市場佔有一席之地。本研究以文獻分析法整理比較中國三大證券公司對中國電商代運營的深入研究，製作電商代運營的商業模式圖，並以個案研究法探討寶尊電商的經營模式，再製作寶尊電商的商業模式四連動要素圖。
　　中國電商蓬勃的發展，快速帶動了「電商代運營」行業的崛起。台灣與東南亞的電商環境或許不同於中國，但依此研究，未來有意研究台灣或東南亞電商發展並重組價值鏈的過程中所會冒出的新興行業，應可以此為基礎描繪其商業模式。

The development of digital technology has promoted continuous changes in the retail industry, and the process of change has already made the scale of economies more effective and has also allowed the continuous emergence of new businesses. From traditional grocery stores to chain, hypermart, convenience stores, department stores, etc., and from physical to virtual channels. The development of virtual channels can be divided into various business models such as B2C, B2B2C, C2C, and B2B. With the popularity of social media, new types of live shopping have sprung up all over the place. The changes in consumer behavior have also brought unprecedented challenges to brand owners who used to focus solely on product development and marketing.
"Where there is challenge, there is business opportunity." The value chain of the retail industry is undergoing transformation and reorganization due to business models, and emerging industries will also arise in response to this. "E-commerce Agency" is one of the typical examples. In the past, the role of the middleman between the brand and the channel was more widely known as an agent or a distributor. However, with the changes in channels, the capabilities of traditional agents or distributors and even the size of the company can no longer meet the needs of large brands.
China's e-commerce development is not only rapid and diversified, but the huge economy and e-commerce accounted for a significant proportion of the overall retail sales, allowing the "E-commerce Agency" industry to quickly gain a foothold in the market.
This research collates and compares the in-depth research on China's e-commerce agency operation by the three major securities in China using a literature analysis method, and then draws the business model diagram of the e-commerce agency. Case analysis method is also adopted to explore the business model of Baozun e-commerce agency, and then introduce the four linkage diagrams of it.
The vigorous development of China's e-commerce has quickly led to the rise of the "e-commerce agency operation" industry. The e-commerce environment in Taiwan and Southeast Asia may be different from that of China, but based on this research, in the future, those interested in researching emerging industries that will emerge from the development and restructuring of the value chain of Taiwan or Southeast Asia e-commerce should be able to describe their business based on this.

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