論文摘要
現在人們的生活與資訊的關係越來越密切，食衣住行皆可透過網路完成其中部份流程，而企業運用網路資源，除了可以加速作業時效與資料處理的能力，對提昇企業之競爭力，亦有相當大之助益，多數之企業不但建構本身之企業網站，作為宣傳其企業相關訊息之媒介，也利用網站與供應商或消費者進行電子商務的活動，這點可以從政府單位近年來所發佈數據中得到印證。

本研究之目的是希望暸解現今台灣購物中心，在網路購物之經營狀況，分析其導入緩慢之原因，為何在網路購物日趨頻繁且交易金額年年大幅成長之同時，處於對流行資訊敏感度頗高的購物中心，反而對網路購物之研究與投入尚未積極參與，尤其以台北市來說，百貨公司與購物中心之密度已居全球之冠，並且已有供過於求的現象，可見其競爭之激烈，同時實體經營需要投資龐大的資金，倘若網路購物能為企業帶來額外利潤，開創另一個經營通路，為何現況發展並不如預期，且綜觀目前之購物中心，超過一半的比例只在企業網站上介紹企業概況、活動訊息、專櫃簡介、人才招募、廠商對帳等內容，若能瞭解其中緣故，或許能在早已飽和的實體市場中，找出另一個商業經營模式，並且將本身的優勢運用在網路購物上，同時分析虛擬通路與實體賣場之結合經營關係，期望將研究成果回饋於企業中，思索在未來發展企業網路購物之參考。

由於現今購物中心經營網路購物之實例不多，且經營成效亦不儘理想，無法以目前購物中心之案例作此次研究之對象，故此次研究個案是以流通業中已有經營網路購物之企業為研究對象，利用個案訪研究方式，包含企業實際訪談、電話與電子郵件等溝通形式，進行資料蒐集與分析，希望能從其規劃、導入與實際經營過程中，瞭解其在虛實整合、企業組織、商品規劃等方面之狀況，結合相關理論，最後提出筆者之看法。

Abstract
In the last decades, the entire world has entered the new era of “Information Age”. On this fast-moving information highway, people’s modes of living and consuming behavior are swiftly altered and computerized. This new approach of life drives entrepreneurs and business leaders to thrive fortune from traditional trade market to electronic trade market. It is because the huge data base on internet can not only help them to save promotion expenses, but also can it speed up deal process with dealers and consumers. Relevant statistic report by government can prove that such electronic trade activities have been significantly increased.

However, abnormal inactivity of the abovementioned are observed in Taiwan market. The main purpose of this report is to investigate the reason why the prosperous electronic trade business of shopping mall in Taiwan become slow down, especially Taipei. To remain competitive capability among the over supply market, reduction of fix assets and hardware expenditure is the first concern, and then sourcing other incomes, such as on-line shopping, become the next. But according to the current situation of Taiwan on-line market development, it is definitely out of many businessmen’s expectation. Overall speaking, over 50% shopping mall’s web-site only carry superficial information, like PR activity schedule, list of consumer outlets and contacts as well as financial personnel and administration stuff of corporation introduction. If these corporation can boldly take one step forward to find the new way out from this declining tradition hardware trade market through putting much more resources and adjusting sales mode on on-line business, no wonder that they will gain unexpected rewards and become the pioneer amongst competitors. So, the analysis below is to reveal the power of the electronic business and how it works, and of course, the ultimate goal is how to make profit from it.

Due to the lack of actual and successful cases in Taiwan market, it’s hard to figure out thoroughly what has been currently happening to this glued situation by real case study. However, the interviews with on-line entrepreneurs, collecting data from phone survey and e-mails can also serve the purpose of this report and through this report, the frame, skeleton, and logistic of the whole on-line business mechanism will all lay bare to and show those aggressive business groups which want to refine and re-marketing their products in this new age.

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