A case study of business model innovation on E-commerce Start-up in Thailand

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研究生：	Peeraya Ploykaew Peeraya Ploykaew
論文名稱：	A case study of business model innovation on E-commerce Start-up in Thailand A case study of business model innovation on E-commerce Start-up in Thailand
指導教授：	謝劍平 Joseph C.P. Shieh 劉代洋 Day-Yang Liu
口試委員:	鄭仁偉 Jen-Wei Cheng 許馨方 Hsin-Fang Hsu
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2022
畢業學年度：	110
語文別：	英文
論文頁數：	48
外文關鍵詞：	Lean Model Canvas
相關次數：	點閱：230 下載：0
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An E-commerce transaction occurs over the internet between a buyer and seller. Thailand is one of the fastest growing e-commerce markets due to its highly urbanised population and busy lifestyle. As people's lives become busier, both men and women are juggling many roles, including working, socialising, raising a family, etc. It is also the advent of technology that has made people aware of the convenience they have received, as technology has been evolving to make life easier and more convenient. As a result, it encourages problem behaviours or addiction to convenience and emerges a new economy which is called lazy economy. This case study aims to provide a comprehensive analysis of "Shopee Thailand," Thailand's biggest e-commerce platform. With the help of primary interview and secondary data, the fundamental principles of E-commerce startup, business model innovation, market and company overview, and Lean business model framework are provided throughout this paper.

ABSTRACT                                    i
ACKNOWLEDGEMENT                                    ii
TABLE OF CONTENT                                iii
LIST OF FIGURES                                    v
LIST OF TABLE                                     v
Chapter 1: Introduction
1 Research background and motivation                    1
2 Research purpose and objective                    2
Chapter 2: Literature Review
1 E-commerce Start up                            3
2 Business Model Innovation                        3
3 Lean Model Canvas                             3
4 Lazy Economy                            8
Chapter 3: Research Methodology
1 Research Design                            10
2 Data Collection Methods                        11
2.1 Individual In-depth interview                    11
3 Data Analysis                               13
4 Research Limitations                        13
Chapter 4: Industry and Company Analysis
1 E-commerce Industry in Thailand                    14
2 Company Analysis (Shopee Thailand)                    15
2.1 Determining the company’s fundamental details        15
2.2 Examining the company’s product and services        16
2.3 Identifying the company’s risks and problems        17
2.4 Evaluating the company’s financial statement        21
Chapter 5: Case Analysis and Discussion
1 Industry and Company Overview                    23
2 Business strategies                            24
2.1 Problem                            24
2.2 Solution                            25
2.3 Key Metric                        25
2.4 Cost Structure                        25
2.5 Customer segment                        26
2.6 Channel                            29
2.7 Unfair Advantage                      30
2.8 Revenue Stream                        31
2.9 Unique Value Proposition                    31
3 The Future of Shopee                            32
Chapter 6: Conclusion & Recommendation
1 Conclusion                                33
2 Recommendation                            34
REFERENCES                                    36


                                

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全文公開日期 2024/01/25 (校內網路)
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