A CASE STUDY OF THE ROLE OF LOGISTIC LEVERAGE IN E-COMMERCE MARKETING STRATEGY AT HI-LIFE CONVENIENCE STORE

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研究生：	傅芳慧 YULIANA - VINA HUMIRA
論文名稱：	A CASE STUDY OF THE ROLE OF LOGISTIC LEVERAGE IN E-COMMERCE MARKETING STRATEGY AT HI-LIFE CONVENIENCE STORE A CASE STUDY OF THE ROLE OF LOGISTIC LEVERAGE IN E-COMMERCE MARKETING STRATEGY AT HI-LIFE CONVENIENCE STORE
指導教授：	劉代洋 Day-Yang Liu
口試委員:	張琬喻 none 王淑滿 none
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：	2013
畢業學年度：	102
語文別：	英文
論文頁數：	84
中文關鍵詞：	Not Available
外文關鍵詞：	marketing mix, logistic leverage, retailing delivery, customer’s trust
相關次數：	點閱：239 下載：1
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In the marketing mix context, most of companies only focus on how to survive in the competition by reducing price, inventing a new product innovation, or investing on promotion. These elements are easily to be copied by the competitors. By having a logistic leverage is an essential factor in sustaining competitive advantages to differentiate and achieving company’s goal.
Taiwan has the highest density level of convenience stores in the world. With total stores 9,897 stores in the end of 2012, the density reached 2,384 person to be served in each store. Taiwan’s convenience stores have an integration system with e-commerce to develop a new retail delivery service. E-commerce in Taiwan has a retail delivery service that allows customers to buy online and pick up the goods at the convenience store. This delivery system that is differentiated Taiwan’s e-commerce logistic system with other countries.
This study will discuss about the role of logistic leverage in implementation of retailing delivery as e-commerce marketing strategy. The integration of delivery system between convenience stores and online retail store has an impact to reduce the lack of customer’s trust in buying online. The increase number of customer satisfaction is shown on the increase of company’s sales and performances. The retailing delivery system is suggested to solve e-commerce problem in Indonesia market that still has a low level of customer’s trust towards online shopping.

TABLE OF CONTENTS


ABSTRACT		i

ACKNOWLEDGEMENT		ii

TABLE OF CONTENTS		iii

LIST OF TABLES		v

LIST OF FIGURES		vi

LIST OF APPENDIXES		vii

INTRODUCTION		1
1.	Background		1
2.	Research Objectives		3
3.	Research Scopes		4
4.	Research Outline		4

LITERATURE REVIEW		7
1.	Sustaining Competitive Advantages		7
2.	The Source of Competitive Advantages		7
3.	Marketing Strategy for Sustainable Competitive Advantages		8
3.1.	Relationship Marketing		8
3.2.	Traditional Marketing Mix		9
3.3.Marketing Mix in E-Commerce		10
4	The Role of Logistic Leverage to Marketing Strategy for Maintaining Sustainable Competitive Advantages		12
4.1.	Logistic Leverage for Overall Customer Satisfaction		13
4.2.	Retailing Delivery		14
5.	The Characterictics of Online Shopping		16
6.	The Role of Retailing Delivery in E-Commerce Environment		18
6.1.Customer’s Trust in Online Shopping		18
6.2.Customer Satisfaction and Loyalty in E-Commerce		19

RESEARCH METHODOLOGY		21
1.	Research Method		21
2.	Data Collection		22
3.	Data Source		23
3.1.	Case Study Data		23
3.2.	Secondary Data		24
3.3.Interviewee Profile and Background		24
3.4.Interview Process		24
4.	Analyzing Data		25
5.	Conclusion		25

INDUSTRY ANALYSIS AND COMPANY PROFILE		26
1.	Taiwan Convenience Store Industry Analysis		26
1.1.	Key Success Factors of Convenience Stores in Taiwan		28
1.2.	Porter’s Five Forces Analysis of Convenience Stores in Taiwan		30
2.	Taiwan B2C E-Commerce Industry Analysis		33
2.1.The Growth of B2C E-Commerce in Taiwan		35
2.2.	Key Success Factors of B2C E-Commerce in Taiwan		37
2.3.	Porter’s Five Forces Analysis of B2C E-Commerce in Taiwan		41
3.	Convenience Market in Indonesia		43
4.	E-Commerce Market in Indonesia		43
5.	Company Profile		45
5.1.Core Competences		46
5.2.Organization Structure		49
5.3.SWOT Analysis		52

CASE STUDY		53
1.	Case Study Background		53
1.1.Hi-Life E-Commerce Development		53
1.2.	Pick Up Goods at Store Service Development		54
2.	Marketing Strategy		56
2.1.E-Commerce Business Area		56
2.2.Strategic Alliances		59
2.3.Marketing Mix		60
3.	The Challenges of Pick-Up Goods at Convenience Store Service		62
4.	The Advantages of Pick-Up Goods at Convenience Store Service		63
5.	Future Plan		64
6.	The Visibility Retailing Delivery System for Indonesia’s B2C E-Commerce		65

CONCLUSION AND RECOMMENDATION		68
1.	Conclusion		68
1.1.Case Background		68
1.2.Marketing Strategy		69
1.3.The Role of Logistic Leverage in E-Commerce Marketing Strategy		70
2.	Recommendation		70

REFERENCES		71

APPENDIXES		74
 
LIST OF TABLES


1.	The Comparison of Goods Distribution in Online Shopping		15

2.	The Comparison of Online Shopping and Store Shopping Characteristics		17

1.	Number of Convenience Stores in Taiwan		26

2.	The Top Ten Online Shopping Site Based on Number of Products		40

3.	The Growth of Internet Users in Indonesia from 2007 to 2012		44
 
LIST OF FIGURES


1.	Thesis Flowchart		6

1.	The Role of Logistic Leverage in Achieving Competitive Advantage		13

2.	Structure of The Logistic Operations Modeling Carried Out in Store Delivery		16

3.	Consumer's Trust in Online Shopping		19

1.	The Growth of Convenience Stores in Taiwan		27

2.	The Market Share of Convenience Stores in Taiwan		27

3.	The Structure of The Convenience Stores in Taiwan Based on Porter's Model		32

4.	The Internet Adoption Rate in Asia Pacific Region		33

5.	The Internet Adoption Rate Growth in Taiwan		33

6.	The Purpose of Taiwan's Users Using Internet		34

7.	The Percentage of Individual Use Internet to Purchase in Taiwan		35

8.	2008-2015 Taiwan B2C E-Commerce Market Growth		36

9.	The Proportion of Delivery Method in Taiwan's Online Shopping		38

10.	The Top 10 Items Sold on Taiwan's Online Site		40

11.	The Structure of The B2C E-Commerce in Taiwan Based on Porter's Model		42

12.	B2C E-Commerce Growth in Indonesia 2011-2016		44

13.	Hi-Life's Turnover from 1989-2011		45

14.	Hi-Life's Market Growth from 1989-2011		46

15.	Hi-Life's Organization Structure		51

1.	E-Commerce Business Area		57

2.	The Flowchart of Buy Online Pick Up at Store		58

3.	The Flowchart of Store-to-Store		59

LIST OF APPENDIXES


The Online Installment Payment on PCHome.com		74

Hi-Life's Lunch Box Partnering with Formosa Chang		75

Hu Zhuan Store's Concept at Neihu Technology Park Facilitated with Breakfast Bar		76

Life ET Machine		77

Hi-Life's Store Concept Variations		78

ezShip Service on MMK Machines		80

Delivery Service from Hi-Life on Online Retailer Website		82

Discount Plus's Web Page on Yahoo! Kimo		83

                                

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全文公開日期 2018/12/27 (校內網路)
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