電子商務 B2C購物網站在現今市場上已發展的非常成熟，消費者經由B2C購物網站購買資訊商品的接受度與普及率也越來越高，本研究旨在探討某國際印表機品牌自主經營B2C原廠購物網站，為了提高經營績效所發生的經營變革之過程，最後研究數據也顯示出：該國際印表機品牌也藉此變革後提升了B2C原廠購物網站之經營績效與營業額。
經本研究分析發現，該國際印表機品牌欲提高B2C原廠購物網站的經營績效，除了所製造的商品本身須俱備競爭力之外，還需要從過往只注重產品佔有率的銷售策略，要再進一步思考到個人佔有率的經營策略，其經營績效才能快速明顯的提升。因此本研究成果也可供其他國際印表機廠商，或者是國際電腦腦週邊廠商要經營B2C原廠購物網站之經營策略參考。

At present time, E-Commerce B2C web stores are quite mature in market, the number of end-users who are willing to purchase information merchandise via B2C online stores are increasing rapidly. This study is focused on a certain international brand printer company’s own B2C web store, how they change their business route in order to increase sales revenue. Recent data also shows： this change helps this international brand printer company efficiently increase the operating performance and turnover of their own B2C web store.
In this study, we found out that, in order to increase the operating performance and turnover of their own B2C web store, this international brand printer company not only providing competitive merchandise, but also change their sales strategy, from traditionally, focused on Brand/Product Market Share, to think about the occupation share of individual consumers. And this leads to fast increasing of their sales revenue.
Therefore, the data and result of this study are very good reference material for other international brand printer companies and/or other international brand computer peripheral companies who wants to run their own B2C web store.

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