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Author: 蕭素秋
Su-Chiu Hsiao
Thesis Title: 快速轉變的經營:TCY的電商路
Rapidly Changing Business Model: The Electronic Commerce Road of TCY
Advisor: 梁瓊如
Chiung-Ju Liang
欒斌
Pin Luarn
Committee: 陳正綱
Cheng-Kang Chen
葉瑞徽
Ruey-Huei Yeh
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2016
Graduation Academic Year: 104
Language: 中文
Pages: 87
Keywords (in Chinese): 商業模式品牌發展電子商務跨境電商哈佛個案
Keywords (in other languages): Business Models, Brand Development, E-commerce, Cross-border E-commerce, Harvard Case
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  • 過去分析型的個案,多以平鋪直敘的方式來呈現企業問題、分析的過程與解決方案,使沒有管理經驗的學生無法體會管理理論應用在實務上的意義,而有實務經驗的學生則無法理解教科書上的理論內涵,在理論和實務無法結合的情況下,個案教學往往變的事倍功半。
    從2005年開始,哈佛大學商學院積極在亞洲推動個案教學,哈佛個案和傳統的個案撰寫不同的是,哈佛個案可幫助學生透過個案的故事內容學習到管理的內涵與理論在實務中被應用的情境,學生也可藉由課前的閱讀、分組與課堂討論,體驗到管理決策的制定與分析過程。
    本個案為電子商務品牌商經營的實例,個案描述現今TCY總經理Christine,靠著自己對於電子商務的嗅覺,成功讓TCY經過多次的轉型後,在電子商務女性市場佔有一席之地,近年來,則跨出台灣,在兩岸三地、東南亞進行跨境經營的模式。
    憑著快速轉變經營的模式,讓TCY得以發展出多樣成功的商品,包括跨入保養市場、塑身衣、與進行跨境經營等模式,並且成功跨入大陸的市場,近年,則積極前往東南亞開拓,但在2016年年初的會議上,Christine感受到壓力,東南亞電子商務市場要解決的問題還真不少,從金流、物流到營運模式(商流)與網站建立(資訊流)等,都存在需要解決的問題,任何一個環節出問題,都可能讓TCY面對嚴峻的風險,越想Christine就越感到沉重。
    本論文包含個案內容和教師手冊兩部分,透過本論文可讓讀者了解電子商務營運的現況、經營模式與跨境電商等概念,進而在日後碰到相同狀況時,能知道應對的方式。


    Most of analytically cases are using straightforwardly way to show the business problem、process of the analyze and the resolution. However, that way caused the students who don’t have any experiences on operation cannot turn the theory to implement and the students who do have experiences on operation cannot understand the theory well. Thus, if theory cannot combine implement then Case Study is meaning invalidly.
    Since year 2005, Harvard University energetically to promote Case Study in Asia, cases from Harvard are different from the others because Harvard Cases can help students know the theory and implement of operation both from the case story itself. Students can experience formulate and analyze while make operation decisions via the pre-reading of the class、group discussion and class discussion.
    This is an authenticity case which express TCY CEO Christine who runs her E-commerce Company based on her sense of the e-commerce industry. After she successfully reversed TCY several times, TCY has stand in the female e-commerce market. In the recent year, TCY extend overseas, begin the cross-border business model between China、Southeast Asia and Taiwan.
    By fast reversing the business model, TCY succeed developing many different brands, including skin care、sculpt cloth and begin the cross-border business model, also to congratulate to enter China market. During these years, TCY vigorously to expand Southeast Asia market but in the Annual Meeting of 2016, Christine stressed. The e-commerce market in Southeast Asia has lots of problems need to be solve, such as cash flow、shipping、operation model(business flow)、e-commerce model(technology flow) and etc.. If there are any part caused trouble, TCY may face a serious risk that makes Christine feels heavy.
    This paper contains 2 parts which are Case Study and Teacher Manual. Readers can knowledge the currently e-commerce operation、business model of the e-commerce and cross-border e-commerce through reading this paper. That may help to react while the time faces the same situation.

    摘要 I Abstract II 誌謝 III 目錄 V 表目錄 VI 圖目錄 VII 第一章 快經營:TCY的電商路 1 1.1緒論 1 1.2產業概況描述 2 1.3創業前創辦人的想法 10 1.4采妍誕生 12 1.5進軍電子商務市場 14 1.6快速且多元拓展 17 1.7未來與展望-東南亞的發展 22 第二章 教師手冊 25 2.1個案總覽(Case Synopsis) 25 2.2問題與參考答案(Discussion Questions and Answers) 27 2.3教學建議(Teaching Suggestions) 74 參考文獻 76 附件 78

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