Understanding Critical Success Factors Of Offline To Online Business Model

網際網路的興起為買賣雙方帶來相當大的便利性，尤其是為企業創造了許多機會。實體企業不只能透過網路接觸到全球各地的消費者，此外更沒有店面坪數的限制，能銷售更多元的產品及服務以滿足不同消費者的需求。然而，很多企業在成立線上商店的過程中並沒有進行妥善的管理，出現了網站功能不足及消費者體驗不佳等問題，也使得線上商店在營收上沒有辦法為企業帶來顯著的成長。因此，本研究想了解實體企業必須具備哪些關鍵成功要素，才能成功地在線上開設商店。 本研究採用的是Laudon & Laudon (2014)在>一書中分析及檢視資訊系統的分類框架，一共分為三大面向，分別是資訊，管理及組織面向。此外，本研究也將線上商店的建置分為兩大階段，分別是上線前及上線後。上線前包含線上商店的規劃，設計及建置，上線後則須重視線上商店的管理。 本研究採用多重個案分析，透過深度的企業訪談及資料蒐集，最後歸納整理出關鍵成功要素的列表。在上線前，企業在科技面向須持續投資IT、設計使用者友善的介面；在管理面向須獲得高階管理者的支持、選擇適當的線上平台、設定明確的關鍵績效指標，並與供應商保持密切的合作；在組織面向須持續投資IT流程、確保組織間頻繁的溝通和協調；在上線後，企業在科技面向須持續分析消費者的行為；在管理面向須有效地維繫顧客關係；在組織面向則須持續進行流程的優化及服務的創新。 最終，本研究建立了從線下到線上經營的關鍵成功因素列表，它為實體企業的管理者提供了一個全面性的概述，也期盼所得的結果能協助未來想要發展線上商店的實體企業，讓他們能夠有例可循。The convenience of the Internet brings many business opportunities to various enterprises. Physical enterprises can not only reach potential customers all over the world, but they can also display many more types of products and services through the Internet to satisfy different customers’ needs. However, although more enterprises are shifting to online sales, a considerable number of companies only provide basic information and functionality rather than extensive interactive features or support for every phase of a transaction, and thus, the value-added of the online store is not significant. Therefore, the objective of this study is to examine the critical success factors (CSFs) for building an offline-to-online business model. Based on the literature, this study builds a framework with two stages: (1) Before Launch Stage—online store planning, designing and implementing; and (2) After Launch Stage—online store management. Moreover, we classify the CSFs into three dimensions: (1) Technology Dimension; (2) Management Dimension; and (3) Organization Dimension. Then, we conduct in-depth case studies on selected companies to investigate CSFs for effective offline-to-online establishment. The final lists of CSFs include two factors of technology dimension before launched-continuous IT investment and design user-friendly interface; four factors of management dimension before launched- strong support by top management, choose appropriate online platforms, set clear key performance Indicators (KPI) and cooperate with suppliers closely; two factors of organization dimension before launched- continuous IT process investment, frequent communication and coordination among organizations; one factor of technology dimension after launched- analyze consumer behavior continuously; one factor of management dimension after launched- maintain customer relationships effectively; two factors of organization dimension after launched- continuous process enhancement and continuous service innovation. The research result not only provides a complete overview but also verify and enhance the list of CSFs for building an offline-to-online business model. This study aims to gain a better understanding of the offline-to-online business model from these cases and thus help companies develop effective plans for offline-to-online projects