Marketing Strategy of Social Commerce– A Case Study of T Company

[[abstract]]在互聯網的蓬勃發展下，人們的購物成本下降，社交資訊發達，電子商務現已成為現代購物的主流途徑。Statista提供數據顯示，2018年，全球約有18億人口在線進行網購的動作。同年，全球電商零售額也達到2.8萬億美元；更讓人吃驚的是，有預測顯示，到2021年，全球電商零售額將到達4.8萬億美元，然而傳統的電商已逐漸導入社交化(例如線上直播)，社交平台也有意運用自己龐大的活躍用戶走向C2C的社交電商發展模式(以Facebook、Instagram和小紅書為例)。如今社交電商(Social Commerce)已成為互聯網重要的商業發展趨勢。本研究主要探討T公司在做社交電商的過程中遇到的問題有哪些，在其中能發現什麼經營問題需要改善或精進。本研究採用半結構式深度訪談方式，與專家學者針對T公司目前狀況，以五力分析之「潛在進入者威脅」、「替代性產品或服務威脅」、「供應商議價的能力」、「買方的議價能力」、「產業內競爭程度」五項構面作為研究基礎架構，最後經德爾菲法技術完成專家問卷效度。最終研究結果顯示，T公司競爭力須具備之能力在潛在進入者威脅有6項；替代性產品或服務威脅有6項；供應商議價的能力有7項；買方的議價能力有7項；產業內競爭程度有6項，該研究在未來能夠運用於社交電子商務之研究領域，以探討更多技術策略發展。[[abstract]]With the development of the Internet, peoples shopping costs in physical stores decrease, social information advances, and e-commerce has become the mainstream way of modern shopping. According to Statista, the online shopping population has grown to 1.8 billion and global retail sales of e-commerce has reached US $4.8 trillion. On the other hand, traditional e-commerce has gradually introduced to social commerce, such as live streaming. Social platform also intends to use its huge active users to develop C2C social e-commerce such as Facebook, Instagram and Xiao Hong Shu. Nowadays social commerce has become an important business development trend of the Internet. This study mainly discusses the problems encountered by T company in the process of doing social e-commerce and identify business problems that need to be improved in the future.This study adopts semi-structured in-depth interview and includes Porter five forces analysis (Threats of New Entrants), (Substitutes), (Bargaining Power of Suppliers), (Bargaining Power of Buyers), and (Rivalry). Based on these five aspects, this study will analyze current situation of T company with experts. The validity of expert questionnaire was completed by Delphi method. The final result shows that T company must have the six capabilities in the threats of new entrants; six capabilities in the substitutes; Seven in the bargaining power of suppliers; Seven in the bargaining power of buyers; and six in the rivalry. This study can be applied to the research field of social commerce in the future to explore more technology strategy development