數位策略：全球化的供需經濟模式

Digital Strategy: The Demand and Supply

隨著全球消費水平的提高以及國際市場對貨物和服務的需求增加，永續環保的 觀念逐漸浮現。企業開始宣揚其對於永續發展的成果，消費者團體也在即將發生的能源危機、持續惡化的環境，以及全球金融危機的背景下尋求永續的解決方案。本文以行動 C2C 拍賣平台現況探討拍賣經濟如何利用藍海策略來實現商業模式創新。文中並 討論台灣四個主要共享經濟平台：旋轉拍賣、蝦皮拍賣、Yahoo！拍賣以及露天拍賣 現況，主要的目的在於論述行動拍賣平台之商業模式與藍海策略的相關因素為何？以及行動拍賣平台如何運用藍海策略實現商業模式創新？最後本文也將探討藍海策略 之內涵與特色。

Globalization contributes to the increasing demands of products and services and the high living standards. Consumers demand on services and products and their demands go across the boundary of nations. In respond the demands, businesses seek for solutions that enable them to continuously develop with the quest of environmental concerns and under the financial crisis. We review the key strategic tools for developing an effective C2C business model. The large body of literature on definition of blue sea, red sea strategy, and their relationship with sharing economy is discussed. C2C auction is defined here as part of sharing economy which creates values for customers. The goal is to provide a theoretical perspective on how a C2C sharing economy would work for developing new niche market. Four C2C business cases: Carousell, Shopee, Yahoo Aution, and Ruten are discussed in this study. These business cases shed light on the importance of innovation in operating digital strategy. Practical implications are discussed.