Formulating a Business Management Strategy for E-shopping Websites Using Management Analysis

With the rapid development of the Internet, e-shopping websites have sprung up at an increasing rate. E-commerce has thus become an important research issue. Because of the low barriers to entrance and minimal capital investment, many people have begun to run their own websites in the online shopping market. However, it is challenging to differentiate such websites to gain a competitive advantage. Prior studies in Taiwan have paid much more attention to websites' structure, customer relationship management, and privacy issues, but lack focus on business strategies. This research is an attempt to understand the key factors of e-shopping websites' success, by adopting the ICDT (Information, Communication, Transaction, and Distribution) model as a classification framework. Subsequently, we also use the fuzzy analytic hierarchy process (FAHP) and the interpretive structural model to identify the key operational factors and convert these factors into the core problems according to the TRIZ theory. Therefore, this research provides operating strategies for e-shopping websites, which can guide future entrants.