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網上平台能否永續經營？——以HKTVmall為例探討香港電子商務市場中的創新策略
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Nancy Yung
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本書為作者於倫敦大學MBA畢業之論文，作者專攻創業與創新。
自2015年成立以來，HKTVmall通過尖端技術和創新策略，重塑了零售業，打造了一個可持續的數位生態系統。本文深入探討香港科技創業公司（HKTVmall的母公司）如何運用人工智能、大數據分析以及無縫的O2O（線上到線下）模式，服務683萬用戶，並於2022年創造38.3億港元的收入。了解HKTVmall如何通過一鍵購買、自動化零售店等數位轉型，提升客戶體驗，同時應對包裝廢物和最後一哩物流等可持續性挑戰。隨著全球電子商務預計到2025年達到7萬億美元，這項研究及時分析了創新如何在競爭激烈的市場中推動經濟、社會和環境的可持續性。本書適合對電子商務、可持續性和香港數位環境感興趣的讀者，提供了可行的見解和建議，助您打造更環保、更高效的網上平台。
This study is the MBA dissertation of the author who specialized in entrepreneurship and innovation. She intends to discover the future of e-commerce with the case of HKTVmall, the largest online shopping platform in Hong Kong.
Since its inception in 2015, HKTVmall has redefined retail by leveraging cutting-edge technology and innovative strategies to create a sustainable digital ecosystem. This paper explores how HKTVmall, a subsidiary of Hong Kong Technology Venture, uses AI, big data analytics, and a seamless O2O (online-to-offline) model to serve 6.83 million users, generating HK$3.83 billion in revenue by 2022. Explore how its digital transformations—ranging from one-click purchases to automated retail stores—enhance customer experience while addressing sustainability challenges like packaging waste and last-mile logistics. With e-commerce projected to hit $7 trillion globally by 2025, this study offers a timely analysis of how innovation drives economic, social, and environmental sustainability in a competitive market. Ideal for readers passionate about e-commerce, sustainability, and Hong Kong’s digital landscape, this paper provides actionable insights and recommendations for building greener, more efficient online platforms.
Nancy Yung
紅出版董事兼創辦人，英國倫敦大學工商管理碩士。
Nancy is the founder and director of Red Publish. She obtained her master degree in business administration from University of London in 2025, with a scholarship granted from the institution.
- 目錄
- 摘要
- 致謝
- 圖表目錄
- 第一章：引言
- 1.1 引言
- 1.2 研究目的與目標
- 1.3 研究方法
- 1.4 研究背景
- 1.5 策略項目概述
- 第二章：文獻回顧
- 2.1 引言
- 2.2 網上平台
- 2.2.1 電子商務商店與網上平台的區別
- 2.2.2 網上平台的挑戰
- 2.3 商業永續性與網上平台
- 2.3.1 三重底線框架
- 2.3.2 網上平台的永續性挑戰
- 2.4 網上平台的商業創新
- 2.4.1 商業創新對網上平台永續性的重要性
- 2.4.2 電子商務中的創新策略與實踐
- 2.4.3 香港電子商務市場的獨特挑戰與機遇
- 2.4.4 電子商務行業中的影響力公司
- 2.5 研究的意義
- 第三章：研究方法
- 3.1 引言
- 3.2 研究方法與設計
- 3.3 樣本選擇與規模
- 3.4 工具協議
- 3.4.1 數據收集過程
- 3.4.2 測量
- 3.5 發現分析
- 3.6 有效性與可靠性
- 3.7 倫理考量
- 3.8 總結
- 第四章：研究發現
- 4.1 引言
- 4.2 描述性發現
- 4.2.1 技術創新
- 4.2.2 永續性
- 4.3 總結
- 第五章：總結、結論與討論
- 5.1 策略項目的總結
- 5.1.1 網上平台的創新策略
- 5.1.2 創新對網上平台永續性的影響
- 5.1.3 更永續網上平台的建議
- 5.2 研究局限與貢獻
- 5.3 未來研究與發展
- 5.1 策略項目的總結
- Table of Contents
- Abstract
- Acknowledgements
- Chapter 1: Introduction
- 1.1. Introduction
- 1.2. Research Aim and Objectives
- 1.3. Research Approach
- 1.4. Context of the Study
- 1.5. Strategic Project Outline
- Chapter 2: Literature Review
- 2.1. Introduction
- 2.2. Online Platforms
- 2.3. Business Sustainability and Online Platforms
- 2.3.1. The Triple Bottom Line Framework
- 2.3.2. Sustainability Challenges for Online Platforms
- 2.4. Business Innovation of Online Platforms
- 2.4.1. Importance of Business Innovation to Sustainability of Online Platforms
- 2.4.2. Innovative Strategies and Practice in e-Commerce
- 2.4.3. Unique Challenges and Opportunities in the Hong Kong e-Commerce Landscape
- 2.4.4. Influential Companies in e-Commerce Industry
- 2.5. Significance of the Research
- Chapter 3: Methodology
- 3.1. Introduction
- 3.2. Research Approach and Design
- 3.3. Sample Selection and Size
- 3.4. Instrument Protocol
- 3.4.1. Data Collection Process
- 3.4.2. Measurements
- 3.5. Analysis of Findings
- 3.6. Validity and Reliability
- 3.7. Ethical Considerations
- 3.8. Summary
- Chapter 4: Findings
- 4.1. Introduction
- 4.2. Descriptive Findings
- 4.2.1. Technological Innovation
- 4.2.2. Sustainability
- 4.3. Summary
- Chapter 5: Summary, Conclusion and Discussion
- 5.1. Summary of the Strategic Project
- 5.1.1. Innovative Strategies for Online Platforms
- 5.1.2. Impact of Innovation on the Sustainability of Online Platforms
- 5.1.3. Recommendations for More Sustainable Online Platforms
- 5.2. Limitations and Research Contributions
- 5.3. Future Research and Development
- 5.1. Summary of the Strategic Project
- Appendix: A Chart for e-Commerce Percentages for the Total Retail Sales Worldwide from 2015 – 2027 by Statistica.
