中文摘要 本文針對90年代之後，電子商務科技的發展對產業與市場所帶來的影響，分析對象同時包括了B2C與B2B市場。本文企圖找到一個在大範圍討論電子商務時所能採取的經濟視野，依賴既有的產業經濟理論，並大範圍蒐集傳記、學術界之文獻、介紹電子商務歷史的學術專書或期刊論文、雜誌與報紙之報導，也直接由公司的官方網站與電子商務研究中心網站取得資料；一方面貼近現實，一方面利用經濟理論進行分析，並針對AOL的發展歷史作案例研究。利用網路經濟與交易成本理論，我們得以解釋電子商務產業結構的合縱連橫與市場價格變數等產業競爭的結果，並進一步探討專業化與勞動分工等經濟問題。雖然電子商務是二十世紀末才發展的商務環境，但就市場、交易與產業發展的角度而言，幾千年來應該都是有一致性的。 Abstract The research paper demonstrates how E-Commerce companies react to the highly competitive surroundings after 1990s’. We Collected and classified all relative field paper from essays, biographies, business newspapers, E-Com. documents and literatures …etc and do a progressive analysis as the research program topic. The research concentrated in E-Commerce research program and tried to construct a broad view of E-Commerce in economics way. We discuss broad E-commerce issues in the view of industrial economics, including network economics and transaction cost theory. By means of in-depth case studies on AOL, the paper explores the reasons why and how ISPs and other “.com” eager to conglomerate or disintegrate vertically and horizontally. We conclude that network externalities and standardization, complementary technologies, and transaction costs play important roles in determining the industrial structure and the companies’ conduct. Under the seriously competitive pressure of globalization, corporations also apply E-Commerce to construct international production networks and just-in-time supply chain production system. We check the reasons and outcomes of the impact of IT application, and the rules of the game for industrial competition after the emergence of Internet. Finally, we derived that E-Commerce will impulse the specialization and innovation outsoursing in the supply chain, and industrial scale economics will be strengthened.
