未來是屬於掌握行動時刻的企業，行動裝置是許多顧客解決問題的優先首選。
企業當前最重要的經營挑戰是掌握快速移動性與調整企業的移動思維。無論原先公司立下的願景為何，你也未能知悉未來10年，在數位化與互聯網不斷進化與交互作用下，賦予了消費者新的重要權力，當中包括社群媒體、平台經濟模式、全球的評論、立即的價格比較，提供了比過去更多更豐富的建議。企業為了能夠貼近消費者偏好，得從頭進行新的商業模式、新的市場區隔、組織再造，再次建立殺手級的產品或是市場結構。本研究藉由使用者體驗、觀察，分析比較了三家個案公司發展移動APP平台的功能。
具有傳統基因的Yahoo!奇摩拍賣與露天拍賣，嘗試運用互聯網、手機平台來拓展公司過去傳統的運行方式，靠著過去在PC網頁時代所累積的優勢，試圖進一步運用平台的概念來提供自己所能提供的價值。2015年登台的蝦皮拍賣，則掌握攻擊者優勢和核心能力，利用移動平台的介面設計提供了吸引人的體驗，也因其推出優惠策略吸引客戶，在台灣電商產業裡快速崛起。
本研究根據三家個案公司，比較三者的移動平台化程度，也根據其平台模式特質，提出對於移動平台有重要三點運用來維持其發展動能：（1）平台功能設計(2)與雙邊用戶的互動(3)服務用戶的時機點。最後根據三點提出未來台灣在銷售平台在移動版模式中的發展建議與威脅挑戰。

Who can employ the mobility then who can win the market. The mobile device has become the top priority solution for company to solve customer problems. The fast movement and mobility thinking are the key for modern company.
No matter the original vision of the company, you will not know about what will happen in next ten years. The interaction of digitization and Internet gave more power to the consumer on purchase consideration include social media, economic platform model, global opinion, and real time price comparison. Company should also apply new business model, new market separation, and organization reconstruction by creating killer product or market structure in order to match the preference of the consumer. This research will utilize the user experience, investigation, and analysis from three companies to understand their development on mobile APP.
Yahoo! Kimo and Ruten, with traditional gene, tried to use Internet, mobile platform to expand their business from their traditional way. They utilization of their advantage on PC web commerce will further contribute their value on platform. Shopee who entered Taiwan’s marker at 2015 has showed their advantage and core ability with attractive mobile user interface and price strategy. It already become a quick comer in Internet commerce.
This research will compare the mobile platform from those three companies. I will propose three important ideas will should use to maintain their development ability. First, design of the platform. Second, interaction with the clients. Third, timing to serve the client. Finally, I will mention the suggestion and challenge of the e-commerce platform in Taiwan.

論文摘要 I
ABSTRACT II
誌謝 III
目錄 V
圖目錄 VII
表目錄 IX
第壹章 緒論 10
第一節 研究背景與動機 10
第二節 研究動機與目的 14
第三節 研究方法 16
第四節 研究架構 16
第五節 研究對象 17
第六節 資料蒐集方式 18
第七節 研究限制 19
第八節 研究流程 20
第貳章 文獻回顧 21
第一節 平台模式與成效 21
第二節 移動商業模式 24
第三節 移動裝置特色 26
第參章 個案分析－Yahoo!拍賣、露天拍賣、蝦皮拍賣 29
第一節 發展概況與現況分析 29
第二節 個案公司－Yahoo!奇摩拍賣背景資料及平台介紹 30
第三節 個案公司－露天拍賣背景資料及平台介紹 36
第四節 個案公司－蝦皮拍賣（Shopee）背景資料及平台介紹 46
第肆章 個案移動版拍賣平台異同比較 60
第一節 個案公司表現特色比較列表 60
第二節 個案移動平台比較模式 65
第三節 蝦皮拍賣SWOT分析 72
第四節 小結 76
第伍章 結論與建議 78
第一節 研究結論 78
第二節 台灣移動電商未來契機 79
第三節 未來研究建議 85
參考文獻 87
中文文獻 87
英文文獻 90

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