【電子書】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

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.