根據電子商務業務的迅速變化，為了成為東南亞地區的領導者, Shopee和Lazada電子商務企業之間的競爭很激烈。經過研究發現，影響消費者行為最深的關鍵因素就是價格跟便利。在現代社會中，消費者有不同的生活方式和個性；因此，電子商務企業應該通過提供各種產品來滿足消費者需求，並且可以在網站平台中擴展更多類別以達到消費者的滿意度。此外，從Shopee和Lazada之間研究的資訊和策略發現到，在這兩個商務業務有相同的業務要件，例如在渠道聯機、擴展國家、物流和電子商務活動。在策略的部分，本研究運用4P和4C的營銷組合，分析了Shopee 和Lazada之間的所有因素之後，Shopee在價格、促銷、成本和溝通方面較具有優勢。

According to the rapidly changing of e-commerce businesses, there is high competition between Shopee and Lazada e-commerce businesses to be the leader in Southeast Asia region. The crucial factors that affect consumer behavior are price and convenience. In the modern society, consumers have different lifestyles and personalities; thus, e-commerce businesses should satisfy consumer needs by providing the variety of products and could extend more categories in the platform to fulfill consumer satisfaction. Besides, from general information and strategies between Shopee and Lazada has some same points in business components, for example, online channel, countries of operation, logistics and e-commerce campaigns; in the part of strategy, 4P’s and 4C’s marketing mix were used in this research. After analyzing all of the factors between Shopee and Lazada, hence, Shopee has advantages in price, promotion, cost, and communication.

Table of Contents
Table of Contents	I
Chapter1: Introduction	1
1.1 Background	1
1.2 Research Motivation	3
1.3 Research Purpose	4
1.4 Research Structure	5

Chapter2: Literature Review	6
2.1 E-commerce	6
2.2 Consumer Behavior	7
2.3 Trait Theory	9
2.4 Brand Personality	10

Chapter 3: Research Methodology	12
3.1 Expert Survey	12
3.2 Expert Survey Questions	13
3.3 Expert Survey Analysis	27
3.4 Advantages and Disadvantages of Shopee and Lazada	33

Chapter 4: Case Study of Shopee and Lazada	43
4.1 Shopee	43
4.2 Shopee Strength	45
4.3 Shopee Mall	48
4.4 Shopee General Information and Strategies	49
4.5 Asset-Light Model	53
4.6 Shopee E-commerce Campaign	55
4.7 Lazada	62
4.8 Lazada Strength	64
4.9 Lazada General Information and Strategies	66
4.10 Lazada E-commerce Campaign	72
4.11 Comparison Table of Shopee and Lazada	75
4.12 General Information and Strategies Analysis of Shopee and Lazada	78
4.13 Future of E-commerce	85

Chapter 5: Conclusion	86
5.1 Discussion	86
5.2 Future Research	87

Reference	89
 
List of Figures
Figure 1 The Research Structure	1 
Figure 2 Ucamthailand on Shopee Platform	34
Figure 3 Ucamthailand on Lazada Platform	34
Figure 4 Price Comparison Between Shopee and Lazada	36
Figure 5 Shopee Thailand presenters and Shopee mascot “Shopee Corgi”	39
Figure 6 Lazada Thailand BTS advertisement and Lazada mascot “Laz The
       Lion”	42
Figure 7 Shopee Mall 	49
Figure 8 Shopee 9.9 Mobile Shopping Day Infographics 2016 &2017	57
Figure 9 Shopee Malaysia 11.11 Super Sale Campaign	59
Figure 10 Shopee Thailand 11.11 Super Sale Campaign	60
Figure 11 Shopee Thailand 11.11 Super Sale Campaign Infographics 
        2017	61
Figure 12 Lazada Campaign Calendar Overview 2017	73
Figure 13 Lazada Thailand 11.11 Single’s Day Sales campaign & Line
        Promotion	74
Figure 14 Lazada Group 2017 11.11 Success Metrics Infographics	74
 
List of Tables
Table 1 Shopee’s Orders (April-June 2017)	50
Table 2 Shopee GMV (July-August 2017)	55
Table 3 Lazada Discount Commission Rate	70
Table 4 Comparison Table of Shopee and Lazada	75
Table 5 4P’s of Marketing Mix of Shopee and Lazada	83
Table 6 4C’s of Marketing Mix of Shopee and Lazada	84

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