Abstract
The Internet of Things (IoT) is an important technology of smart retailing, which uses many networking technologies, such as Radio Frequency Identification (RFID), Wireless Sensor Network (WSN), and cloud computing to help track the logistics process, integrate customers’ information, and improve the accuracy, flexibility, and immediacy of decision making. This study analyzes the technologies related to the IoT in smart retailing and its logistics services, and divides the smart retailing model into four sub-items (logistics services, e-transaction services, information integration services, and sales services), and constructs the ontology of smart retailing. In addition, this study also develops a method which combines the ontology to draw patent roadmaps. After conducting the patent search, in order to visualize the technology roadmap, each patent is classified into the ontology by the keywords of the original patent and the DWPI patent. Through the results of the patent roadmap, the study can explore the patent portfolio and its corresponding business model. Finally, using the patent portfolio valuation proposed in this study to measure the competitive advantages among enterprises. This study examines the industry leader in smart retailing (Amazon) and its competitor in China (Alibaba). By using the patent roadmap, the company's patents related to smart retailing can be visualized. Therefore, it is easy to analyze the trends of a company and forecast a company’s business strategies. Afterwards, compare the comparative advantages of a firm with its competitors through the patent portfolio valuation. It is expected that the relevant industries can refer to the analysis results conducted in the study.