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| Title: | 行動社交App國際發展策略之研究
Internationalization Strategies of a Mobile Social App |
| Authors: | 林東慶
Lin, Tung Ching |
| Contributors: | 于卓民
Yu, Chwo Ming
林東慶
Lin, Tung Ching |
| Keywords: | App
國際發展策略
海外市場選擇
當地化
地主國營運
績效評估
App
international development strategy
overseas market selection
localization
domestic operations
performance evaluation |
| Date: | 2016 |
| Issue Date: | 2016-09-01 23:59:03 (UTC+8) |
| Abstract: | 智慧型手機的成長，帶動行動社交App 應用程式的成長，台灣上網滲透率雖已達80.3%，亦屬世界高度網路滲透率國家，然上網人口亦僅1832萬、市場規模不大，尋求海外發展是行動社交App公司非常重要的策略。本研究目的在於個案研究國內行動社交App公司的海外發展策略。
本研究透過文獻探討與個案研究法的方式，探討個案公司國際發展策略。本研究發現個案公司國際發展過程中：(1)公司國際化動機、公司目標與資源是國際發展策略中首要重要因素。(2)透過選擇行銷廣告平台與國市場規模兩者，可以選擇出適合發展的海外市場。當然需要特別注意發展行動社交App的發展速度與當地政治與宗教。(3)當地化時要注意當地語言化、介面優化、提供客服服務、行銷廣告當地化與收費價格的調整。(4)在地國經營需要注意四件事情：大數據監控、當地活動操作、尋找當地合作夥伴、母國公司所提供的當地化的機器設備與資源。（5）評估績效時，可以選擇哪些指標來進行評估該國市場是否需要繼續發展。另外、本文同時也分析了海外市場、當地化、地主國經營與績效評估之間互相影響的程度。本研究並對意圖國際化App業者與後續研究者提出建議。
The growth of smartphones has driven the growth of mobile social networking apps. Although Taiwan`s Internet penetration rate has reached 80.3% which makes it a country with a high Internet penetration rate in the world, Taiwan only has an Internet population of 18.32 million and a small-scale market. Seeking overseas development is therefore a very important strategy for an app development company. The aim of this study is to do research overseas development strategies of some domestic mobile social app companies.
By way of a literature review and case studies, this study explores the international development strategies of some case companies. This study has found that during the case companies` international development: (1) the companies` motivation for internationalization, goals and resources are the most important strategic factors for their international development. (2) the companies are able to find the appropriate overseas markets to develop through their choice of advertising platform and local market size. Of course, they must also pay special attention to the development speed of social networking apps and the politics and religion of the local countries. (3) during the localization process, the companies must take into account the local language, interface optimization, customer service, marketing, localized advertising and price adjustment. (4) the companies must pay attention to four things in a local country: data monitoring, local operation, local partners, and localized equipment and resources provided by the company`s home country. (5) when assessing performance, the companies should select appropriate indicators to assess whether the local market needs to be further developed. In addition, this study also analyzes the extent of the mutual effects between overseas markets, localization, host country management and performance evaluation. Finally, this study offers recommendations to future researchers and app entrepreneurs intending to develop internationally. |
| Reference: | 1. 于卓民 (2014)，國際企業管理，台北：華泰書局。
2. 財團法人臺灣網路資訊中心(2015)，臺灣寬頻網路使用調查，台北。
3. 資策會創新應用服務研究中心FIND(2015)，2015年上半年臺灣消費者行動裝置與媒體接觸行為分析報告，台北市：FIND。
4. 瞿秀蕙譯(2005)，國際行銷學 (P. R. Cateora & J. L. Graham, International Marketing, 12 ed.)。台北：麥格羅希爾。
5. 劉駿州(1997), 「電子資訊網路使用與生活品質之關聯性研究」 , 國科會專題研究報告。
6. Brown, Millward (2014), MillwarBrown Survey of AdReaction 2014.
7. Cartwright, G. F. (1994), “”Virtual or Reality: The Mind in Cyberspace, The Futurist, pp. 22-26.
8. Daniels, J. D. and L. H. Radebaugh (1994), International Business: Environments and Operations, 7th ed., NY: Addison-Wesley Publishing Company.
9. Daniels, J.D, Radebaugh L. & Daniel Sullivan (2002), Globalization and Business, NY: Prentice Hall.
10. Greenley, G. E. (1989), “An Understanding of Marketing Strategy,” European Journal of Marketing, Vol. 23, pp. 45-58.
11. Hofstede, G. (1980), Culture`s Consequences: International Differences in Work-Related Values, Beverly Hills, CA: Sage Publications.
12. Kotabe, M. and K. Helsen (2004), Global Marketing Management, 3rd ed., Hokoken, NJ: Wiley.
13. Onkvisit, S and J. J. Shaw (1993), International Marketing, 2nd ed., NY: Macmillan Publishing Company.
14. Punnett, B. J. (1989), Experiencing International Management, Boston, MA: PWS-KENT Publishing Company.
15. Root, F. R. (1994), Entry Strategies for International Markets, NY: Lexington Books.
16. Terpstra, V. and Ravi Sarathy (1997), International Marketing, 7th ed., Fort Worth, TX: Dryden Press.
17. Yin, R. K. (1994). Case Study Research: Design and Methods, 2nd ed., Newbury Park, CA: Sage Publications. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
101932412 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101932412 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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