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    題名: 國際新創事業電子商務平台的國際化策略 -Pinkoi個案研究
    Globalisation in the International New Venturee E-business platform – A Case study of Pinkoi
    作者: 陳亭君
    Chen, Ting-Chun
    貢獻者: 黃國峯
    林谷合
    Huang, Kuo-Feng
    Lin, Ku-Ho
    陳亭君
    Chen, Ting-Chun
    關鍵詞: 國際新創事業
    平台策略
    國際化
    電子商務
    International new ventures
    Platform strategy
    Globalization
    E-business
    日期: 2018
    上傳時間: 2018-08-10 11:11:56 (UTC+8)
    摘要: 台灣本身內需市場不大，受限於國內市場成長空間有限，對台灣企業而言，邁向國際化成為重要的策略選擇之一。近年來，隨著網際網絡的技術快速發展，國際新創事業的企業型態崛起。國際新創事業不同於傳統的跨國型企業透過逐步累積資源、經驗後才漸近式地拓展至國際市場。相反地，國際新創事業在資源相對缺乏的情況下，成立的初期即以國際市場為目標。

    本研究採用Pinkoi 國際新創電子商務平台作為研究個案，運用平台策略的相關理論為基礎，並以國際化理論作為分析架構，探討個案公司所建立的平台策略、進軍國際市場的挑戰與策略。

    本研究的研究問題如下：
    (1) 國際新創國際化過程中有什麼挑戰及策略?
    (2) 台灣國際新創事業如何發展平台的策略?

    研究分析結果顯示，國際新創電國際新創電子商務平台的關鍵策略為：打造正向的網絡效應；同時經營線上以及線下的網絡，強化網絡間的緊密度；以數據為導向經營、行銷平台；國際化的人才。
    With the small domestic market, Taiwanese companies’ growth is limited by the shortage of domestic demand. For Taiwanese companies, internationalization has become a crucial strategic choice. In recent years, as the rapid development of the internet technology, the acceleration internationalization of “ International New Venture” has drawn substantial research attention. International New Ventures do not experience through stages stepwise like conventional global firms do. On the contrary, International New Ventures target the global markets directly and born globally.
    Based on the concept of platform strategy and the internationalization model, this study investigates the challenge and the strategies of the Taiwanese International New Ventures e-business platform, Pinkoi.
    The research questions of this study are as follows:
    (1) The internationalization challenges for International New Ventures e-business.
    (2) The platform strategies for Taiwanese International New Ventures e-business.
    (3) The suggestions for Taiwanese International New Ventures’ globalization
    strategies.
    Research findings suggest that in order to advance internationalization in the early growth phases, the International New Ventures e-business requires positive on-line and off-line network effect, data-oriented marketing strategies, and international talent.
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    中文部分
    1. 30雜誌 (2016)。Pinkoi 》分眾跨境平台，帶2.5 萬設計師跨出海外。西元2017年7月，取自：http://www.30.com.tw/article_content_30741.html
    2. Pinkoi官方網站。西元2018年6月，取自：https://www.pinkoi.com/?gclid=CjwKCAjw4avaBRBPEiwA_ZetYoXfE7teZUGLPbScgESivfEMp8hMk_l2c3sRNp_ubnw_Vp9imHqsGBoC6lYQAvD_BwE
    3. Tesa台灣電子商務新創協會 (2016)。2015年臺灣主要電子商務網站營業額營收概況。西元2017年7月，取自：https://tesa.today/article/568
    4. 于卓民 (2001) 。「高科技廠商動態網絡之研究–新竹科學園區與矽谷華人創業家之比較」。國科會研究報告 (NSC 89-2416-H-004-070)。
    5. 天下雜誌 (2012)。Pinkoi 買．賣．品味台灣好設計。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5031395
    6. 天下雜誌 (2015)。矽谷創投看好，Pinkoi文創電商獲2.9億投資。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5071293
    7. 天下雜誌 (2017)。Pinkoi賣創意，推薦好物到你心坎裡。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5081865
    8. 安侯建業 (2016)。亞太電商概覽。
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    11. 科技報橘 (2015)。台灣文創平台大舉跨足海外，Pinkoi 增資 2.5 億要做亞洲設計線上大本營。西元2017年7月，取自：https://buzzorange.com/techorange/2015/10/01/pinkoi-raised-new-fund/
    12. 科技報橘 (2016)。跨國文創電商 Pinkoi 成功關鍵：在地化設計師、在地化金流、在地化物流。西元2017年7月，取自：https://buzzorange.com/techorange/2016/10/27/pinkoi-interview/
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    14. 硬塞Inside (2014)。在新消費社會發光：台灣設計商品平台 Pinkoi 創辦人專訪。西元2017年7月，取自：https://www.inside.com.tw/2014/04/14/pinkoi
    15. 楊國彬（2004）。台灣國際新創事業績效影響因素之研究─國際化、廠商優勢、市場進入策略與成長策略。未出版，國立政治大學企業管理學系研究所博士論文，台北。
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    17. 數位時代 (2015)。擴張亞洲設計師社群，Pinkoi獲紅杉資本3億投資！西元2017年7月，取自：https://www.bnext.com.tw/article/37529/BN-2015-10-01-140537-44
    18. 數位時代 (2018)。跨境訂單兩年成長200％，Pinkoi兩路打造護城河。西元2018年7月，取自：https://www.bnext.com.tw/article/48665/pinkoi-focus-on-cross-border-ecommerce
    19. 歐用生(1995)。質的研究(3版)。台北：師大書苑。
    20. 顏雅倫 (2016) 。雙邊/多邊市場之競爭與創新—論競爭法的因應。科技法學評論，13卷1期。
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363031
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104363031
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.MBA.058.2018.F08
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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