Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/120282
|
| Title: | 電子商務的跨境發展 : 以momo泰國合資公司為例
Cross-Border Development of E-Commerce on momo.com Inc in Thailand |
| Authors: | 劉于瑄
Liu, Yu-Hsuan |
| Contributors: | 童振源
Tung, Chen-Yuan
劉于瑄
Liu, Yu-Hsuan |
| Keywords: | 電子商務
跨境電商
東南亞數位經濟
台灣電商企業
E-commerce
Cross-border e-commerce
Southeast Asia digital economy
Taiwan e-commerce company |
| Date: | 2018 |
| Issue Date: | 2018-10-01 12:14:39 (UTC+8) |
| Abstract: | 隨經濟全球化跨國界的流動，跨越過去國界及地理上的實質限制，為跨國投資帶來相當大的效益，且因技術的革新、網際網路普及，促使數位經濟迅速成長。各樣新興數位科技平台結合創新服務模式，將各國服務業透過國際服務貿易迅速在全球間拓展。傳統商業模式逐漸變遷，新興商業模式電子商務興起，拉近消費者與供應商的關係，逐漸發展新的市場和機會。除了中國、印度龐大的人口基數外，若以東南亞整體市場來看六億的人口基數及網路零售成長率，將促使東南亞成為亞洲值得佈局的新興市場。雖然整體基礎設施環境尚未完善，但看準偌大的發展空間，電商經營者都已加入投資。
本文除了以文獻彙整釐清電子商務在東南亞的發展背景，並結合momo泰國合資公司及台灣相關電商企業為個案分析，且透過實地深度訪談來探討目前泰國電商市場發展的現況分析台灣電商企業在東南亞發展的SWOT與未來台灣在東南亞電商市場的發展策略，且聚焦於台灣企業如何在泰國當地經營電商市場等。
本研究結果發現，除文獻提及之電商關鍵因素外，如金、物流，商品貨源也會影響電商的發展。因著泰國消費者偏好多元化的商品模式，貨品備貨量、商品的齊全度及賣家多寡即決勝的關鍵。在策略方面，泰國是電商發展條件相對良好的國家，以至於進入泰國市場必須加快腳步、目標明確。台灣在人才素質面有相當的優勢及彈性，倘若能結合所學用於企業，且增加品牌的創新及認知度，發揮服務、經驗分享、技術等優勢，將加深消費者的信任，進而提升對台灣企業形象的正面效益，帶進台灣企業發展電商的優勢。
With the cross-border movement of economic globalization, transnational boundaries and geographical limitations have brought considerable benefits to cross-border investment, and the rapid development of the digital economy has been driven by technological innovation and Internet penetration. Various emerging digital technology platforms, combined with innovative service models, have rapidly expanded the service industries of various countries across the globe through international service trade. The traditional business model has gradually changed, and the emerging business model—the rise of e-commerce, has brought consumers closer to suppliers and gradually developed new markets and opportunities. Apart from the huge population base of China and India, the population base of 600 million and the growth rate of online retail sales will make Southeast Asia an emerging market worthy of layout in Asia. After changing the old stereotype of the backward development of Southeast Asian society, Southeast Asia has now become a new target for corporate investment. Although the overall infrastructure environment has not yet been perfected, it is obvious that the e-commerce operators have joined the investment.
In addition to clarifying the development background of e-commerce in Southeast Asia, this paper combines the momo Thailand joint venture company and Taiwan-related e-commerce companies as a case study and discusses the current development of the e-commerce market in Thailand through in-depth interviews on the field. The development of SWOT in Southeast Asia and the future development strategy of Taiwan`s e-commerce in Southeast Asia, and focus on how Taiwanese companies operate the e-commerce market in Thailand.
In the study, the paper also found that in addition to the key factors of the literature, the supply of goods is also one of the key factors. Due to the diversified product model of Thai consumers, the number of goods in stock, the completeness of goods and the number of sellers are the keys to winning. In terms of strategy, Thailand is a country with relatively good e-commerce development conditions, so it is necessary to speed up the pace and clear goals in entering the Thai market. Taiwan has considerable advantages and flexibility in terms of talent quality. If we can combine the learning and learning of enterprises, and increase the brand`s innovation and recognition, and bring into play the advantages of services, experience sharing, and technology, it will deepen and enhance the trust of consumers. The positive benefits to Taiwan’s corporate image will contribute to the e-commerce development for Taiwanese companies. |
| Reference: | 楊聖明、陳家勤（1999）。服務貿易：中國與世界，北京，民主與建設出版社。
葉至誠、葉立誠著（1999）。《研究方法與論文寫作》。臺北市:商鼎文化。
陳向明（2002）。社會科學質的研究。台北：五南。
吳 定（2003）。《政策管理》，台北：聯經出版社。
潘淑滿（2003）。《質性研究：理論與應用》。臺北：心理。
黃鴻程（2006）。《服務業關鍵成功因素》。臺北：秀威資訊。
陳德昇（2011）。《經濟全球化與台商大陸投資：策略、佈局與比較》。臺北縣：成陽出版。
經濟部商業司（2012）。《電子商務C2C拍賣平台交易安全規範》。臺北：經濟部商業司。
欒斌，陳苡任（2012）。《電子商務─理論、實務與 CEO 規劃師、分析師證照—第一版》。臺北市 : 滄海書局。
劉文良（2014）。《網路行銷：3A時代來臨》。臺灣：碁峰。
――（2015）。《電子商務：雲端時代（第四版）》。臺灣：碁峰。
朱海成（2016）。《2017管理資訊系統》。臺灣：碁峰。
孫思源、黃照貴、方建生、楊清雲、邱碧珍編著（2016）。《電子商務》。臺北市：新月圖書。
黃光玉、劉念夏、陳清文譯（2004）。《媒介與傳播研究方法》。台北：風雲論壇。
(一)、 期刊論文
朱訓麒（2016）。〈東南亞電子商務概況與台灣機會〉。《東南亞暸望》（12）：36-42。
蕭新煌、楊昊（2016）。〈新南向政策的願景與挑戰〉。《戰略安全研析》（136）：6-13。
楊昊（2017）。〈檢視臺灣的新南向政策: 議程、網絡與挑戰〉。《問題與研究》56（1）：123-143。
林佳靜（2017）。我國國家數位經濟政策與相關政策推動策略，臺灣經濟研究月刊，40卷10期，頁78-86。
黃詩玶（2018）。以電子商務促進台灣與東協的創新創業連結，台經月刊，第41卷第2期，p31-38.
(二)、 學位論文
王翎幗，盧希鵬（2006）。《B2C 電子商務網站成功之預測模式》。台北：國立臺灣科技大學資訊管理研究所。
賴玲如（2016）。《以服務導向邏輯分析台灣跨境電商模式》。台北：國立臺灣科技大學管理研究所。
一、 英文部分
(一)、 專書
Aguilar, Francis Joseph. (1967). Scanning The Business Environment. New York: Macmillan.
Haynes, Ted. (1995). The electronic commerce dictionary. Menlo Park, Calif.：Robleda Co.
Jain, Subhash C. (1999). Marketing Planning & Strategy (6th edition). Cincinnati, Ohio: South-Western.
Kalakota, R., & Whinston, A. (1996). Frontiers of Electronic Commerce. Reading, Mass: Addison-Wesley Publ. Co.
Kotler, Philip. (1997). Marketing Management–Analysis, Planning, Implementation, and Control (9th edition). Upper Saddle River, NJ: Prentice Hall.
Laudon, Kenneth C, and Carol Guercio Traver. (2010). E-Commerce 2011. Upper Saddle River. NJ: Prentice Hall.
Marshall, Catherine, and Gretchen B Rossman. (1989). Designing Qualitative Research. Newbury Park, CA: Sage.
Mesenbourg, Thomas, L. (2001). Measuring the Digital Economy. Washington. DC：US Bureau of the Census.
R·Cohen and P·Kennedy. (2000). Global society. London: Sage Publications.
Turban, Efraim, David King, Jae Lee, Ting-Peng Liang, Deborrah C Turban, and Judy Lang. (2013). Electronic Commerce 2012. Boston: Pearson.
(二)、 專書中論文
Jeffrey Frankel. (2000). Globalization of the Economy. Washington, In Governance in a Globalizing World, Visions of Governance Project. edited by Nye, Joseph and John Donahue. Washington, DC: Brookings Institution Press, pp. 45-71.
Nair, M. (2010). The e-Commerce Ecology: Leapfrogging Strategies for Malaysia". In ICT Strategic Review 2010/2011, edited by R. Ramasamy and S. Ng. Putrajaya, Malaysia: PIKOM (The National ICT Association of Malaysia). pp. 193-211.
Stephen J. Kobrin. (1997). The Architecture of Globalization: State Sovereignty in a Networked Global Economy, In Governments, Globalization, and International Business, edited by John H. Dunning. Oxford: Oxford University Press, pp.147-148, 153-154.
Thompson, P., Flecker, J. and Wallace, T. (1995). Back to Convergence? Globalisation and Societal Effects on Work Organisation. In The Welfare State and the Labour Market in a Changing Europe, edited by T.Boje, New York: M.E.Sharpe.
Tversky, B. (2005). Visuospatial reasoning. In The Cambridge Handbook of Thinking and Reasoning, edited by K. J. Holyoak and R. Morrison. Cambridge: Cambridge University Press. pp. 209-249.
(三)、 期刊論文
Al-Debei, M. and Avison, D. (2010). Developing a unified framework of the business model concept. European Journal of Information Systems, 19(3): 359-376.
Boateng, R., Heeks, R., Molla, A., and Hinson, R. (2008). E‐Commerce and Socio‐Economic Development: Conceptualizing The Link. Internet Research, 18 (5): 562-594.
Eisingerich, Andreas B. and Kretschmer, Tobias. (2008). In E-Commerce, More Is More. Harvard Business Review,86 (3): 20-21.
Gibbs, Jennifer, Kenneth L. Kraemer, and Jason Dedrick. (2003). Environment and Policy Factors Shaping Global E-Commerce Diffusion: A Cross-Country Comparison. The Information Society, 19 (1): 5-18.
Hua, Guowei, Shouyang Wang, and T.C.E. Cheng. (2010). Price and Lead Time Decisions In Dual-Channel Supply Chains. European Journal of Operational Research, 205 (1): 113-126.
Javalgi, Rajshekhar and Rosemary Ramsey. (2001). Strategic Issues of E‐Commerce as An Alternative Global Distribution System. International Marketing Review, 18 (4): 376-391.
Javalgi, Rajshekhar and Rosemary Ramsey. (2001). Strategic Issues of E‐Commerce As An Alternative Global Distribution System. International Marketing Review, 18 (4): 376-391.
Kauffman, R., Srivastava, J. and Vayghan, J. (2012). Business and data analytics: New innovations for the management of e-commerce. Electronic Commerce Research and Applications 11(2): 85-88.
Lankton, Nancy, D. Harrison McKnight, and John Tripp. (2015). Technology, Humanness, And Trust: Rethinking Trust in Technology. Journal of The Association for Information Systems, 16 (10): 880-918.
Leung, K.H., K.L. Choy, Paul K.Y. Siu, G.T.S. Ho, H.Y. Lam, and Carman K.M. Lee. (2018). A B2C E-Commerce Intelligent System for Re-Engineering the E-Order Fulfilment Process. Expert Systems with Applications, 91: 386-401.
Ming‐Yen Teoh, Wendy, Siong Choy Chong, Binshan Lin, and Jiat Wei Chua. (2013). Factors Affecting Consumers’ Perception of Electronic Payment: An Empirical Analysis. Internet Research, 23 (4): 465-485.
Nakayama, Yuji. (2009). The Impact of E-Commerce: It Always Benefits Consumers, But May Reduce Social Welfare. Japan and The World Economy, 21 (3): 239-247.
Ng, Tuan Hock, Chun Teck Lye, and Ying San Lim. (2013). Broadband Penetration and Economic Growth in ASEAN Countries: A Generalized Method of Moments Approach. Applied Economics Letters, 20 (9): 857-862.
Oxley, J., and Yeung, B. (2001). E-Commerce Readiness: Institutional Environment and International Competitiveness. Journal of International Business Studies 32 (4): 705-723.
Porterfield, Tobin E., Joseph P. Bailey, and Philip T. Evers. (2010). B2B Ecommerce: An Empirical Investigation of Information Exchange and Firm Performance. International Journal of Physical Distribution & Logistics Management, 40 (6): 435-455.
Porterfield, Tobin E., Joseph P. Bailey, and Philip T. Evers. (2010). B2B Ecommerce: An Empirical Investigation of Information Exchange and Firm Performance. International Journal of Physical Distribution & Logistics Management, 40 (6): 435-455.
Riggins, Frederick J., and Hyeun-Suk Rhee. (1998). Toward A Unified View of Electronic Commerce. Communications of The ACM, 41(10): 88-95.
Tongzon, Jose L., and Sang-Yoon Lee. (2015). Achieving an ASEAN Single Shipping Market: Shipping and Logistics Firms’ Perspective. Maritime Policy & Management,43 (4): 407-419.
Vahidov, Rustam, and Fei Ji. (2005). A Diversity-Based Method for Infrequent Purchase Decision Support in E-Commerce. Electronic Commerce Research and Applications, 4 (2): 143-158.
Wood, Charles M. (2004). Marketing and E‐Commerce as Tools of Development In The Asia‐Pacific Region: A Dual Path. International Marketing Review, 21 (3): 301-320.
Zhu, Kevin, and Kenneth L. Kraemer. (2002). E-Commerce Metrics for Net-Enhanced Organizations: Assessing The Value of E-Commerce to Firm Performance in The Manufacturing Sector. Information Systems Research, 13 (3): 275-295.
Zott, Christoph, Raphael Amit, and Jon Donlevy. (2000). Strategies for Value Creation in E-Commerce. European Management Journal, 18 (5): 463-475.
Zwass, Vladimir. (2003). Electronic Commerce and Organizational Innovation: Aspects and Opportunities. International Journal of Electronic Commerce, 7 (3): 7-37.
二、 網路/雜誌
〈電商新時代牽動貿易模式轉變〉，貿易雜誌No.298，2016年，頁31。
http://www.ieatpe.org.tw/magazine/ebook298/b4.pdf
〈OECD〉, 2015
http://ec.europa.eu/eurostat/documents/42577/3222224/Digital+economy+outlook+2015/
――，2016，Policy Brief, Electronic Commerce Summary The OECD Policy Briefs. http://personales.upv.es/igil/Com_Electr/9701_Pol.htm#1
――，2017
http://www.keepeek.com/Digital-Asset-Management/oecd/trade/services-trade-policies-and-the-global-economy_9789264275232-en#page14
〈APEC〉，1998，Background Report on Electronic Commerce
http://publications.apec.org/publication-detail.php?pub_id=725
Daniel. (1961). Management Information Crisis. Harvard Business Review, September-October, pp.111-116.
Rockart, J.F. (1979). Chief Executives Define Their Own Data Needs. Harvard Business Review Mar-Apr 57(2): 81-93.
e-Marketer, August, 2016,
https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369
Euromonitor international, Insights from the 6th Asia E-commerce Conference, 2016,
https://blog.euromonitor.com/2016/06/insights-from-the-6th-asia-e-commerce-conference.html.
Google&Temasek Holdings, 2016,
https://fakta.news/berita/pertumbuhan-e-commerce-asean-paling-eksplosif-di-asia-pasifik
A.T. Kearney, 2015, Lifting the Barriers to E-Commerce in ASEAN
https://www.atkearney.co.uk/documents/10192/5540871/Lifting+the+Barriers+to+E-Commerce+in+ASEAN.pdf/d977df60-3a86-42a6-8d19-1efd92010d52
Rigby, Darrell, 2011, “The Future of Shopping”. Harvard Business Review, December, Pp.64-76.
http://www.wipro.com/documents/the-future-of-shopping.pdf
A.T. Kearney and CIMB, 2015, Lifting the barriers to e-commerce in ASEAN.
https://www.atkearney.co.uk/documents/10192/5540871/Lifting+the+Barriers+to+E-Commerce+in+ASEAN.pdf/d977df60-3a86-42a6-8d19-1efd92010d52
Google and Temasek released, e-Conomy SEA-Spotlight 2017
https://www.thinkwithgoogle.com/intl/en-apac/tools-research/research-studies/e-conomy-sea-spotlight-2017-unprecedented-growth-southeast-asia-50-billion-internet-economy/
世界經濟論壇The World Economic Forum
https://www.weforum.org
財政部關務署
https://web.customs.gov.tw/
海關進出口統計
https://www.mof.gov.tw/List/Index?nodeid=103&ban=Y
台灣經濟部投審會
https://www.moeaic.gov.tw/chinese/news_bsAn.jsp
中華民國交通部觀光局
https://www.taiwan.net.tw/
American Chamber of Commerce in Taipei, Business Climate Survey2018.
https://amcham.com.tw/2018/03/2018-amcham-taipei-business-climate-survey/
開泰研究中心，2017年泰國經濟展望
http://thaizhonghua.com/wp-content/uploads/2016/12/%E5%BC%80%E6%B3%B0%E7%A0%94%E7%A9%B6%E4%B8%AD%E5%BF%83%EF%BC%9A2017%E5%B9%B4%E6%B3%B0%E5%9B%BD%E7%BB%8F%E6%B5%8E%E5%B1%95%E6%9C%9B.pdf
momo富邦媒體科技股份有限公司
http://www.fmt.com.tw/
TVD momo
https://www.tvdmomo.com/main/Main.tvd
PChome Thailand
http://www.pchome.co.th/ |
| Description: | 碩士
國立政治大學
國家發展研究所
105261001 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105261001 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.GIDS.012.2018.F09 |
| Appears in Collections: | [國家發展研究所] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
