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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.
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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:	[Graduate Institute of Development Studies] Theses

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