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    題名: 台灣行動支付平台競爭策略之探討
    An Investigation on the Competitive Strategy of Taiwan Mobile Payment Platform
    作者: 邱志聖
    Chiou, Jyh-Shen
    林智偉
    貢獻者: 國貿系
    關鍵詞: 平台理論;行動支付;專屬資產;網絡效應
    platform theory;mobile payment;asset specificity;network effect
    日期: 2020-09
    上傳時間: 2021-06-25 10:13:24 (UTC+8)
    摘要: 隨著國際四大行動支付平台進軍台灣市場，帶動國內行動支付平台產業蓬勃發展，該如何在這場行動支付平台大戰中不被淘汰，在學術或實務界都受到相當的重視。然而，目前多數討論平台經營的文獻仍聚焦在網絡效應的擴大，而忽略平台該如何提高用戶轉換成本以降低用戶多宿的情況。本研究透過文獻的整理，配合對實務現象的觀察，提出三種行動支付平台競爭策略──利用原有用戶基礎推廣新平台、滿足用戶的新興需求、找出獨特且尚未被滿足的市場，並根據不同策略分述適合建立的專屬資產類型。期望本研究結果能做為產業界經營之參考，強化台灣行動支付平台的競爭力。
    In the academic and industrial field, how to survive the cutthroat competition cannot be underestimated when four major international mobile payment platforms entered the Taiwan market, bringing rapid development to the mobile payment industry. However, most of the literature on platform management still focuses on the increase of the network effect and neglects how to increase the switching cost of platform users in order to decrease the multi-homing situation. This study indicates three competitive strategies (i.e. leveraging the number of new platform users from existing platform, meeting platform users’ emerging needs and exploring the distinctive and unsaturated market) through a literature review and observations from current practice. The classifications of asset specificity are also established for the different strategies. We hope this research can be applied to the mobile payment platforms field, improving their competitiveness in Taiwan.
    關聯: 產業與管理論壇, Vol.22, No.3, pp.4~22
    資料類型: article
    DOI 連結: https://doi.org/10.3966/199582342020092203001
    DOI: 10.3966/199582342020092203001
    顯示於類別:[國際經營與貿易學系 ] 期刊論文

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