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| Title: | 企業在國際化過程中如何減少外來者劣勢：以愛奇藝在台灣為例
How Corporates reduce the Liabilities of Foreignness in the Process of Internationalization: Take iQiYi in Taiwan as Sample |
| Authors: | 邱鈺婷
Chiu, Yu-Ting |
| Contributors: | 傅浚映
翁嘉祥
Fu, Jun-Ying
Weng, Chia-Hsiang
邱鈺婷
Chiu, Yu-Ting |
| Keywords: | 國際化
外來者劣勢
愛奇藝
internationalization
iability of foreignness
iQiyi |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:33:24 (UTC+8) |
| Abstract: | 在企業成長的過程中，可能選擇將版圖向海外拓展，此舉亦稱之為企業的國 際化(internationalization)。在企業選擇進行國際化策略、進入新市場的過程中 可能面臨許多阻礙，這些外來者劣勢(liability of foreignness)受到學術和商界的 極大關注，許多研究調查了企業如何採取不同的策略以減少不同的外來者劣勢。
本研究以愛奇藝進入台灣市場的過程作為研究案例，透過分析愛奇藝在台灣 的商業模式，考察其在台灣的經營活動。本研究借鑒了 LOF 相關的文獻和國際 生產折衷論來研究愛奇藝如何處理其面對隻外來者劣勢。有鑒於 OTT 媒體產業 在台灣屬新興產業，本研究使用多方資料來源，包括書籍、報導和雜誌文章。
愛奇藝在台灣主要面臨的外來者劣勢分為三大類型:1. 所有權特定外來者 劣勢:如建立愛奇藝台灣站的產品適應成本。2. 區位外來者劣勢，如政治因素導 致的歧視成本。3. 內部化外來者劣勢:如撥款成本。本研究中認為愛奇藝主要透 過幾項策略以降低其前述之外來者劣勢，包含由歐娣娣娛樂作為代理商、透過美 國納斯達克上市吸引外國股東和聘用留外人士等方式降低中資色彩、以及當地企 業社會責任的履行。
In the path of corporate growth, firms may choose to expand overseas, and this is called internationalization. When choosing the market entry strategy in an overseas market, companies may face many obstacles. Among these obstacles, liabilities of foreignness (LOF) receives great scholarly and managerial attention. Many studies examine how companies adopt different strategies to reduce different types of LOFs.
This study utilizes iQiyi’s entry into the Taiwanese OTT media industry as a focus of study. Through analyzing the business model of the company, I intend to examine the company’s operating activities in Taiwan. This study draws on the literature on LOFs and the eclectic theory of international production to examine how iQiyi deals with LOFs. As the OTT media industry is an emerging sector in Taiwan, I utilize multiple sources of information including books, newspaper, and magazine articles.
My study finds that iQiyi faces three types of LOF in Taiwan: (1). O-specific LOF: the cost of product adaptation for the establishment of iQiyi`s Taiwan station, (2). L- specific LOF: the cost of discrimination caused by political factors, and (3). I-specific LOF: funding costs. I conclude that iQiyi adopts several strategies to reduce LOFs, including using OTT Entertainment as an agent, attracting foreign shareholders through listing on the Nasdaq exchange, hiring foreigners as executives, and engaging in corporate social responsibility activities. |
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三、 網路資源
十張圖帶你了解愛奇藝 2020 年業績看點 會員服務收入佔比達 65%。取自：
https://www.qianzhan.com/analyst/detail/220/201214-cb15281f.html
中華民國統計資訊網（2021年2月20日）。109年第4季經濟成長率。取自：https://www.stat.gov.tw/ct.asp?xItem=46902&ctNode=497&mp=4
立法院（2020年7月30日）OTT專法草案初步評析。取自：https://www.ly.gov.tw/Pages/Detail.aspx?nodeid=6590&pid=197691
自由時報（2021年3月22日）。愛奇藝被「它」超越！NCC調查：台灣民眾偏好訂閱的十大線上串流影音App排名。取自：https://3c.ltn.com.tw/news/43686
每日頭條（2018年9月25日）。美國ＩＰＯ上市流程、條件及費用
https://kknews.cc/zh-tw/invest/6bllqzl.html
科技新報（2020年5月19日）。駁斥非法欠稅、文化滲透等誤解，歐銻銻董事長：愛奇藝似乎成了重大罪犯。取自：https://technews.tw/2020/05/19/president-fan-of-ott-entertainment-ltd-to-rebut-the-misunderstandings-against-iqiyi-taiwan/
科技新報（2020年5月21日）愛奇藝在台身分模糊，NCC：跨部會修法解決。取自：https://technews.tw/2020/05/21/ncc-cross-department-to-solve-the-problem-related-to-iqiyi/
國家通訊委員會（2013）。OTT數位影音技術探討與研究。取自：https://www.ncc.gov.tw/chinese/files/13102/1245_30727_131023_4.pdf
國家教育研究院（2012年10月）。串流媒體Stream Media。取自：https://terms.naer.edu.tw/detail/1678807/
鈦媒體（2018年3月29日）。八年長跑，愛奇藝終於赴美上市了。取自：https://www.tmtpost.com/3157792.html
富圖牛牛（2020年6月11日）面對虧損，愛奇藝聘用 Netflix 前高管、助力海外拓展。取自：https://news.futunn.com/hk/post/6357944?level=1&data_ticket=1621489046635388
報橘專訪（2020年7月15日）【報橘專訪】愛奇藝真心話：我們是中資，台灣《OTT 專法》根本荒腔走板。取自：https://buzzorange.com/2020/07/15/ott-law-taiwan-iqiyi/
鉅亨新聞（2018年3月31日）。4大原因告訴你 為何愛奇藝上市首日股價大跌13.61%。取自：https://news.cnyes.com/news/id/4083749
新浪新聞（2020年4月7日）。愛奇藝最新股權曝光：百度持股56% 高瓴為第三大股東。取自：https://news.sina.com.tw/article/20200407/34781404.html
新浪財經行情（2021年5月22日）。美股愛奇藝。取自：https://stock.finance.sina.com.cn/usstock/quotes/IQ.html
數位時代（2017年12月20日）。四部自製劇明年亮相，愛奇藝攜手電視台啟動「網台聯動」模式。取自：https://www.bnext.com.tw/article/47519/ott-entertainment-will-launch-4-dramas-on-iqiyi-and-tv-in-2018
數位時代（2019年7月22日）。跟4G不一樣在哪？5G白話文快速看懂技術差異。取自：https://www.bnext.com.tw/article/54075/5g-4g-difference
數位時代（2020年7月29日）。OTT專法來了！法規5大重點、催生始末、台灣產業生態圖⋯懶人包一次看。取自：https://www.bnext.com.tw/article/58626/how-to-regulate-ott-streaming-services-in-taiwan
鏡傳媒（2020年9月3日）歐銻銻今停止代理愛奇藝 發聲明宣布裁員。取自：https://www.mirrormedia.mg/story/20200903insight012
BreakTime（2020年）。Digital Report 2020 全球報告出爐！取自：https://www.breaktime.com.tw/archives/6268
INSIDE（2018年2月28日）。愛奇藝真提了 IPO 計劃！擬登納斯達克，募資 15 億美元。取自：https://www.inside.com.tw/article/12096-streaming-iqiyi-files-us-ipo
INSIDE（2020年5月29日）。【OTT 專法公聽會】代理商歐銻銻：愛奇藝買最多台劇，愛台灣不輸任何人。取自：https://www.inside.com.tw/article/19926-OTT-law-iqiyi |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363057 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363057 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100704 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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