台灣與中國大陸電商發展時間點與滲透率之比較分析

Comparative Analysis of the Development Time And Penetration Rate of E-commerce in Taiwan And Mainland China

傅鈞澤(Jun-Ze Fu)

指導教授 ： 趙義隆

國立臺灣大學/管理學院/國際企業學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202201016

摘要

本研究主要是針對台灣部分電子商務相對落後中國大陸的現象，找出其原因，並給出未來可以增加普及的建議。透過相關文獻提出：ESCP理論、長尾效應……等等造就兩岸電商先後推出與滲透率差異。本研究對照中國大陸與台灣的現況，研究個案是聚焦在落後年份最多的交易仲介商與市場創造者與相對領先的內容供應商。交易仲介商分別有中國大陸的「支付寶」、「微信支付」與台灣的「Line pay」、「街口支付」，市場創造者有中國大陸的「淘寶」與台灣的「PChome」、「蝦皮」，內容供應商則是中國大陸的「搜狗音樂」與台灣的「KKBOX」。
　　本研究經過針對電商中高階經理人與電商顧客的深度訪談，了解到兩岸電商發展時間點差異，是由於本土電商創新度不夠、政府金融相關法令嚴謹、始終沒有發現顧客內心深層需求，然後無法獲得鞏固且具規模的客群等等，讓部分台灣電商業務在國際競爭下相對起步較晚、多數還未獲益或是創造龐大的長尾效應。相對的，發現中國大陸在許多種類電商具有龐大成長與滲透率，是由於政府與企業的合作、國內環境的龐大需求下迅速崛起。經過焦點群體訪談後，發現影響電商推出時間點先後的因素，還有資金等原因。發現影響滲透率的原因上，發現了方便、省時、資金等，相信台灣電商只要克服這些因素，將會大有所為。

關鍵字

交易仲介商 ； 市場創造者 ； 內容供應商 ； 長尾效應 ； E-SCP理論

並列摘要

This research is mainly aimed at the phenomenon that some e-commerce in Taiwan is relatively lagging behind mainland China, to find out the reasons, and to give suggestions for increasing the popularity in the future. Through the relevant literature, it is proposed: ESCP theory, long tail effect, etc., etc. have created the difference in the launch and penetration rate of cross-strait e-commerce. This study compares the current situation in mainland China and Taiwan, and the case study focuses on transaction intermediaries and market creators with the most lagging years and relatively leading content providers. The transaction intermediaries include "Alipay" and "WeChat Pay" in mainland China and "Line pay" and "JKO Pay" in Taiwan. The market creators include "Taobao" in mainland China and "PChome" and "Shopee" in Taiwan. ”, while the content providers are “Sogou Music” in mainland China and “KKBOX” in Taiwan.
Through in-depth interviews with middle and high-level managers of e-commerce and e-commerce customers, this study learned that the difference in the development time of e-commerce across the Taiwan Strait is due to insufficient innovation in local e-commerce, strict government finance-related laws and regulations, and no discovery of the deep inner needs of customers. , and then unable to obtain a solid and large-scale customer base, etc., some Taiwanese e-commerce businesses started relatively late in the international competition, and most of them have not yet benefited or created a huge long-tail effect. In contrast, it is found that mainland China has a huge growth and penetration rate in many types of e-commerce, which is due to the rapid rise of the government and enterprises and the huge demand of the domestic environment. After interviews with focus groups, it was found that factors affecting the launch time of e-commerce, as well as funding and other reasons. In terms of the reasons that affect the penetration rate, we found convenience, time saving, capital, etc. It is believed that Taiwanese e-commerce companies will make great achievements as long as they overcome these factors.

並列關鍵字

transaction intermediaries ； market creators ； content providers ； long tail effect ； E-SCP theory

參考文獻

第一部分 英文文獻：

1. Kalakota, R. Whinston, A. B. (2000). Electronic commerce: a manager’s guide, New York: Addison-Wesley Publishing.

2. Tim O’Reilly (1999) Web2.0,Fragmented Future

3. Michael Porter(1991) The Competitive Advantage of Nations

4. Morgan.Housel(2020) The Psychology of Money：Timeless Lessons on Wealth, Greed, and HAppiness