日本電子貨幣市場戰略分析-以樂天Edy與Suica為例

隨著IT技術進步，電子貨幣作為一種新型態的結帳手段在現今的經濟社會中扮演要角。其中日本的使用頻率及普及程度可謂世界之冠。在電子貨幣林立的日本，樂天Edy及Sucia則在電子貨幣業界中不論是在市佔率或是作為業界的先驅，兩者都有著舉足輕重的地位。本研究主要針對日本的電子貨幣事業進行分析，從市場戰略的角度去解析電子貨幣的產業結構。並透過個案分析了解樂天Edy及Sucia的企業經營理念、競爭優勢以及市場戰略等要素。本研究主要探討以下四個問題：第一、探討日本早期電子貨幣實驗之成效。第二、探究日本電子貨幣普及率及使用率較高的原因。第三、解析日本電子貨幣之產業結構。第四、以事例分析比較樂天Edy及Sucia兩者之經營戰略以及競爭優勢。　　透過以上的問題探討，可以發現進行實驗的場所現今都為普及度較高的地區，並了解目前日本電子貨幣的普及程度與國民消費型態有著密不可分的關係。在電子貨幣的產業結構分析中亦發現解電子貨幣中企業的競爭十分激烈。從經營戰略的角度分析，能夠發現作為市場龍頭的樂天Edy其經營理念為「普及第一主義」，而Sucia則為「漸進主義」。　　貨幣在人類經濟生活中一直是不可或缺的角色，因應市場需求的改變貨幣也不斷地在進化與蛻變。電子貨幣目前仍屬於發展中的階段，企業如何獲得先機在新事業中先發制人以及政府如何制定配套制度都是今後重要的課題。

關鍵字

電子貨幣；戰略；行銷；樂天Edy ； Suica

並列摘要

With the growing of information technology, electronic money has been used as a tool for settlement and has an important status. As we know, the rate of spread in Japan is the highlist popularity in the world. This study will target Japan’s electronic money industry from a market strategy perspective in the investigation of the advantages possessed of Japan’s electronic money industry in the global status. This study will then attempt to analyze factors behind the success of Rakuten Edy and Suica in aspects of enterprise ideologies, operation features, competitive advantages and market strategies. This study will primarily investigate the following 4 questions: First, what was the effect from the experimentation in early period? Secondly, what is the main reason caused the electronic money industry in Japan spread fast? Third, how is Japan’s electronic money industrial structure constituted. Fourth, what’s the difference of competitive advantages and market strategies between Rakuten Edy and Suica. Based on the above analysis, the experimentation in early period helped to strengthen Japan’s electronic money industry. In addition, the popularizing rate is related the consumption pattern of Japan. According to the Porter five forces analysis, Japan’s electronic money industry is also very competitive. From the market strategies analysis, the operational concepts between Rakuten Edy and Suica are quiet distinct which because the different bussines models.