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題名 國際新創事業電子商務平台的國際化策略 -Pinkoi個案研究
Globalisation in the International New Venturee E-business platform – A Case study of Pinkoi
作者 陳亭君
Chen, Ting-Chun
貢獻者 黃國峯<br>林谷合
Huang, Kuo-Feng<br>Lin, Ku-Ho
陳亭君
Chen, Ting-Chun
關鍵詞 國際新創事業
平台策略
國際化
電子商務
International new ventures
Platform strategy
Globalization
E-business
日期 2018
上傳時間 10-Aug-2018 11:11:56 (UTC+8)
摘要 台灣本身內需市場不大，受限於國內市場成長空間有限，對台灣企業而言，邁向國際化成為重要的策略選擇之一。近年來，隨著網際網絡的技術快速發展，國際新創事業的企業型態崛起。國際新創事業不同於傳統的跨國型企業透過逐步累積資源、經驗後才漸近式地拓展至國際市場。相反地，國際新創事業在資源相對缺乏的情況下，成立的初期即以國際市場為目標。

本研究採用Pinkoi 國際新創電子商務平台作為研究個案，運用平台策略的相關理論為基礎，並以國際化理論作為分析架構，探討個案公司所建立的平台策略、進軍國際市場的挑戰與策略。

本研究的研究問題如下：
(1) 國際新創國際化過程中有什麼挑戰及策略?
(2) 台灣國際新創事業如何發展平台的策略?

研究分析結果顯示，國際新創電國際新創電子商務平台的關鍵策略為：打造正向的網絡效應；同時經營線上以及線下的網絡，強化網絡間的緊密度；以數據為導向經營、行銷平台；國際化的人才。
With the small domestic market, Taiwanese companies’ growth is limited by the shortage of domestic demand. For Taiwanese companies, internationalization has become a crucial strategic choice. In recent years, as the rapid development of the internet technology, the acceleration internationalization of “ International New Venture” has drawn substantial research attention. International New Ventures do not experience through stages stepwise like conventional global firms do. On the contrary, International New Ventures target the global markets directly and born globally.
Based on the concept of platform strategy and the internationalization model, this study investigates the challenge and the strategies of the Taiwanese International New Ventures e-business platform, Pinkoi.
The research questions of this study are as follows:
(1) The internationalization challenges for International New Ventures e-business.
(2) The platform strategies for Taiwanese International New Ventures e-business.
(3) The suggestions for Taiwanese International New Ventures’ globalization
strategies.
Research findings suggest that in order to advance internationalization in the early growth phases, the International New Ventures e-business requires positive on-line and off-line network effect, data-oriented marketing strategies, and international talent.
參考文獻 英文部分
1. Andersen, O. (1993) On the Internationalization Process of Firms: A Critical Analysis. Journal of International Business Studies, 24, 209-231.
2. Ardolino, M., Saccani, N., Gaiardelli, P. & Rapaccini, M. (2016). The Analysis of MMultisided Platforms: Results from a Literature Review.
3. Armstrong, M. (2006). Competition in two-sided markets. Rand Journal of Economics 37,668-691.
4. Bell, J. (1995). The internationalization of Small Computer Software Firms. European Journal of Marketing, vol. 29, no. 8, pp. 60-75.
5. Bomona, T. V. (1985). Case Research in Marketing: Opportunities, Problems and a Process. Journal of Marketing Research,22(2),199-208.
6. Cavusgil, S. T., & Knight G.A. (2009). Born Global Firms: A New International Enterprise. New York: Business Expert Press.
7. Choudary, S.P., Parker, G., & Alstynem M.W. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy--And How to Make Them Work for You. W. W. Norton & Company.
8. Churchill, G. A. (1995). Marketing Research：Methodological Foundation, 6th. Ed., Fort Worth：Dryden Press
9. Clark, T., & Rajaratnam, D.(1999). International services: perspectives at century’s end. Journal of Services Marketing, Vol. 13 Issue: 4/5, pp.298-310.
10. Cooper, A.C., and Dunkelberg, W.C. (1986). Entrepreneurship and Paths to Business Ownership. Strategic Management Journal, Vol. 7, No. 1 (Jan. - Feb., 1986), pp. 53-68
11. Crick, D. (2009). The internationalisation of born global and international new venture SMEs. International Marketing Review 26(4/5): 453-476.
12. Eisenmann, T.R., Parker, G.G, & Alstynen, M.W. (2006). Strategies for Two-Sided Markets. Harvard Business Review
13. Evans, D. S. (2003). Some empirical aspects of multi-sided platform industries. Review of Network Economics, 2(3)
14. Evans, D.S., &Schmalensee, R.(2008). Markets with Two-Sided Platforms. Issues in Competition Law and Policy (ABA Section of Antitrust Law), Vol. 1, Chapter 28, 667- 693.
15. Farrell, J., & Saloner, G. (1985). Standardization, Compatibility and Innovation. RAND Journal of Economics, 16(1): pp. 70-83.
16. Gabrielsson M., & Pelkonen T. (2008). Born internationals: Market expansion and business operation mode strategies in the digital media field. Journal of International Entrepreneurship, 6(2): 49-71.
17. Gabrielsson, M., & Kirpilani, V. H. M. (2004). Born globals: how to reach new business space rapidly. International business review 13: 555-571.
18. Gibbs, J., Kraemer, K.L., & Dedrick, J. (2003). Environment and Policy Factors Shaping Global E-Commerce Diffusion: A Cross-Country Comparison. The Information Society, 19:1, 5-18, DOI: 10.1080/01972240309472.
19. Hagiu, A., & Halaburda, H. (2014). Information and Two-Sided Platform Profits. Harvard Business School Strategy Unit Working Paper No. 12-045.
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21. Hashai, N., & Almor, T. (2004). Gradually internationalizing ‘born global’ firms: an oxymoron?. International Business Review, 13 (4), 465–83.
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26. Knight, G. (1997). Cross-Cultural Reliability and Validity of a Scale to Measure Firm Entrepreneurial Orientation. Journal of Business Venturing. 12. 213-225. 10.1016/S0883-9026(96)00065-1.
27. Knight, G. A. & Cavusgil, S. T. (1996). The Born Global Firm: A Challenge to Traditional Internationalization Theory. Advances in International Marketing, vol. 8, pp. 11 - 27.
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32. Martin, C. (1999). Net Future – The 7 Cybertrends That Will Drive Your Business, Create New Wealth, and Define Your Future. McGraw‐Hill.
33. Moen, O. O. (2002). The Born Globals. International Marketing Review, vol. 19, no. 2/3, p. 156.
34. Moen, O., Gavlen, M. & Endresen, I. (2004). Internationalization of small, computer software firms: Entry forms and market selection. European Journal of Marketing, Vol. 38 No. 9-10, pp. 1236-1251.
35. Mtigwe, B. (2006). Theoretical milestones in international business: The journey to international entrepreneurship theory. Journal of International Entrepreneurship, 4, 5-25.
36. Oviatt, B. M. & McDougall, P. P. (1994). Toward a Theory of International New Ventures. Journal of International Business Studies, vol. 25, no. 1, pp. 45-64.
37. Oviatt, B. M. & McDougall, P. P. (2005). The Internationalisation of Entrepreneurship. Journal of International Business Studies, vol. 36, no. 1, pp. 2-8.
38. Oviatt, B.M. & McDougall, P.P. (1995). Global Starts-Ups: Entrepreneurs on a Worldwide Stage. The Academy of Management Executive, 9, 30-44.
39. Oviatt, B.M., McDougall, P.P., & Shrader, R.C. (2003). A Comparison of International and Domestic New Ventures. Journal of International Entrepreneurship, Vol. 1, No. 1, pp. 59.
40. Platt, J. (1992). Case study in American methodological thought. Current Sociology, 40, 17–48.
41. Quelch, J. A. & Hoff, E. J. (1986). Customizing global marketing. Harvard Business . Review, 64, 59-68.
42. Rochet, J-C and Tirole, J. (2006) Two-sided markets: A progress report. Rand Journal of Economics 37, 645-667.
43. Rysman, M. (2009) The Economics of Two-Sided Markets. Journal of Economic Perspectives, 23 (3), 125-143.
44. Shy, O. (2001). The economics of network industries. Cambridge University Press
45. Singh, N., Fassott, G., Chao, M., & Hoffmann, J. A. (2006). Understanding iinternational web site usage: A cross-national study of German, Brazilian, and Taiwanese online consumers. International Marketing Review, 23(1): 83-97.
46. Strange, R., Filatotchev, I., Buck, T. & Wright, M. (2009). Corporate governance and international business. Management International. Review, 49 (4). pp. 395-407. ISSN 0938-8249.
47. Tanev, S. (2012). Global from the Start: The Characteristics of Born-Global Firms in the Technology Sector. Technology Innovation Management Review. March 2012: 5-8.
48. Weerawardena, J., Mort, G. S., Liesch, P. W. & Knight, G. (2007). Conceptualising Accelerated Internationalisation in the Born Global Firm: A Dynamic Capabilities Perspective. Journal of World Business, vol. 42, no. 3, pp. 294-306.
49. Yin, R.K. (1994). Case Study Research - Design and Methods, 2nd Edition. SAGE Publications.
50. Zahra, S. A., & Garvis, D. M. (2000). International corporate entrepreneurship and firm performance: The moderating effect of international environmental hostility. DOI: 10.1016/S0883-9026(99)00036-1
51. Zhu, K. & Kraemer, K.L. (2005) Post-Adoption Variations in Usage and Value of E-Business by Organizations : Cross-Country Evidence from the Retail Industry. Information Systems Research Vol. 16, No. 1, pp. 61–84
52. Zikmund, W.G. (1994). Business Research Methods, 4th. Ed. Fort Worth : Dryden Press.















中文部分
1. 30雜誌 (2016)。Pinkoi 》分眾跨境平台，帶2.5 萬設計師跨出海外。西元2017年7月，取自：http://www.30.com.tw/article_content_30741.html
2. Pinkoi官方網站。西元2018年6月，取自：https://www.pinkoi.com/?gclid=CjwKCAjw4avaBRBPEiwA_ZetYoXfE7teZUGLPbScgESivfEMp8hMk_l2c3sRNp_ubnw_Vp9imHqsGBoC6lYQAvD_BwE
3. Tesa台灣電子商務新創協會 (2016)。2015年臺灣主要電子商務網站營業額營收概況。西元2017年7月，取自：https://tesa.today/article/568
4. 于卓民 (2001) 。「高科技廠商動態網絡之研究–新竹科學園區與矽谷華人創業家之比較」。國科會研究報告 (NSC 89-2416-H-004-070)。
5. 天下雜誌 (2012)。Pinkoi 買．賣．品味台灣好設計。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5031395
6. 天下雜誌 (2015)。矽谷創投看好，Pinkoi文創電商獲2.9億投資。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5071293
7. 天下雜誌 (2017)。Pinkoi賣創意，推薦好物到你心坎裡。西元2017年7月，取自：https://www.cw.com.tw/article/article.action?id=5081865
8. 安侯建業 (2016)。亞太電商概覽。
9. 吳琮璠和謝清佳 (2000)。「資訊管理– 理論與實務」。致勝。
10. 林素儀 (1997)。「美國公佈全球電子商務白皮書」。資策會MIC。
11. 科技報橘 (2015)。台灣文創平台大舉跨足海外，Pinkoi 增資 2.5 億要做亞洲設計線上大本營。西元2017年7月，取自：https://buzzorange.com/techorange/2015/10/01/pinkoi-raised-new-fund/
12. 科技報橘 (2016)。跨國文創電商 Pinkoi 成功關鍵：在地化設計師、在地化金流、在地化物流。西元2017年7月，取自：https://buzzorange.com/techorange/2016/10/27/pinkoi-interview/
13. 陳威如和余卓軒（2013）。平台革命。台北：商周。
14. 硬塞Inside (2014)。在新消費社會發光：台灣設計商品平台 Pinkoi 創辦人專訪。西元2017年7月，取自：https://www.inside.com.tw/2014/04/14/pinkoi
15. 楊國彬（2004）。台灣國際新創事業績效影響因素之研究─國際化、廠商優勢、市場進入策略與成長策略。未出版，國立政治大學企業管理學系研究所博士論文，台北。
16. 經濟部 (2016)。105年度電子商務雲端創新應用與基礎環境建置計畫。我國B2C網路商店經營現況研析報告。
17. 數位時代 (2015)。擴張亞洲設計師社群，Pinkoi獲紅杉資本3億投資！西元2017年7月，取自：https://www.bnext.com.tw/article/37529/BN-2015-10-01-140537-44
18. 數位時代 (2018)。跨境訂單兩年成長200％，Pinkoi兩路打造護城河。西元2018年7月，取自：https://www.bnext.com.tw/article/48665/pinkoi-focus-on-cross-border-ecommerce
19. 歐用生(1995)。質的研究(3版)。台北：師大書苑。
20. 顏雅倫 (2016) 。雙邊/多邊市場之競爭與創新—論競爭法的因應。科技法學評論，13卷1期。
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363031
資料類型 thesis
dc.contributor.advisor 黃國峯<br>林谷合zh_TW
dc.contributor.advisor Huang, Kuo-Feng<br>Lin, Ku-Hoen_US
dc.contributor.author (Authors) 陳亭君zh_TW
dc.contributor.author (Authors) Chen, Ting-Chunen_US
dc.creator (作者) 陳亭君zh_TW
dc.creator (作者) Chen, Ting-Chunen_US
dc.date (日期) 2018en_US
dc.date.accessioned 10-Aug-2018 11:11:56 (UTC+8)-
dc.date.available 10-Aug-2018 11:11:56 (UTC+8)-
dc.date.issued (上傳時間) 10-Aug-2018 11:11:56 (UTC+8)-
dc.identifier (Other Identifiers) G0104363031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119324-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363031zh_TW
dc.description.abstract (摘要) 台灣本身內需市場不大，受限於國內市場成長空間有限，對台灣企業而言，邁向國際化成為重要的策略選擇之一。近年來，隨著網際網絡的技術快速發展，國際新創事業的企業型態崛起。國際新創事業不同於傳統的跨國型企業透過逐步累積資源、經驗後才漸近式地拓展至國際市場。相反地，國際新創事業在資源相對缺乏的情況下，成立的初期即以國際市場為目標。

本研究採用Pinkoi 國際新創電子商務平台作為研究個案，運用平台策略的相關理論為基礎，並以國際化理論作為分析架構，探討個案公司所建立的平台策略、進軍國際市場的挑戰與策略。

本研究的研究問題如下：
(1) 國際新創國際化過程中有什麼挑戰及策略?
(2) 台灣國際新創事業如何發展平台的策略?

研究分析結果顯示，國際新創電國際新創電子商務平台的關鍵策略為：打造正向的網絡效應；同時經營線上以及線下的網絡，強化網絡間的緊密度；以數據為導向經營、行銷平台；國際化的人才。		zh_TW
dc.description.abstract (摘要) With the small domestic market, Taiwanese companies’ growth is limited by the shortage of domestic demand. For Taiwanese companies, internationalization has become a crucial strategic choice. In recent years, as the rapid development of the internet technology, the acceleration internationalization of “ International New Venture” has drawn substantial research attention. International New Ventures do not experience through stages stepwise like conventional global firms do. On the contrary, International New Ventures target the global markets directly and born globally.
Based on the concept of platform strategy and the internationalization model, this study investigates the challenge and the strategies of the Taiwanese International New Ventures e-business platform, Pinkoi.
The research questions of this study are as follows:
(1) The internationalization challenges for International New Ventures e-business.
(2) The platform strategies for Taiwanese International New Ventures e-business.
(3) The suggestions for Taiwanese International New Ventures’ globalization
strategies.
Research findings suggest that in order to advance internationalization in the early growth phases, the International New Ventures e-business requires positive on-line and off-line network effect, data-oriented marketing strategies, and international talent.		en_US
dc.description.tableofcontents 第一章 續論 7
第一節 研究背景與動機 7
第二節 研究目的與研究問題 10
第三節 研究架構 11
第二章 文獻探討 12
第一節 國際新創事業 12
第二節 平台策略 18
第三節 電子商務 26
第三章 研究方法 32
第一節 個案分析架構說明 32
第二節 質性研究法 33
第三節 資料蒐集法 34
第四章 個案分析 36
第一節 個案公司發展脈絡 36
第二節 個案平台策略 41
第三節 個案國際化策略 47
第五章 結論與建議 57
第一節 實務意涵 57
第二節 研究限制 61
第三節 後續研究建議 61		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363031en_US
dc.subject (關鍵詞) 國際新創事業zh_TW
dc.subject (關鍵詞) 平台策略zh_TW
dc.subject (關鍵詞) 國際化zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) International new venturesen_US
dc.subject (關鍵詞) Platform strategyen_US
dc.subject (關鍵詞) Globalizationen_US
dc.subject (關鍵詞) E-businessen_US
dc.title (題名) 國際新創事業電子商務平台的國際化策略 -Pinkoi個案研究zh_TW
dc.title (題名) Globalisation in the International New Venturee E-business platform – A Case study of Pinkoien_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文部分
1. Andersen, O. (1993) On the Internationalization Process of Firms: A Critical Analysis. Journal of International Business Studies, 24, 209-231.
2. Ardolino, M., Saccani, N., Gaiardelli, P. & Rapaccini, M. (2016). The Analysis of MMultisided Platforms: Results from a Literature Review.
3. Armstrong, M. (2006). Competition in two-sided markets. Rand Journal of Economics 37,668-691.
4. Bell, J. (1995). The internationalization of Small Computer Software Firms. European Journal of Marketing, vol. 29, no. 8, pp. 60-75.
5. Bomona, T. V. (1985). Case Research in Marketing: Opportunities, Problems and a Process. Journal of Marketing Research,22(2),199-208.
6. Cavusgil, S. T., & Knight G.A. (2009). Born Global Firms: A New International Enterprise. New York: Business Expert Press.
7. Choudary, S.P., Parker, G., & Alstynem M.W. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy--And How to Make Them Work for You. W. W. Norton & Company.
8. Churchill, G. A. (1995). Marketing Research：Methodological Foundation, 6th. Ed., Fort Worth：Dryden Press
9. Clark, T., & Rajaratnam, D.(1999). International services: perspectives at century’s end. Journal of Services Marketing, Vol. 13 Issue: 4/5, pp.298-310.
10. Cooper, A.C., and Dunkelberg, W.C. (1986). Entrepreneurship and Paths to Business Ownership. Strategic Management Journal, Vol. 7, No. 1 (Jan. - Feb., 1986), pp. 53-68
11. Crick, D. (2009). The internationalisation of born global and international new venture SMEs. International Marketing Review 26(4/5): 453-476.
12. Eisenmann, T.R., Parker, G.G, & Alstynen, M.W. (2006). Strategies for Two-Sided Markets. Harvard Business Review
13. Evans, D. S. (2003). Some empirical aspects of multi-sided platform industries. Review of Network Economics, 2(3)
14. Evans, D.S., &Schmalensee, R.(2008). Markets with Two-Sided Platforms. Issues in Competition Law and Policy (ABA Section of Antitrust Law), Vol. 1, Chapter 28, 667- 693.
15. Farrell, J., & Saloner, G. (1985). Standardization, Compatibility and Innovation. RAND Journal of Economics, 16(1): pp. 70-83.
16. Gabrielsson M., & Pelkonen T. (2008). Born internationals: Market expansion and business operation mode strategies in the digital media field. Journal of International Entrepreneurship, 6(2): 49-71.
17. Gabrielsson, M., & Kirpilani, V. H. M. (2004). Born globals: how to reach new business space rapidly. International business review 13: 555-571.
18. Gibbs, J., Kraemer, K.L., & Dedrick, J. (2003). Environment and Policy Factors Shaping Global E-Commerce Diffusion: A Cross-Country Comparison. The Information Society, 19:1, 5-18, DOI: 10.1080/01972240309472.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.058.2018.F08-