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題名 數位平台新創企業之成長與國際化策略研究 - 以Cake 國際人才社群為例
Growth and Internationalization of a Digital Platform Startup: A Case Study of Cake作者 周宜陞
Chou, Yi-Sheng貢獻者 譚丹琪
Tan, Dan-Chi
周宜陞
Chou, Yi-Sheng關鍵詞 數位平台
新創企業
企業成長理論
國際化策略
求職平台日期 2025 上傳時間 1-Jul-2025 14:39:01 (UTC+8) 摘要 本研究以Cake國際人才平台為研究對象，探討其成長歷程與國際市場進入策略，並結合人力資源服務產業之趨勢與企業成長理論，分析新創數位平台企業如何透過內部資源運用與策略布局實現跨國擴張。隨著全球化、數位化及勞動市場結構變化，人力資源服務業面臨高度競爭與轉型壓力，數位平台企業因應此趨勢，需具備跨文化管理能力、數據分析能力與彈性國際化策略。Cake透過妥善運用平台早期所累積的用戶資料庫與技術資源，發展多元化產品線，並藉由管理經驗的制度化與流程標準化，有效支撐企業的持續成長。本研究運用Penrose企業成長理論作為分析基礎，說明企業內部閒置資源之活化、組織學習與管理資源累積對成長動能的重要性。同時，本研究亦發現，Cake在跨國擴張過程中，面臨管理資源成長緩慢與市場文化差異挑戰，透過組織模組化與在地團隊授權等策略，有效緩解Penrose效應所帶來的成長瓶頸。在國際化實踐方面，Cake採取標準化產品輸出與本地化市場經營雙軌並行的策略，結合東南亞僑生作為市場橋樑，順利進入新興市場並建立品牌認知。綜合而言，本研究指出，新創數位平台企業若能靈活運用內部資源、深化管理能力並調整國際化布局，將能有效因應全球市場變動，實現穩健的跨國成長。本研究亦為未來有志於國際擴展之新創企業提供實務建議與理論參考。 參考文獻 一、中文文獻 1.施昕揚(2020)。企業成長之研究-以Y室內裝修有限公司為例。政治大學企業管理研究所(MBA學位學程)碩士論文。 2.邵芳雯(2017)。社群招募平台之商業模式與策略探討—以LinkedIn與104人力銀行為例。台灣大學工商管理學系暨商學研究所碩士論文。 3.陳煜衡(2021)。企業成長過程之研究 -以喬山健康科技股份有限公司為例。政治大學國際經營與貿易學系碩士論文。 4.陳韋傑(2023)。社交娛樂平台的國際化優勢與進入策略：以A直播平台為例。政治大學國際經營與貿易學系碩士論文。 二、英文文獻 1.Anderson, E., & Gatignon, H. 1986. Modes of foreign entry: A transaction cost analysis and propositions. Journal of International Business Studies, 17(3), 1–26. 2.Beamish, P. W., & Banks, J. C. 1987. Equity joint ventures and the theory of the multinational enterprise. Journal of International Business Studies, 18(2), 1–16. 3.Brouthers, K. D., & Brouthers, L. E. 2001. Explaining the national cultural distance paradox. Journal of International Business Studies, 32(1), 177–189. 4.Brouthers, K. D. 2013. Institutional, cultural and transaction cost influences on entry mode choice and performance. Journal of International Business Studies, 44(1), 1–13. 5.Dunning, J. H. 1988. The eclectic paradigm of international production: A restatement and some possible extensions. Journal of International Business Studies, 19(1), 1–31. 6.Erramilli, M. K., & Rao, C. P. 1993. Service firms’ international entry-mode choice: A modified transaction-cost analysis approach. Journal of Marketing, 57(3), 19–38. 7.Gulati, R. 1998. Alliances and networks. Strategic Management Journal, 19(4), 293–317. 8.Hill, C. W. L., Hwang, P., & Kim, W. C. 1990. An eclectic theory of the choice of international entry mode. Strategic Management Journal, 11(2), 117–128. 9.Johanson, J., & Vahlne, J.-E. 1990. The mechanism of internationalization. International Marketing Review, 7(4), 11–24. 10.Johanson, J., & Vahlne, J.-E. 2009. The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of International Business Studies, 40(9), 1411–1431. 11.Kano, H. (2023). Early internationalization and subsequent geographic expansion: An extended Penrosean perspective. International Business Review, 32(1), Article 102074. 12.Kogut, B., & Singh, H. 1988. The effect of national culture on the choice of entry mode. Journal of International Business Studies, 19(3), 411–432. 13.Kor, Y. Y., Mahoney, J. T., & Tan, D. 2020. Penrose’s theory of the growth of the firm: An exemplar of engaged scholarship. Strategic Management Review, 1(1), 152–184. 14.Kor, Y. Y., Mahoney, J. T., Siemsen, E., & Tan, D. 2016. Penrose's “The Theory of the Growth of the Firm”: An exemplar of engaged scholarship. Production and Operations Management, 25(10), 1727–1744. 15.Lin, W.-T., Chen, Y.-Y., Ahlstrom, D. and Wang, L.C. 2021. "Does international expansion constrain growth? Business groups, internationalization, institutional distance, and the Penrose effect", Multinational Business Review, Vol. 29 No. 1, pp. 70-95. 16.Pan, Y., & Tse, D. K. 2000. The hierarchical model of market entry modes. Journal of International Business Studies, 31(4), 535–554. 17.Penrose, E. T. 1959. The theory of the growth of the firm. Oxford University Press. 18.Root, F. R. 1987. Entry strategies for international markets. Lexington Books. 19.Shenkar, O. 2001. Cultural distance revisited: Toward a more rigorous conceptualization and measurement of cultural differences. Journal of International Business Studies, 32(3), 519–535. 20.Stallkamp, M., & Schotter, A. P. J. 2019. Platforms without borders? The international strategies of digital platform firms. Global Strategy Journal, 9(1), 124–147. 21.Tan, D., & Mahoney, J. T. 2007. The dynamics of resource-based capability development: A longitudinal study of the U.S. telecommunications industry. Managerial and Decision Economics, 28(3), 261–273. 22.Tan, D., Mahoney, J. T., & Kor, Y. Y. 2020. Advancing Penrose’s theory of the growth of the firm: A capability-based perspective. Academy of Management Annals, 14(2), 598–632. 三、網路資料 1.104職場力. (2023). 人資F.B.I.研究報告. 104人力銀行. https://blog.104.com.tw/retain-talent/ 2.Cake官網.(2025). https://www.cake.me/about?locale=zh-TW 3.Diment, D. (2024, September). Global HR & recruitment services – Market research report (2014–2029). IBISWorld. https://www.ibisworld.com/global/industry/global-hr-recruitment-services/2050/ 4.Dixon-Fyle, S., Dolan, K., Hunt, D. V., & Prince, S. (2023). Diversity wins: How inclusion matters. McKinsey & Company. https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters 5.European Commission. (n.d.). A Europe fit for the digital age. European Commission. https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age_en 6.LinkedIn. (2023). Future of recruiting 2023: AI, soft skills & the rise of the recruiter. LinkedIn. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/future-of-recruiting-2023.pdf 7.LinkedIn. (2023). Global Talent Trends 2023. LinkedIn. https://business.linkedin.com/content/dam/me/business/zh-cn/talent-solutions/talent-insight-report/2024_Global_Talent_Trends_Report_Chinese.pdf 8.Personio. (2023). Business leaders identify HR as ripe for disruption by AI. Personio. https://www.personio.com/about-personio/press/hr-study-2023-hr-ceo/ 9.U.S. Bureau of Labor Statistics. (2025, April 4). The employment situation – March 2025. U.S. Bureau of Labor Statistics. https://www.bls.gov/news.release/pdf/empsit.pdf 10.World Bank. (2024, October 7). East Asia and Pacific: Resilient growth in turbulent times. World Bank. https://www.worldbank.org/en/news/press-release/2024/10/07/east-asia-and-pacific-resilient-growth-in-turbulent-times 11.張紹敏. (2023). 2023台灣企業員工福祉大健檢. Cheers快樂工作人雜誌. https://web.cheers.com.tw/issue/2023/dei/index.html 描述 碩士
國立政治大學
國際經營與貿易學系
112351033資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112351033 資料類型 thesis dc.contributor.advisor 譚丹琪 zh_TW dc.contributor.advisor Tan, Dan-Chi en_US dc.contributor.author (Authors) 周宜陞 zh_TW dc.contributor.author (Authors) Chou, Yi-Sheng en_US dc.creator (作者) 周宜陞 zh_TW dc.creator (作者) Chou, Yi-Sheng en_US dc.date (日期) 2025 en_US dc.date.accessioned 1-Jul-2025 14:39:01 (UTC+8) - dc.date.available 1-Jul-2025 14:39:01 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2025 14:39:01 (UTC+8) - dc.identifier (Other Identifiers) G0112351033 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157745 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 112351033 zh_TW dc.description.abstract (摘要) 本研究以Cake國際人才平台為研究對象，探討其成長歷程與國際市場進入策略，並結合人力資源服務產業之趨勢與企業成長理論，分析新創數位平台企業如何透過內部資源運用與策略布局實現跨國擴張。隨著全球化、數位化及勞動市場結構變化，人力資源服務業面臨高度競爭與轉型壓力，數位平台企業因應此趨勢，需具備跨文化管理能力、數據分析能力與彈性國際化策略。Cake透過妥善運用平台早期所累積的用戶資料庫與技術資源，發展多元化產品線，並藉由管理經驗的制度化與流程標準化，有效支撐企業的持續成長。本研究運用Penrose企業成長理論作為分析基礎，說明企業內部閒置資源之活化、組織學習與管理資源累積對成長動能的重要性。同時，本研究亦發現，Cake在跨國擴張過程中，面臨管理資源成長緩慢與市場文化差異挑戰，透過組織模組化與在地團隊授權等策略，有效緩解Penrose效應所帶來的成長瓶頸。在國際化實踐方面，Cake採取標準化產品輸出與本地化市場經營雙軌並行的策略，結合東南亞僑生作為市場橋樑，順利進入新興市場並建立品牌認知。綜合而言，本研究指出，新創數位平台企業若能靈活運用內部資源、深化管理能力並調整國際化布局，將能有效因應全球市場變動，實現穩健的跨國成長。本研究亦為未來有志於國際擴展之新創企業提供實務建議與理論參考。 zh_TW dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 2 第二章 文獻探討 3 第一節 Penrose企業成長理論概述 3 第二節 國際市場進入模式與策略 6 第三章 人力資源產業分析 12 第一節 人力資源產業概況 12 第二節 求職平台服務介紹 16 第三節 國際人才招募市場介紹 23 第四章 個案公司— Cake 國際人才社群介紹 32 第一節 研究架構與方法 32 第二節 公司簡介 34 第三節 公司發展歷程 35 第四節 國際化策略 44 第五節 平台功能服務介紹 48 第五章 研究分析與發現 66 第一節 Cake 平台成長路徑 66 第二節 公司成長因子與 Penrose 效應 69 第三節 Cake國際市場進入策略分析 73 第六章 結論與建議 77 第一節 研究結論 77 第二節 管理意涵 78 第三節 研究限制與建議 80 參考文獻 82 zh_TW dc.format.extent 3007485 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112351033 en_US dc.subject (關鍵詞) 數位平台 zh_TW dc.subject (關鍵詞) 新創企業 zh_TW dc.subject (關鍵詞) 企業成長理論 zh_TW dc.subject (關鍵詞) 國際化策略 zh_TW dc.subject (關鍵詞) 求職平台 zh_TW dc.title (題名) 數位平台新創企業之成長與國際化策略研究 - 以Cake 國際人才社群為例 zh_TW dc.title (題名) Growth and Internationalization of a Digital Platform Startup: A Case Study of Cake en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 1.施昕揚(2020)。企業成長之研究-以Y室內裝修有限公司為例。政治大學企業管理研究所(MBA學位學程)碩士論文。 2.邵芳雯(2017)。社群招募平台之商業模式與策略探討—以LinkedIn與104人力銀行為例。台灣大學工商管理學系暨商學研究所碩士論文。 3.陳煜衡(2021)。企業成長過程之研究 -以喬山健康科技股份有限公司為例。政治大學國際經營與貿易學系碩士論文。 4.陳韋傑(2023)。社交娛樂平台的國際化優勢與進入策略：以A直播平台為例。政治大學國際經營與貿易學系碩士論文。 二、英文文獻 1.Anderson, E., & Gatignon, H. 1986. Modes of foreign entry: A transaction cost analysis and propositions. Journal of International Business Studies, 17(3), 1–26. 2.Beamish, P. W., & Banks, J. C. 1987. Equity joint ventures and the theory of the multinational enterprise. Journal of International Business Studies, 18(2), 1–16. 3.Brouthers, K. D., & Brouthers, L. E. 2001. Explaining the national cultural distance paradox. Journal of International Business Studies, 32(1), 177–189. 4.Brouthers, K. D. 2013. Institutional, cultural and transaction cost influences on entry mode choice and performance. Journal of International Business Studies, 44(1), 1–13. 5.Dunning, J. H. 1988. The eclectic paradigm of international production: A restatement and some possible extensions. Journal of International Business Studies, 19(1), 1–31. 6.Erramilli, M. K., & Rao, C. P. 1993. Service firms’ international entry-mode choice: A modified transaction-cost analysis approach. Journal of Marketing, 57(3), 19–38. 7.Gulati, R. 1998. Alliances and networks. Strategic Management Journal, 19(4), 293–317. 8.Hill, C. W. L., Hwang, P., & Kim, W. C. 1990. An eclectic theory of the choice of international entry mode. Strategic Management Journal, 11(2), 117–128. 9.Johanson, J., & Vahlne, J.-E. 1990. The mechanism of internationalization. International Marketing Review, 7(4), 11–24. 10.Johanson, J., & Vahlne, J.-E. 2009. The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of International Business Studies, 40(9), 1411–1431. 11.Kano, H. (2023). Early internationalization and subsequent geographic expansion: An extended Penrosean perspective. International Business Review, 32(1), Article 102074. 12.Kogut, B., & Singh, H. 1988. The effect of national culture on the choice of entry mode. Journal of International Business Studies, 19(3), 411–432. 13.Kor, Y. Y., Mahoney, J. T., & Tan, D. 2020. Penrose’s theory of the growth of the firm: An exemplar of engaged scholarship. Strategic Management Review, 1(1), 152–184. 14.Kor, Y. Y., Mahoney, J. T., Siemsen, E., & Tan, D. 2016. Penrose's “The Theory of the Growth of the Firm”: An exemplar of engaged scholarship. Production and Operations Management, 25(10), 1727–1744. 15.Lin, W.-T., Chen, Y.-Y., Ahlstrom, D. and Wang, L.C. 2021. "Does international expansion constrain growth? Business groups, internationalization, institutional distance, and the Penrose effect", Multinational Business Review, Vol. 29 No. 1, pp. 70-95. 16.Pan, Y., & Tse, D. K. 2000. The hierarchical model of market entry modes. Journal of International Business Studies, 31(4), 535–554. 17.Penrose, E. T. 1959. The theory of the growth of the firm. Oxford University Press. 18.Root, F. R. 1987. Entry strategies for international markets. Lexington Books. 19.Shenkar, O. 2001. Cultural distance revisited: Toward a more rigorous conceptualization and measurement of cultural differences. Journal of International Business Studies, 32(3), 519–535. 20.Stallkamp, M., & Schotter, A. P. J. 2019. Platforms without borders? The international strategies of digital platform firms. Global Strategy Journal, 9(1), 124–147. 21.Tan, D., & Mahoney, J. T. 2007. The dynamics of resource-based capability development: A longitudinal study of the U.S. telecommunications industry. Managerial and Decision Economics, 28(3), 261–273. 22.Tan, D., Mahoney, J. T., & Kor, Y. Y. 2020. Advancing Penrose’s theory of the growth of the firm: A capability-based perspective. Academy of Management Annals, 14(2), 598–632. 三、網路資料 1.104職場力. (2023). 人資F.B.I.研究報告. 104人力銀行. https://blog.104.com.tw/retain-talent/ 2.Cake官網.(2025). https://www.cake.me/about?locale=zh-TW 3.Diment, D. (2024, September). Global HR & recruitment services – Market research report (2014–2029). IBISWorld. https://www.ibisworld.com/global/industry/global-hr-recruitment-services/2050/ 4.Dixon-Fyle, S., Dolan, K., Hunt, D. V., & Prince, S. (2023). Diversity wins: How inclusion matters. McKinsey & Company. https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters 5.European Commission. (n.d.). A Europe fit for the digital age. European Commission. https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age_en 6.LinkedIn. (2023). Future of recruiting 2023: AI, soft skills & the rise of the recruiter. LinkedIn. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/future-of-recruiting-2023.pdf 7.LinkedIn. (2023). Global Talent Trends 2023. LinkedIn. https://business.linkedin.com/content/dam/me/business/zh-cn/talent-solutions/talent-insight-report/2024_Global_Talent_Trends_Report_Chinese.pdf 8.Personio. (2023). Business leaders identify HR as ripe for disruption by AI. Personio. https://www.personio.com/about-personio/press/hr-study-2023-hr-ceo/ 9.U.S. Bureau of Labor Statistics. (2025, April 4). The employment situation – March 2025. U.S. Bureau of Labor Statistics. https://www.bls.gov/news.release/pdf/empsit.pdf 10.World Bank. (2024, October 7). East Asia and Pacific: Resilient growth in turbulent times. World Bank. https://www.worldbank.org/en/news/press-release/2024/10/07/east-asia-and-pacific-resilient-growth-in-turbulent-times 11.張紹敏. (2023). 2023台灣企業員工福祉大健檢. Cheers快樂工作人雜誌. https://web.cheers.com.tw/issue/2023/dei/index.html zh_TW
