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題名 臺灣行動支付之挑戰與競爭策略
Challenges and Competitive Strategies of Mobile Payment in Taiwan
作者 張軒愷
Chang, Hsuan Kai
貢獻者 黃思明
Hwang, Syming
張軒愷
Chang, Hsuan Kai
關鍵詞 行動支付
商業模式
HCE
TSM
Mobile Payment
Business Model
HCE
TSM
日期 2015
上傳時間 17-Aug-2015 14:04:54 (UTC+8)
摘要 全球行動支付交易金額預測將從2013年的2354億美元成長至2017年的7210億，年增率平均35%，而使用人口也將從2.4億增加到4.5億。另外，相較於亞洲其他國家非現金支付比例已高達五、六成，臺灣只有25%，顯示還有很高的成長空間。本研究透過Porter的鑽石模型比較美國、中國、台灣三國在行動支付領域的優勢與挑戰，同時透過Business Canvas拆解台灣行動支付平台廠商的商業模式，藉以了解台灣在行動支付領域的策略以及商業模式運作方法。
     
     本研究的結論認為臺灣雖然在由於法律因素在行動支付市場業務上起步較晚，然而在技術取得面具有後發優勢。在需求面，臺灣的消費者準備度亦高，因此主要的挑戰在於產業鏈上待整合與國內內需低落，尚可透過跨境電商的方式取得突破。另一方面，台灣的廠商應該考慮選擇HCE而非TSM平台，同時思考如何吸引具有強大網路效應與平台效應的族群，並在國外廠商進入前搶先佈局。本研究屬初探性質，可作為未來研究行動支付相關研究之基礎。
Global mobile payment market is forecasted to boom from 2.354 trillions in 2013 to 7.21 trillion in 2015, averagely at 25% annual growth rate. Compared to 50-60% non-cash payment in other Asian countries Taiwan only has 25% non-cash payment, which suggests high potential growth.
     This research conducted Diamond Model to compare the advantages and challenges in the domain of mobile payment in the U.S., China and Taiwan. Additionally, inspecting a Taiwanese mobile payment platform company by Business Canvas to understand business models and strategies in Taiwan.
     The conclusion of the research suggested that though Taiwan has slower development at mobile payment in consequence of legislation factor, it has the late-developing advantage in the acquisition of technology.
     In demand side, Taiwan also has high customer preparation, thus the main challenges are the integration of supply chain and limited domestic need, which could be overcome by developing international e-commerce. Furthermore, Taiwanese mobile payment companies shall consider adopt HCE platform instead of TSM platform, at the mean time find out how to appeal the groups with strong network effect and platform effect, and speed up deployment before international companies access to Taiwan.
     This research plays a role of advanced research in mobile payment, and could be a foundation for further related researches.
第一章 緒論 5
     第一節 研究動機 5
     第二節 研究目的 5
     第二章 文獻探討 6
     第一節 行動支付 6
     第二節 電子票卷 11
     第三節 行動支付之生態體系 11
     第四節 行動支付之通訊技術一覽 12
     第五節 鑽石模型 13
     第六節 BUSINESS CANVAS(商業模式圖) 15
     第三章 研究設計 18
     第一節 研究流程 18
     第二節 研究方法 20
     第四章 行動支付產業鑽石模型建構 24
     第一節 整體行動支付市場分析 24
     第二節 鑽石模型分析 28
     第五章 臺灣行動支付個案研究 49
     第六章 結論與建議 58
     第一節 臺灣在行動支付領域上的挑戰與策略 58
     第二節 臺灣的行動支付公司之可行策略 59
     參考資料 60
參考文獻 中文文獻
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     2. 艾瑞諮詢. (2015). 艾瑞：2014年中國第三方互聯網支付交易規模突破8萬億. Retrieved July 6, 2015, from http://www.iresearch.com.cn/view/247141.html
     3. 何啟嘉, & 呂桂玲. (2015). 中國大陸非金融機構經營網路金融 之現況 、 影響及監理. 國際金融參考資料, 67.
     4. 李國安. (2015). WEF 全球競爭力排名分析.
     5. 李靚慧. (2014). 信用卡在台40年 年刷卡破2兆. Retrieved July 6, 2015, from https://tw.news.yahoo.com/%E4%BF%A1%E7%94%A8%E5%8D%A1%E5%9C%A8%E5%8F%B040%E5%B9%B4-%E5%B9%B4%E5%88%B7%E5%8D%A1%E7%A0%B42%E5%85%86-221111855.html
     6. 林秀英. (2015). 風起雲湧的行動支付競賽. 台灣經濟研究月刊, (4), 55–63.
     7. 胡自立. (2015). 台灣行動支付消費者需求調查分析.
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     9. 郭玉慧. (2014). 移動支付新未來 - 可穿戴設備支付.
     10. 郭芝榕. (2015). 第三方支付面臨4大挑戰！詹宏志：台灣將與支付創意無緣. Retrieved July 12, 2015, from http://www.bnext.com.tw/article/view/id/35965
     11. 辜騰玉. (2015). 臺灣才剛炒熱的TSM行動支付即將過時？聯合國際率先擁抱HCE通吃各種行動支付. Retrieved July 7, 2015, from http://www.ithome.com.tw/news/93668
     12. 新媒體世代. (2015). 快速認識美國「行動支付」戰場和重要玩家. Retrieved July 10, 2015, from http://grinews.com/news/%E7%9F%AD%E6%91%98-%E5%BF%AB%E9%80%9F%E8%AA%8D%E8%AD%98%E7%BE%8E%E5%9C%8B%E3%80%8C%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E3%80%8D%E6%88%B0%E5%A0%B4%E5%92%8C%E9%87%8D%E8%A6%81%E7%8E%A9%E5%AE%B6/
     13. 資策會. (2014). 資策會FIND：行動族群半年增加逾100萬人、全臺滑世代破1,432萬. Retrieved July 6, 2015, from http://www.iii.org.tw/m/News-more.aspx?id=1475
     14. 資策會. (2015). 資策會：台灣行動支付市場進入發展期. Retrieved July 8, 2015, from http://www.appledaily.com.tw/realtimenews/article/new/20150310/571539/
     15. 網易財經. (2014). 中國信用卡報告 2014.6.
     16. 蔡怡杼. (2015). 打造金融創新元年 金管會擬鬆綁法規 | ETtoday財經新聞 | ETtoday 新聞雲. Retrieved June 16, 2015, from http://www.ettoday.net/news/20150311/477303.htm
     17. 韓坤舉. (2014). 行動支付之技術應用與法律問題研究.
     18. 藍弋丰. (2015). 小商家接受度低，成美國發展行動支付最大瓶頸. Retrieved July 19, 2015, from http://technews.tw/2015/06/12/httpwww-forbes-comsitesquickerbettertech20150601why-is-almost-no-one-using-apple-pay/
     19. 魏京婷. (2015). 去年移動支付金額8.24萬億元同比增約6倍. Retrieved July 6, 2015, from http://big5.ce.cn/gate/big5/finance.ce.cn/rolling/201505/22/t20150522_5430366.shtml
     20. 魏聖峰. (2015). 全球行動支付平台風起雲湧, 爭取消費者和店家、金融機構、信用卡加盟 掌握金流優勢. 財訊快報. Retrieved from http://www.investor.com.tw/onlineNews/freeColArticle.asp?articleNo=2819
     21. Chen, J. (2015). 前景無限的第三方支付. Retrieved July 12, 2015, from http://www.stockfeel.com.tw/%E5%89%8D%E6%99%AF%E7%84%A1%E9%99%90%E7%9A%84%E7%AC%AC%E4%B8%89%E6%96%B9%E6%94%AF%E4%BB%98/
     22. Deloitte. (2014). 走出移動支付的迷宮 電信商如何突破重圍, 247.
     23. Errison. (2014). 掌握網路型社會脈動 2014. Google, & Ipsos MediaCT. (2012). 贏很大！ 台灣APP下載安裝率領先美國英國. Retrieved July 9, 2015, from http://www.cgo.tw/index.php?in=5-1&id=141
     24. Gartner. (2015). Gartner調查：非NFC雲端支付才是行動支付市場主流. Retrieved July 6, 2015, from http://www.ithome.com.tw/article/94949
     25. IDC. (2015). IDC估2015年台灣行動支付市場規模達890億元，年成長42%. Retrieved July 6, 2015, from http://news.sina.com.tw/article/20141211/13594856.html
     26. iResearch. (2013). 2013年度中國第三方支付市場核心數據發佈. Retrieved July 16, 2015, from http://www.iresearch.com.cn/coredata/2013q4_2.shtml
     27. MarketWatch. (2014). 驚奇！中國智慧手機網路用戶數 竟已超越美國總人口. Retrieved July 10, 2015, from https://tw.news.yahoo.com/%E9%A9%9A%E5%A5%87-%E4%B8%AD%E5%9C%8B%E6%99%BA%E6%85%A7%E6%89%8B%E6%A9%9F%E7%B6%B2%E8%B7%AF%E7%94%A8%E6%88%B6%E6%95%B8-%E7%AB%9F%E5%B7%B2%E8%B6%85%E8%B6%8A%E7%BE%8E%E5%9C%8B%E7%B8%BD%E4%BA%BA%E5%8F%A3-101555140.html
     28. MIC資策會. (2015). 台灣行動支付用戶占整體消費者4.8%. Retrieved June 14, 2015, from http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=385&type1=
     29. T客邦. (2014). 理解行動支付的應用及機制：VISA 圖解說明何謂 TSM、HCE、Visa Token. Retrieved July 12, 2015, from http://www.techbang.com/posts/20870-graphic-action-visa-payment
     30. T客邦. (2015). 行動支付大補帖，一次就讓你看懂. Retrieved June 12, 2015, from http://technews.tw/2015/05/06/nfc-smart-phone/
     31. TWNIC 財團法人台灣網路資訊中心. (2014). 台灣行動上網普及率4成7. Retrieved July 6, 2015, from http://www.chinatimes.com/realtimenews/20140820000021-260412
     
     英文文獻
     1. Andreoli, G. (2008). Mobile payments – reloaded. Ericsson Business Review, 3, 54–57.
     2. Bank for international settlements. (2012). Innovations in retail payments.
     3. eMarketer. (2013). US Mobile Payments to Top $1 Billion in 2013. Retrieved July 5, 2015, from http://www.emarketer.com/Article/US-Mobile-Payments-Top-1-Billion-2013/1010035
     4. EY. (2014). Mobile money — the next wave of growth.
     5. Gartner. (2013). Gartner Says Worldwide Mobile Payment Transaction Value to Surpass $235 Billion in 2013. Retrieved June 16, 2015, from http://www.gartner.com/newsroom/id/2504915
     6. Geodfrey, T. (2015). Small Businesses Not Prepared for New Payment Technologies. Retrieved July 19, 2015, from http://paymentweek.com/2015-5-27-small-businesses-not-prepared-for-new-payment-technologies-7309/
     7. Gerdes, G. R., Mckee, J. M., Liu, M. X., Dake, S., Dyer, P., Chen, M. C., & Donahue, N. (2013). The 2013 Federal Reserve Payments Study. Retrieved from http://www.frbservices.org/files/communications/pdf/research/2013_payments_study_summary.pdf
     8. Gokey, M. (2015). Apple Pay: List of the Companies That Support It. Retrieved July 19, 2015, from http://www.digitaltrends.com/mobile/apple-pay-partners-news/
     9. Hayashi, F., & Bradford, T. (2014). Mobile payments: Merchants’ perpectives. Federal Reserve Bank of Kansas City Economic Review, 33–58.
     10. Holmes, T. E. (2014). Credit card ownership statistics. Retrieved July 6, 2015, from http://www.creditcards.com/credit-card-news/ownership-statistics-charts-1276.php
     11. Issac, M. (2014). U.S. Mobile Payments Market to Boom by 2019, Research Firm Says. Retrieved July 5, 2015, from http://bits.blogs.nytimes.com/2014/11/17/u-s-mobile-payments-market-to-boom-by-2019-research-firm-says/?_r=2
     12. Issac, M., & Chen, B. (2014). Apple Pay Gives Glimpse of Mainstream Appeal for Mobile Payment. Retrieved July 4, 2015, from http://www.nytimes.com/2014/11/15/technology/apple-pay-gives-glimpse-of-mainstream-appeal-for-mobile-payments.html?_r=0
     13. Longoni, A., & Gâza, M. (2013). Mobile payments 2013 - Changing checkout.
     14. Milian, M. (2014). Mobile Payments Forecast: Hazy With a Chance of Apple. Retrieved July 19, 2015, from http://www.bloomberg.com/news/articles/2014-09-10/mobile-payments-forecast-hazy-with-a-chance-of-apple
     15. Niu, E. (2011). Verizon Puts Down Its Big Red Foot. Retrieved from http://www.fool.com/investing/general/2011/12/07/verizon-puts-down-its-big-red-foot.aspx
     16. Osterwalder, A., Pigneur, Y., & Smith, A. (2010). Business Model Generation. Booksgooglecom (Vol. 30). http://doi.org/10.1523/JNEUROSCI.0307-10.2010
     17. Patel, R., Kunche, A., Mishra, N., Bhaiyat, Z., & Joshi, R. (2015). Comparative Review Of Existing Mobile Payment Systems. International Journal of Applied Engineering Research, 10(7), 16873–16884.
     18. Perez, S. (2014). Retailer-Backed Apple Pay Rival CurrentC Has Been Hacked, Testers’ Email Addresses Stolen. Retrieved July 19, 2015, from http://techcrunch.com/2014/10/29/retailer-backed-apple-pay-rival-currentc-has-been-hacked-testers-email-addresses-stolen/
     19. Porter, M. E. (1990). The Competitive Advantage of Nations. Harvard Business Review, 68, 73–93. http://doi.org/Article
     20. PYMNTS. (2015). PayPal Will Go Public As PYPL. Retrieved July 19, 2015, from http://www.pymnts.com/news/2015/paypal-will-go-public-as-pypl/#.Vati7Hg1lMY
     21. Smith, D. (2015). Nearly half of all retailers plan to adopt Apple Pay by next year. Retrieved July 19, 2015, from http://www.businessinsider.com.au/apple-pay-adoption-2015-2
     22. Statista. (2015). U.S. mobile phone internet usage penetration 2010-2015. Retrieved July 9, 2015, from http://www.statista.com/statistics/275591/percentage-of-mobile-phone-users-who-use-mobile-internet-in-the-us/
     23. Sterling, G. (2015). Report: U.S. Smartphone Penetration Now At 75 Percent. Retrieved July 5, 2015, from http://marketingland.com/report-us-smartphone-penetration-now-75-percent-117746
     24. The Modern Wallet: Mobile Payments are Making Life Easier. (2014). Retrieved July 4, 2015, from http://www.nielsen.com/us/en/insights/news/2014/whats-in-your-wallet-mobile-payments-are-making-life-easier.html
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     27. Yu, E. (2014). China smartphone market hitting “saturation” point. Retrieved from http://www.zdnet.com/article/shangahi-consumer-watchdog-takes-samsung-oppo-to-court-report/
描述 碩士
國立政治大學
企業管理研究所
102363080
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363080
資料類型 thesis
dc.contributor.advisor 黃思明zh_TW
dc.contributor.advisor Hwang, Symingen_US
dc.contributor.author (Authors) 張軒愷zh_TW
dc.contributor.author (Authors) Chang, Hsuan Kaien_US
dc.creator (作者) 張軒愷zh_TW
dc.creator (作者) Chang, Hsuan Kaien_US
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:04:54 (UTC+8)-
dc.date.available 17-Aug-2015 14:04:54 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:04:54 (UTC+8)-
dc.identifier (Other Identifiers) G0102363080en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77537-
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zh_TW
dc.description (描述) 102363080zh_TW
dc.description.abstract (摘要) 全球行動支付交易金額預測將從2013年的2354億美元成長至2017年的7210億，年增率平均35%，而使用人口也將從2.4億增加到4.5億。另外，相較於亞洲其他國家非現金支付比例已高達五、六成，臺灣只有25%，顯示還有很高的成長空間。本研究透過Porter的鑽石模型比較美國、中國、台灣三國在行動支付領域的優勢與挑戰，同時透過Business Canvas拆解台灣行動支付平台廠商的商業模式，藉以了解台灣在行動支付領域的策略以及商業模式運作方法。
     
     本研究的結論認為臺灣雖然在由於法律因素在行動支付市場業務上起步較晚，然而在技術取得面具有後發優勢。在需求面，臺灣的消費者準備度亦高，因此主要的挑戰在於產業鏈上待整合與國內內需低落，尚可透過跨境電商的方式取得突破。另一方面，台灣的廠商應該考慮選擇HCE而非TSM平台，同時思考如何吸引具有強大網路效應與平台效應的族群，並在國外廠商進入前搶先佈局。本研究屬初探性質，可作為未來研究行動支付相關研究之基礎。		zh_TW
dc.description.abstract (摘要) Global mobile payment market is forecasted to boom from 2.354 trillions in 2013 to 7.21 trillion in 2015, averagely at 25% annual growth rate. Compared to 50-60% non-cash payment in other Asian countries Taiwan only has 25% non-cash payment, which suggests high potential growth.
     This research conducted Diamond Model to compare the advantages and challenges in the domain of mobile payment in the U.S., China and Taiwan. Additionally, inspecting a Taiwanese mobile payment platform company by Business Canvas to understand business models and strategies in Taiwan.
     The conclusion of the research suggested that though Taiwan has slower development at mobile payment in consequence of legislation factor, it has the late-developing advantage in the acquisition of technology.
     In demand side, Taiwan also has high customer preparation, thus the main challenges are the integration of supply chain and limited domestic need, which could be overcome by developing international e-commerce. Furthermore, Taiwanese mobile payment companies shall consider adopt HCE platform instead of TSM platform, at the mean time find out how to appeal the groups with strong network effect and platform effect, and speed up deployment before international companies access to Taiwan.
     This research plays a role of advanced research in mobile payment, and could be a foundation for further related researches.		en_US
dc.description.abstract (摘要) 第一章 緒論 5
     第一節 研究動機 5
     第二節 研究目的 5
     第二章 文獻探討 6
     第一節 行動支付 6
     第二節 電子票卷 11
     第三節 行動支付之生態體系 11
     第四節 行動支付之通訊技術一覽 12
     第五節 鑽石模型 13
     第六節 BUSINESS CANVAS(商業模式圖) 15
     第三章 研究設計 18
     第一節 研究流程 18
     第二節 研究方法 20
     第四章 行動支付產業鑽石模型建構 24
     第一節 整體行動支付市場分析 24
     第二節 鑽石模型分析 28
     第五章 臺灣行動支付個案研究 49
     第六章 結論與建議 58
     第一節 臺灣在行動支付領域上的挑戰與策略 58
     第二節 臺灣的行動支付公司之可行策略 59
     參考資料 60		-
dc.description.tableofcontents 第一章 緒論 5
     第一節 研究動機 5
     第二節 研究目的 5
     第二章 文獻探討 6
     第一節 行動支付 6
     第二節 電子票卷 11
     第三節 行動支付之生態體系 11
     第四節 行動支付之通訊技術一覽 12
     第五節 鑽石模型 13
     第六節 BUSINESS CANVAS(商業模式圖) 15
     第三章 研究設計 18
     第一節 研究流程 18
     第二節 研究方法 20
     第四章 行動支付產業鑽石模型建構 24
     第一節 整體行動支付市場分析 24
     第二節 鑽石模型分析 28
     第五章 臺灣行動支付個案研究 49
     第六章 結論與建議 58
     第一節 臺灣在行動支付領域上的挑戰與策略 58
     第二節 臺灣的行動支付公司之可行策略 59
     參考資料 60		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363080en_US
dc.subject (關鍵詞) 行動支付zh_TW
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) HCEzh_TW
dc.subject (關鍵詞) TSMzh_TW
dc.subject (關鍵詞) Mobile Paymenten_US
dc.subject (關鍵詞) Business Modelen_US
dc.subject (關鍵詞) HCEen_US
dc.subject (關鍵詞) TSMen_US
dc.title (題名) 臺灣行動支付之挑戰與競爭策略zh_TW
dc.title (題名) Challenges and Competitive Strategies of Mobile Payment in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
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