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研究生:張軒愷
研究生(外文):Chang, Hsuan Kai
論文名稱:臺灣行動支付之挑戰與競爭策略
論文名稱(外文):Challenges and Competitive Strategies of Mobile Payment in Taiwan
指導教授:黃思明黃思明引用關係
指導教授(外文):Hwang, Syming
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:67
中文關鍵詞:行動支付商業模式HCETSM
外文關鍵詞:Mobile PaymentBusiness ModelHCETSM
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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


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英文文獻
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