臺灣博碩士論文加值系統

本研究探討台灣新創設計電商平台A公司進入泰國市場的挑戰與應對策略。A公司在泰國面臨品牌知名度不足、支付習慣差異、跨境物流障礙、競爭激烈等外部挑戰，以及人才招募、跨文化管理、資源分配困難等內部挑戰。為應對這些挑戰，A公司採取了一系列本土化策略，包括吸納本土設計師、優化平台體驗、強化社群營銷、調整商品策略等。研究認為，A公司要在競爭中突圍，必須堅守設計定位，融入本土消費場景，加強品牌差異化，並爭取總部的戰略重視和資源投入，賦能本土團隊。

This paper explores the challenges and coping strategies of representative company, a Taiwanese startup design e-commerce platform, as it enters the Thai market. In Thailand, representative company faces external challenges such as consumer trust crises, differences in payment habits, cross-border logistics barriers, and intense competition, as well as internal challenges including talent recruitment, cross-cultural management, and resource allocation imbalances. To address these challenges, representative company has adopted a series of localization strategies, including attracting local designers, optimizing platform experiences, strengthening social media marketing, and adjusting product strategies. The research suggests that for representative company to stand out in the competition, it must adhere to its design positioning, integrate into the local consumer landscape, enhance brand differentiation, and secure strategic attention and resource investment from the headquarters to empower the local team.

書名頁 i
審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究目的 3
第二章、文獻綜述 4
第一節、新創企業進入新興市場面臨的主要挑戰 4
第二節、新創企業應對新興市場挑戰的主要策略 7
第三章、研究對象與程序 11
第一節、研究方法論述 11
第二節、研究對象的選擇 11
第三節、資料收集 12
第四節、訪綱設計 14
第四章、研究個案介紹 15
第一節、A公司商業模式與發展歷程 15
壹、服務與平台商業模式 15
貳、公司發展曆程 16
第二節、個案公司進入泰國發展的情況 17
壹、初創籌備期（2014-2015年） 17
貳、正式進入期（2016-2018年） 18
參、發展成長期（2019-2022年） 19
第三節、公司進入泰國市場碰到的挑戰與策略 21
壹、公司外部碰到的挑戰 21
貳、公司內部營運碰到的挑戰 24
參、公司的因應策略 25
第四節、A公司的購物流程 27
第五節、A公司各國的社群媒體通路策略 29
第六節、跨國企業碰到的挑戰：泰國的策略定位優先較低 34
第五章、結論與建議 36
第一節、個案研究結論 36
第二節、研究建議結論 36
第三節、研究限制 37
第四節、未來研究方向 38
參考文獻 39
第一節、英文文獻 39
第二節、參考網站 45

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