台灣外送平台之商業及在地化策略之比較研究

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研究生：	林于庭 Lin, Yu-Ting.
論文名稱：	台灣外送平台之商業及在地化策略之比較研究 Comparative Research on Business Strategy and Localization Strategy of the Global Food-Delivery E-Commerce Platform in Taiwan
指導教授：	周瑞賢 Chou, Jui-Hsien
口試委員:	張寶塔 Chang, Bao-Taa 黃朝熙 Huang, Chao-Hsi
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 國際專業管理碩士班 International Master of Business Administration(IMBA)
論文出版年：	2020
畢業學年度：	108
語文別：	英文
論文頁數：	49
中文關鍵詞：	行銷、商業模式、在地化、食物電商、線上食物外送平台、台灣、跨國電商
外文關鍵詞：	Marketing, Business model, Localization, Food-eCommerce, Online Food-Delivery Platform, Taiwan, Global E-commerce
相關次數：	點閱：3 下載：0
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This study adopts a comparative research method to explore the business and localization strategies of the three international food delivery platforms e-commerce in Taiwan and interprets the differences and commonalities of their model development. Finally, this paper discusses the practical implications and suggestions for future research and manufacturers who want to enter Taiwan's food delivery platform market.
Researchers of food delivery e-commerce platforms in Taiwan have discussed subsidy strategies, customer satisfaction, convenient motivation etc., which belong to the customer or outside perspective. Therefore, this article aims to explore the insight of the business strategy and localization strategy of three food delivery platforms in Taiwan.
This research involved a survey comprised of three sets of interviews. Three managers of three different food delivery companies in Taiwan participated in the study. The qualitative analysis of the interviews was conducted through a comparative analysis approach and VRIO model to indicate the competitive advantage of three food delivery companies.
The results of this study showed the business model and localization strategies from three food delivery companies. To conclude, this study may be of importance in showing the different and common factors of business strategies from company insight, finding out the comparative advantages of each company.

ABSTRACT................................................................................................................... I LIST OF TABLE ........................................................................................................ IV CHAPTER 1 INTRODUCTION ...................................................................................1
1.1 Research Background and Motivation.............................................................1
1.2 Research Purpose and Question.......................................................................2 CHAPTER 2 LITERATURE REVIEW ........................................................................3 2.1 Localized Versus Standardized Strategy .........................................................3 2.1.1 Advantages & Disadvantages of Localization..............................................3 2.1.2 Advantages & Disadvantages of Standardization.........................................4 2.2 Business Model of Food Delivery Platform ....................................................7 CHAPTER 3 METHODOLOGY ..................................................................................8 3.1 Research Design and Participants....................................................................8 3.2 Research Instrument.........................................................................................8 3.3 Data Collection Procedure ...............................................................................9 3.4 Data Analysis .................................................................................................11 3.5 Research Review and Ethic ...........................................................................12 CHAPTER 4 RESULTS ..............................................................................................14 4.1 Research Findings and the Background of the Company A, B, C.................14 4.2 Revenue Model of On-line Food Delivery E-commerce Company ..............14 4.3 Food Delivery E-commerce Company-A ......................................................15 4.3.1 Business Strategy ........................................................................................15 4.3.2 Localized Strategy ......................................................................................17 4.4 Food Delivery E-commerce Company-B ......................................................18
4.4.1 Business Strategy ........................................................................................18
4.4.2 Localized Strategy ......................................................................................19 4.5 Food Delivery E-commerce Company-C ......................................................21 4.5.1 Business Strategy Market Strategy .............................................................21 4.5.2 Localized Strategy ......................................................................................22 4.6 Results of Qualitative Research .....................................................................24
CHAPTER 5 DISCUSSION........................................................................................25 5.1 Comparison of Three Food Delivery Platforms in Taiwan ...........................25 5.1.1 Comparison of Business Strategies.............................................................25 5.1.2 Comparison of Localized/ Standardized Strategy.......................................26 5.2 VRIO Analysis...............................................................................................27
CHAPTER 6 CONCLUSION......................................................................................32 REFERENCE...............................................................................................................34 APPENDIX (INTERVIEW CONTENT) ....................................................................36
                                

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