二維條碼在台灣市場的機會與挑戰分析

Abstract

QR Code這個巧妙的發明，在日本經過電信大廠長期的深耕佈局，至今已為人廣用，成為簡化手機使用者輸入網址的一個重要的介面工具。台灣的產、官、學界，也注意到這個小裝置對行動商務的重要性，於是透過聯盟的成立（OMIA），標準的制定，來推廣這工具，讓人們知道它、需要它、進而使用它。此外，近年來價值鏈上跨界的合作與各式各樣的推廣活動也陸續有所見聞，透過這些宣傳，將之推廣實用。 從產業架構的差異來比較台灣與日本的行動產業環境並不是太難的事，然而，總有一些微小，不易細查，卻影響深遠的因素值得我們細查。這篇研究的目的，是希望從幾個與來自公開資訊中不同角度的分析，諸如價值鏈層面的分析，五力分析等等，探討QR Code在台灣的發展，會是怎樣的情形，會有哪些機會或是挑戰。

After a long period of time being driven and conducted by key telecom company, QR Code has been successfully becoming Japanese people’s necessities in their daily life, which acts as a means to simplify WEB address input when people use their mobile phone and want to browse the mobile internet. Upon witnessing the successful case of m-commerce happened in Japan, the Taiwanese government, industry and the scholar attempted to bring up Taiwan’s local m-commerce market, an alliance (OMIA) was formed to promote such “tool kit”, hoped people to know about it, need it and use it, certain level of cross industry cooperation had also aligned hoped to expedite such opportunity in Taiwan, a lot of propaganda and activities had been executed these recent years. It is easy to benchmark the m-commerce environment between Japan and Taiwan, in terms of infrastructure, however some sophisticated metrics are still needed to be more carefully analyzed in depth. The purpose of this research is to have some review on the QR code from various point of views other than those from the public information such as value chain analysis, five force analysis, make assumption on how QR Code related industry is going to work in this island, explore the opportunity and the kind of potential challenge that is not easy to be detected but essential to the success of this industry.