以折衷理論角度分析本土電商PChome的國際化策略

Abstract

數位科技的浪潮不只改變了人們的生活模式，也改變了學術領域的理論框架。自然科學領域在近年來擁有巨大的突破與變革，然而社會科學的步調卻顯得沉穩而優雅，在各方意見交決未決之際，反倒呈現了穩態平衡。然而不可否認的是，過去學者所提出的理論與學說假設，都成為了後世研究者的寶物，要不以此為地基繼續堆疊，要不砍掉將材料重新組裝拼湊。這一切就如同地平說的鋪陳與地圓說的感動一樣；若沒有牛頓三大運動定律，就沒有愛因斯坦相對論的震撼。這個現象也同樣適用於社會科學領域。 本研究旨在以個案分析的角度深入探討，傳統的國際企業理論，即折衷理論，是否能有效解釋當今最主要平台企業──電子商務產業的國際化過程。隨後，本研究將擴展這一分析，探討國際企業理論在平台型企業上的應用，以更清楚地描繪電子商務產業的國際化架構，並延伸應用於研究台灣本土電商企業的國際化行為和困境。 透過了解電商產業的全球整合壓力和在地回應壓力，本研究歸納了全球型電商和在地型電商的策略偏好，並以亞馬遜和蝦皮作為案例進行更深入的解析。接著，本研究引入折衷理論的分析架構，進而闡釋電商企業在國際擴張時的優勢條件和進入模式。這些優勢條件包括所有權優勢、區位優勢，以及內部化優勢。這些要素影響了企業的海外進入模式，透過企業個案的分析，本研究希望驗證新世界現象在傳統理論框架內的適用性。 總結來說，本研究旨在全面分析電子商務平台領域的國際發展差異，運用過去的理論提供新的解讀和見解。此外，本研究也期望能引發學術界有更多探討電子商務平台和相關國際企業議題的相關研究，同時為實務界提供有價值的研究參考，以支援台灣本土企業在全球市場上的成功。

Digital technology has not only revolutionized lifestyles, but also academic theories. While the natural sciences have experienced significant breakthroughs in recent years, the pace of social sciences has remained consistent. However, both fields necessitate continuous advancement, and past theories often serve as the foundation for these progress, analogous to the transition from the heliocentric to geocentric theory, or from Newton's laws to Einstein's theory of relativity. This study aims to discover whether the traditional international business theory, represented by the eclectic paradigm, can explain the internationalization of the e-commerce industry today. Subsequently, by applying international business theory to platform-based enterprises, it offers a clearer framework for understanding e-commerce internationalization and extends to scrutinize Taiwan's local e-commerce enterprises' internationalization behavior and challenges. The research distinguishes strategic preferences between global and local e-commerce, using Amazon and Shopee as in-depth case studies. The study then introduces the analytical framework of the eclectic paradigm, elucidating the advantages and entry modes for e-commerce in international expansion. In summary, the research aims to deeply analyze e-commerce platform differences in international development, providing new insights through established theories. Moreover, it seeks to foster academic exploration of e-commerce platforms and related international business topics and provide valuable research references for practitioners, aiding the success of domestic enterprises in Taiwan's international market.