美食外送平台的跨國發展之比較研究

Abstract

隨著高科技的發展，O2O營銷模式連結了線上和線下的商業機會，其中愈來愈多人在使用美食外送平台。本研究是針對四個國家的美食外送平台與各國的市場，四個國家是包含美國、德國、韓國與中國。本研究問題主要有三點：一，有哪些因素使美食外送平台在亞洲國家中國、韓國發展得相對比歐美國家來得快？二，美食外送平台有沒有跨國之間或者國內之間的關係？三，有哪些方法可以比較外賣與消費者之間的配送費？本研究是以國際產品生命週期理論和創新擴散模型來探討歐美國家和亞洲國家的美食外送平台發展狀況與比較分析為何在亞洲市場發展的飛速。再來本研究會以國際市場進入模式來分析跨國之間的美食外送平台，再加上分析國內之間的關係。最後會以GDP per capita ppp比較四個國家的配送費對消費者的購買力。 本研究分析結果是因為歐美國家和亞洲國家的美食外送平台的需求與供給的環境有差別，所以在亞洲國家的美食外送平台發展得比較快。再來有些美食外送平台是以併購國外平台的方式來進入海外市場，這是為了減少所面臨的風險。還有不只國際之間的美食外送平台，國內之間的美食外送平台也有同樣的情形，國內之間的平台也會採取併購的方式來更擴展在國內市場。最後因為每個國家收的配送費都不一樣，所以會用平均的配送費來做比較分析，分析結果是每個國家消費者對配送費的購買力都不一樣，有些國家是相對比較高，有些國家是相對比較低。

The fast development of technology and the presence of the internet and smartphones have created a new business opportunity that connects online and offline which is also known as O2O system. An example of this system and, what a lot of people use these days; is online food delivery service platforms. These platforms connect restaurants to consumers. Whenever consumers make an order through the smartphone application, platform sends a notification of the order to the restaurant, which in turn makes food for consumers. A delivery person then picks up the food and delivers the food to consumers. This thesis is going to examine (1) the development of online food delivery service platforms in 4 different countries, Europe (Germany), United States, Korea, and China and see why there is faster development in Asian countries compared to Europe (Germany) or United States by using the theory of international product life cycle and diffusion of innovation. This thesis will also observe (2) the relationship of platforms, either between foreign platforms or between local platforms depending on the entry mode. This thesis will also (3) compare the food delivery fee that vendors charge to consumers by using GDP per capita ppp and other components. This thesis has analyzed that there are different supply and demand situations in which countries such as South Korea and China, have a fast development in online food delivery service platforms. Also, this thesis has observed that most platforms choose to acquire other foreign platform to enter foreign market, and also local platforms choose to acquire other local platforms to be stronger within the local market. Lastly, this thesis has analyzed that consumers have different purchasing power over the food delivery fee in 4 different countries.