巔峰再進：台灣行動支付產業之經營與發展策略分析-以LINE Pay為例

Abstract

本研究旨在深入探討台灣行動支付市場，特別聚焦於LINE Pay的市場策略、技術發展及競爭環境。隨著全球數位化和科技創新迅速推進，行動支付已成為現代金融生活的重要組成部分。2023年，全球行動支付市場達到年交易額達到了9.5兆美元，比上一年增長了12%，用戶數增加到了44.3億人。台灣行動支付市場在智慧型手機普及和支付技術成熟的背景下快速成長，非現金支付比例逐年上升，2023年已達7.27兆新台幣。疫情期間，消費者對行動支付的接受度和依賴程度顯著提高，促進了市場整體增長。2023年調查顯示，台灣77.1%的人使用手機支付，政策目標在2025年提升至90%。在競爭激烈的市場中，LINE Pay以81%的市佔率成為領導者，顯示出其在創新支付技術和用戶體驗方面的成功。 本研究選擇LINE Pay作為研究對象，運用質性研究方法中的個案研究法。透過收集和分析次級文獻資料、市場研究報告及公開市場數據，對LINE Pay的經營策略進行了全面的理解和評估。為達此目的，研究運用了平台分析、產品組合分析圖（BCG矩陣）及一般性競爭策略等分析工具，並據此得出以下結論，LINE Pay的成功在於其整合支付與生活服務的能力，形成全面的數位生活生態系統，並積極與銀行、商家、電信業者等建立合作，透過聯名信用卡和LINE Points回饋計劃增加用戶黏性，擴展金融服務範圍。這些策略的成功實施不僅在台灣市場取得顯著成長，還為國際市場擴展奠定了基礎。 本研究結論顯示，LINE Pay在市場與平台策略、技術創新和用戶體驗方面的成功經驗，對行動支付市場的其他參與者具有重要的參考價值。通過詳細分析LINE Pay的經營策略和市場反應，本研究提供了對行動支付產業的理論和實踐的見解，為其他支付平台的發展提供了參考。

This study aims to delve into Taiwan's mobile payment market, with a particular focus on LINE Pay's market strategies, technological development, and competitive environment. As global digitalization and technological innovation rapidly advance, mobile payments have become a crucial part of modern financial life. In 2023, the global mobile payment market reached an annual transaction volume of $9.5 trillion, a 12% increase from the previous year, with the number of users rising to 4.43 billion. Taiwan's mobile payment market has experienced rapid growth against the backdrop of widespread smartphone adoption and mature payment technologies, with the proportion of cashless payments increasing annually, reaching NT$7.27 trillion in 2023.

During the pandemic, consumers' acceptance and reliance on mobile payments significantly increased, driving overall market growth. A 2023 survey indicated that 77.1% of people in Taiwan used mobile payments, with a policy goal to increase this to 90% by 2025. In this fiercely competitive market, LINE Pay emerged as the leader with an 81% market share, demonstrating its success in innovative payment technologies and user experience.

This study adopts a case study method within qualitative research, collecting and analyzing secondary literature, market research reports, and publicly available market data to comprehensively understand and evaluate LINE Pay's business strategies. Utilizing analytical tools such as platform analysis, the BCG matrix, and general competitive strategies, the study concludes that LINE Pay's success lies in its ability to integrate payments with life services, forming a comprehensive digital lifestyle ecosystem. It actively collaborates with banks, merchants, and telecom operators, increasing user stickiness through co-branded credit cards and LINE Points reward programs, and expanding its range of financial services. The successful implementation of these strategies has not only achieved significant growth in the Taiwanese market but also laid the foundation for international market expansion.

The conclusions of this study indicate that LINE Pay's success in market and platform strategies, technological innovation, and user experience offers valuable reference points for other participants in the mobile payment market. Through a detailed analysis of LINE Pay's business strategies and market responses, this study provides theoretical and practical insights into the mobile payment industry, offering a reference for the development of other payment platforms.