社群通訊軟體切入行動電商的經營策略 — 以LINE公司為例

Abstract

本研究主要探討全球通訊軟體如何透過多角化經營策略切入電商市場，以及其在電商市場的發展與現況。本文首先分析了微信、WhatsApp、Facebook Messenger、LINE及Kakao等五大通訊軟體的多角化策略，並比較了這些軟體在發展歷程、經營策略、區位條件、使用活躍人數及市場定位等方面的異同。接著，本研究深入探討了LINE與Kakao切入電商服務的經營策略與現況，並進一步比較了兩者在多角化策略及電商領域的經營策略上的異同。

研究結果顯示，這些通訊軟體在切入電商市場時，都採取了相關多角化的成長策略，並透過自身通訊軟體的優勢，進行支付工具、電商等多角化發展，並以此為基礎，打造全面的通訊與電商生態系統。此外，這些軟體在提供電商服務時，都強調了創新的社群電商模式，將主體本體APP與電商服務做最強的連結，以提供更好的用戶體驗。

然而，儘管這些通訊軟體在多角化經營和生態系統建立上取得了成功，但他們也面臨著市場快速變化的挑戰。因此，這些軟體需要持續創新，並靈活調整其策略，以應對未來的挑戰。本研究的結果對於理解通訊軟體如何成功地跨足電商市場，並在競爭激烈的市場中取得成功，提供了前瞻且重要的洞見和洞察。

This study primarily explores how global messaging apps penetrate the EC market through diversified business strategies, as well as their development and current status in this market. Initially, the study analyzes the diversification strategies of five major messaging apps, namely WeChat, WhatsApp, Facebook Messenger, LINE, and Kakao, and compares their differences and similarities in terms of development history, business strategies, location conditions, active users, and market positioning. Subsequently, the study delves into the business strategies and current situations of LINE and Kakao in the e-commerce service sector, further comparing the differences and similarities in their diversification strategies and business strategies in the EC field.

The results indicate that these messaging apps adopt related diversification growth strategies when entering the EC market, capitalizing on the advantages of their own messaging apps to develop diversified areas such as payment tools and EC, and build a comprehensive communication and product ecosystem. Moreover, these apps emphasize innovative social EC models when providing EC services, strongly linking the main APP with EC services to offer a better and integrated user experience.

However, despite the success of these messaging apps in diversification and ecosystem building, they also face the challenge of rapidly changing markets. Therefore, these apps need to continually innovate and flexibly adjust their strategies to meet future challenges. The results of this study provide important insights into understanding how messaging apps successfully step into the EC market and achieve success in a highly competitive market.