平台型廠商國際化的機會和挑戰-以FunNow海外市場為例

Abstract

本研究旨在探討平台型廠商國際化的機會與挑戰，研究背景著眼於全球數位化與平台經濟的崛起，傳統供應鏈模式日漸被平台模式取代，國際化也是臺灣公司在規模化的過程中關鍵的一步，因此選定臺灣發跡的公司- FunNow 的海外擴展為案例進行分析，藉由成功案例的表現，釐清平台型廠商國際化的關鍵因子。 FunNow 是一個即時預訂平台，以臺灣市場奠定好商業模式的基礎並吸引投資者，善用創新的商業模式、財務支持與投資者帶來的人脈資源成功擴展至其他亞洲市場，具體展示了平台國際化過程。本文首先分析了平台的基本理論與生態系統動態，並使用 SWOT、PESTEL、Ansoff 矩陣等方法對 FunNow 的市場動態進行探討。 研究發現，FunNow 的成功在於其多邊平台策略及強勁的生態系，利用即時預訂與差異化定價策略吸引消費者與商家，同時也給予商家行銷支持，讓商家更好，吸引更多投資者。此外，FunNow 採取了本地化團隊管理策略，而非採用標準化的產品推往各國市場，他們在當地成立團隊，利用本地人的觀點調整合適的策略，同時採用併購與換股的方式吸收當地既有的平台，因此保有彈性結合跨國文化適應能力及快速擴大服務範圍，實現了多國市場擴張。通過詳細的案例分析，本文提出平台國際化中面臨的挑戰，如市場競爭、心理距離、法律合規風險等。 本文的結果為其他平台型企業提供了寶貴的實踐見解，尤其是關於如何在擴展至國際市場的過程中有效管理平台與降低風險，並確保永續發展。

This study explores internationalization opportunities and challenges for platform-based firms, focusing on the Taiwanese company FunNow as a case study. Amid global digitalization and the shift to platform economies, traditional supply chains are increasingly being replaced by platform models. FunNow, an instant booking platform founded in Taiwan, exemplifies successful platform firm internationalization. It expanded into Asian markets by leveraging its business model, investor networks, and financial support. Various methodologies will be used to examine FunNow's approach to market dynamics and ecosystem management. FunNow's success is rooted in its multi-sided platform strategy and robust ecosystem, which uses instant booking and differentiated pricing to appeal to both consumers and merchants. Its localized team strategy, rather than a one-size-fits-all approach, allows it to adjust operations to local contexts effectively. FunNow also expands through mergers and stock exchanges, acquiring local platforms to combine cross-cultural adaptability with swift service expansion. Key challenges identified in the case include market competition, psychic distance, and legal compliance risks. These findings provide actionable insights for other platform-based companies on managing risks and sustaining growth in internationalization efforts.