平台企業國際市場進入策略探討－以 Profet AI 為例

Abstract

在數位化科技浪潮與全球市場快速變遷的背景下，平台企業憑藉網絡效應、技術變革與商業模式創新，漸漸成為現今全球化版圖的重要角色。然而，平台企業相較於傳統產業，於國際化歷程中面臨更高的不確定性與文化制度差異挑戰。因此，為深入理解國際化策略差異背後的影響因素與邏輯，本研究以個案研究法探討P公司進入國際市場的動機、市場選擇準則、進入模式策略與後續成長策略，並輔以資源基礎理論（RBT）、天生國際化企業理論（Born Global）、文化距離理論進行分析。 研究發現，P公司國際化主要因素為尋求成長動能，並希望藉由 Day-One 即走入全球市場以成為製造業平台規格制定者。海外市場的選擇則考量當地製造業發展程度、當地合作機會與客戶接受度。其進入模式多採行直接銷售、與當地通路合作或合資等方式，以兼顧風險控管與資源靈活配置。此外，在國際擴張過程中，P公司在面臨語言隔閡、品牌信任與人才在地化等挑戰，展現出動態能力、組織學習與在地化策略的靈活應對與調整。

Amid the wave of digital technology and the rapid evolution of global markets, platform enterprises have increasingly emerged as key players in globalization by leveraging network effects, technological innovation, and novel business models. However, compared to traditional industries, platform companies face higher uncertainty and greater challenges stemming from cultural and institutional differences during their internationalization process. To better understand the underlying factors and strategic logic behind the internationalization of platform firms, this study adopts a case study approach to explore company’s motivations for entering international markets, its market selection criteria and entry mode strategies. The analysis is grounded in the Resource-Based Theory (RBT), Born Global theory, and Cultural Distance theory. The findings reveal that case company’s internationalization is primarily driven by the pursuit of growth momentum, with the ambition to become a standard-setter in the manufacturing platform space by adopting a “Day-One Global” mindset. Market selection considers factors such as the development level of the local manufacturing industry, the availability of strategic partnerships, and customer acceptance. Its entry modes commonly include direct sales, collaborations with local distributors, or joint ventures to strike a balance between risk management and flexible resource allocation. Furthermore, in the process of international expansion, case company demonstrates strong dynamic capabilities, organizational learning, and localization strategies to respond and adapt to challenges such as language barriers, brand trust, and local talent acquisition.