| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 88 === The portal site was the most popular topic in internet of Taiwan in 1998, and the virtual community become popular. Entry into the world of internet becomes a dream of most people all around the world.
Both portal site and virtual community are the topics of this thesis. At the same time, the author want to find out the difference of entry strategies between entrepreneurs and established firms.
There are five objects of this thesis.
1.To investigate the distinguishing characteristics between portal sites and virtual communities.
2.To investigate the distinguishing entry strategies between entrepreneurs and enterprises.
3.To investigate that which kind of web site is more suitable for entrepreneurs.
4.To investigate that which kind of web site is more suitable for enterprises with certain background.
5.To investigate the dynamic strategy-developments for portal sites and virtual communities.
The thesis developed eight propositions. If the driver for customer value is “being a leader in products” and the operating ability is numbers of customer reached, the desirable entry mode is the portal site. On the other hand, if the driver for customer value is ”being closer with customers” and the operating ability is information richness, the desirable entry mode is the virtual community.
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