| Summary: | 碩士 === 國立政治大學 === 國家發展研究所 === 107 === With the cross-border movement of economic globalization, transnational boundaries and geographical limitations have brought considerable benefits to cross-border investment, and the rapid development of the digital economy has been driven by technological innovation and Internet penetration. Various emerging digital technology platforms, combined with innovative service models, have rapidly expanded the service industries of various countries across the globe through international service trade. The traditional business model has gradually changed, and the emerging business model—the rise of e-commerce, has brought consumers closer to suppliers and gradually developed new markets and opportunities. Apart from the huge population base of China and India, the population base of 600 million and the growth rate of online retail sales will make Southeast Asia an emerging market worthy of layout in Asia. After changing the old stereotype of the backward development of Southeast Asian society, Southeast Asia has now become a new target for corporate investment. Although the overall infrastructure environment has not yet been perfected, it is obvious that the e-commerce operators have joined the investment.
In addition to clarifying the development background of e-commerce in Southeast Asia, this paper combines the momo Thailand joint venture company and Taiwan-related e-commerce companies as a case study and discusses the current development of the e-commerce market in Thailand through in-depth interviews on the field. The development of SWOT in Southeast Asia and the future development strategy of Taiwan's e-commerce in Southeast Asia, and focus on how Taiwanese companies operate the e-commerce market in Thailand.
In the study, the paper also found that in addition to the key factors of the literature, the supply of goods is also one of the key factors. Due to the diversified product model of Thai consumers, the number of goods in stock, the completeness of goods and the number of sellers are the keys to winning. In terms of strategy, Thailand is a country with relatively good e-commerce development conditions, so it is necessary to speed up the pace and clear goals in entering the Thai market. Taiwan has considerable advantages and flexibility in terms of talent quality. If we can combine the learning and learning of enterprises, and increase the brand's innovation and recognition, and bring into play the advantages of services, experience sharing, and technology, it will deepen and enhance the trust of consumers. The positive benefits to Taiwan’s corporate image will contribute to the e-commerce development for Taiwanese companies.
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