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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101487

    Title: 日本電子貨幣市場戰略分析 : 以樂天Edy與Suica為例
    Other Titles: The strategic analysis of electronic money market in Japan : the case studies of Rakuten Edy and Suica
    Authors: 林書辰;Lin, Shu-Chen
    Contributors: 淡江大學亞洲研究所碩士班
    洪振義;Hong, Cheng-Yih
    Keywords: 電子貨幣;戰略;行銷;樂天Edy;Suica;electronic money;Strategic;Marketing;Rakuten Edy;電子マネー;戦略;マーケティング;楽天Edy
    Date: 2014
    Issue Date: 2015-05-01 13:35:06 (UTC+8)
    Abstract:   隨著IT技術進步,電子貨幣作為一種新型態的結帳手段在現今的經濟社會中扮演要角。其中日本的使用頻率及普及程度可謂世界之冠。在電子貨幣林立的日本,樂天Edy及Sucia則在電子貨幣業界中不論是在市佔率或是作為業界的先驅,兩者都有著舉足輕重的地位。本研究主要針對日本的電子貨幣事業進行分析,從市場戰略的角度去解析電子貨幣的產業結構。並透過個案分析了解樂天Edy及Sucia的企業經營理念、競爭優勢以及市場戰略等要素。
    With the growing of information technology, electronic money has been used as a tool for settlement and has an important status. As we know, the rate of spread in Japan is the highlist popularity in the world. This study will target Japan’s electronic money industry from a market strategy perspective in the investigation of the advantages possessed of Japan’s electronic money industry in the global status. This study will then attempt to analyze factors behind the success of Rakuten Edy and Suica in aspects of enterprise ideologies, operation features, competitive advantages and market strategies.
    This study will primarily investigate the following 4 questions: First, what was the effect from the experimentation in early period? Secondly, what is the main reason caused the electronic money industry in Japan spread fast? Third, how is Japan’s electronic money industrial structure constituted. Fourth, what’s the difference of competitive advantages and market strategies between Rakuten Edy and Suica.
    Based on the above analysis, the experimentation in early period helped to strengthen Japan’s electronic money industry. In addition, the popularizing rate is related the consumption pattern of Japan. According to the Porter five forces analysis, Japan’s electronic money industry is also very competitive. From the market strategies analysis, the operational concepts between Rakuten Edy and Suica are quiet distinct which because the different bussines models.
    Appears in Collections:[亞洲研究所] 學位論文

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