ケータイ大国日本のモバイルコマース

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Title:	ケータイ大国日本のモバイルコマース
Other Titles:	手機王國日本之行動商務 The mobile commerce in cellular phone kingdom of Japan
Authors:	唐婉欣;Tang, Wan-hsin
Contributors:	淡江大學日本研究所碩士班蔡錫勲;Tsai, Hsi-hsun
Keywords:	行動電話;行動上網;藍海策略;行動商務;Xavel;cellular Phone;mobile internet;Blue Ocean Strategy;Mobile Commerce;Xavel;携帯電話;モバイルインターネット;ブルー・オーシャン戦略;モバイルコマース;Xavel
Date:	2009
Issue Date:	2010-01-10 23:51:33 (UTC+8)
Abstract:	自行動電話問世後，僅僅數年的時間便爆炸性地普及。而相關市場也急速擴大。在日本，申請行動電話的人數已超越家用電話，而行動電話服務亦成為通訊業者的重點事業而有所發展。隨著行動電話能夠行動上網、通信費用的定額制、以及端末裝置的升級，行動電話的用途也亦趨廣泛。「能夠隨時、隨地接收資訊及購買想要的物品。」這不再是空想，現在已具體實現。行動電話的現有功能，帶給人們生活很大的影響。　　而在行動電話的相關服務裡，又以行動電話通信販賣的市場最受矚目。MCF(Mobile Content Forum)公佈2002年的行動商務市場規模為1193億日幣，而在2006年之時達到了5624億日幣，幾乎每一年成長了將近1100億日幣。而且在2005年度，情勢逆轉，行動商務市場首次超越了行動內容市場(Mobile Content)的規模。這也顯示出，在一開始是重視音樂下載等行動內容的行動內容產業之中，販賣商品等行動商務的需求也持續增加。　　本論文將先回顧日本行動電話的歷史，探討行動電話通信販賣的現狀，以及藉由消費者消費行動型熊，進而找出行動電話通信販賣的架構。再以企業Xavel為案例，探求其在日本行動商務市場的成功之因。 The cellular phone appears to the world and becomes popular in only few years. The cellular phone related markets have also expanded rapidly. In Japan, the number of the subscribers to the cellular phone has exceeded the number of the subscribers to the telephone. In addition, communication industries develop the cellular phone services as their core business. The functions of the cellular phone have been diversified with the capability of surfing the Internet, the appearance of flat-rate packet communications system, and the evolution of the terminal devices. ”We can receive information and buy things anytime and anywhere” It’s no longer a dream but a reality. That is, the existing functions of the cellular phone make a profound impact on our livings. In addition, direct marketing of the cellular phone is the most attention-getting market in the cellular phone related services. MCF (Mobile Content Forum) announced that the output value of mobile commerce is JPY119.3 billion in 2002 and JPY562.4 billion in 2006. That is, the output value of mobile commerce expanded by about JPY110 billion per year. Moreover, in 2005, the output value of mobile commerce reversed the situation and surpassed the output value of mobile contents. It shows the fact that the market of mobile contents, such as music download, takes the lead in the beginning and that the market of mobile commerce, such as sales of goods, also expands in recent years. This thesis reviews the history of the cellular phone in Japan, probes into the status quo of direct marketing of the cellular phone, and studies the consumer behaviors to find out the frame of direct marketing of cellular phone. Furthermore, the thesis uses Xavel as a case study to find out why Xavel succeeds in the market of mobile commerce in Japan.
Appears in Collections:	[Graduate Institute of Japanese Studies] Thesis

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