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研究生： 孔沃夫
Kneissl, Rolf
論文名稱： 策略性市場進入：Pakajo對台灣日益增長的包裹運輸需求之應對策略
Strategic Market Entry: Pakajo’s Approach to Taiwan’s Growing Parcel Shipping Needs
指導教授： 冷則剛
Tse-Kang Leng
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 86
外文關鍵詞： Parcel shipping, Asset-light model, Cross-border shipping, Logistics optimization
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    • The parcel shipping industry in Taiwan is undergoing rapid expansion, driven by the rise of e-commerce and increasing demand for cost-efficient logistics solutions. This business plan presents Pakajo’s strategic market entry into Taiwan, leveraging its asset-light model and AI-driven platform to optimize shipping for lightweight parcels. By addressing inefficiencies in international shipping through gram-level pricing and multi-carrier integration, Pakajo provides an agile and scalable alternative to traditional logistics providers.
    Recognizing Taiwan’s unique logistics landscape, including the widespread use of convenience stores for last-mile delivery and a growing need for efficient cross-border shipping to Europe, Pakajo’s strategy focuses on high-volume customer acquisition, strategic carrier partnerships, and phased operational scaling. The plan also evaluates opportunities for regional expansion by developing direct shipping routes to neighboring markets such as Japan and South Korea.
    This study outlines a structured roadmap for market entry, including a comparative analysis of Taiwan’s logistics sector, demand forecasting, financial projections, and an implementation plan. By combining data-driven insights with an adaptive strategy, Pakajo aims to establish itself as a leading logistics partner for businesses navigating Taiwan’s evolving parcel shipping ecosystem, while positioning for long-term regional growth and scalability.

    List of Figures and Table vi
    List of Abbreviations vii
    1. Introduction 1
    2. Market Analysis 1
    2.1. Exploring the Market: Germany as a Benchmark 2
    2.1.1. Platform Preferences 4
    2.1.2. Key Consumer Demands 5
    2.1.3. Cross-Border Shopping 6
    2.1.4 Logistical Considerations and Solutions 7
    2.2. Characteristics of the Taiwanese Market 7
    2.2.1. E-Commerce Consumer Trends 9
    2.2.2. Cross-Border Shopping 11
    2.2.3. Shipping Behavior in Taiwan 12
    2.3. Comparative Analysis: Germany and Taiwan 13
    2.3.1. Revenue Trends 13
    2.3.2. Distribution of Income by Postal Product 14
    2.3.3. Population Insights 15
    2.3.4. Revenue Per Capita 16
    2.3.5. Regional Outlook – Future Expansion in Japan & South Korea 18
    2.4. Strategic Market Insights & Pakajo’s Positioning 19
    2.4.1. Germany’s Market Insights & Lessons for Taiwan 19
    2.4.2. Taiwan’s Market Insights & Logistics Challenges 20
    2.4.3. Comparative Takeaways & Pakajo’s Competitive Positioning 20
    2.4.4. Why Pakajo Should Enter Taiwan 20
    3. Executive Summary 22
    4. Business Description 22
    4.1. Introduction to Pakajo 23
    4.2. Mission, Vision, and Core Values 23
    4.2.1. Mission 24
    4.2.2. Vision 24
    4.2.3. Core Values 24
    4.3. Unique Selling Proposition (USP) 24
    4.4. Objectives for Taiwan’s market entry 25
    4.5. Competitor Analysis 26
    4.5.1. Integrated End-to-End Logistics Providers 26
    4.5.2. Freight Forwarders with Limited SaaS Features 27
    4.5.3. Logistics Software Platforms 27
    4.6. Opportunities and Challenges in Taiwan 27
    4.6.1. Opportunities 27
    4.6.2. Challenges 29
    4.7. Strategic Implications 31
    5. Market Demand Prediction 33
    5.1. Data Cleaning 34
    5.2. Methodology 36
    5.2.1. Leveraging Pakajo Insights 36
    5.2.2. Seasonal Trends 36
    5.2.3. Growth Rate Application 36
    5.2.4. Market-Specific Adjustments 37
    5.3. Pakajo Data Insights 38
    5.3.1. Monthly Shipment Patterns and Seasonal Trends: 39
    5.3.2. Weight Class Distribution Across Countries: 40
    5.3.3. Comparison of Domestic vs. International Shipments 42
    5.3.4. Monthly Shipping Trend (Domestic vs. International) 43
    5.3.5. Overall Monthly Shipment Trend 44
    5.4. Monthly Shipments Prediction for Taiwan 46
    6. Business Strategy 49
    6.1. Target Market and Customer Segments 49
    6.1.1. Customer Characteristics 49
    6.1.2. Geographic Considerations 50
    6.1.3. Market Reach 50
    6.1.4. Customer Pain Points Addressed 50
    6.1.5. Target Segments 51
    6.2. SWOT analysis 51
    6.2.1. Inner Factors (Internal Analysis) 51
    6.2.2. External Factors (Environmental Analysis) 52
    6.2.3. SWOT Matrix 54
    6.2.4. Actionable Strategies 54
    7. Operational Plan 55
    7.1. Partnerships with Fulfillment Centers and Local Carriers 55
    7.2. Operational Processes and Adaptations for Taiwan 56
    7.3. Technology Integration 57
    7.4. Regulatory Considerations 57
    7.5. Sustainability Initiatives 58
    7.6. Localization and Workforce 58
    8. Marketing Strategy 60
    8.1. Market Entry Strategy 60
    8.2. Branding and Promotional Activities 61
    8.3. Customer Acquisition Channels 62
    8.4. Pricing Strategy and Customer Incentives 62
    8.5. Budget Considerations 63
    9. Implementation Plan 64
    9.1. Phased Execution 64
    9.1.1. Phase 1: Foundation Building (Months 1–3) 64
    9.1.2. Phase 2: Customer Acquisition and Scaling (Months 4–9) 65
    9.1.3. Phase 3: Growth Consolidation and Regional Exploration (Months 10–12) 66
    9.2. Key Milestones 67
    9.3. Risk Analysis and Mitigation 69
    9.4. Monitoring and Evaluation 70
    10. Financial Plan 70
    10.1. Source of Data 71
    10.2. Customer Acquisition Costs 71
    10.3. Fixed and Variable Costs 72
    10.4. Scenario 1: Without Growth Adjustments 73
    10.5. Scenario 2: With Growth Adjustments 75
    10.6. Scenario 3: With Predicted Growth Adjustments 77
    10.7. Insights and Implications 78
    11. Conclusion and Recommendations 80
    11.1. Conclusion 80
    11.2. Recommendations 81
    11.3. Final Thoughts 82
    12. References viii

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    Additional Internal Sources:
    • Pakajo Internal Logs (2021–2024) (Confidential, non-public).
    • Pakajo Company PDFs (Confidential internal references).

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