隨著共享乘車服務的興起，人們的旅遊變得更加方便，市場持續擴展並吸引更多顧客。儘管大多得文獻研究都專注在Uber上，Grab在全球市場的存在也逐年在增長。然而，對於Grab的學術文獻相對有限，特別是對東南亞市場趨勢的分析。因此，本文主要探討東南亞市場，尤其關注泰國這個交通經濟繁華的國家，以探究為何Grab的市場一直在擴展，並分析其商業策略。

本研究專注於Grab。研究將採用質性分析，通過深入訪談和分析。研究主題涵蓋「國際化的路徑和過程」、「外國進入模式與運營策略」以及「競爭和市場分析」。這些主題將通過訪問Grab總部的P先生以及泰國的用戶（包括司機和乘客）來進行探討。
研究框架將深入探討Grab在以下東南亞的發展因素，並通過成為一家天生的全球化公司的理論來解釋Grab的快速擴張。隨後，本研究將分析泰國市場的競爭因素，並確定和競爭對手的優劣。最後，研究將使用PESTEL模型和SWOT分析來分析Grab的共享乘車運輸業務策略。

我們將探索Grab作為一家天生的全球化公司以及創新取向的營業與行銷策略的成功。天生的全球化公司的發展往往挑戰著現有的商業理論。隨著全球變得更加緊密，它們的重要性也在增加。Grab作為營銷本地化的一個極佳例子，天生的全球化公司非常重視營銷，因此採用全新面向來建立更優秀的天生的全球品牌。

With the rise of ride-hailing services, people's travel experiences have become more convenient, leading to continuous expansion in the market and attracting more customers. While most research centers on Uber, Grab's presence in the global market has grown. Nevertheless, there are limited studies that center on Grab and analyze the market trends in Southeast Asia. Therefore, this study aims to examine the Southeast Asian market, with a particular focus on Thailand, a bustling country in the transportation economy, to investigate why Grab's market has been expanding and analyze its business strategies.
This research focuses on Grab. The study will employ qualitative analysis through in-depth interviews and data analysis. The primary themes for investigation are "internationalization path and process," "foreign entry modes & operational strategies," and "competition and market analyses." These themes will be explored by interviewing Mr. P from Grab's internal management team at the headquarters and users of the app, both drivers and passengers, residing in Thailand.
The research framework will delve into Grab's development factors in the entire Southeast Asian market and explain the rapid expansion of Grab through the theory of being a born global company. Subsequently, the study will analyze the competitive factors in the Thai market and identify the strengths and weaknesses of its competitors. Finally, the research will use the PESTEL model and SWOT analysis to analyze Grab's ride-hailing transportation business strategies.
We investigate the achievements of a born global company and its creative marketing tactics. The emergence of born global firms occasionally contradicts established business theories, gaining prominence in our increasingly interconnected world. An exemplary instance of this is Grab's localized marketing approach. Such firms prioritize marketing, leading to inventive strategies that employ novel methods to establish highly prosperous born global brands.

論文審定書 Thesis Validation Letter-----------------------P.i
摘要-----------------------P.ii
Abstract -----------------------P.iii
Chapter 1. Introduction -----------------------P.1
Chapter 2. Literature Review -----------------------P.4
2-1. Introduction -----------------------P.4
2-2. The definition of the Sharing Economy and the status -----------------------P.4
2-3. The definition of Born Global firms -----------------------P.11
2-4. The born global firms marketing content and its gradual localization performance. -----------------------P.15
Chapter 3. Research Method -----------------------P.21
3-1. Introduction -----------------------P.21
3-2. Research Design -----------------------P.21
3-2-1. Research Approach -----------------------P.23
3-2-1-1. Qualitative Research Methods -----------------------P.24
3-2-1-2. In-depth Interview -----------------------P.26
3-2-1-3. Document Analysis -----------------------P.27
3-3. Research process and structure -----------------------P.28
3-3-1. Data Analyze -----------------------P.29
3-3-2. Interview Outline -----------------------P.30
3-3-3. Interview Notes -----------------------P.34
Chapter 4. Results and Discussion -----------------------P.35
4-1. Introduction -----------------------P.35
4-2. Introduction of Grab Holdings Inc. -----------------------P.35
4-3. Business Model -----------------------P.38
4-4. Marketing Strategy Analysis -----------------------P.44
4-5. Current Situation in Thailand -----------------------P.50
4-5-1. Use the Business Model Canvas to understand the overall Grab business model (transportation services) in Bangkok, Thailand. -----------------------P.53
4-5-2. Why does Grab become popular in Thailand? -----------------------P.54
4-5-3. Difference Between Hailing a Taxi and Using Grab App -----------------------P.55
4-5-4. SWOT Analysis of Grab Thailand -----------------------P.57
4-5-5. PESTEL Analysis -----------------------P.59
4-6. Comparative analysis of Grab Thailand and its competitors in Bangkok -----------------------P.75
4-7. The announcement of 2023’s strategic priorities from Grab -----------------------P.85
Chapter 5. Conclusions and Suggestions -----------------------P.89
5-1: Theoretical and Managerial Implications -----------------------P.89
5.2: Limitation and Future Research Directions -----------------------P.93
5-3: Practical Suggestion-----------------------P.94
References -----------------------P.96
Appendix 1: Interview Transcript with Mr.P, Grab in Feb.22.2022 -----------------------P.109

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