考量不同服務水準下之跨國電子商務業者最適履約模式之研究

Abstract

電子商務已經行之有年，更成為兵家必爭之地。不論規模大小，電子商務業者均想透過電子商務不受地理限制的特性，將事業版圖擴展至海外。而如何將虛擬的網路店面與實體的商品遞送系統做連結，將是能不能在此領域勝出的關鍵。 由於網路方便、快速的特性，消費者花在搜尋商品以及比價的時間成本大幅降低，使得電子商務網站在商品的價格戰上競爭激烈。因此電子商務業者為了在價格外的面向競爭，力求增進商品遞送績效，藉此吸引「時間敏感」型的消費者，開始自建物流倉儲體系或與專業物流業者進行異業合作。 過去，許多電子商務的相關研究多半只從單一角度如：消費者或廠商面來探討電子商務的各種面向，較少在跨國電子商務議題中同時將消費者以及電子商務業者及其之間的關係加以研究。 因此本研究將針對電子商務業者在面對跨境物流的問題時，如何能兼顧成本的考量以及維持提供給消費者的商品遞送速度。另外，本研究也將具體化消費者對於商品遞送時間的重視程度，進一步透過實證資料的佐證，來協助解決電子商務業者在經營跨境電子商務時所可能面對的挑戰與困難。 根據實證資料計算的結果，在滿足所有消費者對商品遞送速度的期待下，採用商品直運模式在本研究情境中不但能完全符合消費者的期待，同時也是成本最低的運輸方案：而若只要滿足部分消費者對商品遞送速度的期待，採用批量海運收件國轉運模式可以比滿足全部消費者的商品直運模式節省超過三分之一的成本。

There are more firms want to across e-commerce field and even to cross the borders of countries. The frequency of online shopping from other country’s website has increased, and the order fulfillment process become complicated. Because of intense competition environment, e-commerce firms start to compete with each other in other ways. They begin to build their own warehouse and logistic system, or cooperate with third party logistics in order to attract consumers by improving the performance of product delivery. This thesis study focuses on both firm and consumer dimension. This study is to survey consumer’s expectation of the speed of product delivery, and then develop some order fulfillment solutions under different service level. Minimizing the total cost, including transportation cost, handling cost and warehouse rent cost, would be our prime concern. This study proposes some solutions for international e-commerce order fulfillment process. According to the result of the study, if we want to maintain service level at 100%, then the product direct shipment by door-to-door service would be the best; if we only want to serve 87.43% consumers, batch shipment by sea transportation and then transmitted in receipt country is recommended to e-commerce firms because it can save most cost for them.