從標竿廠商看我國跨境電子商務之挑戰與策略

Abstract

近十幾年來，由於網際網路的興起和快速發展，促使傳統的消費型態發展出電子商務的經營模式，也開始改變了人類的消費行為。消費者開始從實體商店逛街採買的方式，轉往線上進行類似的消費。除此之外，由於電子商務和國際貿易關係緊密，也促使了跨境電子商務的崛起。有別於傳統電子商務的經濟型態，跨境電子商務不但打破了國與國之間的界線，讓消費者可以輕鬆的透過網路進行跨國交易，也不會受到空間的限制，相對的，業者也可以透過跨境電子商務的平台，克服國與國之間的障礙，結合跨境物流，將產品販售到全世界。 跨境電子商務引領全球的風潮，許多國家將跨境電子商務視為國家的重要戰略發展，但是台灣的跨境電商似乎沒有什麼太大的突破。本研究透過訪談台灣電子商務專家後，歸納與統整出台灣跨境電子商務面臨的三大挑戰，並利用個案研究法，選擇三個成功的跨境電商業者個案做分析與探討，歸納出其如何克服這些跳戰，發展成功的過程和原因。最後本研究整理出給政府的建議以及給企業的建議，希望能幫助台灣的跨境電子商務有更好的發展。

With the rapid development of the Internet and e-commerce model, people are changing their shopping behavior. They changed their behaviors from the physical store shopping, to the online store. Besides, the e-commerce has close relationship with international trade. Cross-border e-commerce has emerged. This kind of e-commerce is different from the traditional one. It breaks the country's restrictions, and enable consumers to make cross-border purchase. Customers can buy whatever they like from all over the world regardless of trade barriers between countries. On the other side, sellers also can sell their products and combine with logistic to all over the world through e-commerce. Cross-border e-commerce leads to the global trend. Many countries regard cross-border e-commerce as an important strategy. However, cross-border e-commerce seems no progress in Taiwan. This thesis summarized the three major challenges of cross-border e-commerce in Taiwan after interviewing Taiwan's e-commerce experts. Moreover, this thesis did case study of three successful cross-border e-commerce firms and analyzed the key successful factors. Finally, this thesis gave some advice to the government and the enterprises in Taiwan. Hope to help Taiwan's cross-border e-commerce industry to be more competitive.