臺灣跨境電商之日本市場經營與發展策略分析-以J公司為例

Abstract

近年來，電子商務產業隨著科技發展、行動通訊技術提升、行動載具及智慧連網廣泛應用，各種支援服務與基礎環境亦日臻完善，加上疫情催化改變消費者行為，使得透過電商平台購物成為疫後新常態，各國跨境電子商務平台紛紛掘起，與過去海外市場拓展模式有巨大差異，而日本挾文化之世界影響力，為日本街頭時尚服飾之次文化的發源地，因此本研究以樂天市場、亞馬遜日本以及雅虎日本購物三大平台，進行個案公司日本B2C零售電子商務市場進入策略之研究，提出三大平台比較分析與在日本設立公司的流程及相關費用，供有意以「與跨境平台合作」模式進入日本市場之企業予以參考。 本研究透過次文化風格服飾零售電商產業之五力分析，了解此產業在成熟的日本市場中，五種力量所帶來的機會與威脅，並萃取出產業關鍵因素。接著藉由價值鏈分析，盤點個案公司優勢資源與核心能耐、探究其競爭策略、根據安索夫矩陣分析個案公司之發展策略與策略做法，最後提出未來經營與發展策略之建議。 對於欲發展日本電商市場之臺灣中小企業來說，除了重新檢視自身產品或服務的核心競爭力、自我盤點企業內部之資源與能耐，是否足以支持進入成熟日本市場的策略之外，由於日本民眾對於外國產品接受程度不一，利用電子商務平台及數位行銷的特性，蒐集消費者行為之資訊、洞察並掌握消費者喜好與即時反應商品接受度，進而快速調整決策、切入市場，以期擴大營收、增加市佔率。唯有端視企業做好準備，才能無畏前進。

In recent years, with the development of science and technology, the improvement of mobile communication technology, the widespread application of mobile vehicles and smart networking, various support services and basic environments have been improved, and the epidemic has catalyzed changes in consumer behavior. Shopping has become the new normal after the epidemic, and cross-border e-commerce platforms have emerged in various countries, which is very different from the past overseas market expansion model. Japan, with its cultural influence in the world, is the birthplace of the subculture of Japanese street fashion. The research uses the three major platforms of Rakuten, Amazon Japan and Yahoo Japan Shopping to conduct a case study on the entry strategy of the Japanese B2C retail e-commerce market, and proposes a comparative analysis of the three platforms and the process and related costs of setting up a company in Japan. Enterprises entering the Japanese market through the 'Environmental Platform Cooperation' model can be used as a reference. Through the analysis of the five forces of the subculture style clothing retail e-commerce industry, this research understands the opportunities and threats brought by the five forces in the mature Japanese market, and extracts the key factors of the industry. Then, through the value chain analysis, the case company's advantageous resources and core capabilities are inventoried, its competitive strategy is explored, and the case company's development strategy and strategic practices are analyzed according to the Ansoff matrix, and the case company's future management and development strategies are proposed. For Taiwanese SMEs that want to develop the Japanese e-commerce market, in addition to re-examining the core competitiveness of their own products or services, and self-checking whether the internal resources and capabilities of the enterprise are sufficient to support the strategy of entering the mature Japanese market, because the Japanese people For foreign products with varying degrees of acceptance, the characteristics of e-commerce platforms and digital marketing are used to collect information on consumer behavior, gain insight into and grasp consumer preferences, and respond to product acceptance in real time, so as to quickly adjust decisions and enter the market in order to expand revenue. , increase market share. Only by looking at the preparation of the enterprise can we move forward fearlessly.