跨境電子商務電子支付的規劃與策略
—以A商業銀行為例

電子商務成長之創新營運模式變化快速，不論是購物網站、B2B、乃至於O2O等，都需要仰賴穩定且可靠金流的支持，才得以順利進行，電子支付在電子商務中扮演舉足輕重的角色，而第三方支付產業的崛起已是趨勢，智慧型手機和平板電腦等移動設備快速發展，也使得第三方支付企業，愈來愈重視行動支付市場的開發，行動支付突破網路支付使用環境，並進一步實現從線下到線上的交易模式，使電子商務朝向多元化應用發展，跨境電子支付更是突破時間與空間的限制，使台灣優質的產品與服務從國內市場進軍中國大陸市場。台灣「電子支付機構管理條例」2015年5月通過後，為台灣電子商務打通任督二脈，是台灣電子商務發展相當重要的里程碑，且由於台灣內需市場有限，跨境電子商務意識逐漸興起，已成為未來發展的必要策略之一。跨境電子商務不僅突破了國家間的障礙，使國際貿易走向無國界貿易，同時它也正在引起世界經濟貿易的巨大變革。對企業來說，跨境電子商務構建開放、多維、立體的多邊經貿合作模式，已拓寬了進入國際市場的路徑，促進了多邊資源的優化配置與企業間的互利共贏；對於消費者來說，跨境電子商務提供了便捷獲取其他國家的信息的管道並買到物美價廉的商品。本研究亦根據此電子商務跨境之趨勢，進行內外部環境分析，並擬出相關之規畫與策略，作為後續企業擬訂相關策略架構之依據。

關鍵字

第三方支付；跨境電子商務

並列摘要

The growth of electronic commerce regarding innovative business model changes rapidly. From shopping websites to B2B or even O2O, electronic commerce relies on stable and reliable cash flow so as to progress forward. Therefore, electronic payment plays a critical role in electronic commerce and the rising of third-party payment industry has already been a trend. The fast development of mobile devices such as smart phones and tablets also allows third-party payment enterprise to pay attention to exploring the mobile payment market. Mobile payment makes a breakthrough in internet payment environment and further achieves offline to online transaction mode. Mobile payment brings electronic commerce towards a diversified application development. Cross-border electronic payment even breaks through the limitation of time and space, allowing the high quality of product and services from Taiwan to expand from the domestic market to the Chinese market. After Taiwan passed “The Act Governing Electronic Payment Institutions” in May 2015, electronic commerce in Taiwan has since prospered. Passing the act is considered a relatively important milestone in Taiwan’s electronic commerce development. However due to the limitation of the domestic market in Taiwan, the awareness of cross-border electronic commerce has arisen. Cross-border electronic commerce has become the one of the necessary strategy in future development as it not only breaks the borders within countries, but also leads international trade to trade without borders. Besides, cross-border electronic commerce is bringing massive transformation in terms of world economic trade. From the business point of view, cross-border electronic commerce establishes an open, multidimensional, and three-dimensional pattern concerning multilateral trade and economic cooperation. It broadens the path of entering international market as well as promotes multilateral resource optimization and mutual benefit and win-win situation within enterprises. For the consumers, cross-border electronic commerce provides a convenient way to getting the messages from other countries and purchasing high quality and inexpensive product. This research undertakes internal and external environment analysis based on this cross-border electronic commerce trend and further comes out plans and strategies so that enterprises would have related strategic architecture to follow in the future.