- 學位論文
越南與台灣 Shopee 電子商務環境與銷售策略比較分析：對跨境電商的啟示
A Comparative Analysis of E-commerce Environment and Selling Strategies on Shopee in Vietnam and Taiwan: Implications for Cross-border Online Sellers
摘要
這篇論文比較了越南和台灣蝦皮電商環境，以發現市場習慣的差異。通過分析電商趨勢、消費者行為和法規，該研究旨在為賣家提供實用建議，並為兩個市場的戰略決策提供信息支持。研究涉及兩個市場之間的差異，文化維度和產品線對銷售效果的影響，以及在蝦皮上的有效營銷策略。通過多階段方法，包括數據收集、文獻分析、訪談和綜合分析，研究提供了有關消費者偏好、折扣率、產品細節、銷售模式、促銷策略、賣家績效指標和送貨政策的洞察。研究結果有助於了解越南和台灣的電商行業，並幫助賣家在不斷變化的蝦皮市場中導航。 研究的主要發現表明，越南和台灣消費者在網購時重視不同的因素。越南消費者更看重價格，而台灣消費者更關注產品細節和評論。不同產品類別的折扣率存在變化，台灣比越南提供更多的折扣。對產品細節的評估顯示，整體質量相對較高，儘管台灣的化妝品類別缺乏足夠的信息。該研究還發現了消費者行為和銷售數量的模式，不同的行業在每個國家表現良好。在蝦皮上，代金券、附加購買和倒計時促銷等促銷策略很常見。賣家的聲譽、聊天回复率和產品數量在影響客戶滿意度和購買決策方面起著至關重要的作用。送貨和退貨政策也對客戶購買決策產生重要影響，台灣和越南之間存在差異。從這項研究中得出的建議將幫助賣家製定有效的策略，以在越南和台灣這兩個充滿活力的電商市場上取得成功。
並列摘要
This thesis compares the e-commerce environments of Shopee in Vietnam and Taiwan to identify differences in market habits. By analyzing e-commerce trends, consumer behavior, and regulations, the study aims to offer practical recommendations for sellers and inform strategic decision-making in both markets. The research addresses the differences between the two markets, the impact of cultural dimensions and product lines on selling effectiveness, and effective marketing strategies on Shopee. Through a multi-stage methodology involving data collection, literature analysis, interviews, and synthesis, the study provides insights into consumer preferences, discount rates, product details, sales patterns, promotional strategies, seller performance metrics, and delivery policies. The findings contribute to understanding the e-commerce industry in Vietnam and Taiwan and help sellers navigate the evolving landscape of Shopee. Key findings of the study indicate that Vietnamese and Taiwanese consumers prioritize different factors when engaging in online shopping. Vietnamese consumers prioritize price, while Taiwanese consumers focus more on product details and reviews. Variations in discount rates across different product categories are observed, with Taiwan offering more discounts compared to Vietnam. The evaluation of product details reveals that the overall quality is relatively high, although the cosmetic category in Taiwan lacks sufficient information. The study also identifies patterns in consumer behavior and sales numbers, with different industries performing well in each country. Promotional strategies such as vouchers, add-on purchases, and countdown promotions are prevalent on Shopee. Seller reputation, chat response rates, and the number of products offered play crucial roles in influencing customer satisfaction and purchase decisions. Delivery and return policies also significantly impact customer purchasing decisions, with differences observed between Taiwan and Vietnam. The recommendations derived from this research will assist sellers in formulating effective strategies to succeed in the dynamic e-commerce landscapes of Vietnam and Taiwan.