跨境電商之策略選擇—以台灣穿戴式裝置公司為例

Strategic Choices of Cross-Border E-commerce: Study of A Taiwanese Wearable Company

李韋萱(Wei-Shuan Lee)

指導教授 ： 陳俊忠

國立臺灣大學/管理學院/國際企業學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201700690

摘要

隨著科技演進與消費習慣的改變，電子商務市場日漸成熟，也漸漸發展出不同的商業模式，尤其以降低國家與國家之間的距離，並進入其他地理區位市場的跨境電商的發展潛能非常大。
台灣中小型傳統製造業在大環境的改變下，倘若固守原有的商業模式，其獲利與經營已受到巨大的挑戰，面對這樣的困境，開始有廠商發展自有品牌力求轉型，並且透過跨境電商的方式，進入國際市場，然而以目前跨境電商的發展仍屬於萌芽期，廠商對目標市場、進入模式、夥伴的選擇上仍無所適從，且對後續進入市場後的行銷策略非常茫然。有鑑於此，本研究希望能藉由對現有跨境電商經營型態的分析，並將策略選擇展開，對跨境電商的商業模式進行分析，並且透過個案公司銷售穿戴式裝置產品的實際營運案例闡述其成效。
研究結果顯示，以美國為目標市場，並透過Amazon電商平台為進入模式的中小型傳統製造廠商，運用口碑行銷與站內廣告的投放，有非常大的機會在跨境電商的經營上嶄露頭角，在短時間內獲得報酬。然而，結論部分也提出本研究的限制與未來可以延伸方向。

關鍵字

跨境電商 ； 策略選擇 ； 個案分析 ； 商業模式 ； 穿戴式裝置

並列摘要

As the development of technology and the changes of consumer behavior, e-commerce industry becomes more and more mature. In the same time, new business models pop out. Especially, cross-border ecommerce which can minimize the distance between countries has great potential.
Facing the changes of the environment, Taiwanese firms are in difficulties if they don’t make some changes of their business models. Therefore, some of them are aware of this dilemma and are developing their brands. What they want is to get into international market through cross-border ecommerce as the business model. However, this concept is quite new and firms are not knowing which target market, entry mode, nor partnership selection they should choose. In this point of view, this research studied cross-border ecommerce business model and elaborate on the strategy selection. Also, this research studied a case company which sells wearable products and analyze the performance of the business model.
In this research, it discovered the way for middle-scaled firm which takes America as the target market and operates the business through Amazon. By using influencer marketing and Amazon Sponsored Products, firms have the possibilities to get returns in short time. However, this research also mentioned the limitation and direction for future research.

並列關鍵字

cross-border e-commerce ； strategy selection ； case study ； business model ； wearable products

參考文獻

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中文參考文獻