B2B跨境電商平台的外銷模式分析：以阿里巴巴國際站為例

由於全球已有超過一半以上的人口成為網際網路用戶，帶動近年來的數位經濟高速發展。目前全球電子商務規模已超過25.6萬億美元，其中，除了面向消費者的跨境B2C平台成長快速外，傳統企業對企業的B2B外銷模式在平台經濟的帶動下，亦產生本質上的變化。台灣中小企業的主要特色為高度出口經營導向，傳統外銷方式為提著皮箱，走遍全球各個展會、展覽，與買家進行面對面洽談，尋求各類品項的商機，亦或是企業僅專注於生產，與中間貿易商搭配進行間接外銷。然而，隨著網路的快速覆蓋，海外買家採購行為、管道，以及尋找商品的方式有更多元、快速的選擇，而網路採購平台的去中間化特性（供給端與需求端的中間者減少），造成台灣中小企業過去的成功外銷模式已逐漸失效，而開始採用國內外B2B跨境電商平台來拓展新市場，獲取新買家。本研究探討B2B跨境電子商務平台推動全球跨境貿易的供需變革、匹配精準、大數據開發，以及加速交易的履約保障，並以阿里巴巴國際站（Alibaba.com）的商業模式為例，與傳統線下展會的獲客模式進行比較分析，最後提出平台外銷對於台灣中小企業在跨境業務的過程、結果，及本質結構上影響變化。

關鍵字

數位經濟； B2B跨境平台；中小企業；阿里巴巴國際站；展會

並列摘要

As more than half of the world’s population has become internet users, the digital economy has developed rapidly in recent years. At present, the scale of global e-commerce has exceeded 25.6 trillion US dollars. In addition to the rapid growth in cross-border B2C platforms, the traditional business-to-business B2B export model has also changed tremendously under the drive of the platform economy. The main characteristic of Taiwan's small and medium-sized enterprises is highly export-oriented. The traditional way of export is to carry suitcases, travel around the world to various exhibitions, negotiate with buyers face to face, and seek business opportunities. Or due to cost or capability limit, there are some enterprises only focusing on production, and cooperating with intermediate traders for indirect export. However, with the rapid coverage of the internet, overseas buyers have more and faster choices in sourcing channels, procurement tools, and the way of searching for products. The online sourcing platform shortens the international trade process. It is so-called disintermediation. That makes Taiwan SMEs losing their advantage in the traditional export business model. As a result, they begin to use the domestic and foreign B2B cross-border e-commerce platform to expand to new markets and to obtain new buyers. In this study, B2B e-commerce platforms promote global cross-border trade supply and demand change, accurate matching, big data development, and accelerated transaction guarantee, and take the business model of Alibaba.com as an example, compare and analyze the customer acquisition model differences with traditional offline exhibitions. Finally, it is proposed that platform export will transform the process, result and essential structure of cross-border business among Taiwan SMEs.