企業導入電子商務之發展與挑戰

本研究探討在網際網路電子商務的發展以及新冠狀肺炎疫情的影響下，傳統零售企業面臨「電子商務」轉型與發展的過程，並研究分析企業數位化發展時所遭遇的挑戰。本研究採取「問卷調查與個案企業研究法」進行蒐集相關資料與比較，得出企業常見的問題與挑戰。本研究之結論如下：壹、企業不知該如何替自家線上電商平台進行推廣。貳、企業不懂如何操作數位行銷工具與大數據分析。參、企業缺乏電商專業人才。肆、企業不知道該如何選擇適合的電商平台。配合文獻參考，發現傳統企業對電商產業不瞭解以及缺乏相關專業人才，所以在轉型過程中遇到極大挫折，因此企業必須面對並解決相關問題後，才能藉由網路零售拓展新的通路。

關鍵字

企業轉型；電子商務；網路行銷；實體零售；網路零售

並列摘要

Under the influence of the development of e-commerce, traditional retail enterprises are faced with the process of "e-commerce" transformation and development, and study the challenges encountered in the digital development of enterprises. In this study, the "questionnaire survey and case analysis method" was used to collect relevant information and compare, and to obtain common problems and challenges of enterprises. The conclusion of this study is as follows: 1. Enterprises do not know how to promote their own online e-commerce platform. 2. Enterprises do not understand how to operate digital marketing tools and big data analysis. 3. Enterprises lack professional e-commerce talents. 4. Enterprises do not know how to choose a suitable e-commerce platform. With reference to literature, it is found that traditional enterprises do not understand the e-commerce industry and lack relevant professionals, so they encountered great setbacks during the transformation process. Therefore, enterprises must face and solve related problems before they can expand new channels through online retail.