跨境電商場景體驗研究： 以天貓淘寶海外市場為例

A case study on the user experience of cross-border at Tmall Taobao World

劉慧娟(Liu Hui-Chuan)

指導教授 ： 邱奕嘉

國立政治大學/商學院/經營管理碩士學程(EMBA)/碩士(2022年)

https://doi.org/10.6814/NCCU202201348

摘要

近年來，電子商務已成為企業發展的主流趨勢，而隨著全球化供應鏈與金物流能力的建設，以及疫情對線上購物的需求催化，跨境電商已經成為成長最快速的電商模式。鑒於跨境購物比本地購物更為複雜，風險也更高，跨境消費者對於購物的體驗與決策路徑，也成為品牌商及跨境平台最需要研究並突破的核心重點。
根據資策會產業情報研究所（MIC）針對2021年台灣消費者的電商消費行為，出具的最新報告指出，本研究個案公司淘寶／天貓已成為台灣跨境購物的第一名（19％），雖名列第一，但不到二成，在市場份額上還有一定的突破空間。
本研究根據對個案公司的台灣用戶調查結果，根據消費者旅程，拆解出跨境購物從購物前、購物中、購物後的體驗及遇到的障礙，研究在台灣拓展業務突破的關鍵，包含如何增加用戶規模已及促進用戶的購買頻率，並從台灣市場探討個案公司優勢的品類，如何結合本地的生態夥伴，提供更場景化的體驗與建議。

關鍵字

跨境電商 ； 場景體驗 ； 天貓 ； 淘寶 ； 消費者購物旅程

並列摘要

In recent years, e-commerce has become the mainstream trend in enterprise development. With the construction of global supply chain and gold logistics capabilities, and the catalysis of the epidemic's demand for online shopping, cross-border e-commerce has become the fastest-growing e-commerce model. Due to the fact that cross-border shopping is more complex and riskier than local shopping, the online shopping decision-making path of cross-border consumers has become the core that brands and cross-border platforms need to study.
According to the latest report issued by the Industry Intelligence Institute (MIC) of the capital policy Association on the e-commerce consumption behavior of Taiwanese consumers in 2021, Taobao/Tmall, a case company in this study, has become the first place (19%) in cross-border shopping in Taiwan. Although Taobao/Tmall ranks first, the market share is still less than 20%, there is still much room for it.
Based on the survey results of Taiwan Taobao/Tmall users about the consumer journey, this study disassembles the experience and obstacles of the entire cross-border shopping process. It also studies the key strategy to expand business scale in Taiwan, including how to increase the user scale and promote the purchase frequency of users. Plus, It discusses the advantageous categories of Taobao/Tmall from the Taiwan market and how to combine them with local ecological partners and provide more scenario-based experiences.
Keywords: cross-border e-commerce, scenario experience, Tmall, Taobao, consumer shopping journey.

並列關鍵字

cross-border e-commerce ； scenario experience ； Tmall ； Taobao ； consumer shopping journey

參考文獻

參考文獻

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2. 彭慧明（2021 年 10 月 27 日）。天貓海外台灣站首度推出線下「淘家HOME mini體驗店」。經濟日報。https://money.udn.com/money/story/5612/5847938?from=edn_referralnews_story_ch10846c

3. 資策會產業情報研究所（2022 年 5 月 12 日）。零售電商消費者調查系列。 https://mic.iii.org.tw/news.aspx?id=621&List=1