跨境電商經營模式之比較

近幾年來消費者習慣改變，不僅只在國內進行網路購物，也開始從海外購買商品，使得全球跨境電商蓬勃發展，對台灣的企業來說，跨境電商更是未來貿易產業的機會，因為台灣內需市場小，企業必須將業務範圍拓展至全球。然而跨境電商的流程十分繁瑣且具專業性，涉及跨境金流、物流、資訊流、法律規範、國家文化、合作夥伴及海外消費者特性影響等面向，進入跨境電商的模式也有所不同，企業必須衡量自身條件、經營目標、目標市場等，選擇最適合的跨境電商經營模式。本研究透過次級資料分析與個案研究進一步分析，建議企業規模較小或資源較少之企業，可考慮採取代營運模式，資源足夠之公司，初期可以採用平台經營模式，找出優勢產品與營運模式，後期再考慮採取跨境直郵模式，而落地直營是長遠發展的最終選擇，此模式有助於企業發展在地化的策略，亦較容易成功拓展國際市場。

關鍵字

跨境電子商務；經營模式；電商三流

並列摘要

In recent years, consumer behaviors change a lot. People not only do online shopping in their own countries but also start to purchase goods from overseas. For Taiwanese companies, cross-border e-commerce is an opportunity for the future of the trade industry. Since Taiwan has a relative small domestic market, companies must expand their business to the other parts of the world. However, the process of cross-border e-commerce is very tedious and professional. It involves aspects such as financial flows, logistics, information flow, legal regulations, national culture, partners, and overseas consumer characteristics. The mode of entering cross-border e-commerce is also different. Enterprises must consider their own conditions, business objectives, target markets, etc., and choose the most suitable cross-border e-commerce business model. This study further analyzed through secondary data analysis and case studies. This research suggests that companies with smaller sizes or less resources may consider adopting third party seller model. Companies with sufficient resources can initially adopt e-commerce platform business model to identify advantageous products and business models, and then consider adopting cross-border order online and delivering directly models. Commercial presence is the ultimate choice for long-term development. This model helps companies develop localization strategies, and it is also easier to successfully expand the international market.