探討跨國代購經營模式之研究

在現代頻繁的跨境購物之下，提供跨國代購服務，已成為網路商店銷售商品不可或缺的服務。本研究除了將各種不同領域的專業網路跨國代購平台及個人代購的經營模式比較分析外，也探討實際經營個人代購的案例以了解個人代購整個經營運作模式。本研究個案透過商業模式圖分析尋找目標客層，思考能提供目標客層何種價值以符合其需求的利基商品，再利用SWOT分析事業本身優勢、劣勢、市場的機會與威脅，透過交叉分析擬定對策來面對外在環境的變化與挑戰；並透過經營績效評估其行銷目標與策略是否正確；再以顧客問卷調查表來了解消費者購買決策行為及做為經營改善之參考；最後提出改善方案與未來經營方向以期能達到永續經營為目標。個人代購因人力、資源有限，無法像專業代購平台一網打盡所有商品，因此經營個人代購最重要的是在於專注特定小眾的利基市場，擁有獨特、好品質的利基商品以及令人滿意的服務吸引粉絲追隨，粉絲經濟帶來了潛在的商機。

關鍵字

跨國代購；個案分析；商業模式圖分析；利基市場；粉絲經濟

並列摘要

In the modern frequent overseas shopping, to provide surrogate purchasing services has become necessary for an online store to sell goods. In addition to the comparison and analysis of the differences business model for the professional network surrogate purchasing platform and personal surrogate shopper, but also to study the actual business operation of personal surrogate purchasing cases to understand the overall business operation situation. The study case through the business model canvas analysis is to find the target customers, thinking to provide the target level of what kind of value to meet their needs, and then use SWOT analysis to find their own strengths, weaknesses, market opportunities and threats, through cross-analysis to develop countermeasures to face the external environment changes and challenges. And through the business operational performance evaluation to explore if the marketing objectives and strategies are correct; and then adopt the customer opinion questionnaire to understand the consumer purchasing decisions and to be a reference for business improvement, and finally propose the business improvement program and the future direction of business in order to have sustainable business as the goal. Due to the limited human and resources, personal surrogate shopper cannot be like a professional purchasing platform to deal with all kinds of the merchandise, the most important thing is to focus on niche market, with unique, good quality niche goods and satisfactory service to attract fans and customers to follow. Fans economy brings potential business opportunities.

並列關鍵字

overseas surrogate purchasing service ； case study、business model canvas ； niche market ； fans economy

參考文獻

13.崔恩山 (2013)，「探討網路代購之服務品質-以個人代購業者為例」，國立台北科技大學工業工程與管理系EMBA碩士學位論文

18.蘇奕綱 (2014)，「電子商務之國際代購個案探討」，國立中正大學企業管理研究所碩士論文

2.Hollander, S. C., & Rassuli, K. M. (1999). “Shopping with Other People’s Money: The Marketing Management Implications of Surrogate-Mediated Consumer Decision Making”. Journal of Marketing, vol.63, no 2, pp102-118.

4. Osterwalder, A. & Pigneur, Y. (2010), “Business Model Generation”, John Wiley & Sons.

6.Schiffman, L.G. & Kanuk,L. L. (1994), “Consumer Behavior”, The Wheetley Company.

國際替代計量

探討跨國代購經營模式之研究

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