本研究探討貿易推廣組織在台灣未來經貿發展扮演的角色與功能,由於西元2019年末發生嚴重特殊傳染性肺炎(COVID-19)影響全世界運作,且在後續數年又陸續發生變種病毒持續肆虐全球,導致多國採取封城、鎖國,造成產業鏈斷鏈、海運擁塞,以及全球經濟動盪。本研究以中華民國對外貿易發展協會(簡稱外貿協會或貿協)為研究案例,外貿協會在疫情期間的國際會展及海外活動為主的業務營收亦受到疫情的鉅大影響,考驗外貿協會轉型、應變和創新的能力。本論文彙整相關資訊並透過深度訪談,探討外貿協會面臨COVID-19疫情威脅的危機與轉機,以及未來在數位轉型、元宇宙、全球永續發展等重要領域的發展趨勢。
This study focuses on the role and function of trade promotion organization in Taiwan's future development of economy and trade. The COVID-19 pandemic since 2019 has affected all aspects of the world. In the following years the virus variations caused many cities and countries to take counter-measures such as lockdown and quarantines, which in turns resulted in supply-chains breakdown, shipping congestion, and global economic turmoil. The authortakes Taiwan External Trade Development Council (TAITRA) as an example to conduct case study. TAITRA’s major operations regarding trade exhibitions and oversea activities and the resulting revenues were serioulsly affected by the pandemic, and TAITRA’s abilities of facing challenges, transformation, and innovation are put to the test. This study collects relevant information and conducts in-depth interviews with stakeholders to discuss important issues, including the risks and oppotunities faced by TAITRA, and the future development and trend of digital transformation, mataverse, and global sustainability.