研究生: |
林義信 Yi-Hsin Lin |
---|---|
論文名稱: |
跨境電商輸出台灣食品至中國的挑戰 —T公司招商部門個案 Challenges of Exporting Taiwan Food to China for a Cross-Border E-Commerce Company— A Case Study of Merchant Department of T Company |
指導教授: |
林義貴
Yi-Kuei Lin |
口試委員: |
紀佳芬
Chia-Fen Chi 吳泓怡 Hung-Yi Wu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 工業管理系 Department of Industrial Management |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 中文 |
論文頁數: | 57 |
中文關鍵詞: | 跨境電子商務 、商品選擇 、品牌合作 、商品訂價策略 |
外文關鍵詞: | Cross-border e-commerce, Product selection, Brand cooperation, Pricing strategy |
相關次數: | 點閱:251 下載:1 |
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本個案描述在全世界電子商務潮流下,台灣跨境電商業者如何推廣台灣特色食品商品,賣向中國大陸的挑戰。個案主角T公司透過國際貿易的成功經驗,並以新的電商綜合營運模式(代理商、貿易商、新電商、新媒體),以及免費的代運營銷售型服務電商(無上架運營費),幫台灣品牌業者進行中國大陸及國際市場的推廣,包含了金流、物流、商流、客服、運營等一條龍的服務,縮短了品牌方在海外市場推廣的時間,並降低了所需投入的人力、管理、資金等龐大資源,期望創造品牌方及跨境電商的雙贏,以B2C品牌推廣及銷售帶動海外市場B2B的商機。但自2015年後跨境電商如雨後春筍的成立,又於一兩年間,體質不佳或資金不足的公司相繼退出這個市場。如何堅持及成長,成為從事這個跨境電商產業人員的極大挑戰。個案公司面臨的問題包括:如何進行商品選擇、如何說服廠商與公司合作、如何訂定有競爭力的訂價策略,以進行市場營銷增加業績。本文針對個案公司面臨的狀況,提出相關的理論並提供可行的作法。
This case describes the challenges for Taiwan’s cross-border e-commerce trader to promote Taiwan’s characteristic food to enter China market through world e-commerce trends. Through successful experience on international trade, T company integrated new e-business such as agents, traders, new e-commerce model, social media influencer, and free e-commerce service which are provided by representative operators (free of charge) to develop new e-commerce model. Afterwards, they help Taiwanese brand owners to promote one-stop services which include payment flow, logistics, business flow, customer service, marketing service and operation manager in China and international markets. By these strategies, T company not only shorten promotion time for brand in overseas markets but also reduced the huge resources which are required such as manpower, management and funding. They expect to create a win-win situation for the brand and cross-border e-commerce and bring B2B business opportunities in overseas markets by B2C brand promotion and sales. The establishment of cross-border e-commerce has growing rapidly since 2015, however, some low funding companies have withdrawn from this market in recent one or two years. How to persist and establish a viable and profitable business model have become a great challenge for the new cross-border e-commerce industry. The challenges including: how to choose suitable products; how to convince brand to cooperate; how to set competitive pricing strategy. This case discusses the challenges of Cross-border e-commerce across China market, focusing Taiwan food product category and exploring possible solutions.
參考文獻
書籍:
1. 外貿協會 (民104年12月),中國大陸跨境電商武功秘笈(初版)(頁122),台北市:外貿協會。
2. 陳雅音(民94年7月),以麥克波特鑽石體系探討台商回流之機制-以台灣食品為例,東海大學國際貿易研究所碩士論文,台中市。
3. 蘇雄義(民95年5月),供應鏈管理(原理、程序、實務) (三版),台北市:智勝出版社。
4. 駱少康(譯)( 民103年7月),行銷管理(Ch11競爭動態)(初版四刷)(原著:Philip Kotler, Kevin Lane Keller),台北市:台灣東華書局股份有限公司。
5. 鍾憲瑞(民102年9月),策略管理:簡明學習.深度思考(初版二刷),台北市:前程文化事業有限公司。
網路資料:
1. 何謂跨境電子商務(跨境電商)?TRANSBIZ網站,取自
https://transbiz.com.tw/faq/
2. 劉俞青、梁任瑋(民103年2月5日),台灣金磚奇蹟。今周刊894期,取自
https://www.businesstoday.com.tw/article/category/80393/post/201402050004/%E5%8F%B0%E7%81%A3%E9%87%91%E7%A3%9A%E5%A5%87%E8%B9%9F
3. 商業發展研究院(民104年9月3日),讓強國網購迷給我們一點建議。商業週刊財經趨勢,取自
https://www.businessweekly.com.tw/article.aspx?id=13712&type=Blog
4. 4Ps營銷理論。MBA 智庫百科,取自
http://wiki.mbalib.com/zh-tw/4Ps%E8%90%A5%E9%94%80%E7%90%86%E8%AE%BA