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博碩士論文 etd-0715116-082441 詳細資訊
Title page for etd-0715116-082441
論文名稱
Title
跨境電子商務成功模式之研究
Success models of cross-border e-commerce
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
96
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-07-26
繳交日期
Date of Submission
2016-08-22
關鍵字
Keywords
成功因素、個案分析、跨境電商、經營模式
business model, case study, success factors, cross-border e-commerce
統計
Statistics
本論文已被瀏覽 5915 次,被下載 1396
The thesis/dissertation has been browsed 5915 times, has been downloaded 1396 times.
中文摘要
近幾年全球跨境電商如火如荼的展開,國內經營電子商務的業者也開始往國外發展。全球電商競爭無可避免,有些電商成功擴張,一個一個國家布局;然而有些電商卻無法克服國際障礙,敗興而歸。經營跨境電商有太多不可預期的因素,有許多電商只想跟著「跨境」的潮流,卻不曉得之後會遇到的種種困難,只有克服困難的業者才能在國際生存。因此,本研究探討跨境電商的成功模式,研究影響跨境電商的重要因素。
跨境電商的成功與否與經營模式有很重要的相關,因此,本研究的目的即針對跨境電商業者的經營模式進行研究分析,採用深度訪談法與個案分析法進行,透過對電商專家的訪談,了解業界經營跨境電商的現況,以及採用的策略,找出影響能持續營運或退出市場的原因。
研究結果顯示,適合的經營模式能帶領跨境電商的成功,其中充分了解目標市場,提出適當的價值主張、合作夥伴的支持、鞏固的客群、收益流多寡是影響跨境電商能夠成功的重要因素。
Abstract
In recent years, more and more enterprises have adopted cross-border e-commerce . Some of them are successful, while others failed. There are many factors that may affect the success of cross-border e-commerce.
The purpose of this study is to investigate success factors of cross-border e-commerce. The study used in-depth interview and case study methods to collect data. Through interviewing e-commerce experts, we can see more insights of cross-border e-commerce.
The results show that appropriate business models are a key factor for cross-border e-commerce. Influential factors include the right value proposition, proper partners, good customer relationship, and adequate revenue streams.
目次 Table of Contents
目錄
論文審定書 .................................................................................................................................... i
致謝 ............................................................................................................................................... ii
摘要 .............................................................................................................................................. iii
Abstract .........................................................................................................................................iv
圖次 ............................................................................................................................................ vii
表次 ............................................................................................................................................ vii
第一章、緒論 ............................................................................................................................... 1
第一節、研究背景 ................................................................................................................... 1
第二節、研究動機與研究問題 ............................................................................................... 2
第三節、研究流程 ................................................................................................................... 3
第二章、文獻探討 ....................................................................................................................... 4
第一節、跨境電子商務 ........................................................................................................... 4
第二節、經營模式 ................................................................................................................... 9
第三章、研究方法 ..................................................................................................................... 17
第一節、研究設計 ................................................................................................................. 17
第二節、深度訪談法 ............................................................................................................. 18
第三節、個案分析法 ............................................................................................................. 19
第四章、深度訪談分析 ............................................................................................................. 22
第一節、訪談內容 ................................................................................................................. 22
第二節、經營模式建立 ......................................................................................................... 33
第五章、個案分析 ..................................................................................................................... 39
第一節、A電商 ..................................................................................................................... 39
第二節、B電商 ..................................................................................................................... 43
第三節、C電商 ..................................................................................................................... 46
第四節、D電商 ..................................................................................................................... 50
第五節、E電商 ..................................................................................................................... 53
第六節、F電商 ...................................................................................................................... 56
第七節、分析與探討 ............................................................................................................. 60
第六章、結論與建議 ................................................................................................................. 63
第一節、研究結論 ................................................................................................................. 63
第二節、研究限制 ................................................................................................................. 65
第三節、後續研究建議 ......................................................................................................... 65
參考文獻 ..................................................................................................................................... 66
英文部分 ................................................................................................................................. 66
中文部分 ................................................................................................................................. 67
網站部分 ................................................................................................................................. 67
附錄 ............................................................................................................................................. 68
附錄一 訪談逐字稿一 ....................................................................................................... 68
附錄二 訪談逐字稿二 ....................................................................................................... 73
附錄三 訪談逐字稿三 ....................................................................................................... 76
附錄四 訪談逐字稿四 ....................................................................................................... 81
附錄五 訪談逐字稿五 ....................................................................................................... 85
參考文獻 References
參考文獻
英文部分
1. Afuah, A., & Tucci, C. L. (2000). Internet business models and strategies: Text and cases. McGraw-Hill Higher Education.
2. Ballou, R. H. (1992). Logistiek management. Academic Service, Economie en Bedrijfskunde.
3. Choi, S. Y., Stahl, D. O., & Whinston, A. B. (1997). The economics of electronic commerce (pp. 12-25). Indianapolis, IN: Macmillan Technical Publishing.
4. Fisk, G. (1967). Marketing systems: An introductory analysis. Harper & Row.
5. Hill, C. W. (2002). International business with global resource CD, PowerWeb and world map.
6. Hitt, M. A., Hoskisson, R. E., & Kim, H. (1997). International diversification: Effects on innovation and firm performance in product-diversified firms.Academy of Management journal, 40(4), 767-798.
7. IPC. (2010). Cross-Border E-Commerce Report 2010.
8. Khanna, T. (2014). Contextual intelligence. Harvard Business Review, 92(9), 58-68.
9. Konczal, E. F. (1975). Models are for managers, not mathematicians. Journal of Systems Management, 26(165), 12-15.
10. Kotler, P. (2000). Marketing Management: Planning, Analysis, Implementation and Control.
11. Mohr, J. J., & Sohi, R. S. (1996). Communication flows in distribution channels: Impact on assessments of communication quality and satisfaction. Journal of Retailing, 71(4), 393-415.
12. Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
13. Tapscott, D., Lowy, A., & Ticoll, D. (2000). Digital capital: Harnessing the power of business webs. Harvard Business Press.
14. Yin, R. K. (2013). Case study research: Design and methods. Sage publications.
中文部分
1. 2012中華民國電子商務年鑑. (2012). 2012年我國電商發展現況.
2. 江艾軒、梁定澎、蘇國忠. (2016). 產業與管理論壇. 服務業國際化的情境智慧策略, 18(2), 004-022.
3. 施佩君. (2015). 第三方支付平台發展及戰略創新研究-以阿里巴巴為例.
4. 洪順慶. (1999). 行銷管理: 新陸書局.
5. 陳湘揚. (2010). 電子商務概論-管理與技術: 博碩文化.
6. 劉文良. (2008). 供應鏈管理: 碁峰出版社.

網站部分
1. eMarketer. (2015). B2C Ecommerce Sales Approach $90 Billion in Latin America. from http://www.emarketer.com/Article/B2C-Ecommerce-Sales-Approach-90-Billion-Latin-America/1012269
2. 資策會. from http://www.iii.org.tw/
3. 中華兩岸通關商檢協會. (2015). 跨境物流信息系統解決方案. http://www.chinese-customs.org.tw/2015/08/54ppt.html
4. 互聯易. from http://www.szice.net/logistics_692.html
5. 天下雜誌. from http://www.cw.com.tw/
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