論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
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 次 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/ |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:自定論文開放時間 user define 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |