跨境電子商務營運模式之分析──以亞洲市場為例

The Study on the Operation Model of Cross-border E-commerce in Asia

全球網路普及促使電子商務日益發達，電子商務的出現改變傳統商業模式，憑藉方便與節省成本等銷售方式成功佔領市場，對於整體供應鏈產生極大影響。現今臺灣電子商務規模呈現逐年穩定成長的狀態，但因市場內需較小，走出海外進行跨境電子商務勢在必行。本文以亞洲市場的中國﹑東南亞地區以金流、物流及資訊流之營運模式為觀察﹑瞭解與比較，以作為台灣發展跨境電子商務的參考。研究發現：亞太地區以中國為帶動市場快速成長的主因，因擁有龐大的消費市場，發展深具潛力，吸引各國業者積極搶進。此外東南亞電商還在起步階段，在金流與物流方面仍需建設，但是銷售成長空間大，世界各國對東南亞電商這塊新興市場積極投入。

The borderless internet develops rapidly to promote the enterprise e-commerce that has transformed the operation of the enterprise into the cross-boder e-commerce. Now the e-commerce has developed maturely and stably inTaiwan. However, the demand in the domestic market is relatively small because of few population in Taiwan. It must be the way to develop the borderless trading model by the internet, and creates new business opportunities. The project studies on the cross-border e-commerce industries in Taiwan, China, and Sotheast Asia. It discusses the development history of e-commerce, and analyzes the operation model with three facets-financial technology, global logitics, and information technology. Our findings are that the highest consumption is in Asia Pacific arena, because there are the huge demand market, the rapid growth, and the potential development force in China, to attract foreign firms' investments actively. The study contributes that many small and medium enterprises are going to transform their operation models in Taiwan. The cross-border e-commerce model brings out the product value of the company, and creates the economic benefits of the internet to explore new opportunities for international trade market.