台灣品牌在中國電商平臺的消費者策略研究──以淘寶全健國際爲例

A Study on Consumer Strategies of Taiwanese Brands on Chinese E-Commerce Platforms—The Case of Taobao Quan Jian International

電商的興起，使網路交易成為現今最重要的交易模式。商品資訊透明化、價格競爭力以及便利的付款與取貨方式，吸引大量消費者透過網路購物，並促使許多人投入電商創業。然而，台灣與中國大陸的電商環境差異顯著，兩岸平台因外部條件與自身資源不同，逐漸形成各具特色的經營模式。由於兩岸電商的發展歷程與消費習慣差異，本研究旨在探討台灣品牌進入中國市場時，網路行銷策略的經營作法及消費者的接受與適應情況。研究方法採文獻分析，建立中國大陸電商發展背景，並分析台灣品牌面臨的限制與挑戰；同時以案例研究為核心，藉由深度訪談企業代表與消費者，深入瞭解台灣品牌在淘寶平台的行銷作法。企業訪談聚焦於品牌經營與策略調整，消費者訪談則從購物行為與體驗出發，進行雙向對照。研究結果顯示，台灣品牌在中國市場具備「品質形象佳」與「文化相近」之優勢，但在大型促銷資源、平台演算法適應與跨境物流服務上相對弱勢；消費者端則對台灣品牌普遍持正面印象，但高度重視價格競爭、物流時效與售後保障。綜合分析指出，台灣品牌需同時強化平台行銷技術適配、本土化內容溝通與跨境物流合作，並可透過文化元素與差異化定位提升品牌記憶度。本研究之結論與建議可作為台灣品牌進入中國電商市場之參考，以協助其因應在地市場特性，提升經營成效與競爭力。

The rise of e-commerce has made online transactions one of the most important modes of trade today. Transparent product information, competitive pricing, and convenient payment and delivery services have attracted large numbers of consumers to shop online, while also encouraging many entrepreneurs to enter the e-commerce sector. However, significant differences exist between the e-commerce environments in Taiwan and mainland China. Due to variations in external conditions and internal resources, platforms on both sides of the strait have gradually developed distinct business models. Given the differing development paths and consumer behaviors, this study aims to examine the marketing strategies adopted by Taiwanese brands when entering the Chinese market and to understand consumers’acceptance and adaptation. This research employs literature analysis to outline the development of e-commerce in mainland China and identify the constraints and challenges Taiwanese brands face. A case study approach is further applied, incorporating in-depth interviews with corporate representatives and consumers to investigate marketing practices on the Taobao platform. Interviews with businesses focus on brand management and strategic adjustments, while consumer interviews explore shopping behaviors and user experiences, forming a two-way comparative perspective. The findings indicate that Taiwanese brands possess advantages such as positive product quality perception and cultural similarity, yet are relatively disadvantaged in large-scale promotional resources, platform algorithm adaptation, and cross-border logistics services. Meanwhile, consumers generally hold favorable impressions of Taiwanese brands but place high value on price competitiveness, delivery efficiency, and after-sales service. The analysis suggests that Taiwanese brands must enhance technological adaptation to platform marketing systems, strengthen localized communication, and establish cross-border logistics partnerships, while leveraging cultural elements and differentiated positioning to increase brand recognition. The conclusions and recommendations of this study may serve as a reference for Taiwanese brands seeking to enter the Chinese e-commerce market, assisting them in responding to local market characteristics and improving operational performance and competitiveness.