中小企业参与跨境电商进入策略之个案研究

A Case Study on Entry Strategies of SMEs Participating in Cross-Border E-Commerce

台湾中小企业从事跨境电商零售出口具有商品品项丰富、质量优良及销售服务完善等优势,如何协助台湾业者积极从事跨境电商,突破传统贸易出口的瓶颈,是目前台湾当局施政面对的重要议题。本研究主要目的包括:了解中小企业的跨境电商经营模式与运作概况、分析中小型供货商进军东盟电商市场合适的进入模式。研究发现如下:1) 中小企业进入东盟市场经营跨境电商可区分为三大模式,包括寻求第三方营运商进行营销工作、与海外平台合作、或是自建官网。2) 中小企业参与跨境电商市场的「网络营销」策略区分为三种:电商平台驱动海外营销、品牌商主导的全球网络营销、群聚网站共同品牌推广模式。再者,个案厂商拓展国际市场的进入模式包括:属于非权益模式的授权、权益模式的「合资」与「海外代理」方式。国际市场的进入模式是进入策略的基础,对中小企业而言,不同的进入模式代表不同层次的控制、承诺与风险。

The SMEs of Taiwan engaged in cross-border e-commerce exports have advantages such as rich commodity items, good quality and perfect after-sales services. How to help Taiwan SMEs actively engage in cross-border e-commerce and break through the bottleneck of traditional trade exports is an important issue of the Taiwan authorities. The main purpose of this study is to explore the ways in which SMEs participate in cross-border e-commerce and their entry modes for expanding international markets from the perspective of small and mediumsized suppliers. The study used multiple case studies. This research found that the entry mode of SMEs for launching into cross-border e-commerce can be divided into three main ways, including: seeking third-party operators, cooperating with overseas platforms, or self-built official websites. In addition, the network marketing strategy of SMEs participating in cross-border e-commerce is divided into three types: e-commerce platform-driven overseas marketing, global network marketing led by brand owners, and collective website co-brand promotion model. Moreover, the entry modes of the case manufacturers to expand the international market include: authorization which belongs to the non-equity mode, “joint venture” and “overseas agent” mode of the equity mode.