B2B企業運用跨境電子商務之拓銷研究－以eFOX品牌運用阿里巴巴平台為例

Abstract

本研究要探討的是台灣中小企業面臨全球化電子商務的蓬勃發展，積極面對新型態的銷售趨勢下，透過成功案例訪談的方式，找出企業將如何從商品品牌定位、跨境電商平台的選擇、跨境電商平台的行銷操作、國際業務的接單技巧與數據分析等深入探討，找出成功經營跨境電商的關鍵因素。近幾年來國際貿易隨著網路跨境平台的蓬勃發展帶動了全球採購行為與全球貿易模式大幅的改變，如何迎接數位行銷的趨勢發展，是目前所有台灣中小企業的挑戰。而跨境電商正是 打開這條新創外貿模式的新道路為中小企業帶來快速成長發展的機會，可以預 見的未來跨境電商已是傳統外貿通往電子商務平台發展路徑上一個非常重要的趨勢。電子商務的發展大大降低了外貿空間與時間上巨大的成本，進而對於一般傳統類型的貿易展會模式帶來不少沖擊，例如從開辦30多年全球最大型的「 Hannover Computer Show」電子展宣布停止舉辦 便可嗅出端倪，來自全世界的貿易市場精準分眾 化，以及數位平台線上銷售的競爭壓力，最終也推倒這個曾經是全球電腦電子商品最大交易會展的巨人，正所謂「赢了所有競爭對手，卻輸給了時代」。隨著中小企業出國參展效益不如以往而在跨境電子商務平台可直接面對採購供應商或國際採購的模式，成為一個重要的新選擇，但是傳統實體參展與跨境電商的經營模式大大不同，企業更需要用嶄新的思維模式與創新的數位知識來營運 。

而阿里巴巴國際站平台為目前全世界最大B2B貿易電子商務媒合平台，各大中小企業積極 加入，而 如何運用阿里巴巴國際站平台找到國際採購，對中小企業而言是一個嶄新的學習，期待本研究可以協助更多台灣中小企業進入跨境電商的領域 。

In recent years, the economic development of online cross-border e-commerce platforms has led to changes in international purchasing behavior and global business models. How to meet the trend of the digital age is a challenge for all Taiwanese companies at this stage. Cross-border e-commerce is the new way to open this innovative trade model."The future of international trade is cross-border e-commerce" has become an unavoidable trend in the development path of new foreign trade to e-commerce platforms. The development of e-commerce saves huge costs in time and space, and then has an impact on the general traditional trade show model. It can be seen from the announcement of the suspension of the "Hannover Computer Show" that has been in existence for more than 30 years and is one of the world's best in the world. This global marketsegmentation, as well as the competitive pressure of digital platform display sales, eventually crushed the giant of the world's largest computer trading market, as people says: "wins all competitors but lose to the generation"!!. When the benefits of SMEs going abroad to participate in exhibitions are not as good as previous, they can have a more important new choice is directly face to the procurement of international buyers on the cross-border e-commerce platform. However the business model of cross-border e-commerce is very big difference with traditional trade exhibitions, therefore the enterprises definitely needs to operate with a total new mode of thinking and innovative digital skills.The Alibaba International Station platform is the world’s largest B2B e-commerce matching platform nowadays. Small and medium-sized enterprises have joined one after another. How to use the Alibaba International Station platform to find international buyers is a brand new learning for SMEs. This study case explores the Taiwan's small and medium-sized enterprises facing the vigorous development of global e-commerce and actively facing the new-type sales trend. The content includes: how to deal with product brand positioning, e-commerce platform selection, e-commerce platform operation, international business ordering skills, and also data Analysis…etc., to figure out the key factors for success on e-commercial operations.