中小企業參與東協市場跨境電商進入策略與文創跨界行銷之研究
中文摘要
本研究主要目的有二：第一、從「中小型供應商」觀點，探討中小企業參與跨境電商之方式與其拓展國際市場之進入模式(entry mode)；其次，從「適地化」的策略觀點，分析跨境電商業者全球化策略，並分析不同型態的影視網紅跨界合作模式與運作狀況。本研究採用多重個案分析，共計分析10家台灣中小型供應商與10家跨境電商業者。研究發現得知中小型供應商進入東協市場經營跨境電商可區分為三大方式，包括：尋求第三方營運商進行行銷工作、與海外平台合作、或是自建官網。跨境電商業者的全球化策略包括：「全球市場營運」、「全球市場拓展」、「區域市場拓展」、「區域市場營運」四種類型。另外，跨境電商業者與網紅合作的全球化策略區分為：全球標準化策略、在地化策略、國際化策略、跨國策略等四類。最後並提出推動中小企業參與跨境電商拓展東協市場之政策建議。
Abstract
The main purpose of this study is twofold: (1) 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 medium-sized suppliers; (2) to analyze the globalization strategy of cross-border electric business from the strategic viewpoint, and analysis analyze the roles of the Internet celebrity in their cross-border e-commerce operations. The study used multiple case analyses to analyze a total of 10 small and medium-sized suppliers in Taiwan and 10 cross-border e-commerce operators. 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. The global strategies of cross-border e-commerce operators include: Global Market Operations, Global Market Expansion, Regional Market Expansion and Regional Market Operations. In addition, the global strategy of Internet celebrity working with cross-border e-commerce operators is divided into four categories: global standardized strategy, localization strategy, internationalization strategy, transnational strategy and so on. Finally, this article puts forward the policy proposal to promote the participation of SMEs in cross-border e-commerce to expand the ASEAN cross border e-commerce market.