探討兩岸電子商務產業競爭力分析 :以淘寶網和PChome為例

Abstract

近年來，電子商務產業崛起，尤其以亞洲地區是全世界電子商務發展最蓬勃最快速的地方。其中，中國大陸的電子商務市場規模不斷地擴大，也加速跨境電子商務貿易服務，目前已經成為世界最大的電子零售市場。而台灣位處於電子商務市場發展最成熟、競爭最激烈的黃金地帶，且已有電子商務產業發展二十年的經驗積累，然而，在面對中國大陸電商企業進軍台灣市場的當下，台灣電商業者仍面臨潛在的競爭壓力。因此本文欲探討兩岸電子商務產業競爭力分析，探究台灣電子商務產業發展所面臨的瓶頸。\n\n本論文以中國大陸淘寶網與台灣PChome購物平台為例，採用質性研究法方法，將台灣相關領域專家學者、產業相關業者以及代表性消費者納入訪談對象，針對總體面、產業面、企業面三方面的關鍵成功因素來分析兩岸電子商務產業發展競爭力，藉此探究台灣電子商務發展的競爭優勢與劣勢。\n\n研究結果發現，PChome具有在地化服務優勢，但缺乏資金與企業規模，沒有掌握足夠的資金去擴展至各國電商市場。綜合三層面的關鍵成功因素分析來看，最主要的影響產業競爭力的因素在於市場規模，雖然PChome也擴及歐美地區的跨境服務，但在歐美市場受到物流成本的考量因素而發展受限，且缺少能夠進入具有發展空間的中國大陸市場的機會，無法有效擴展中國大陸電商市場規模，導致PChome的市場發展仍然局限於台灣地區。在未來發展趨勢上，勢必要鼓勵台灣的電商企業必須以跨境電商為發展方向，透過出口才有機會擴展企業的全球市場規模，電商企業才能有發展潛能與空間。

The e-commerce has swiftly emerged as a major way of doing business over the world in these years. Asia market, in particular, is the place of fertile soil for e-commerce and holds an outright majority of the world market. Along with the increase in market cap of ecommerce, China has accelerated the pace of developing cross-border ecommerce services. By far, China will be the largest retail ecommerce market and account for over 40% of the world’s sales in 2015.\n\nTaiwan stands in such prime district of e-commerce with its twenty-year ecommerce industry history. However, there are still menaces in the face of potential competition by china e-corp. This study tries to analyze the competitiveness of ecommerce industry between mainland China and Taiwan and to further discover the obstacles that Taiwan ecommerce industries have faced. \nThis study conducted qualitative research methods on Taobao(China) and PChome(Taiwan) and in-depth interviews with specialists, service providers, and customers. With key success factors on three dimensions: 1) macro economy, 2) industry, 3) individual company, we scrutinized the competitive advantages and disadvantages of Taiwan ecommerce industry.\n\nThe results suggest that there’s an advantage of providing localized service for PChome, but a deficiency in capital to expand its services overseas. The most important variable for competitiveness is market capitalization via our three-dimension analysis. Despite the effort of expanding, PChome suffered from logistics costs in both EU and American market. Also, it had failed to introduce its services to mainland China－the most rapid-growth market. The market expansion of PChome was limited in Taiwan, and it was absent from the prosperity of China economy. In the future, Taiwan’s ecommerce companies must focus on the cultivation of cross-border services. Exportation is a crucial way for ecommerce companies to extend its market cap and to gather the resources for future development.