| Abstract: | 近年來行動科技的普及，使電子商務不但改變了消費方式，更帶動全球B2B和B2C電商市場規模急速成長，甚至改變全球交易行為和商業模式，更因為新冠疫情肆虐催化下，以致加速全球電子商務發展的腳步和節奏，使各電子商務平台迅速成長崛起，消費者需求越來越難以捉摸，使同業間的競爭越來越激烈，加上因為賣家數量的增加，使電商市場呈現出同質化現象越來越嚴重，投入跨境電商之企業趨同形現象發展，其中同形化範疇含括了物流、品牌行銷、廣告、數據分析、通路、零售及店舖經營、媒體、創意、人才培養等多方面，同形化市場加速了廠商間競爭窘境。有鑑於此，本研究欲探討外貿廠商投入電商營運活動中，在網路行銷、關鍵字規劃與分析、數據分析、文案與數位媒體行銷等方式趨向模仿同形時，如何在同形化的電商市場中審視自身資源，充分發揮企業動態能力，打造自身差異化，進而擬訂營運模式。本研究採個案訪談法，共訪談五家曾獲得電子商務成就或優異表現之個案公司，探討個案廠商投入電商營運之動機，並如何從市場同形化過程中找出企業營運模式和發展動態能力以增加企業生存機會。本研究結果發現，在組織同形的跨境電商市場中，個案企業在投入跨境電商皆會使用投放廣告、官網SEO、Google關鍵字、Google ads、影音行銷商品影片在間接與平台一同串連，來達到曝光度最大化；平台選擇上，發現皆以阿里巴巴國際站為主要使用的跨境電商平台，因為阿里巴巴國際站長年開設客製化的企業培訓課程輔助台灣中小企業邁入外貿，上述皆是在高度競爭同形化的電商市場中必須做的事情；最後真正突破同形化的關鍵為企業不斷增進自身企業能力以及審視整體市場來調整自身策略，進而從同形化中異形出自身公司的電商DNA，顯示出其企業自身差異化，達到企業的永續經營，在跨境電商市場之競爭趨向同形的現象中真正脫穎而出關鍵。本研究期能透過此研究，讓中小企業了解跨境電商之營運模式，讓有意轉型之中小企業了解企業在同形化市場當中具備之電商思維態度與能力，且需能與時俱進的調整營運方式，以追求企業成長和發展。
The popularity of mobile technology in recent years has enabled e-commerce not only change the patterns of consumption , but also drive the rapid growth of the global B2B and B2C e-commerce markets, and even change the global transaction behavior and business models. The pace and rhythm of business development have led to the rapid growth and rise of various e-commerce platforms, consumer demand has become more and more elusive, and competition among peers has become more and more fierce. The phenomenon of homogenization is becoming more and more serious, and the enterprises investing in cross-border e-commerce are becoming more and more homogenous. The sphere of homogenization includes logistics, brand marketing, advertising, data analysis, channels, retail and store management, media, creativity, talent training, etc. In many respects, the homogenized market has accelerated the competition dilemma among manufacturers. In view of this phenomenon, this study intends to explore how foreign trade companies which invest in e-commerce operations tend to imitate the same type of business in Internet marketing, keyword planning and analysis, data analysis, copywriting and digital media. It examines its own resources in the commercial market, gives full play to its dynamic capabilities, creates its own differentiation, and them formulates an operating model. This study adopts the case study of interview method, interviewing five different companies that have achieved e-commerce achievements or outstanding performance, explore the motivation of the case manufacturers to invest in e-commerce operations, and find out the business model and development dynamic capabilities from the process of market homogenization. To increase the opportunities of business survival. The results of this study found that in the cross-border e-commerce market with the same organization, case of companies will use advertising, official website SEO, Google keywords, Google ads, video and video marketing products to indirectly link with the platform when investing in cross-border e-commerce. , to maximize exposure, the platform selection found that Alibaba International Station is the main cross-border e-commerce platform, because Alibaba International Station has been offering customized corporate training courses for many years to assist Taiwan's small and medium-sized of enterprises to enter foreign trade. As above mentioned that all things must be done in the highly competitive and isomorphic e-commerce market. In this period of research , through this research, SMEs can understand the operation of mode of cross-border e-commerce, and SMEs which intend to transform can understand the e-commerce thinking attitude and ability of enterprises in the homogenized market, and they need to be able to keep pace with the times. Adjust operations to pursue corporate growth and development. In the end, the key factors truly breaking through isomorphism is for companies to continuously improve their corporate capabilities and examine the overall market to adjust their own strategies, and then to shape their own company's e-commerce DNA from isomorphism, showing their own differentiation and achieving enterprise sustainability. Management is the key factor to stand out in the phenomenon that the competition in the cross-border e-commerce market tends to be the same shape. |
