中文關鍵字：
臺日合；B2C；電商；東協市場；折衷理論(OLI)
英文關鍵字：
Taiwan-Japan cooperation;B2C;E-commerce;ASEAN market;Eclectic paradigm(OLI)
期刊及卷期：
日本與亞太研究季刊, 第8卷, 第1期, 第1-42頁
摘要：
本研究旨在探討臺日企業合作參入東協電商市場之可能性及其建議合作模式。以國際貿易領域之折衷理論觀點(地理區位、所有權與內部化)探討臺日於東協B2C電商市場合作模式後，得到以下初步結論：一、儘管臺灣相較於日本有物流上的地理區位優勢(距離近且存在新住民物流系統)，但受限於貿易協定，小包裹物流的經驗較為豐富。二、由於臺日在東協跨境電商市場上尚未存在成功典範，建議從國際貿易層次累積內部化優勢。臺日合作方面，一方面可以臺灣為退換貨與維修據點，另一方面也可以在食品與美妝品上進行相乘效果擴大市場，藉此建構的消費品多重品牌定位策略，充實東協的消費市場選項。此外，單從地理區位上著眼，新加坡優勢甚於臺灣，其於電商市場的優勢值得未來進一步研究。
This study aims to explore the possibility of the cooperation of Taiwanese and Japanese companies in entering the ASEAN e-commerce market and then propose a suggestive model. Basing on three major perspectives of the eclectic theory of international trade: ownership, location, and internalization, we got the following findings: Firstly, Taiwan has a geographical advantage in logistics compared to Japan, such as proximity and the presence of a new immigrant logistics system; however, Taiwan is limited by trade agreements with Southeast Asian countries, such that Taiwan develops its advantages on small parcel logistics. Secondly, since there is no successful cooperation paradigm between Taiwanese and Japanese companies in the ASEAN cross-border e-commerce market, it is recommended to accumulate internalization advantages at the international trade level. As for cooperation between Taiwan and Japan, Taiwan can serve as a return and repair base, and both countries can cooperate in the food and cosmetics industries by constructing a consumer product multi-brand positioning strategy to enrich Southeast Asia's consumer market options. Finally, from a geographical perspective, Singapore has an advantage over Taiwan, and its advantages in the e-commerce market are worth further research in the future.
