跨境電子商務模式之分析－以臺灣出口印度為例

配合政府的「新南向政策」，本研究以印度為目標市場，採用歸納法與文獻分析法進行質性研究，以跨境電商生態系統的觀點，釐清生態系統的內在、外在環境與整體結構，將臺灣跨境電商業者分為四個類型：自營型賣家、銷售型賣家、商品供應商與服務提供商，結合角色設定構建臺灣業者供需鏈結概念圖，提供業者釐清自身在生態系統中的絕對位置與相對位置。透過商流、物流、金流、資訊流等模式的解析，篩選出跨境直售模式、落地平台銷售模式以及銷售地平台模式，並根據印度法規的限制來分析可行性，就三種模式分別導出外資可行與不可行的業者角色，描繪出角色間的供需鏈結，期望能為臺灣出口印度的實踐給予實質的幫助。

Following the “New Southbound Policy”, this study aims at India as the target market. It’s a qualitative research that adopted inductive method and document analysis. This study clarified the internal and external environment of cross-border e-commerce model by a view of ecosystem and divided Taiwan's cross-border e-commerce industry into four types: self-employed sellers, sales sellers, commodity suppliers, and service providers. Combined with the role setting to build the concept map of supply and demand chain of Taiwanese industry that provide the industry to clarify their own absolute and relative position in the ecosystem. Through the analysis of product flow, material flow, cash flow, and information flow, this study puts forward three candidate models, including cross-border direct sales model, landing platform sales model and local platform sales model. Then, evaluate the feasibility according to Indian laws and regulations. In each model, the role of supply and demand chain is distinguished by the view of “foreign investment is feasible” and “foreign investment is not feasible”, and the relationship among the roles is depicted, hoping for an improvement on the practice of Taiwan export to India.