課程大綱

內容

課程概述

本課程先從跨境電商定義、特徵、分類與生態圈成員進行介紹，再導入台灣電商平台及營運模式、全球跨境電商市場概況，以及台灣跨境電商面對的挑戰。隨後介紹線上跨境交易要素，包括國際貿易概論、網路行銷、跨境電商金流與物流、跨境電商糾紛與預防等，讓學生充分了解跨境線上貿易的流程。最後，本課程針對B2B電商模式，從選品、商品上架、商品主頁設計、平台運營、EDM設計等內容進行工具說明與課堂實際操作，藉此培養並累積學生建立跨境商務網站的知識與應用能力。
This course begins with an introduction to the definition, characteristics, classification, and ecosystem members of cross-border e-commerce. It then introduces the Taiwanese e-commerce platform, the overview of global cross-border e-commerce market and the challenges faced by Taiwanese cross-border e-commerce market. This course also elaborates key elements of online cross-border transactions, including an overview of international trade, online marketing, cross-border e-commerce financial flow and logistics, cross-border e-commerce disputes and prevention, etc so that students can fully understand the process of cross-border online trade. Finally, the course focuses on the B2B e-commerce model, and provides the explanations and in-class activities of the usage of tools including product selection, product launch, webpage design, platform operation, EDM design which to cultivate and accumulate students' knowledge and application ability in building cross-border business websites.

授課內容

本課程將從跨境電商定義、特徵、分類與生態圈成員進行介紹，並導入台灣電商平台及營運模式、全球跨境電商市場概況，以及台灣跨境電商面對的挑戰。此外，本課程亦將透過跨境電子商務個案研討，帶入傳統行銷與策略管理的介紹，推論與驗證在電子商務環境與不同國家制度環境下，傳統行銷理論與實務的改變。最後，本課程將教授建立一個B2B跨境電商網站所需的工具，強化學生對於跨境電子商務的知識與技術應用能力。