隨著智慧型手機和行動網路的普及，消費者經常先在線下通路搜尋和體驗商品，隨後再透過行動裝置回到線上通路購買，導致實體商店已逐漸變成展示廳，促使零售業正朝向全通路零售發展，提供消費者無縫的購物體驗 (Verhoef et al., 2015)。此外，過往零售業的供貨模式為經驗供貨（阿里研究院，2017），但隨著數據收集與分析的應用之下，促使許多平台業者或零售商家紛紛透過線上的銷售數據，來調整其實體通路和倉儲物流上的商品陳列，以合理化的利用所投入的空間和資源。

然而，目前跨境保稅進口零售模式在通路與商品分銷上面臨兩個問題：（一）在分銷通路的部分，尚未整合實體通路來銷售商品，使其難以支持消費者進行全通路購物的消費行為；（二）在商品向線下通路陳列的同時，缺乏一套有效利用實體通路空間資源的選品機制可供參考。為了解決上述問題，本研究的目的為根據Ailawadi and Farris (2017)以零售商和供應商為觀點所提出的分銷框架來發展一套有效分銷商品且可供消費者進行全通路購物的模式，並以可用性來進行評估。本研究先透過目前的B2C跨境保稅進口流程分別整理出後台跨境通關流程以及顧客跨境購物旅程，並且從中找出欲改善的部分；接著再整理國內外零售業虛實整合的案例，依循Ailawadi and Farris (2017)所提出的分銷廣度和深度進行歸納，其中統整的元素包含所需的通路、商品線、資訊科技設備；最後再針對顧客購物旅程各階段進行更新和調整，並且結合後台跨境通關流程，以發展出一套跨境全通路購物模式。而其中分銷深度（商品線）以及跨境全通路購物模式在經過模擬個案使用後，也確實說明其可用性。

With the popularity of smart phones and mobile networks, consumers often search and experience goods offline, and then return to online channel to purchase goods through mobile devices, resulting in brick-and-mortar stores becoming showrooms, driving the retail industry towards omnichannel retailing and providing a seamless consumer shopping experience (Verhoef et al., 2015). In addition, past retail supply models have been provided for experience (Ali Research Institute, 2017), but with the application of data collection and analysis, many platform operators or retailers have been through online sales data to adjust their brick-and-mortar stores and warehouse Logistics on the display of goods, in order to rationalize the use of the space and resources invested.

However, the current cross-border bonded import retail model faces two problems in terms of channel and goods distribution: (1) In the part of the distribution channel, the offline channel has not been integrated to sell goods, making it difficult to support consumers to carry out omnichannel shopping consumption behavior; (2) while the goods are being displayed to the offline channel, there is a lack of a selection mechanism for the effective use of offline channel space resources for reference. In order to solve the above problems, the purpose of this study is to develop a model for effective distribution of goods and omnichannel to shopping for consumers based on the distribution framework proposed by Ailawadi and Farris (2017) based on the perspective of retailers and suppliers, and evaluate them with usability. This study first collates the back-end cross-border customs clearance process and the customer's cross-border shopping journey through the current B2C cross-border bonded import process, and from which to find out the part to improve; then collate the case of the clicks-and-mortar of domestic and foreign retail industry, and summarize the distribution breadth and depth proposed by Ailawadi and Farris (2017), where the integrated elements include the required channel, commodity lines, and information technology equipment; finally, for the customer shopping journey at all stages of the update and adjustment, and combined with the back-end cross-border customs clearance process, in order to develop a set of cross-border omnichannel shopping model. And the distribution depth (commodity line) and cross-border omnichannel shopping models do demonstrate their usability after being used in simulation cases.

論文審定書 .................................................................................................... i
誌謝 ............................................................................................................... ii
摘要 .............................................................................................................. iii
Abstract ........................................................................................................ iv
圖目錄 ........................................................................................................ viii
表目錄 ........................................................................................................... x
第一章 緒論 ................................................................................................. 1
第一節、 研究背景與動機 ............................................................... 1
第二節、 研究目的與範圍 ............................................................... 3
第二章 文獻探討 ......................................................................................... 4
第一節、 新零售 ............................................................................... 4
第二節、 全通路零售 ....................................................................... 6
第三節、 跨境電子商務 ................................................................... 8
第四節、 全球買和全球賣 ............................................................. 12
第五節、 服務藍圖 ......................................................................... 14
第六節、 5A模式 ........................................................................... 15
第三章 研究方法 ....................................................................................... 17
第一節、 設計科學研究法 ............................................................. 17
第二節、 研究流程與步驟 ............................................................. 19
第四章 設計與發展解決方案 ................................................................... 21
第一節、 流程與問題分析 ............................................................. 23
第二節、 分銷廣度與分銷深度設計 ............................................. 27
第三節、 跨境全通路購物模式 ..................................................... 35
第五章 展示與評估解決方案 ................................................................... 38
第一節、 個案背景 ......................................................................... 38
第二節、 分銷廣度與分銷深度之調整 ......................................... 40
第三節、 跨境全通路購物模式展示 ............................................. 46
第四節、 觀察與評估 ..................................................................... 50
第六章 討論與結論 ................................................................................... 55
第一節、 研究成果 ......................................................................... 55
第二節、 研究貢獻 ......................................................................... 57
第三節、 研究限制 ......................................................................... 58
第四節、 未來研究方向與建議 ..................................................... 59
文獻參考 ..................................................................................................... 61

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