桃園國際機場發展跨境電商轉運服務之研究

Abstract

隨著全球電子商務的蓬勃發展，因無國界的特性，帶來強勁的跨境物流需求，為迎合消費者快速到貨的需求，空運往往是最佳選項，因此也為航空貨運市場帶來強勁發展契機。根據市場研究資料顯示，電子商務交易量全球前兩大國家分別是中國大陸與美國，另以區域來看，亞太地區逐年成長，成長幅度居全球之冠。桃園國際機場地理位置，恰位居中國大陸地區、北美洲地區、東北亞地區及東南亞地區間的中心樞紐位置，此外桃園國際機場是全球飛中國大陸航班航點最多的機場，本論文的研究目的主要是想藉由跨境電商貨物增長的趨勢，增加桃園國際機場轉口貨物來源，並發展出桃園國際機場跨境電商物流轉運新服務模式。 本論文以新服務發展模式(New Service Development, NSD)為研究架構，並以品質機能展開(Quality Function Deployment, QFD)為主要研究方法，在架構品質屋時先藉由文獻探討及專家訪談，找出服務使用者所在意的服務需求項目(CRs)，並透過專家問卷確認各服務需求項目的重要程度；接著成立專案小組進行深度討論，找出桃園國際機場針對顧客需求項目所應提供的各項服務設計機能(DRs)；最後根據品質屋展開結果，歸納需要從「政策面」與「設施面」兩方面著手，以利順利推動桃園國際機場跨境電商轉運新服務之發展。

Owing to the borderless nature of online sales channel, we have witnessed phenomenal growth in e-commerce globally, resulting in strong demand for cross-border logistic solutions. In order to meet the expectation of consumers for quick delivery of their goods ordered online, air transport is often the best option hence the opportunity to improve and develop air cargo solutions. According to market data, e-commerce trading volumes of the world’s top two countries are mainland China and the United States. Measured by region, Asia-Pacific is the fastest growth region. Taoyuan International Airport has the geographic advantage of sitting between mainland China, North America, North-East Asia and South East Asia. Taoyuan International Airport also has the highest flight frequency and coverage of destinations to China. This thesis seeks to explore the growth trend in cross-border e-commerce, to identify opportunities to increase transshipment activities at Taoyuan International Airport, and to develop innovative solutions for cross-border e-commerce operators. Research structure of this paper is based on new service development model (NSD), and Quality Function Deployment (QFD) is applied as the main research method. In building up House of Quality (HOQ), literature Review and subject matter experts were interviewed to identify customer requirement (CRs), and through expert questionnaire to confirm importance level of customer requirements for this project; followed by ad hoc group discussions that identified Design Requirements (DRs) for Taoyuan International Airport. Conclusions on “policy requirements” and “infrastructure needs” were made from the House of Quality results, enabling Taoyuan International Airport to promote and develop new services solutions that meet the needs of cross-border e-commerce customers.