| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 99 === With the rapid development of Information Technology (IT) and encouragement of cross-strait collaboration by government, products with mark of MIT (Made in Taiwan) are increasingly popular in mainland China. The way to exchange business information is mostly via the electronic commerce (EC) platform. The platform, serving as a trade bridge, has been resulting in the multi-dimensional development of EC. However, EC platform in China is still in the stage of a single platform. Platforms in Taiwan like PChome and Yahoo are facing a difficulty to enter into China’s market. Therefore, the operation strategy for the EC companies to move to China becomes even more important. The thesis conducts a case study that uses the SWOT as the analysis technique to explore operation strategy for the case company. Top managers are the subjects to provide information via face-to-face survey. Research findings indicate that the Taiwan government should (1) foster ECFA policy to help Taiwan MIT products to enter into China market, (2) help strengthen Taiwan’s companies to localize their products in China, (3) positively help Taiwan EC companies enter into the Over-the-Counter market to build awareness of cross-strait, (4) help enhance the products functions via effective integration, and (5) help the EC platform to develop more system functions for international competitiveness.
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