隨著全球貿易市場的快速變遷，傳統貿易商面臨來自自營出口商的強烈競爭壓力。過去，貿易商主要依賴其國際市場聯繫與供應鏈管理能力來維持競爭優勢。然而，隨著科技發展和市場全球化，自營出口商逐步強化其銷售能力，直接與國際買家對接，形成了對貿易商的強勁競爭。近年來，數字化與電子商務平台的興起使得製造商得以跳過傳統貿易商，直接向海外客戶銷售產品。這一趨勢不僅壓縮了貿易商的利潤空間，也削弱了其在供應鏈中的角色。此外，國際市場的競爭環境日益嚴峻，貿易關稅、物流成本、環保法規等因素都影響著傳統貿易商的生存空間。這些變化使得貿易商必須重新審視其市場定位，並採取積極策略來維持競爭力。
在現代產銷供應鏈中從字面與表面來看，自營商與電商在生產與銷售方面擁有顯著優勢。自營商掌握生產環節，能夠直接控制產品品質、成本與研發進度，而電商則透過強大的線上平台與數據分析能力，快速連接消費者，精準推動市場銷售。相較之下，貿易商雖然不具備直接的生產或零售能力，但至今仍然在市場上占有一席之地。究竟貿易商如何在這樣的競爭環境中生存？面對自營商與電商的夾擊，他們如何發揮自身優勢，以確保自身的市場地位？此外，在當前複雜多變的全球產銷交易模式中，貿易商擁有哪些核心競爭力，能夠與自營商和電商相抗衡？這些問題構成了本研究討論的核心。
本研究採用訪談個別案例分析法，探討貿易商與自營商的競爭態勢，特別聚焦於資源分配、技術應用與風險管理策略。
一、個案分析：訪談自營商跟貿易商之具體實例，深入探討競爭與合作模式。
二、資料分析：採取SWOT跟五力分析兩者的優劣及因應方式 。

Amid the rapid transformation of global trade markets, traditional trading companies are under increasing competitive pressure from self-exporting manufacturers. Historically, traders relied on their international market connections and supply chain management capabilities to maintain a competitive edge. However, with advancements in technology and globalization, self-exporters have strengthened their sales capabilities, enabling direct engagement with international buyers and thereby intensifying the competition faced by traditional traders. In recent years, the rise of digitalization and e-commerce platforms has further enabled manufacturers to bypass traditional trading intermediaries and sell directly to overseas customers. This trend has not only compressed profit margins for traders but also diminished their roles within the supply chain.
Additionally, the increasingly complex international market landscape—characterized by trade tariffs, rising logistics costs, and stricter environmental regulations—has further challenged the viability of traditional trading models. In this evolving context, traders must reassess their market positioning and adopt proactive strategies to remain competitive.
While on the surface, self-exporters and e-commerce operators appear to hold significant advantages in the modern production and sales supply chain—through direct control of manufacturing quality, cost, and R&D, and the ability to swiftly reach consumers via digital platforms—trading companies still retain a role in the market. This study explores how traditional traders can survive and thrive amid such challenges. What inherent strengths can traders leverage to withstand the pressure from self-exporters and e-commerce competitors? What are the core competencies that still allow them to compete in today's complex global trade environment?
This research employs case-based interviews to examine the competitive dynamics between trading companies and self-exporters, with particular focus on resource allocation, technological adoption, and risk management strategies.
I.Case Analysis: In-depth interviews with self-exporters and traders to explore models of competition and collaboration.
II.Data Analysis: Application of SWOT and Porter’s Five Forces frameworks to evaluate relative strengths, weaknesses, and response strategies.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究動機 3
第二節 研究背景與目的 4
第二章 貿易產業的演進與現況 6
第一節 國際貿易的演進 6
第二節 國際貿易的現況 8
第三章 貿易商與自營商的定義與特性 10
第一節 貿易商定義與特性 10
第二節 自營商定義與特性 15
第四章 研究方法 19
第一節 研究個別差異分析 19
第二節 研究個案 22
第三節 研究方法 24
第五章 分析結果 25
第一節 個案訪談結果 25
第二節 優缺點分析 27
第三節 貿易商與自營商 SWOT 分析 33
第四節 貿易商與自營商五力分析 34
第六章 結論 36
第一節 挑戰與機遇 36
第二節 提升競爭優勢 40
第三節 差異化策略及行銷策略 42
第四節 結論與建議 47
參考文獻 48 

經濟部國際貿易署進出口貿易統計視覺化圖表，取自：https://publicinfo.trade.gov.tw/cuswebo/FSC3000C/Chart?tabIndex=7