H外贸公司跨境电商发展策略研究

发布时间：2018-04-20 07:59

本文选题：跨境电商 + 外贸公司　；参考：《吉林大学》2017年硕士论文

【摘要】：近年来,随着全球电子信息技术和经济全球化的深入发展,越来越多的传统外贸企业纷纷开始转型,很多外贸企业纷纷选择知名度较大的跨境电商平台作为“触网”的首选。跨境电商模式革新了以往传统外贸模式,它跳过了许多中间环节,节省了大量成本,使企业直接面对企业或者企业面对消费者。电商平台的这种商品智能检索、商品信息透明、消费者反馈公开、传播快捷、支付等多方面优势,不但降低了中小型企业进入全球市场门槛,也提升了众多的知名品牌公司在全球范围内的影响力。这些第三方跨境电商平台确实为加入平台的卖家提供了买卖交易场所和服务,但随着平台的不断发展,平台开始逐渐暴露无法避免的缺陷和弊端,在这种情况下,单纯通过第三方平台开展跨境电商业务已经不利于企业发展,企业想要做大做强必须转变发展策略。本文以H外贸公司为探讨和研究对象,分析了H外贸公司当前跨境电商发展停滞原因,并研究H外贸公司跨境电商未来发展方向,以及如何采取策略应对当前困境。H外贸企业是一家经营自主品牌及代理理其他品牌的外贸出口公司,自2007年入驻第三方服务平台,开展跨境电商业务已将近8年。近年来,随着公司的不断发展壮大,代理品牌及种类日渐增多,店铺越开越多,由于平台限制,只能依赖平台给商户带来的有限流量来进行交易。公司发展日渐受制于第三方服务平台。最近,第三方服务平台竞价排名规则不断更改致使企业成本不断升高,以上种种问题导致H企业一些客户流失、利润薄弱、业务量不断下滑。H公司如何扭转形式进而做大做强是亟需解决的头等问题。近年来,随着国家出台各项有利于跨境电商新政策的出台和跨境物流迅速发展成熟,跨境电子商务产业链不断发展完善。外贸企业迎来了自营平台发展契机,H公司从长远发展考虑,结合企业实际情况积极调整自身发展策略,开始由以往入驻第三方服务平台发展的核心策略转向自建电商平台发展模式,逐步实现自建商城的平台自营模式。本文通过对H公司实现平台自营模式策略的研究和探讨,希望给国内其他发展跨境电子商务的外贸企业提供一些经验。首先,分析了跨境电商模式理论、发展模式、特征。其次,概述H外贸公司概况,并对现有电商模式发展状况以及背后存在问题做了分析。最后,提出H外贸公司电商模式发展改进对策和保障措施。
[Abstract]:In recent years, with the development of global electronic information technology and economic globalization, more and more traditional foreign trade enterprises have begun to transform, many foreign trade enterprises have chosen the well-known cross-border e-commerce platform as the first choice of "contact the net". The cross-border e-commerce model innovates the traditional foreign trade model, which skips many intermediate links, saves a lot of cost, and makes the enterprise directly face the enterprise or the enterprise face the consumer. Such advantages as intelligent retrieval of goods on the e-commerce platform, transparent commodity information, open consumer feedback, rapid dissemination, and payment have not only lowered the threshold for small and medium-sized enterprises to enter the global market. It also promotes the influence of many famous brand companies in the world. These third-party cross-border e-commerce platforms do provide places and services for sellers to join the platform, but with the continuous development of the platform, the platform begins to gradually expose unavoidable defects and drawbacks, in which case, Simply developing cross-border e-commerce business through third-party platforms is not conducive to the development of enterprises, enterprises want to become bigger and stronger must change the development strategy. Taking H foreign trade company as the object of study, this paper analyzes the reasons for the stagnation of cross-border e-commerce in H foreign trade company, and studies the future development direction of cross-border e-commerce in H foreign trade company. And how to adopt the strategy to deal with the current predicament. H foreign trade enterprise is a foreign trade export company operating its own brand and acting other brands. Since 2007, it has entered the third party service platform and developed cross-border e-commerce business for nearly 8 years. In recent years, with the continuous development of the company, the number of agency brands and types is increasing, and more and more stores are opened. Due to the platform restrictions, it can only rely on the limited traffic brought by the platform to merchants to trade. The development of the company is increasingly constrained by the third party service platform. Recently, the constantly changing rules of bidding ranking of third-party service platforms have led to the rising costs of enterprises. All these problems have led to the loss of some customers and the weak profits of H enterprises. How to reverse the situation and make the company bigger and stronger is a top problem that needs to be solved. In recent years, with the introduction of various national policies conducive to cross-border e-commerce and the rapid development of cross-border logistics mature, cross-border e-commerce industry chain continues to develop and improve. Foreign trade enterprises have ushered in the opportunity of self-supporting platform development. In view of the long-term development, the company has actively adjusted its own development strategy in the light of the actual situation of the enterprises. From the core strategy of entering the third party service platform in the past to the self-built e-commerce platform development model, the self-built shopping mall platform self-supporting mode was gradually realized. Through the research and discussion on the strategy of realizing the self-supporting mode of platform in H Company, this paper hopes to provide some experience for other foreign trade enterprises developing cross-border electronic commerce in China. Firstly, the theory, development model and characteristics of cross-border ecommerce model are analyzed. Secondly, it summarizes the general situation of H foreign trade company, and analyzes the development of the existing e-commerce model and the problems behind it. Finally, the paper puts forward the countermeasures and safeguards for the development of E-commerce mode of H foreign trade company.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F752.6

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