供应链管理能力对企业在跨境电商平台表现的影响分析

发布时间：2018-05-30 08:32

本文选题：跨境电商平台 + 供应链管理能力　；参考：《东北财经大学》2016年硕士论文

【摘要】：自21世纪初,随着互联网技术的发展、国际物流的完善以及跨境电子支付手段的成熟,跨境电子商务迅猛发展,逐渐成为对外贸易重要的组成部分。2009年以后,我国跨境电子商务逆势增长,在2015年已达5.4万亿,而未来几年跨境电商占中国进出口贸易比例将提高至20%,年增长率将超30%。伴随着跨境电商的兴起,跨境电子商务平台也越来越受到企业和学者的关注,国内外学者从不同角度分析跨进电商平台的经济学原理,企业也充分利用跨境电商平台优势开展对外贸易。跨境电商平台通过在物流、信息流和资金流三方面的协作运行实现了规模经济,有效地降低了企业从事对外贸易的门槛,减少交易成本和搜索成本,提高利润。自上世纪八十年代起,供应链管理思想就受到广泛关注,自提出以来一直指导企业更高效运作。企业通过物流、信息流和资金流三方面加强供应链管理能力,联结上下游企业,提高企业核心竞争力。本文通过梳理国内外文献,注意到跨境电商平台和供应链管理能力均从物流、信息流和资金流着手强化企业在市场中的表现,进一步猜想供应链管理能力会对企业在跨境电商平台上的表现有增强作用,同时,企业通过在线营销能力、库存管理能力和品牌管理能力三方面对其在跨境电商平台表现仍有促进作用。所以,本文认为,供应链管理能力通过影响企业的在线营销能力、库存管理能力和品牌管理能力,也间接影响了企业在跨境电商平台的表现,并通过发放调查问卷,了解企业运行情况,通过实证分析验证这一观点。本文在现有理论基础上,通为企业在跨境电商平台的交易实现提出相关建议。本文共分为五个部分。第一部分为绪论,从选题背景及意义、文献综述、创新不足等方面对文章总述。第二部分详细地对跨境电子商务及平台的理论基础、供应链管理能力的理论基础及两者结合与应用进行分析。第三部分通过供应链管理能力对在线营销、库存管理、品牌管理的影响,进而对企业在跨境电商平台表现造成影响进行分析,构建模型。第四部分是通过实证分析,检验模型是否成立。第五部分是结论与对策建议。本文通过实证分析,认为供应链管理能力对企业在跨境电商平台表现有强化作用,同时,供应链管理能力又通过对在线营销能力、库存管理能力、品牌管理能力的强化,间接影响了企业在跨境电商平台的表现。
[Abstract]:Since the beginning of the 21st century, with the development of Internet technology, the perfection of international logistics and the maturity of cross-border electronic payment means, cross-border electronic commerce has developed rapidly and gradually become an important part of foreign trade. China's cross-border e-commerce growth reached 5.4 trillion in 2015, while the proportion of cross-border e-commerce in China's import and export trade will rise to 20 percent in the next few years, with an annual growth rate of more than 30 percent. With the rise of cross-border e-commerce, cross-border e-commerce platform has been paid more and more attention by enterprises and scholars. Scholars at home and abroad have analyzed the economic principles of the platform from different angles. Enterprises also take full advantage of cross-border e-commerce platform to carry out foreign trade. The cross-border e-commerce platform realizes economies of scale by cooperating in logistics, information flow and capital flow, effectively lowering the threshold for enterprises to engage in foreign trade, reducing transaction costs and search costs, and increasing profits. Since the eighties of the last century, supply chain management has been widely concerned, and has been guiding enterprises to operate more efficiently since it was put forward. Through logistics, information flow and capital flow, enterprises strengthen supply chain management ability, connect upstream and downstream enterprises, and improve the core competitiveness of enterprises. Through combing the domestic and foreign literature, this paper notes that cross-border e-commerce platform and supply chain management ability start from logistics, information flow and capital flow to strengthen the performance of enterprises in the market. It is further assumed that the ability of supply chain management will enhance the performance of enterprises on cross-border e-commerce platforms, and at the same time, enterprises will use online marketing capabilities. Inventory management ability and brand management ability can promote the performance of cross-border e-commerce platform. Therefore, this paper argues that the supply chain management ability affects the enterprise's online marketing ability, inventory management ability and brand management ability, and indirectly affects the performance of the enterprise in the cross-border e-commerce platform, and issues questionnaires. Understand the operation of enterprises, through empirical analysis to verify this view. On the basis of existing theories, this paper puts forward some suggestions for the transaction realization of cross-border e-commerce platform. This paper is divided into five parts. The first part is the introduction, from the background and significance of the topic, literature review, innovation and other aspects of the overview of the article. In the second part, the theoretical basis of cross-border e-commerce and its platform, the theoretical basis of supply chain management ability and their combination and application are analyzed in detail. The third part analyzes the influence of supply chain management ability on online marketing, inventory management and brand management, and then analyzes the impact on the performance of enterprises in cross-border e-commerce platform. The fourth part is the empirical analysis to test whether the model holds. The fifth part is the conclusion and the countermeasure suggestion. Through the empirical analysis, this paper thinks that the supply chain management ability can strengthen the performance of the enterprise in the cross-border e-commerce platform, at the same time, the supply chain management ability strengthens the online marketing ability, the inventory management ability, the brand management ability. Indirectly affected the performance of enterprises in the cross-border e-commerce platform.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

【参考文献】