外贸企业跨境电商出口模式选择研究

发布时间：2018-05-30 23:16

本文选题：跨境电商 + 出口企业　；参考：《天津财经大学》2016年硕士论文

【摘要】：跨境电商是当下我国对外贸易发展的新形式,在2015年外贸进出口额双降的背景之下,其交易量却逆势而上发展迅速。作为我国外贸业务的新增长点,跨境电商受到越来越多的关注。并且,伴随着网络技术的普及,参与其中的经营者逐年增加,平台交易的商品和服务也越来越多样化,使得跨境电商市场的竞争愈加激烈。这样的局势之下,出口企业要在海外市场占据自己的一席之地,应当选择合适的经营模式,以提升顾客的忠诚度,增加企业的竞争力。因此,跨境电商出口模式的选择研究对企业经营决策有重要的现实意义。跨境电商经营模式既取决于国内市场和国际市场环境等外在因素,同时又取决于企业经营条件和供应链管理等内在因素。对于不同的状况下,跨境电商企业应如何选择适当的业务模式来增进贸易规模,文章结合跨境电商企业中学习和实践的经历,对各类影响因素进行系统分析。文中首先介绍了跨境电商常见的基本模式和创新模式,对其经营特点和发展现状进行了总结,梳理近年来我国跨境电商出口的演进方式。然后通过查找政府机构和电商平台的信息,分别从宏观和微观这两个方面,客观地讨论各个因素在出口企业模式选择中的意义。而且,针对我国当下的外贸环境,以Antelife和大龙网的发展进程为例,从实用性、系统性的角度剖析其选择的商业模式。文章认为跨境电商出口业务中,经营产品、目标市场和物流渠道是影响模式选择的主要因素,它们与跨境电商模式相互适应、相互弥补,共同促进企业出口的转型和发展。为此,不论是跨境电商出口领域的企业,还是期望转型电商经营的企业,应权衡好市场环境和自身优势的关系,以明确而有针对性的的模式开展跨境电商业务,并不断谋求新形式的突破。
[Abstract]:Cross-border ecommerce is a new form of foreign trade development in China at present. Under the background of the decline of import and export volume in 2015, the volume of trade has developed rapidly. As a new growth point of China's foreign trade business, cross-border e-commerce has received more and more attention. With the popularity of network technology, the number of operators involved in it increases year by year, and the goods and services traded on the platform become more and more diversified, which makes the competition of cross-border e-commerce market more fierce. In such a situation, if export enterprises want to occupy their own place in overseas markets, they should choose the appropriate business model to enhance customer loyalty and increase the competitiveness of enterprises. Therefore, the choice of export mode of cross-border ecommerce has important practical significance for business decision-making. The business model of cross-border e-commerce depends not only on external factors such as domestic market and international market environment, but also on internal factors such as enterprise operating conditions and supply chain management. For different situations, how to choose the appropriate business model to enhance the scale of trade, this paper systematically analyzes the influence factors based on the experience of learning and practice in cross-border e-commerce enterprises. This paper first introduces the common basic and innovative modes of cross-border e-commerce, summarizes its management characteristics and development status, and combs the evolution of China's cross-border e-commerce exports in recent years. Then, by looking up the information of government agencies and e-commerce platforms, the significance of each factor in the mode selection of export enterprises is discussed objectively from the macro and micro aspects. Moreover, in view of the current foreign trade environment of our country, taking the development process of Antelife and Dalong net as an example, this paper analyzes the commercial model chosen from the perspective of practicability and systematicness. In the export business of cross-border e-commerce, it is considered that managing products, target market and logistics channel are the main factors that influence the choice of mode. They adapt to and make up for each other and promote the transformation and development of enterprise export. To this end, whether it is in the field of cross-border e-commerce exports or in enterprises looking forward to transforming e-commerce operations, they should balance the relationship between the market environment and their own advantages in order to develop cross-border e-commerce operations in a clear and targeted manner. And continue to seek new forms of breakthrough.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F752.62

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