晋江LY鞋业公司跨境电商业务发展战略研究

发布时间：2018-03-22 01:04

本文选题：跨境电商　切入点：SWOT分析　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：信息化时代,跨境电商不仅为国际贸易提供了新的经济增长模式,也给我国中小企业发展外贸业务带来了新的机遇和挑战。本文以跨境电商相关理论为基础,借助SWOT分析法系统的分析了当前晋江市传统外贸公司LY鞋业公司发展跨境电商业务的优势、劣势、机会以及挑战,主要研究了新形势下LY鞋业公司如何可持续发展跨境电商业务的问题。研究中得出的主要结论如下:(1)从内部发展条件来看,丰富的客户资源、强大的产品研发能力以及显著的价格优势是LY鞋业公司参与跨境电商市场竞争的有力优势,而企业发展劣势主要体现在原料供应单一、业务流程不完善以及专业人才匮乏三个方面。(2)从外部发展环境来看,当前国内利好政策的不断出台、稳定的经济和外贸形式以及网络技术的普及为LY鞋业公司拓展跨境电商提供了前所未有的发展机会,而国际形势动荡不安、各国贸易壁垒的加强以及市场竞争加剧也为企业带来了更多严峻的挑战和威胁。(3)LY鞋业公司要充分把握机会,规避市场威胁就必须立足于自身发展优势和劣势,通过制定一体化发展战略,结合产品策略、价格策略、渠道策略以及推销策略的调整,切实提高组织、人才、技术以及资金四个方面的保障力度才能真正实现本企业跨境电商业务的可持续发展。本文的研究特色主要在于对具体外贸企业发展跨境电商业务情况的把握,借助系统分析法分析了当前LY鞋业公司发展跨境电商业务的外部条件与内部环境,在对比分析传统外贸业务和跨境电商业务的基础上,着重分析了典型外贸企业发展跨境电商业务的优势、劣势、机会以及威胁,这也是本文的创新点所在。研究内容虽然还存在一定的不足,但成果对于丰富当前跨境电商研究领域内容,指导企业科学发展跨境电商业务有着重要的意义。
[Abstract]:In the information age, cross-border e-commerce not only provides a new economic growth model for international trade, but also brings new opportunities and challenges to the development of foreign trade for small and medium-sized enterprises in China. The advantages, disadvantages, opportunities and challenges of LY shoes Company, a traditional foreign trade company in Jinjiang City, are systematically analyzed by means of SWOT analysis. This paper mainly studies how LY Shoe Company can develop its cross-border e-commerce business sustainably under the new situation. The main conclusions of the study are as follows: (1) from the perspective of internal development conditions, LY shoes Company is rich in customer resources. The strong R & D capability and significant price advantage of LY shoe companies are the powerful advantages of participating in cross-border e-commerce market competition, while the disadvantages of enterprise development are mainly reflected in the single supply of raw materials. From the perspective of the external development environment, the current domestic favorable policies continue to be issued. Stable economic and foreign trade forms, as well as the popularity of network technology, have provided LY Shoe Company with unprecedented opportunities to expand cross-border e-commerce, while the international situation is volatile. The strengthening of trade barriers and the intensification of market competition have also brought more severe challenges and threats to enterprises. In order to fully grasp the opportunities, companies in shoe industry must base themselves on their own development strengths and weaknesses in order to avoid market threats. By formulating the integrated development strategy, combining the adjustment of product strategy, price strategy, channel strategy and marketing strategy, we can effectively improve the organization and talent. In order to realize the sustainable development of the cross-border e-commerce business of the enterprise, the research features of this paper mainly lie in the grasp of the development of cross-border e-commerce business in the specific foreign trade enterprises. With the help of system analysis, the external conditions and internal environment for the development of cross-border e-commerce business in LY shoes Company are analyzed, and on the basis of comparative analysis of traditional foreign trade business and cross-border e-commerce business, This paper emphatically analyzes the advantages, disadvantages, opportunities and threats of developing cross-border e-commerce business in typical foreign trade enterprises, which is also the innovation point of this paper. Although there are still some deficiencies in the research content, However, the results are of great significance to enrich the current field of cross-border e-commerce research and guide enterprises to develop cross-border e-commerce business scientifically.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F724.6

【参考文献】