本文選題：跨境電商 + 外貿公司　； 參考：《吉林大學》2017年碩士論文

【摘要】：近年來,隨著全球電子信息技術和經(jīng)濟全球化的深入發(fā)展,越來越多的傳統(tǒng)外貿企業(yè)紛紛開始轉型,很多外貿企業(yè)紛紛選擇知名度較大的跨境電商平臺作為“觸網(wǎng)”的首選�？缇畴娚棠Ｊ礁镄铝艘酝鶄鹘y(tǒng)外貿模式,它跳過了許多中間環(huán)節(jié),節(jié)省了大量成本,使企業(yè)直接面對企業(yè)或者企業(yè)面對消費者。電商平臺的這種商品智能檢索、商品信息透明、消費者反饋公開、傳播快捷、支付等多方面優(yōu)勢,不但降低了中小型企業(yè)進入全球市場門檻,也提升了眾多的知名品牌公司在全球范圍內的影響力。這些第三方跨境電商平臺確實為加入平臺的賣家提供了買賣交易場所和服務,但隨著平臺的不斷發(fā)展,平臺開始逐漸暴露無法避免的缺陷和弊端,在這種情況下,單純通過第三方平臺開展跨境電商業(yè)務已經(jīng)不利于企業(yè)發(fā)展,企業(yè)想要做大做強必須轉變發(fā)展策略。本文以H外貿公司為探討和研究對象,分析了H外貿公司當前跨境電商發(fā)展停滯原因,并研究H外貿公司跨境電商未來發(fā)展方向,以及如何采取策略應對當前困境。H外貿企業(yè)是一家經(jīng)營自主品牌及代理理其他品牌的外貿出口公司,自2007年入駐第三方服務平臺,開展跨境電商業(yè)務已將近8年。近年來,隨著公司的不斷發(fā)展壯大,代理品牌及種類日漸增多,店鋪越開越多,由于平臺限制,只能依賴平臺給商戶帶來的有限流量來進行交易。公司發(fā)展日漸受制于第三方服務平臺。最近,第三方服務平臺競價排名規(guī)則不斷更改致使企業(yè)成本不斷升高,以上種種問題導致H企業(yè)一些客戶流失、利潤薄弱、業(yè)務量不斷下滑。H公司如何扭轉形式進而做大做強是亟需解決的頭等問題。近年來,隨著國家出臺各項有利于跨境電商新政策的出臺和跨境物流迅速發(fā)展成熟,跨境電子商務產業(yè)鏈不斷發(fā)展完善。外貿企業(yè)迎來了自營平臺發(fā)展契機,H公司從長遠發(fā)展考慮,結合企業(yè)實際情況積極調整自身發(fā)展策略,開始由以往入駐第三方服務平臺發(fā)展的核心策略轉向自建電商平臺發(fā)展模式,逐步實現(xiàn)自建商城的平臺自營模式。本文通過對H公司實現(xiàn)平臺自營模式策略的研究和探討,希望給國內其他發(fā)展跨境電子商務的外貿企業(yè)提供一些經(jīng)驗。首先,分析了跨境電商模式理論、發(fā)展模式、特征。其次,概述H外貿公司概況,并對現(xiàn)有電商模式發(fā)展狀況以及背后存在問題做了分析。最后,提出H外貿公司電商模式發(fā)展改進對策和保障措施。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F752.6

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