本文選題：跨境電商平臺(tái) + 供應(yīng)鏈管理能力�。� 參考：《東北財(cái)經(jīng)大學(xué)》2016年碩士論文

【摘要】：自21世紀(jì)初,隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展、國際物流的完善以及跨境電子支付手段的成熟,跨境電子商務(wù)迅猛發(fā)展,逐漸成為對外貿(mào)易重要的組成部分。2009年以后,我國跨境電子商務(wù)逆勢增長,在2015年已達(dá)5.4萬億,而未來幾年跨境電商占中國進(jìn)出口貿(mào)易比例將提高至20%,年增長率將超30%。伴隨著跨境電商的興起,跨境電子商務(wù)平臺(tái)也越來越受到企業(yè)和學(xué)者的關(guān)注,國內(nèi)外學(xué)者從不同角度分析跨進(jìn)電商平臺(tái)的經(jīng)濟(jì)學(xué)原理,企業(yè)也充分利用跨境電商平臺(tái)優(yōu)勢開展對外貿(mào)易�？缇畴娚唐脚_(tái)通過在物流、信息流和資金流三方面的協(xié)作運(yùn)行實(shí)現(xiàn)了規(guī)模經(jīng)濟(jì),有效地降低了企業(yè)從事對外貿(mào)易的門檻,減少交易成本和搜索成本,提高利潤。自上世紀(jì)八十年代起,供應(yīng)鏈管理思想就受到廣泛關(guān)注,自提出以來一直指導(dǎo)企業(yè)更高效運(yùn)作。企業(yè)通過物流、信息流和資金流三方面加強(qiáng)供應(yīng)鏈管理能力,聯(lián)結(jié)上下游企業(yè),提高企業(yè)核心競爭力。本文通過梳理國內(nèi)外文獻(xiàn),注意到跨境電商平臺(tái)和供應(yīng)鏈管理能力均從物流、信息流和資金流著手強(qiáng)化企業(yè)在市場中的表現(xiàn),進(jìn)一步猜想供應(yīng)鏈管理能力會(huì)對企業(yè)在跨境電商平臺(tái)上的表現(xiàn)有增強(qiáng)作用,同時(shí),企業(yè)通過在線營銷能力、庫存管理能力和品牌管理能力三方面對其在跨境電商平臺(tái)表現(xiàn)仍有促進(jìn)作用。所以,本文認(rèn)為,供應(yīng)鏈管理能力通過影響企業(yè)的在線營銷能力、庫存管理能力和品牌管理能力,也間接影響了企業(yè)在跨境電商平臺(tái)的表現(xiàn),并通過發(fā)放調(diào)查問卷,了解企業(yè)運(yùn)行情況,通過實(shí)證分析驗(yàn)證這一觀點(diǎn)。本文在現(xiàn)有理論基礎(chǔ)上,通為企業(yè)在跨境電商平臺(tái)的交易實(shí)現(xiàn)提出相關(guān)建議。本文共分為五個(gè)部分。第一部分為緒論,從選題背景及意義、文獻(xiàn)綜述、創(chuàng)新不足等方面對文章總述。第二部分詳細(xì)地對跨境電子商務(wù)及平臺(tái)的理論基礎(chǔ)、供應(yīng)鏈管理能力的理論基礎(chǔ)及兩者結(jié)合與應(yīng)用進(jìn)行分析。第三部分通過供應(yīng)鏈管理能力對在線營銷、庫存管理、品牌管理的影響,進(jìn)而對企業(yè)在跨境電商平臺(tái)表現(xiàn)造成影響進(jìn)行分析,構(gòu)建模型。第四部分是通過實(shí)證分析,檢驗(yàn)?zāi)Ｐ褪欠癯闪�。第五部分是結(jié)論與對策建議。本文通過實(shí)證分析,認(rèn)為供應(yīng)鏈管理能力對企業(yè)在跨境電商平臺(tái)表現(xiàn)有強(qiáng)化作用,同時(shí),供應(yīng)鏈管理能力又通過對在線營銷能力、庫存管理能力、品牌管理能力的強(qiáng)化,間接影響了企業(yè)在跨境電商平臺(tái)的表現(xiàn)。
[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.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6;F274

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