本文選題：跨境電商　切入點：SWOT分析　出處：《華僑大學》2017年碩士論文　論文類型：學位論文

【摘要】：信息化時代,跨境電商不僅為國際貿易提供了新的經濟增長模式,也給我國中小企業(yè)發(fā)展外貿業(yè)務帶來了新的機遇和挑戰(zhàn)。本文以跨境電商相關理論為基礎,借助SWOT分析法系統(tǒng)的分析了當前晉江市傳統(tǒng)外貿公司LY鞋業(yè)公司發(fā)展跨境電商業(yè)務的優(yōu)勢、劣勢、機會以及挑戰(zhàn),主要研究了新形勢下LY鞋業(yè)公司如何可持續(xù)發(fā)展跨境電商業(yè)務的問題。研究中得出的主要結論如下:(1)從內部發(fā)展條件來看,豐富的客戶資源、強大的產品研發(fā)能力以及顯著的價格優(yōu)勢是LY鞋業(yè)公司參與跨境電商市場競爭的有力優(yōu)勢,而企業(yè)發(fā)展劣勢主要體現在原料供應單一、業(yè)務流程不完善以及專業(yè)人才匱乏三個方面。(2)從外部發(fā)展環(huán)境來看,當前國內利好政策的不斷出臺、穩(wěn)定的經濟和外貿形式以及網絡技術的普及為LY鞋業(yè)公司拓展跨境電商提供了前所未有的發(fā)展機會,而國際形勢動蕩不安、各國貿易壁壘的加強以及市場競爭加劇也為企業(yè)帶來了更多嚴峻的挑戰(zhàn)和威脅。(3)LY鞋業(yè)公司要充分把握機會,規(guī)避市場威脅就必須立足于自身發(fā)展優(yōu)勢和劣勢,通過制定一體化發(fā)展戰(zhàn)略,結合產品策略、價格策略、渠道策略以及推銷策略的調整,切實提高組織、人才、技術以及資金四個方面的保障力度才能真正實現本企業(yè)跨境電商業(yè)務的可持續(xù)發(fā)展。本文的研究特色主要在于對具體外貿企業(yè)發(fā)展跨境電商業(yè)務情況的把握,借助系統(tǒng)分析法分析了當前LY鞋業(yè)公司發(fā)展跨境電商業(yè)務的外部條件與內部環(huán)境,在對比分析傳統(tǒng)外貿業(yè)務和跨境電商業(yè)務的基礎上,著重分析了典型外貿企業(yè)發(fā)展跨境電商業(yè)務的優(yōu)勢、劣勢、機會以及威脅,這也是本文的創(chuàng)新點所在。研究內容雖然還存在一定的不足,但成果對于豐富當前跨境電商研究領域內容,指導企業(yè)科學發(fā)展跨境電商業(yè)務有著重要的意義。
[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.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.86;F724.6

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