跨境电商发展的 swot 分析及对策(已修改).pdf

国贸专业2015-2016年学年论文

摘要

尽管跨境电商发展存在诸多问题，但近年来跨境电商占中国进出口总额比例
逐渐增高、增速强劲，拉动着我国外贸增长、优化调整外贸结构、扩展出口企
业的生存空间。通过分析跨境电商发展中存在的优势、劣势、机会、威胁，我
认为我国跨境电商在市场基础、国内电商平台建设中占有优势，但在生产企业品
牌意识和第三方平台国际服务的提供上存在劣势。在国际间经济合作加强、国家
政策利好的环境下，虽有国外生产企业和第三方服务企业的竞争威胁，但外部机
遇仍然大于挑战。基于此，从政府、第三方平台和出口企业的层面提出发展跨境
电商的相关对策重点在于企业自身应提高产品质量，走品牌化经营道路，借助第
三方平台发展跨境电商，最终做大做强，实现自营跨境电商。
关键词:
跨境电商；SWOT分析；第三方平台；大数据

1

Abstract

Althoughthedevelopmentofcross－boarderelectroniccommerceexistsmany
problems,theratioofcross－boarderelectroniccommerceaccountedforChina'stotal
importandexporthasincreasedstrongly.Cross－boarderelectroniccommercecan
stimulateChina'sforeigntradegrowth,optimizetheadjustmentoftradestructureand
expandofexportenterpriseslivingspace.Throughtheanalysisoftheadvantages,
disadvantages,opportunitiesandthreatsinthedevelopmentofcross－boarder
electroniccommerce,itisbelievedthatChina'scross－boarderelectroniccommerce
hasanadvantageintheconstructionofthemarketandthedomesticelectronic
businessplatform,butdisadvantagestillexistsintheproductionenterprisebrand
awarenessandthethirdpartyplatforminternationalservice.Withtheinternational
economiccooperationandstrengtheningthenationalpolicyofgoodenvironment,
althoughthereareforeignmanufacturersandthird-partyserviceenterprises
competitivethreat,externalopportunitiesarestillgreaterthanthechallenge.Basedon
this,fromthelevelofthegovernment,third-partyplatformandexportenterprises,we
shouldimprovethequalitytoproduction,brandingasmanagementmethod,develop
cross－boarderelectroniccommercewiththesupportfromthirdpartyplatformand,
finally,becomebigandstrong,achievingself-managecross－boarderelectronic
commerce.

Keyword：Cross－boarderelectroniccommerce;SWOTanalysis;Thirdparty
platform;Bigdata

目录

一、引言.................................................................................................-1-

（一）研究背景与意义.................................................................-1-

（二）文献综述.............................................................................-1-