03速卖通模式下的我国B2C跨境电商经营战略研究

跨境电商速卖通平台的经营战略研究摘要本文从选题背景、讨论的目的及意义出发，介绍跨境电子商务在线交易背景下外贸电商商务的现状及发展，界定电子商务的定义，介绍现阶段的跨境在线交易平台背景下对外贸易电子商务的概况以及运作模式。首先，本文回顾了交易成本理论、集聚经济理论以及国内外相关研究文献。接着分析跨境电商的类型，明确何为B2C跨境电商平台，以及其发展现状和趋势。其次，认真分析阿里巴巴全球速卖通在运营过程中存在的问题，成本交易理论和聚集经济理论分析跨境电商的战略选择，全球速卖通的竞争战略是以降低成本战略来增加差异化和目标采用目标集聚战略为辅来赶超竞争对手，最后针对目前B2C跨境电商平台亟待完善的问题，对平台未来的发展提出相关建议。一方面跨境电商平台需要与政府、物流企业合作搭建全球物流战略联盟，同时需要加强平台知识产权监管、完善信用安全以及纠纷处理。希望为我国其他跨境电商平台的发展以及我国中小外贸企业转型提供借鉴。关键词阿里巴巴全球速卖通；B2C跨境电商；经营战略Basedonthecompetitionstrategyanalysisofcross-bordere-commercebasedonAliExpressmodelAbstractE-commerceapplicationsinthefieldofforeigntradeinChina，hastenyearsofhistory，butit'sstillablustery，patterndiversity，younger.Intaobao，jingdongmall，thedomesticonlinetradingplatformsuchasVipshopgraduallypopular，milannetwork，dunhuangnetwork，LANpavilionsetpotentialcross-borderonlinewholesaleandretailtradeplatform，inhasalsoopenedupthenewsituationthattheforeigntradeofelectroniccommerce.Atpresentdomesticofforeigntradeandtherapiddevelopmentofelectroniccommerce，foreigntradebefore2009electronicbusinessmainlyintheformofyellowpages，doesnotsupportonlinetransactions，andnowtheforeigntradee-commercehasachievedfromtheinformationagetotradeintheeraofchange.Alibabasince2009afterthedunhuangnetsoutoftheglobalspeedselltong，thecontentincludingtheoverseasproductpromotion，onlinetrading，onlinelogisticsaswellasthecreditsystemandafter-salesintegratedservicesplatform.AccordingtoPayPal，cross-bordere-commerceinChinaaccountsforabout50%ofAsia'stotaltradeandisstillgrowingrapidly.Theglobalspeedselltongisalibabatohelpdomesticsmallandmedium-sizedenterpriserapiddockingterminalwholesaleretailers，smallbatch，multi-levelandfastsales，canbroadenthemoreprofitandbuildacollectionofonlineorder，onlinepayment，shippingandlogisticsservicesfortheintegrationofcross-borderonlinee-commerceplatform，forChina'ssmallandmedium-sizedenterprisesintheglobaltradeunderthebackgroundofneweracreatedmoreprofitspaceanddevelopmentspace.Inthispaper，startingfromthepurposeandsignificanceofselectedtopicbackground，discussion，introductiontocross-bordere-commerceonlinetransactionsunderthebackgroundofthepresentsituationanddevelopmentofelectricalbusinessofforeigntradebusiness，definesthedefinitionofelectroniccommerce，andintroducesthepresentstageofcross-borderonlinetradingplatformunderthebackgroundofforeigntradesituationandoperationmodeofe-commerce.Reviewthetheoryofe-relatedtheoryandenterprisetradestrategytheory.Secondly，carefulanalysisalibabaglobalspeedsellpassontheproblemsexistingintheoperationprocess，SWOTanalysistheadvantagesanddisadvantagesofdomesticforeigntradecompany，andthenaccordingtotheanalysis，thispaperdiscussesthreekindsofcompetitivestrategy，itisconcludedthattheglobalspeedsellpasstoincreasedifferentiationcompetitivestrategybasedoncostreductionstrategyandtargetthetargetconcentrationstrategyiscomplementarytokeepupwithrivals，inthearticlefinallyproposedsafeguardscompetitionstrategy10referenceoftheeffectiveimplementationofthemeasures.KeywordsAlibabaglobalsales；B2Ccross-bordere-commerce；Competitivestrategy目录摘要........................................................................................................IAbstract.......................................................................................................II第1章绪论................................................................................................11.1研究的背景.......................................................................................11.2国内外研究现状...............................................................................21.2.1国外研究现状............................................................................21.2.2国内研究现状............................................................................31.3研究目的和意义...............................................................................41.3.1研究目的....................................................................................41.3.2研究意义....................................................................................4第2章与论文相关概念及理论................................................................52.1与论文相关的概念...........................................................................52.1.1电子商务概念............................................................................52.1.2跨境电商概念............................................................................52.2与论文相关的理论...........................................................................62.2.1交易成本理论............................................................................62.2.2集聚经济理论............................................................................62.2.3差异化战略理论........................................................................72.3本章小结...........................................................................................8第3章速卖通平台发展阶段及优劣势分析............................................83.1阿里巴巴速卖通的发展历程...........................................................83.2阿里巴巴速卖通所处市场优势.......................................................93.2.1对外贸易出口好于进口..............................