跨境电商速卖通平台的经营战略研究--毕业论文.doc

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 Based on the competition strategy analysis of cross-border e-commerce based on AliExpress model Abstract E-commerce applications in the field of foreign trade in China， has ten years of history， but its still a blustery， pattern diversity， younger. In taobao， jingdong mall， the domestic online trading platform such as Vipshop gradually popular， milan network， dunhuang network， LAN pavilion set potential cross-border online wholesale and retail trade platform， in has also opened up the new situation that the foreign trade of electronic commerce. At present domestic of foreign trade and the rapid development of electronic commerce， foreign trade before 2009 electronic business mainly in the form of yellow pages， does not support online transactions， and now the foreign trade e-commerce has achieved from the information age to trade in the era of change. Alibaba since 2009 after the dunhuang nets out of the global speed sell tong， the content including the overseas product promotion， online trading， online logistics as well as the credit system and after-sales integrated services platform. According to PayPal， cross-border e-commerce in China accounts for about 50% of Asias total trade and is still growing rapidly. The global speed sell tong is alibaba to help domestic small and medium-sized enterprise rapid docking terminal wholesale retailers， small batch， multi-level and fast sales， can broaden the more profit and build a collection of online order， online payment， shipping and logistics services for the integration of cros