摘要
近些年，我国的经济大环境并不是十分景气。国家开始调整经济
发展的战略，整个中国的社会经济进入了转型的关键时期，在这个时
期，国家要求适当放缓经济发展速度，提高经济发展质量。在伴随着
美国经济的缓慢复苏，欧洲经济的持续低迷，我国传统的中小型贸易
企业受到了阻碍和影响。为了寻求出路，很多中小贸易企业开始将跨
境电子商务作为救命稻草，利用跨境电子商务来开展国际贸易。跨境
电子商务的优势是不言而喻的，在跨境电商平台上，中小企业能有机
会与其他大企业一决高下，有利于其进一步拓展国际市场。可是中小
企业在跨境电商模式选择的过程中，要面对很多难题和困惑，很多中
小企业无法有效地选择适合自身的跨境电商平台模式

因此本文试图通过定性分析与定量分析相结合的方式来解决中
小企业在选择跨境电子商务模式时所遇到的疑惑和困难。本文首先结
合国内外专家学者的研究成果，来探究国内外中小企业以及跨境电子
商务的发展概况，然后对于相关的概念和理论进行深入的辨析。然后
以我国中小企业跨境电商发展的现状作为切入点，了解目前我国中小
企业在跨境电商发展的过程当中所存在的问题，利用实证分析来进一
步的研究影响我国中小企业跨境电商模式选择的各个要素，结合这些
要素，提出中小企业选择跨境电商模式的选择策略

关键词：中小企业；跨境电商；模式选择；对比分析；发展策略
论文类型：调查研究报告III
ABSTRACT
In recent years, China&39;s economic environment is not very prosperous. The state
began to adjust the strategy of economic development, the whole of China&39;s social
economy has entered a critical period of transformation, in this period, the state
requires an appropriate slowdown in the pace of economic development, improve the
quality of economic development. With the slow recovery of the U.S. economy, the
continued downturn in the European economy, China&39;s small and medium-sized trade
enterprises have been hampered and affected. In order to find a way out, many small
and medium enterprises began to cross-border e-commerce as a life-saving straw, the
use of cross-border e-commerce to carry out international trade. The advantages of
cross-border e-commerce is self-evident, in the cross-border electronic business
platform, small and medium-sized enterprises and large enterprises can obtain
opportunities for fair competition, is conducive to small and medium enterprises to
further develop the international market and get more market share. However, in the
process of choice of small and medium enterprises cross-border electricity supplier
model, there are many companies have encountered some problems and puzzles,
many SMEs are difficult to effectively choose the cross-border electricity supplier
platform model.
Therefore, this paper tries to solve the problems and difficulties encountered by the
small and medium enterprises in the choice of cross-border e-commerce model
through the combination of qualitative analysis and quantitative analysis. In this paper,
combined with the research results of experts and scholars at home and abroad, to
explore the development of SMEs at home and abroad as well as the development of
cross-border e-commerce, and then for the relevant concepts and theories of in-depth
analysis. Then based on the present status of the cross-border electricity supplier of
small and medium-sized enterprises in China&39;s development as a starting point, to
understand the current cross-border electricity supplier of small and medium-sized
enterprises in China are in the process of the development of the problem, the use of
empirical analysis to further explore the impact of the various elements of
cross-border electricity supplier model of China&39;s small and medium-sized enterprises,
the combination of these factors, proposed the small and medium-sized enterprise
selection the strategy of cross-border electricity supplier model.
Key words: SMEs; cross-border electricity supplier; mode choice; comparative
analysis; development strategy
Type of dissertation: Investigation Report浙江工业大学硕士学位论文 中小企业跨境电商模式选择策略研究
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目 录
1 绪论..........1
1.1 研究的背景.....1
1.2 研究的目的和意义.....2
1.2.1 研究的目的......2
1.2.2 研究的意义......2
1.3 研究的方法和内容.....3
1.3.1 研究的方法......3
1.3.2 研究的内容......3
1.4 技术路线图......4
2 相关理论和概念论述.....7
2.1 国内外文献综述..........7
2.1.1 国外文献综述...7
2.1.2 国内文献综述..8
2.1.3 对于国内外文献的评价...........9
2.2 相关概念论述.9
2.2.1 中小企业概念..9
2.2.2 跨境电子商务概念....10
2.3 相关理论概述12
2.3.1 价值链理论....12
2.3.2 供应链理论....13
2.3.3 国际贸易相关理论....14
3 中小企业跨境电商发展概述...17
3.1 跨境电商市场规模...17
3.2 跨境电商市场结构...17
3.3 中小企业跨境电商发展存在的问题...........18
3.3.1 战略规划不足18
3.3.2 知识产权意识缺失....18
3.3.3 电商人才缺失18
3.3.4 制造能力有限19
3.3.5 跨境平台运作难度大19
4 中小企业跨境电商模式的选择分析...21
4.1 自建商城模式...........21浙江工业大学硕士学位论文 中小企业跨境电商模式选择策略研究
V
4.2 平台发布模式...........22
4.3 跨境服务商模式.......25
4.4 第三方介入模式.......28
4.5 集群产业园模式........29
5 中小企业跨境电商成功案例分析与总结...... 31
5.1 自建商城——以中国制造网为例..
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