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当前我国跨境电商的运营模式还处于探索中，本文以阿里巴巴旗
下的天猫国际为例，研究我国跨境电商运营模式及其优化策略。首先，
概述了运营模式的相关研究和理论，以及跨境电商企业的运营模式和
创新元素；其次，在阐述我国跨境电商运营模式和创新的基础上，分
析了跨境电商运营模式的构成要素；再次，通过天猫国际和亚马逊、
京东等当前国内、外典型跨境电商运营模式之间的优劣势比较分析，
探究跨境电商运营模式的优化发展启示；最后，对跨境电商运营模式
优化对策进行研究，从通关效率、政策体系、跨境物流和信用体系等
方面进行论述
天猫国际作为我国典型的跨境电商企业，其运营模式具有代表
性，本课题的研究成果对当前我国跨境电商发展具有现实性的借鉴意
义，可以为跨境电商运营模式的优化发展提供一些启发与支持
关键词：跨境电商，运营模式，优化，天猫国际
论文类型：案例分析II
Operational Model In Cross-Border E-commerce
——Taking Tmall International as an example
Abstract
Promote efficient development of cross-border electricity is an important strategy
of China&39;s foreign trade transformation and upgrading, the traditional foreign trade in
the new period is a powerful thrust of integrating with the Internet, is also China&39;s
transition from trade country to trading powers a new path. And the operation mode of
the cross-border electricity in cross-border electricity business has a decisive role.
From adopting the information flowchart of operation mode, the supply chain mode
flow operation mode and the logistics operation mode is different, different
cross-border electricity facing the opportunities and challenges in operating
development of very different.
In this paper, based on related research and theory of operation mode, in this
paper the cross-border electricity business operating model, on the basis of current
situation and existing problems, through typical cross-border in domestic and foreign
electric business operation mode of comparative analysis, the advantages and
disadvantages between explore cross-border electricity business operation mode
optimization; And from the cross-border logistics and customs clearance efficiency,
policy system, credit system and so on cross-border electricity business operation
mode optimization strategy is put forward.
In this paper, it is concluded that: cross-border business operations must be from
improve customs clearance efficiency, perfecting the policy system, accelerate the
construction of logistics, and strengthen the credit system four aspects optimizes. In
this paper, the research on the current development of China&39;s cross-border electricity
realistic significance, for cross-border optimized development business operating
model to provide some inspiration and support.
Key Words: Cross-border electricity, operation mode, optimize, Tmall
international
TYPE OF DISSERTATION / THESIS: Case Study浙江工业大学硕士学位论文 跨境电商的运营模式优化研究——以天猫国际为例
III
目 录
1 绪论..........1
1.1 研究背景与意义 1
1.2 国内外研究现状 1
1.2.1 国外研究综述.........1
1.2.2 国内研究综述.........2
1.3 技术路线与研究方法.... 3
1.3.1 技术路线.....3
1.3.2 研究方法.....4
2 跨境电商运营模式相关理论.....5
2.1 跨境电商相关理论........ 5
2.1.1 跨境电商概念.........5
2.1.2 跨境电商构成.........5
2.1.3 跨境电商类型.........6
2.2 跨境电商运营模式理论基础.... 8
2.2.1 运营模式的概念.....8
2.2.2 跨境电商运营模式构成要素.........9
2.3 相关研究方法.. 10
2.3.1 信息研究法...........10
2.3.2 SWOT 分析..10
3 我国跨境电商发展现状及运营模式分析......11
3.1 我国跨境电商发展现状.......... 11
3.1.1 跨境电商市场规模...........11
3.1.2 跨境电商发展趋势...........12
3.2 我国跨境电商运营模式主要构成要素及分析.......... 13
3.2.1 产品流.......13
3.2.2 盈利模式...14
3.2.3 营销手段...14
3.2.4 电商人才...15
3.2.5 跨境物流...15
3.2.6 支付体系...15
3.2.7 法律保障...15浙江工业大学硕士学位论文 跨境电商的运营模式优化研究——以天猫国际为例
IV
3.2.8 通关效率...18
3.3 我国跨境电商面临的问题...... 20
3.3.1 信息流处理与支付体系不完善...20
3.3.2 相关立法政策不完善.......20
3.3.3 物流发展滞后.......20
3.3.4 营销推广人才缺乏...........21
3.3.5 电商品牌与信誉建设相对薄弱...21
4 典型跨境电商运营模式比较分析.......22
4.1 天猫国际现状.. 22
4.2 天猫国际的平台类型概况...... 23
4.2.1 直发/直运平台模式.........23
4.2.2 环球闪购模式（海外商品闪购模式）...24
4.3 天猫国际的运营模式分析........
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