华南理工大学
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作者签名：日期：2018年6月15日
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I
摘 要
随着科技的发展，电子信息技术的进步，经济全球化的不断深入，跨境电商成为一
种新型的商业模式。它成为中国中小型企业拓展海外市场，提升国际业务的一条重要途
径。S跨境电商企业成立于2017年，整个跨境电商由粗放式增长到技术转型的时间段，
大数据高速发展，这给S企业利用技术手段获取大数据并分析大数据创造了机会。跨境
电商行业包括S跨境电商企业而言目前还存在着物流和供应链需要完善的地方。鉴于以
上背景和原因，分析与研究新型跨境电商企业如何据内外部环境和自身的优势和劣势制
定适合公司发展的战营战略是一个值得深入研究的课题
本文以电子商务和跨境电子商务理论为依据，以传统战略管理理论分析方法为工具，
对S跨境电商企业展开实例研究，围绕如何建立S企业经营战略研究这一主题展开探讨
建立在PEST、波特五力和SWOT模型的基础上，深刻分析了S跨境电商企业经营的外
部环境和内部条件，企业的优势和劣势，面临的机遇和挑战，选择低成本高差异战略
以大数据分析方法精准选品，降低采购、流量成本和产品差异化，以技术运营为其竞争
优势，与物流和供应商展开战略合作以实现公司的经营战略目标。论文认为（1）跨境
电商无论是从政治、经济、社会以及技术上都处在一个利好的宏观环境里，相比2012
年到2015年竞争虽然更加激烈，但同时也存在很多的商业机会。（2）通过对企业外部
环境的机会与威胁分析，S跨境电商企业有自己的技术优势，可以更好的把握发展的机
会，通过与供应商和物流企业的战略合作将成本降低且将威胁控制在一定范围内。（3）
在通过SWOT分析后公司制定了技术领先低成本高差异化的经营战略，并从组织结构、
市场营销、产品研发、采购供应链管理、人力资源和物流方面给予保障措施。（4）希望
公司的经营战略制定的过程对广大中小型跨境电商企业有借鉴的意义
关键词：经营战略；跨境电商；大数据
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ABSTRACT
With the development of science and technology, advancement of electronic information
technology, and continuous deepening of economic globalization, cross-border e-commerce
has become a new type of business model. It has become an important way for Chinese SMEs
to expand overseas markets and enhance their international business. The S-cross-border
e-commerce company was established in 2017. The entire cross-border e-commerce has
grown from extensive growth to a period of technological transformation. The rapid
development of big data has created opportunities for S companies to use technology to
acquire big data and analyze big data. The cross-border e-commerce industry, including
S-cross-border e-commerce companies, currently has areas where logistics and supply chains
need to be improved. In view of the above background and reasons, analyzing and researching
how the new type of cross-border e-commerce enterprise develops a strategy for the
development of the company based on the internal and external environment and its
advantages and disadvantages is a subject worthy of further study.
Based on the theory of e-commerce and cross-border e-commerce, this article uses the
traditional strategic management theory analysis method as a tool to carry out case studies on
S-cross-border e-commerce companies and discusses how to establish the theme of
S-business strategy research. Established on the basis of PEST, Porter Five Forces and SWOT
model, it profoundly analyzed the external and internal conditions of the operation of
S-cross-border e-commerce enterprises, the advantages and disadvantages of the enterprises,
the opportunities and challenges they faced, and the strategy of selecting low-cost and
high-level differences. . The use of big data analysis methods to accurately select products,
reduce procurement, flow costs and product differentiation, and technology operations to its
competitive advantage, and strategic cooperation with logistics and suppliers to achieve the
company's business strategy objectives. The dissertation holds that (1) Cross-border
e-commerce is in a favorable macroscopic environment, whether politically, economically,
socially or technically. Comparing with 2012 to 2015, competition is more intense, but there
are also many business opportunities. . (2) Through the analysis of opportunities and threats to
the company's external environment, S-cross-border e-commerce companies have their own
technological advantages, can better grasp the opportunities for development, and reduce
costs through strategic cooperation with suppliers and logistics companies and will Threat
control within a certain range. (3) After SWOT analysis, the company has established a
technology-leading, low-cost and high-differentiated business strategy, and provided
III
safeguards in terms of organizational structure, marketing, product development, procurement,
supply chain management, human resources, and logistics. (4) It is hoped that the process of
formulating the company's business strategy has implications for the majority of small and
medium-sized cross-border e-commerce companies.
Key Words: Management strategy; Cross-border supplier; Big data。。。以上简介无排版格式，详细内容请下载查看