独创性声明
本人声明所呈交的学位论文是本人在导师指导下进行的研究
工作及取得的研究成果。据我所知，除了文中特别加以标注和致
谢的地方外，论文中不包含其他人已经发表或撰写过的研究成，
也不包含为获得电子科技大学或其它教育机构的学位或证书而使
用过的材料。与我一同工作的同志对本研究所做的任何贡献均已
在论文中作了明确的说明并表示谢意
作者签名：日期：年 月 日
论文使用授权
本学位论文作者完全了解电子科技大学有关保留、使用学位
论文的规定，有权保留并向国家有关部门或机构送交论文的复印
件和磁盘，允许论文被查阅和借阅。本人授权电子科技大学可以
将学位论文的全部或部分内容编入有关数据库进行检索，可以采
用影印、缩印或扫描等复制手段保存、汇编学位论文
（保密的学位论文在解密后应遵守此规定）
作者签名：导师签名：
日期： 年 月 日
摘要
I
摘要
跨境电商从2003年前后开始兴起，主要是得益于亚马逊、eBay等美国新兴电
子商务平台的高速发展，随着电子商务网站敦煌网在2004年上线，跨境电商平台
的展示形式开始不再是简单的页面，它将支付、线下交易、物流相关流程集成实
现电子化，逐步实现在线交易模式
随着互联网移动时代的到来，各种智能移动设备普及，PC端的用户有逐渐向
移动端转移的趋势。有相关数据显示，目前每个网民平均每天浏览手机146分钟，
刷屏高达200次，相比通过PC端购物，91%以上的用户更愿意在移动端支付购买，
所以移动端将会成为跨境电商下一步的发展重点。也正是在这个时间节点，以移
动端起家的AA公司赶上了移动互联网的浪潮。与此同时，其他PC端起步的跨境
电商平台阿里巴巴、亚马逊、eBay、环球资源、敦煌网等也开始部署移动端，以
阿里巴巴为例，凭借支付宝的大量用户为基础，打通移动端引流，把PC端用户整
合到移动端进行用户迁移。面对各大平台向移动端推进，AA公司是否还能凭借移
动端的优势快速增长将是一个巨大考验，针对当下的激烈竞争形势，AA公司制定
适合自身的科学发展战略成为当务之急
文中首先介绍了AA公司的发展现状，以移动互联网为背景、战略管理理论为
基础对AA跨境电商平台的外部和内部的环境进行分析，从不同角度阐释了AA公
司目前所处于的政治、经济、社会、技术的形势和AA公司优势劣势，运用战略管
理理论五力模型对AA跨境电商进一步深度剖析潜在的竞争对手、供应商议价能力、
替代品威胁等，利用SWOT模型找出AA公司的优势、劣势、机会、和威胁进一步
阐释战略可选择方向，再根据各种分析的结果进行战略定位，从产品多样化和市
场两个角度来进行战略设计，最后通过战略设计来逐步实施战略，并且指出需要
的竞争战略保障
关键词：跨境电商，移动互联网，战略管理
ABSTRACT
II
ABSTRACT
The cross-border e-commerce began to rise from around 2003, which is mainly
benefit from the rapid development of US emerging e-commerce platform such as
Amazon and eBay. With the launch of Dhgate, the cross-border e-commerce platform’s
website not only show the simple page，but also realized electronization in the relevant
process of payments，offline trade，logistics, and gradually to achieve online trading
mode.
With the advent of mobile Internet and popularity of mobile intelligent devices,
there has the trend that the PC users shift to the mobile terminal gradually. The relevant
data show that at present, every netizen visits mobile phone for 146 minutes on average
everyday. Compared to shopping on computer, more than 91% users are more willing to
pay for purchases at the mobile terminal. So, the mobile terminal will become the next
important development target of cross-border e-commerce. Also at this time, AA
company which started from mobile terminal caught up with the wave of mobile
internet. At the same time, other cross-border e-commerce platforms which started from
PC such as Alibaba, Amazon, eBay, Global Sources and Dhgate also start to tap mobile
terminals. Taking Alibaba as an example, based on the large number of users of Alipay,
using the mobile terminal to attract, and integrate PC terminal users. Facing the
situation of mobile terminal propulsion on each big platform, it will be a great test
whether the AA company could rely on the advantages of mobile terminal to achieve
rapid increase. In view of the current fierce competition, it is urgent for AA company to
formulate its own scientific development strategy.
Under the background of mobile Internet, this paper introduces the development
status of AA company firstly, using the theory of strategic management to analyzes the
external and internal environment of AA cross-border e-commerce platform, it
illustrates the situation of political, economic, social and technological and the
advantages and disadvantages of AA company in different aspect. Using strategic
management theory - five forces model to further deeply analyze its potential
competitors, suppliers bargaining ability, substitutes for AA cross-border e-commerce.
Then, the SWOT model is used to find the advantages, disadvantages, opportunities and
threats of the AA company, and further explain the directions that can be chosen by the
ABSTRACT
III
strategy. Then, according to the results of various analysis to position the strategy,
design is carried out from two angles of product that is the diversification of product
and market. Finally, according to the strategy design to implement step by step, and to
pointed out the strategy guarantee.
Keywords:Cross-border E-commerce ，Mobile Internet， Strategic Management。