摘 要 2008 年金融危机以来，外贸增长趋缓、人口红利消失、内需仍乏力、资源 压力增大，作为世界贸易第一大国的中国面临着前所未有的困境，贸易壁垒高于 世界各国平均水平，对相关产品的出口造成了较大影响。国家的经济发展既需要 具有支柱作用的大企业，也需要众多富有增长活力的中小微企业。许多小微外贸 企业尝试通过跨境电商实现自身发展的改革与升级。在国家“一带一路”，“互 联网+”及“区域自贸”等宏大战略和争取全球经济贸易的话语权中，跨境电商 契合了这个盛大机遇，并开辟出新的经济空间。 本文以小微外贸企业 S 公司为研究对象，通过检索国内外文献，基于公司现 状，对其价值链进行优化研究。论文主体结构分为六部分。第一部分是绪论，主 要介绍写作背景、意义，研究目标、研究方法和文章的层次逻辑关系。第二部分 是文献综述，概括了本文章中使用的基本概念，小微外贸企业的相关文献研究， 并对价值链的相关研究做了详细描述。第三部分是案例描述，介绍了 S 公司的基 本概况，发展历史，商业模式等。第四部分是通过对宏观环境和行业环境分析及 着重对企业内外部价值链的详细分析，明确 S 公司在产业价值链上的位置，识别 和界定其活动，从而了解其面临的问题，如经营产品种类单一、品牌意识薄弱； 营销渠道单一、促销方法简单；物流成本较高、速度难以保证；人才匮乏、流动 性大；沟通不到位，售后服务难以保障。第五部分是对 S 公司价值链体系优化的 具体建议：产品多元化，打造品牌和明星产品；多渠道多平台，精准网络营销； 合理选择物流渠道，降低成本；重视人才建设，提高组织管理效率；整合供应商 资源，提高服务质量。第六部分是对本文整体研究的一般性总结和后续研究展望。 本文采用理论研究与实证分析相结合的方法，运用战略管理理论、企业价值 链分析工具和管理学等方面的知识，以定性分析为主，并结合适当的数据定量分 析方法，对 S 公司现有价值链进行分析，并提出行之有效的优化策略。本文研究 结果不仅为 S 公司进一步发展提供了有益帮助，也对其它一些小微企业的价值链 管理具有一定的借鉴意义。 关键词：价值链；小微企业；跨境电商；物流；平台VII LIST OF ABBREVIATIONS SME: Small and Micro Enterprises SME: Small and Medium-sized Enterprises GVC: Global Value Chain VAT: Value-added Tax VVC: Vertical Value Chain R&D: Research and Development SEM: Search Engine MarketingVIII TABLE OF CONTENTS ACKNOWLEDGEMENTS.........................................................................................III ABSTRACT.................................................................................................................IV 摘 要......................................................................................................................VI LIST OFABBREVIATIONS..................................................................................... VII TABLE OF CONTENTS.......................................................................................... VIII 目 录.................................................................................................................... XII LIST OF TABLES.....................................................................................................XVI LIST OF FIGURES................................................................................................XVIII 1 Introduction.................................................................................................................1 1.1 Research Background.......................................................................................1 1.2 Meaning of Research........................................................................................3 1.3 Research Objectives.........................................................................................5 1.4 Research Methods............................................................................................6 1.4.1 Literature Review..................................................................................6 1.4.2 Case Study.............................................................................................6 1.4.3 Interview and Observation....................................................................6 1.5 Research Structure............................................................................................7 2 Literature Review........................................................................................................9 2.1 Research of small and micro enterprises..........................................................9 2.1.1 Definition, scope and research of small and micro enterprises.............9 2.1.2 Development status of small and micro enterprises............................12 2.1.3 Characteristics of small and micro enterprises....................................14 2.1.4 Concept, characteristics and development status of small and micro foreign trade enterprises...............................................................................15 2.2 Basic Concepts...............................................................................................18 2.2.1 Cross-border e-commerce...................................................................18 2.2.2 International freight forwarder............................................................22 2.2.3 Business Diversification......................................................................23IX 2.3 Research of value chain..................................................................................25 2.3.1 Concept of value chain........................................................................25 2.3.2 Related research of value chain...........................................................26 2.3.2.1 Traditional value chain stage....................................................27 2.3.2.2 Industrial value chain stage......................................................30 2.3.2.3 Supply chain stage....................................................................32 2.3.2.4 Virtual value chain stage.......................................................... 35 2.3.2.5 Value net stage..........................................................................38 2.3.2.6 Global value chain stage...........................................................41 2.4 The importance of enterprise value chain analysis and optimization.............44 2.5 Literature comment........................................................................................45 3 Case Description........................................................................................................47 3.1 Industry background.......................................................................................47 3.1.1 Foreign trade background....................................................................47 3.1.2 International freight forwarding industry background........................48 3.1.3 Characteristics of the value chain of small and medium-sized enterprises.....................................................................................................49 3.2 S company profile.......................................................................................... 50 3.3 Business model and organizational structure.................................................51 3.3.1 Business model....................................................................................51 3.3.2 Organizational structure......................................................................51 3.4 Products and domestic competitors................................................................53 3.5 S company's value chain................................................................................ 54 4 CaseAnalysis............................................................................................................ 56 4.1Analysis of Macro-Environment....................................................................56 4.1.1Analysis of policies and regulations....................................................56 4.1.2Analysis of economic and trade environment.....................................59 4.1.3Analysis of social environment and safety environment.....................60 4.1.4Analysis of technology environment...................................................63 4.2Analysis of industry environment...................................................................65X 4.3Analysis of internal environment................................................................... 76 4.3.1Analysis of resources, capabilities and competitiveness.....................76 4.3.2Analysis of the internal value chain of enterprise...............................84 4.3.2.1 Identify and define activities....................................................84 4.3.2.2Analysis of Internal Value Chain..............................................86 4.3.3Analysis of external value chain of enterprise.....................................92 4.3.3.1 Horizontal Value ChainAnalysis............................................. 94 4.3.3.2 Vertical Value ChainAnalysis................................................103 4.3.3.3 Social Value ChainAnalysis...................................................105 4.4 Problems existing in S company..................................................................105 4.4.1 Single product category, week brand awareness...............................107 4.4.2 Single marketing channels, simple methods of promotion and drainage......................................................................................................108 4.4.3 High logistics costs and difficult to guarantee distribution speed.....109 4.4.4 Lack of talent and great mobility...................................................... 109 4.4.5 Poor communication，after-sales service is difficult to guarantee...110 5 The Optimization of Value Chain System of S Foreign Trade Company............... 112 5.1 Diversify products, build brand and star products........................................112 5.1.1 Focus on the product market and enrich category.............................112 5.1.2 Make brand top priority and build star products...............................113 5.2 Use multiple channels and multiple platforms, take precision network marketing............................................................................................................114 5.2.1 Search engine marketing................................................................... 115 5.2.2 Database marketing...........................................................................115 5.2.3 Word-of-mouth marketing.................................................................116 5.2.4 Email marketing plus social media marketing.................................. 116 5.2.5 Combination of third-party platforms and self-built shopping mall. 117 5.3 Choose appropriate logistics channels and reduce costs..............................118 5.4 Attach importance to personnel training and improve the efficiency of organization and management............................................................................119XI 5.5 Integrate supplier resources and enhance service quality............................ 120 6 Conclusion and Prospect.........................................................................................122 REFERENCES...........................................................................................................124 Appendix....................................................................................................................130 1 Statistical classification standards for large, medium, small and micro-sized enterprises in China............................................................................................130 2 Relevant policy documents and core contents................................................ 133 3 Top Ten Financing Cases of China's Export Cross-border E-commerce in 2017................................................................................................................136 4 Top Ten Financing Cases of China's Export Cross-border E-commerce in 2018................................................................................................................137XII 目 录 ACKNOWLEDGEMENTS.........................................................................................III 摘 要......................................................................................................................III 目 录.................................................................................................................... XII 表 目 录..............................................................................................................XVII 图 目 录...............................................................................................................XIX 1 绪论............................................................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究意义.........................................................................................................3 1.3 研究目标.........................................................................................................5 1.4 研究方法.........................................................................................................6 1.4.1 文献综述..............................................................................................6 1.4.2 案例研究..............................................................................................6 1.4.3 采访法和观察法..................................................................................6 1.5 研究框架.........................................................................................................7 2 文献综述....................................................................................................................9 2.1 小微企业研究.................................................................................................9 2.1.1 小微企业的定义、范围与研究..........................................................9 2.1.2 小微企业的发展现状........................................................................12 2.1.3 小微企业的特征................................................................................14 2.1.4 小微外贸企业的概念、发展现状与特点........................................15 2.2 基本概念界定...............................................................................................18 2.2.1 跨境电商............................................................................................18 2.2.2 国际货运代理....................................................................................22 2.2.3 多元化经营........................................................................................23 2.3 价值链研究...................................................................................................25 2.3.1 价值链的概念....................................................................................25 2.3.2 价值链的相关研究............................................................................26XIII 2.3.2.1 传统价值链阶段.....................................................................27 2.3.2.2 产业价值链阶段.....................................................................30 2.3.2.3 供应链阶段.............................................................................32 2.3.2.4 虚拟价值链阶段.....................................................................35 2.3.2.5 价值网阶段.............................................................................38 2.3.2.6 全球供应链.............................................................................41 2.4 企业价值链分析与优化的重要性...............................................................44 2.4 文献评述.......................................................................................................45 3 案例描述..................................................................................................................47 3.1 行业背景.......................................................................................................47 3.1.1 外贸行业背景....................................................................................47 3.1.2 国际货运代理行业背景....................................................................48 3.1.3 中小企业价值链特色........................................................................49 3.2 S 公司概况.....................................................................................................50 3.3 商业模式与组织架构...................................................................................51 3.1.3 商业模式............................................................................................51 3.1.3 组织架构............................................................................................51 3.4 产品与国内竞争对手...................................................................................53 3.5 S 公司的价值链.............................................................................................54 4 案例分析..................................................................................................................56 4.1 宏观环境分析...............................................................................................56 4.1.1 政策法规分析....................................................................................56 4.1.2 经贸环境分析....................................................................................59 4.1.3 社会环境和安全环境分析................................................................60 4.1.4 技术环境分析....................................................................................63 4.2 行业环境分析...............................................................................................65 4.3 内部环境分析...............................................................................................76 4.3.1 企业内部资源、能力与竞争力分析................................................76 4.3.2 企业内部价值链分析........................................................................84XIV 4.3.2.1 识别和界定活动.....................................................................84 4.3.2.2 价值链分析.............................................................................86 4.3.3 企业外部价值链分析........................................................................92 4.3.3.1 横向价值链分析.....................................................................94 4.3.3.2 纵向价值链分析...................................................................103 4.3.3.3 社会价值链分析...................................................................105 4.4 S 公司存在的问题.......................................................................................105 4.4.1 经营产品种类单一、品牌意识薄弱..............................................106 4.4.2 营销渠道单一、促销方法简单......................................................107 4.4.3 物流成本较高、速度难以保证......................................................109 4.4.4 人才匮乏、流动性大......................................................................109 4.4.5 沟通不到位，售后服务难以保障..................................................110 5 S 外贸公司价值链体系优化..................................................................................112 5.1 产品多元化，打造品牌和明星产品.........................................................112 5.1.1 聚焦产品市场，丰富品类..............................................................112 5.1.2 品牌为王，打造明星产品..............................................................113 5.2 多渠道多平台，精准网络营销.................................................................114 5.2.1 搜索引擎营销..................................................................................115 5.2.2 数据库营销......................................................................................115 5.2.3 口碑营销........................................................................................ 116 5.2.4 邮件+社交媒体营销........................................................................116 5.2.5 第三方平台与自建商城巧妙结合..................................................117 5.3 合理选择物流渠道，降低成本.................................................................118 5.4 重视人才建设，提高组织管理效率.........................................................119 5.5 整合供应商资源，提高服务质量.............................................................120 6 结论与展望............................................................................................................122 参考文献....................................................................................................................124 附录