近年来，我国跨境电商行业发展迅猛，交易额不断攀升，跨境电商企业数量也持续 增加，“互联网+外贸”概念的提出更是推动了众多国内电商平台纷纷试水跨境电商行业。 无论是国家战略和国家政策层面，还是跨境电商及其相关产业链发展趋势，各种迹象都 表明，跨境电商行业将迎来巨大的发展机会。洋葱 OMALL 公司做为行业新进入者，尽 管拥有强势的供应链整合能力和较强的营销能力作为竞争利器，但由于业务布局时间较 晚，面对市场已有行业巨头，且中小型企业不断涌现的局面，应该选择何种战略来加速 发展，以应对未来跨境电商行业的激烈竞争是本文的研究重点。 本文先从理论的角度出发，对跨境电商和发展战略的理论进行了介绍。接着以洋葱 OMALL 公司发展战略为研究对象，通过 PEST 分析跨境电商行业的外部宏观环境，通 过五力模型分析竞争态势和对手，同时对洋葱 OMALL 公司的内部环境进行详细、客观 的论述，找出公司的竞争优势及劣势，面临的机遇和挑战，再通过 SWOT 分析得出四 种备选战略，根据备选战略利用 QSPM 分析工具筛选出适合洋葱 OMALL 公司的发展战 略。最后介绍了发展战略的重点实施策略及战略实施保障。 通过以上分析研究，归纳筛选出适合洋葱 OMALL 公司的发展战略，明确了洋葱 OMALL 公司必须采取 SO（主动型战略）才能保证洋葱 OMALL 公司实现从跨境进口 品为主的垂直化商城向平台化综合商城升级，构建一个全球化的社交零售生态系统，实 现买全球，卖全球，真正做到货通全球，连通世界，成为跨境电商的独角兽的战略目标。 基于“平台化”的战略目标，提出了战略实施的重点策略分别是，高差异化的客户服务 体验策略、强强联合的全球物流策略、全作共赢的生态链整合策略、全球合作的品牌运 营策略。 关键词，跨境电商；社交电商；SWOT 分析；发展战略II ABSTRACT In recent years, China's cross-border electricity supplier industry has developed rapidly, the volume of transactions continues to climb, and the number of cross-border e-commerce enterprises has also continued to increase. The concept of Internet plus foreign trade has pushed many domestic e-commerce platforms to test the cross-border electricity supplier industry.Whether at the level of national strategy and policy, or the development trend of cross-border e-commerce and related industry chain, all kinds of signs indicate that cross-border e-commerce industry will usher in tremendous development opportunities.As a new entrant in the industry, OMALL company has strong supply chain integration ability and strong marketing ability as a competitive edge, but because of the late business layout, facing the situation that the market has industry giants, and small and medium-sized enterprises are constantly emerging, what strategies should be chosen to accelerate the development, in order to cope with the intense competition of cross-border e-commerce industry in the future is the research of this paper. Focus. This paper first introduces the theory of cross-border e-commerce and development strategy from a theoretical point of view.Then, taking the development strategy of Onion OMALL Company as the research object, the external macro-environment of cross-border e-commerce industry is analyzed by PEST, and the competitive situation and opponents are analyzed by five-force model.At the same time, the internal environment of Onion OMALL Company is discussed in detail and objectively to find out its competitive advantages and disadvantages, opportunities and challenges.Four alternative strategies are obtained through SWOT analysis. According to the alternative strategies, the development strategy suitable for Onion OMALL Company is selected by using QSPM analysis tools.Finally, it introduces the key implementation strategies and guarantee of the development strategy. Through the above analysis and research, the development strategy suitable for Onion OMALL Company is concluded and screened. It is clear that Onion OMALL Company must adopt SO (active strategy) to ensure that Onion OMALL Company can upgrade from a vertical mall dominated by cross-border imports to a platform integrated mall.Constructing a global social retail ecosystem, realizing the strategic goal of buying and selling the wholeIII world, truly realizing the global currency and connecting the world, has become the unicorn of cross-border e-commerce.Constructing a global social retail ecosystem, realizing the strategic goal of buying and selling the whole world, truly realizing the global currency and connecting the world, has become the unicorn of cross-border e-commerce. Key Words: Cross-border e-commerce; Social e-commerce; SWOT analysis; Development strategyIV 目 录 摘要.............................................................................................................................. I ABSTRACT.................................................................................................................. II 第一章 绪论..................................................................................................................1 1.1 研究背景及研究意义..........................................................................................1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究意义.......................................................................................................2 1.2 文献综述..............................................................................................................2 1.2.1 跨境电商的研究现状...................................................................................2 1.2.2 战略管理的研究现状...................................................................................3 1.3 研究目标和研究内容..........................................................................................4 1.3.1 研究目标.......................................................................................................4 1.3.2 研究内容.......................................................................................................5 1.4 研究方法和技术路线..........................................................................................5 1.4.1 研究方法.......................................................................................................5 1.4.2 技术路线.......................................................................................................7 第二章 洋葱 OMALL 公司外部环境分析.................................................................9 2.1 宏观环境分析......................................................................................................9 2.1.1 政治与法律环境...........................................................................................9 2.1.2 经济环境.....................................................................................................10 2.1.3 社会环境.....................................................................................................12 2.1.4 技术环境.....................................................................................................12 2.2 行业竞争环境分析............................................................................................13 2.2.1 行业发展趋势.............................................................................................13 2.2.2 竞争环境分析.............................................................................................15 2.3 目标客户群潜在需求分析................................................................................18 2.4 机会和威胁........................................................................................................19 2.4.1 机会.............................................................................................................19 2.4.2 威胁.............................................................................................................20 2.5 本章小结............................................................................................................20V 第三章 洋葱 OMALL 公司内部环境分析...............................................................22 3.1 公司概况............................................................................................................22 3.1.1 公司简介.....................................................................................................22 3.1.2 公司发展历程.............................................................................................23 3.1.3 公司价值链.................................................................................................23 3.2 公司资源分析....................................................................................................25 3.3 公司能力分析....................................................................................................26 3.3.1 供应链整合能力.........................................................................................26 3.3.2 市场营销能力.............................................................................................27 3.3.3 融资能力.....................................................................................................28 3.3.4 人力资源管理能力.....................................................................................29 3.3.5 管理者能力.................................................................................................29 3.4 优势和劣势........................................................................................................29 3.4.1 优势.............................................................................................................29 3.4.2 劣势.............................................................................................................30 3.5 本章小结............................................................................................................31 第四章 洋葱 OMALL 公司发展战略的选择和制定...............................................32 4.1 洋葱 OMALL 公司战略分析与选择 ...............................................................32 4.1.1 SWOT 分析..................................................................................................32 4.1.2 战略的选择.................................................................................................33 4.2 企业发展愿景与战略目标................................................................................36 4.2.1 洋葱 OMALL 公司的发展愿景 ................................................................36 4.2.2 洋葱 OMALL 公司战略目标 ....................................................................36 4.3 战略实施的重点策略........................................................................................37 4.3.1 高差异化的客户服务体验策略.................................................................37 4.3.2 强强联合的全球物流策略.........................................................................38 4.3.3 合作共赢的生态链整合策略.....................................................................39 4.3.4 全球合作的品牌运营策略.........................................................................40 4.4 本章小结............................................................................................................41 第五章 洋葱 OMALL 公司发展战略实施的保障措施...........................................42VI 5.1 搭建扁平化的组织结构....................................................................................42 5.2 加强供应链组织协调........................................................................................42 5.3 搭建跨境电商人才梯队....................................................................................43 5.4 强化资金和金融支持........................................................................................43 5.5 拓展异业合作联盟............................................................................................44 5.6 本章小结............................................................................................................44 结 论............................................................................................................................45