摘要
摘要
经济全球化使得跨境电子商务模式蓬勃发展，国内涌现了众多跨境电商企业，并
得到迅速发展。但是全球贸易的不确定性、国内疫情环境的影响以及企业本身发展的
瓶颈问题，严重限制了中小跨境电商企业的可持续发展。商业模式创新对于跨境电商
企业的发展至关重要。因此，商业模式创新研究得到学术界的广泛关注。 W企业是
重庆一家典型的初创型跨境出口女装电商企业，其在价值主张、核心资源、关键业务、
客户关系、重要合作、渠道通路、成本结构、利益来源商业模式方面不断创新，为企
业发展提供了动力。为此，本研究以 W跨境出口电商企业为研究对象，通过文献研
究、案例分析、行业访谈等方式，重点研究其商业模式创新策略。
本研究首先通过文献研究，对跨境电商企业和商业模式的概念进行界定，并对商
业模式创新理论、商业模式组成要素、核心要素、创新途径等方面研究进行综述。然
后，对 W跨境出口电商公司进行实地考察和研究，并通过访谈、内部数据查阅等途
径，获取一手资料。在此基础上，运用扎根理论编码技术方法，对所获取的资料进行
开放式编码、主轴式编码和选择式编码，最终从资料数据中，得到 39个概念，形成
12个初始范畴、8个主范畴。最后，通过分析范畴、概念之间的关系，总结出 W跨
境出口电商公司的商业模式创新模型图。
主要研究结论有：第一，W跨境出口电商企业商业模式创新的成功之处体现在：
基于“做一家可传承的跨境舒适女装互联网公司”的价值主张，在核心资源、关键业务、
重要合作、客户关系、渠道通路等方面实施创新的举措，增强了产品爆款销售、供应
商精准化、面料公司筹建等方面的核心竞争力。第二， W跨境电商企业商业模式创
新过程中的不足体现在：人才培养体系较弱、跨部门合作机制不畅、生产供求问题、
产品研发能力低等 8个方面。第三，针对不足，基于商业模式创新四个主范畴给出对
应的改进策略思路。比如建立完整体系的人才发展机制；梳理横向流程体系；完善数
字化管理供应链系统；升级营销渠道；搭建客户服务关系管理体系等 9个方面。第四，
总结来说，W跨境出口电商企业的商业模式创新核心逻辑其实是一个闭环且相互影
响的系统，它并不是局限于某一个点的创新，而是一个持续的各环节相互影响促进的
过程。同时本研究以 W跨境出口电商企业的商业模式创新策略作为案例研究，其研
究结论不仅仅适用于 W企业，在一定程度上也给类似的跨境企业提供参考借鉴价值。
关键词：商业模式创新；跨境电商；商业模式画布理论
I

Abstract
Abstract
With the in-depth development of economic globalization, the cross-border
e-commerce trade model has flourished, and many domestic cross-border e-commerce
enterprises have emerged and develop rapidly. However, the uncertainty of global trade,
the impact of the domestic epidemic environment, as well as the company development
bottleneck limit the sustainable development of small and medium-sized cross-border
e-commerce enterprises. For cross-border e-commerce enterprises, business model
innovation is crucial to the development of enterprises. The academic community has pay
much attention on the research on business model innovation. W Enterprise is a typical
start-up cross-border export women’s clothing e-commerce enterprise in Chongqing. It
continues to innovate business model in terms of value proposition, core resources, key
business, customer relationship, important cooperation, channel, cost structure, and profit
streams, which provide impetus to the development of the enterprise. Therefore, this thesis
takes W cross-border export e-commerce enterprises as the research object, and focuses on
its business model innovation strategies through multi-dimensional methods such as
literature research, case analysis, and industry interviews.
This thesis defines the concepts of cross-border e-commerce enterprises and business
models through literature research, and summarizes the business model innovation theory,
business model components, core elements, and innovation approaches. Then, we have
conducted on-the-spot investigation and researched on W cross-border export e-commerce
company,and obtained first-hand information through interviews, internal data review and
other channels. On this basis, using the grounded theory coding technology method, the
obtained data are subjected to open coding, spindle coding and selective coding.
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concepts are obtained from the data, forming 12 initial categories, 8 main categories .
Finally, by analyzing the relationship between categories and concepts, the business model
innovation model diagram of W cross-border export e-commerce company is formed.
The main research conclusions are as follows: First, the results explains success lies in
business model innovation of w cross-board e-commerce enterprise which prides itself on
offering comfortable and happy t-shirt & dress styles catering to women. W company
adheres to the value concept that "being a sustainable and valuable cross-board b2c
e-commerce company”, and based on the value core, the company implement the
III
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