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 environme