跨境电商是国际贸易互联网化、电子信息化的新型国际进出口贸易运用方式。随着 全球环境的经济政治变化，特别是2008年国际金融危机后，全球市场需求萎缩。但是 以小额跨境贸易为代表的跨境电子商务突破了新的发展，跨境电商已作为中国品牌出口 海外市场营销渠道、提高品牌国际形象的和强核心竞争力增的关键途径，并在全球范围 迅速崛起，改变了传统国际贸易企业的经营方式，也深刻影响了我国对外国际贸易的产 业链的布局。全球跨境电子商务以Amazon和阿里巴巴两大权威巨头为主，以此同时， 中国跨境电商所面临的挑战也在加剧，主要体现在行业发展规范缺失、市场定位模糊不 清、综合服务能力薄弱、平台缺乏系统规划以及建设等的问题。跨境电商企业应加大力 度解决产权、通关、质量、支付、物流、信用、政策等问题，构建品牌化发展、供应链 管控、服务纵深化的发展路径。 Y公司是一家专门从事跨境电商业务的公司，其电子产品B2C平台致力于为全球 200多国家线上用户提供中国高性价比的电子产品和服务。本文通过战略管理的理论研 究和B2C平台实际相结合，结合B2C平台内外部环境分析和SWOT分析等，帮助Y公 司电子产品B2C平台做了战略选择-发展型战略，即充分利用平台已有的线上流量，用 户以及目前已有的全球国家市场渗透率，通过线上营销渠道和差异化产品，品牌以及线 下活动的扩展，将原有市场，产品，营销渠道，客户服务，物流服务，平台运营等整合 建设为全球本地化服务。整体以差异化经营业务战略为核心，为客户售后提供增值服务。 本文通过对Y公司电子产品B2C平台的优劣势和机会威胁四个维度的分析，得出 的战略选择确定为发展型战略，同时指出Y公司电子产品B2C平台应快速解决处理平 台战略目标不明确，产品同质化问题严重，市场反应速度不够敏锐以及人均效率过低等 内部问题。本文以跨境电商行业发展作为前提，以B2C平台自身优劣势为着力点，帮 助Y公司电子产品B2C平台选择并确定业务战略目标，其中的研究过程和方法以及结 论希望可以对中国跨境电商的同类企业制定业务发展战略产生一定的借鉴意义。 关键词：跨境电商；战略管理；战略选择；战略目标 Y公司电子产品B2C平台业务发展战略的研究 -II- TheBusinessDevelopmentStrategyofYE-commerceLimitedCompany B2CPlatform Abstract Cross-bordere-commerceisanewinternationaltradetoimportandexportwhichusing onlineinternetnetworkanddigitalinformation.Withtheeconomicandpoliticalchangesin theglobalenvironmentespeciallytheinternationalfinancialcrisisin2008,theglobalmarket demandhasbeenshrinked.However,thecross-bordere-commercebrokethroughanew developmentrepresentedbythesmallcross-bordertransactions.Cross-bordere-commerce hasbecomeaneffectivewayforChinesebrandstoexpandoversea’smarketingchannels, enhancetheirinternationalimageandstrengthentheircorecompetitiveness.Ithassprungup globallyandchangedthetraditionalwayofoperatingforeigntradeenterprises.Ithasalso profoundlyaffectedChina'sforeigntradeindustrychainlayout.Globale-commerceisheaded bytwogiants,AmazonandAlibaba,andChinesecross-bordere-commercecompaniseare facingthechanllengefothelackofindustrydevelopmentnorms,blurredmarketpositioning, weakintegratedservicecapabilities,andlowsystematicplanningandconstructionofthe platform.Thecompaniesshouldintensifytosolvetheissuesofpropertyrights,customs clearance,payment,reputation,logisticsandpolicies,andestablishthedevelopmentpathof branddevelopment,supplychainmanagementandcontrolandserviceimprovement. YCompanyisspecializingincross-bordere-commercebusiness,itselectronicproduct B2CplatformisdedicatedtoprovideChinesecost-effectiveelectronicproductsandservices toonlinecustomersinmorethan200countriesaroundtheworld.Thispapercombines strategicmanagementtheoryresearchwiththeB2Cplatform’scurrentsituation,throughthe internalandexternalenvironmentalanalysisandSWOTanalysis,tohelpYcompany's electronicproductB2Cplatformformthestrategicchoice-developmentstrategy,thatis,to fullyutilizetheplatform'sexistingonlinetraffic,customeersandtheexistingglobalmarket penetration,withtheonlinemarketingchannelsanddifferentiatedproducts,brandsand offlineactivitiestobuildthegloballocalizationserviceviaintegratingtheoriginalmarket, products,marketingchannels,customerservice,logisticsservices,platformoperations together.Basingonthedifferentiatedbusinessstrategy,theplatformprovidesvalue-added servicestocustomers. Thispaperanalyzestheadvantages,disadvantages,opportunitiesandthreatsofY company'selectronicproductsB2Cplatform,anddrawsstrategicchoicesasadevelopment 大连理工大学专业学位硕士学位论文 -III- strategy.Meanwhile,itpointsoutthatB2Cplatformshouldsolvetheproblemofindefinite strategicgoals,producthomogenization,slowmarketresponseandlowpercapitaefficiency soonaspossible.Intermsofthecross-bordere-commerceindustrydevelopment,thispaper focusesontheadvantagesanddisadvantagesoftheplatformitself,toselectandformulate strategicgoalsforYcompany'selectronicproductB2Cplatform.Iwishtheresearchprocess, methodsandconclusionsofthispaperhascertainreferencesignificancetothelocal cross-bordere-commercecompanydevelopmentstrategyinChina. KeyWords：Cross-bordere-commerce;strategicmanagement;strategicchoice; strategicobjectives Y公司电子产品B2C平台业务发展战略的研究 -IV- 目录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1绪论..................................................................................................................................1 1.1研究背景和问题..................................................................................................1 1.2研究研究方法与内容..........................................................................................2 1.3研究框架和思路..................................................................................................2 2文献综述和研究方法.....................................................................................................4 2.1文献综述..............................................................................................................4 2.1.1跨境电商的概念研究...............................................................................4 2.1.2跨境电商的发展现状和问题...................................................................5 2.1.3跨境电商的发展趋势和方向研究...........................................................7 2.2企业战略分析基本方法介绍..............................................................................9 3Y公司电子产品B2C平台业务的内部环境分析......................................................11 3.1Y公司的简介.....................................................................................................11 3.1.1Y公司的主营业务..................................................................................11 3.1.2Y公司的经营状况..................................................................................12 3.1.3Y公司的财务状况..................................................................................14 3.2Y公司电子产品B2C平台业务的内部环境分析...........................................15 3.2.1B2C平台的业务现状.............................................................................15 3.2.2B2C平台的资源分析.............................................................................17 3.2.3Y公司电子产品B2C平台的能力分析................................................19 4Y公司电子产品B2C平台的外部环境分析..............................................................20 4.1宏观环境分析....................................................................................................20 4.1.1政治及法律环境分析.............................................................................20 4.1.2经济环境分析.........................................................................................22 4.1.3社会文化环境分析.................................................................................23 4.1.4技术环境分析.........................................................................................23 4.2Y公司电子产品B2C平台业务的行业竞争分析...........................................25 4.2.1行业发展趋势.........................................................................................25 4.2.2行业竞争力量分析.......................................