摘要
摘要
近年来，我国进出口跨境电商获得了突飞猛进的发展，但中小企业在跨境电
商经营过程中却面临着诸多困难和挑战，为了促进中小型跨境电商出口公司更好
的开展营销活动，本文以当地一家具有代表性跨境电商公司为研究对象，对其跨
境电商营销绩效进行了深入评价，挖掘该公司目前所存在的问题，并向其提出建
设性的发展意见。
首先，本文结合当下我国跨境电子商务发展的宏观背景和行业发展态势，重
点阐述了跨境电子商务的有关研究、营销绩效评价体系的有关研究及营销绩效评
价分析对于企业科学发展所具有的重要价值。其次，分析了影响跨境电子商务营
销绩效因素，依托构建原则选取评价指标，确立和检验评价指标权重，最终构建
起一个包含五个二级指标、二十五个三级指标的企业跨境电商营销绩效评价模
型。再次，论述了 A公司跨境电商的营销发展现状，然后结合之前确定的因素
集、权重值将 A公司的相关数据导入三级模糊综合评价模型中进行营销绩效评
价定量分析，得出 A公司的评价结果为中等。最后，本文依据评价结果分析及
实地调研，指出了 A公司在现阶段跨境电子商务营销中存在的营销方式创新不
足、人才缺乏、客户服务水平不高等问题，并为 A公司跨境电子商务提升营销
绩效提出创新跨境电商营销方式，提升企业盈利水平；加强跨境电商人才引进与
培训，提升员工能力水平；完善线上服务体系，提升客户服务质量；推进产品品
牌建设，打造自主品牌等建议，以期提升 A公司跨境电商经营水平。
关键词：跨境电子商务；营销；绩效评价
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ABSTRACT
ABSTRACT
In the past few years, China's import and export cross-border e-commerce has
developed by leaps and bounds, but small and medium-sized enterprises still face
many difficulties and challenges in the operation of cross-border e-commerce. In order
to promote small and medium-sized cross-border e-commerce export companies to
better carry out marketing activities, this text takes a local representative cross-border
e-commerce company as the research object to deeply evaluate its cross-border e-
commerce marketing performance, Analyze the existing problems of the company at
this stage and put forward feasible development suggestions for it.
Firstly, combined with the current macro background and industry development
trend of China's cross-border e-commerce development, this paper focuses on the
important value of cross-border e-commerce research, marketing performance
evaluation system and marketing performance evaluation analysis for the scientific
development of enterprises. Secondly, it discusses the marketing development status of
cross-border e-commerce of A company, and points out the problems existing in cross-
border e-commerce marketing of A company at the present stage, such as lack of
marketing mode innovation, lack of talents and low customer service level. Thirdly, it
analyzes the factors affecting the performance of cross-border e-commerce marketing,
selects evaluation indicators based on the construction principle, establishes and tests
the weight of evaluation indicators, and finally constructs an enterprise cross-border e-
commerce marketing performance evaluation model including five secondary
indicators and twenty-five tertiary indicators. Then, combined with the previously
determined factor set and weight value, the relevant data of A company are introduced
into the three-level fuzzy comprehensive evaluation model for quantitative analysis of
marketing performance evaluation. It is concluded that the evaluation result of A
company is medium, and the indicators such as brand construction performance,
financial performance and customer performance need to be improved as soon as
possible. Finally, based on the analysis of the evaluation results, this paper puts
forward innovative cross-border e-commerce marketing methods to improve the
profitability of A company's cross-border e-commerce; Strengthen the introduction and
training of cross-border e-commerce talents and improve the ability level of employees;
Improve the online service system and improve customer service quality; Suggestions
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ABSTRACT
such as promoting product brand construction and building independent brands, with a
view to improving the cross-border e-commerce operation level of A company .
KEYWORDS:Cross border E-commerce； Marketing； Performance
evaluation
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