摘要
摘要
电商依托于全球经济一体化和网络信息技术的进步，促进了跨境电商等新型业态的
商业模式。凭借其低门槛、低风险、低成本、宽平台的优势，吸引了很多中小外贸企业
加入到这个行业之中。在变幻莫测的国际形势下，能否在跨境电商市场获得竞争与生存
优势，已经成为众多电商企业追求的终极目标。而电商企业属于典型的服务企业，其发
展受到国家政策、宏观经济、社会环境等因素的影响。所以，电商企业首要任务是考虑
怎样响应国家政策、实现满足消费需求、如何进行可持续性发展，XS电子商务公司（以下
简称“XS公司”）将通过确定新阶段的竞争战略来应对这一挑战。
本文以竞争战略的相关理论为基础，围绕“XS电子商务公司竞争战略研究”这一主题
展开探讨。用传统的战略管理理论、知识体系和分析工具，结合国内外电子商务的发展
现状，对 XS公司进行了实例研究。根据其运营现状及内部环境分析，找出公司目前存
在的问题，分析其原因。综合运用竞争战略理论、战略管理理论、定性与定量相结合的
SWOT-AHP分析方法。紧接着，指出了 XS公司应以差异化竞争战略实施为主。针对
XS公司的发展现状，制定了适合其发展的竞争型战略改进措施和具体的实施方案，并
且针对技术创新、管理创新和服务创新等方面提出了保障措施。具体来说，包括：产品
差异化、市场差异化、服务差异化、客户差异化、渠道差异化。保障措施包括：构建差
异化竞争战略的战略体系、建立起完整的人才建设保证体系、加强企业人力资源管理和
明确市场营销方向、重视预案等措施。
本文通过对 XS公司竞争战略的研究有助于其实现中长期的发展目标，提升在跨境
电商行业中的竞争力，实现 XS公司业绩质量，其战略实施的路径和措施可以为国内同
类企业发展提供参考或借鉴。
关键词：跨境电商，差异化战略，电子商务，SWOT分析
研究类型：应用型研究
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西北大学硕士学位论文
ABSTRACT
By relying on the global economic integration and the progress of network information
technology, e-commerce has promoted new business models such as cross-border e-commerce.
Its advantages of low threshold, low risk, low cost, and comprehensive platform have attracted
many small and medium foreign trade companies to join this industry. Under the unpredictable
international situation, a competitive whether or not to gain and survival advantage in the
cross-border e-commerce market has become the final goal that many e-commerce companies
hope to achieve. E-commerce companies are typical service companies, and their development
is affected by factors such as national policies, macroeconomics, and the social environment.
Therefore, the primary task of e-commerce companies is to consider how to respond to national
guidelines, meet consumer demand, and carry out sustainable development. XS e-commerce
company (hereinafter referred to as "XS company") will reply to this by determining a new
stage of competitive strategy challenge.
This thesis is based on the relevant theories of competitive strategy and discusses the theme of
"XS e-commerce company competitive strategy research." A case study was carried out on XS
with the use of traditional strategic management theories, knowledge systems, and analysis
tools, combined with the current development of e-commerce at home and abroad. According
to its operating status and internal environment analysis, we need to determine its current
problems and analyze their causes. The extensive use of competitive strategy theory, strategic
management theory, and SWOT-AHP was carried out using qualitative and quantitative
analysis methods. Finally, it is proposed that XScompany should focus on the implementation
of a differentiated competition strategy. Given the development status of XScompany, it
formulated competitive strategic improvement measures and specific implementation plans
suitable for its development and put forward safeguard measures for technological innovation,
management innovation, and service innovation. Specifically, the plan includes: the scheme
includes obtaining competitive strategy through "product differentiation", winning competitive
strategy through "market differentiation", grasping competitive strategy through "service
differentiation", grasping competitive strategy through "customer differentiation" and striving
for competitive strategy through "channel differentiation" The strategy of striving for
competition in China." The safeguard measures include: building a strategic system for
differentiated competition strategies, establishing a complete guarantee system for talent
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