摘要
摘要
2021年 7月 9日，《国务院办公厅关于加快发展外贸新业态新模式的意
见》指明在全国适用跨境电商 B2B直接出口、跨境电商出口海外仓监管模式等
举措，推动了我国跨境电商行业快速发展，使得越来越多的企业或资本加入跨
境电商行业，参与跨境电商行业的竞争。然而，以亚马逊“封号”事件等为代表的
跨境电商市场风险事件频发，部分企业深受影响。跨境电商企业在经营过程中
的风险暴露了该领域企业的一系列发展问题，给跨境电商企业的发展带来很大
的困扰，阻碍了其发展壮大。因此，如何运用科学的方法纾解跨境电商企业经
营风险变得尤为重要。
首先，本文综述了跨境电商经营风险的相关理论，明确了全文研究的理论
基础。其次，本文从 M公司组织结构，主要营收数据对比和各经营流程管理模
式，分析 M公司的经营现状。然后，本文以近 5年 M公司政策、贸易环境等
风险因素数据定性分析 M公司的外部经营风险和以近 5年 M公司成本控制、
产品同质化等风险因素数据定性分析 M公司的内部经营风险，并分析风险成因。
接着，本文提取了 M公司 5个一级和 15个二级经营风险指标，运用 AHP法实
证分析各指标的权重值并进行一致性验证，最后确定各一级和二级指标的风险
等级。研究发现，M公司主要存在以下经营风险：一是汇率波动增加公司运营
成本；二是新冠肺炎疫情和第三方平台政策收紧等贸易环境影响使公司压力倍
增；三是各国法律的不同给公司带来知识产权风险；四是第三方平台封号和独
立站广告费用给公司带来巨大损失；五是产品同质化是影响公司经营的重要因
素；六是海外仓囤货库存清理是公司长期面临的问题。最后，本文针对 M公司
存在问题，结合 M公司经营风险，提出控制策略和保障措施。
关键词：跨境电商；经营风险；AHP层次分析法；控制
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Abstract
ABSTRACT
On July 9, 2021, General Office of the State Council issued the opinions about
accelerating the development of new forms of foreign trade, in which some measures
were proposed such as B2B direct export of cross-border e-commerce and overseas
warehouse supervision mode of cross-border e-commerce export will be applied
nationwide, promotes the rapid development of China's cross-border e-commerce
industry, making more andmore enterprises or capitaljoin the cross-border
e-commerce industry and participate in the competition of cross-border e-commerce
industry. However, some enterprises are deeply affected by frequent risk events in
the cross-border e-commerce market represented by Amazon's "closure" event. The
risks in the operation have exposed a series of problems on enterprises in this field,
which has brought great troubles to the development of cross-border e-commerce
enterprises and hindered their growth. Therefore, how to use scientific methods to
ease the operation risk of cross-border e-commerce enterprises becomes particularly
important.
First of all, this paper reviews the relevant theories of cross-border e-commerce
business risks and clarifies the theoretical basis of the research. Secondly, this paper
analyzes the operating status of M Company from the organizational structure of M
Company, the comparison of main revenue data and the management mode of
various business processes. Then, this paper qualitatively analyzes M company's
external business risks based on M company's policy, business environment and
other risk factors data in recent 5 years, and qualitatively analyzes M company's
internal business risks based on M company's cost control and product risk factors
data in recent 5 years and analyzes the causes of risks. Then, this paper selects 5
first-level indicators and 15 second-level indicators of M company's operating risk,
empirically analyzes the weight value of each indicator whichis carried out
consistency test through AHP method, and finally establishes the risk grade of each
first-level indicator and second-level indicator.The study found that M company
mainly has the following operating risks: first, exchange rate fluctuations increase
II
Abstract
the company's operating costs; Second, the impact of the COVID-19 pandemic and
the tightening of policies on third-party platforms has doubled the pressure on the
company. Third, different laws bring intellectual property risks; Fourth, third-party
platform closure and independent advertising costs brought huge losses; Fifth,
product homogenization is an important factor affecting the company's operation;
Sixth, overseas storage inventory clearing is a long-term problem faced by the
company. Finally, this paper puts forward control strategies and safeguard measures
in view of the existing problems of M company and combined with the operational
risks of M Company.
Key Words: cross-border e-commerce; business risk; AHP; control
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