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论文编号：	12530
作者编号：	2320170596
上传时间：	2021/6/15 11:45:25
中文题目：	T公司进口跨境电商平台发展战略研究
英文题目：	Research on the development strategy of T company''s import cross-border e-commerce platform
指导老师：	吴德胜
中文关键字：	跨境电商;平台企业;发展战略
英文关键字：	E-commerce;Platform Enterprise;Development Strategy
中文摘要：	近年来，随着全球信息革命的浪潮和经济全球化的快速发展，世界各国之间的贸易往来越来越频繁。跨境电商方兴未艾，逐渐改变了国际贸易的格局和架构。随着全球经济一体化的深度发展，我国的跨境电商平台也迎来了巨大的发展机遇。2020年突如其来的新冠肺炎疫情，又为跨境电商平台带来了新的机会和挑战。 相比于传统国内电商平台，跨境电商平台由于涉及进出口环节，流程更加复杂，面对的问题也更加多样化。在对电商领域研究的相关理论和案例之中，研究对象是跨境电商平台的文章相对较少，而且在实证领域的研究多数着眼于成熟的平台，对于处于初步发展阶段的平台如何实现发展壮大则少有论述。 本文以转型中的T公司构建进口跨境电商平台作为实例，将企业战略管理理论和双边市场理论相结合，分析其发展战略。首先，本文分别回顾了跨境电商的相关研究和平台企业发展战略的相关理论。随后，本文进行外部环境分析，利用PEST分析T公司的进口跨境电商平台业务宏观环境，结合多边平台企业相关理论，利用五力模型分析行业环境。接着，本文对T公司的进口跨境电商平台进行内部环境分析，分别介绍和分析了T公司背景及其进口跨境电商平台的业务，资源和能力分析，以及现存问题。本文接下来分析了T公司的战略定位，并设定了平台的短期和长期的战略目标。结合平台模式和T公司进口跨境电商平台的实际情况，在战略选择上确定为差异化战略和多元化战略。本文继续从扩大用户规模、增加用户黏性、实现生态圈可持续发展三个方面分析制定了发展战略，并根据业务环节细化战略实施的方法。本文最后对战略保障措施进行展开，分为优化组织结构、推进新技术在平台内落地、强化人才队伍建设、增强应对外部风险能力四个角度。 本文为T公司进口跨境电商平台提出了具体的发展战略，也为其他有意开展跨境电商平台业务的企业和谋求发展的进口跨境电商平台提供了经验和参考。
英文摘要：	In recent years, with the wave of the global information revolution and the rapid development of economic globalization, trade exchanges between countries in the world have become more frequent. Cross-border e-commerce is gradually changing the pattern and structure of international trade. With the in-depth development of global economic integration, Chinese cross-border e-commerce platforms has also received huge development opportunities. The sudden COVID-19 in 2020 has brought new opportunities and challenges to cross-border e-commerce platforms. Compared with the traditional domestic e-commerce platforms, cross-border e-commerce platforms involve import and export links, the process is more complicated, and the problems they face are more diversified. Among the relevant theories and cases in the field of e-commerce research, the research object is that the number of cross-border e-commerce platforms is relatively small, and most of the research in the empirical field focuses on mature platforms. There is very little discussion on how the platform in the initial stage of development can achieve development and growth. This thesis takes the transforming T company to build an imported cross-border e-commerce platform as an example, and combines the corporate strategic management theory with the bilateral market theory to analyze its development strategy. First, this thesis reviews the relevant research on cross-border e-commerce and the relevant theories on the development strategy of platform companies. Subsequently, this thesis analyzes the external environment, uses PEST to analyze the macro environment of T company's import cross-border e-commerce platform business. The thesis combines the relevant theories of multilateral platform enterprises, and uses the five forces model to analyze the industry environment. Next, this thesis analyzes the internal environment of T company's import cross-border e-commerce platform, and separately introduces and analyzes the background of T company and its import cross-border e-commerce platform business, resources and capabilities, as well as existing problems. This thesis then analyzes T company’s strategic positioning, and sets the platform’s short-term and long-term strategic goals. Combining the platform model and the actual situation of T company's import of cross-border e-commerce platforms, the strategic choice is determined as a differentiation strategy and a diversification strategy. This thesis continues to analyze and formulate development strategies from the three aspects of expanding user scale, increasing user stickiness, and achieving sustainable development of the ecosystem, and refines the strategy implementation methods according to business links. At the end of this thesis, the strategic safeguard measures are launched, which are divided into four perspectives: optimizing the organizational structure, promoting the implementation of new technologies in the platform, strengthening the construction of the talent team, and enhancing the ability to deal with external risks. This thesis puts forward a specific development strategy for T Company’s imported cross-border e-commerce platform, and also provides experience and reference for other companies interested in developing cross-border e-commerce platform business and seeking development of imported cross-border e-commerce platform.
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