我国跨境电商面临的挑战及对策分析—以天猫国际为例(国际贸易专业)

我国跨境电商面临的挑战及对策分析—以天猫国际为例

【摘要】进入21世纪后，经济全球化进程加快，互联网行业也迅速发展，跨境电商的发展得益于这些的发展，当前已经成为推动我国经济发展的一个新的支撑点。但跨境电商相对于其他传统行业，毕竟是一个新兴的事物，初步研究发现目前仍然有一些问题亟待解决，如监管不到位、营销不足、供应链不完善，人才储备不充足，法律法规不完善等。若想跨境电商蓬勃发展，必然要正视这些问题，并寻找相关的解决对策。本文第一部分对跨境电商进行了深入的研究，阐释了跨境电子商务业务定义和分类，以及说明了中国跨境电商平台的发展阶段与发展现状；第二部分从我国跨境电商平台的发展现状出发，通过对我国跨境电商监管、供应链、营销、人才、法律法规进行分析，全面剖析跨境电商企业所存在的问题；第三部分是对天猫国际进行全面的PEST以及SWOT方法分析；第四部分是针对我国跨境电商遇到的挑战提出相对应的措施。

【关键词】跨境电商；天猫国际；PEST分析；SWOT分析

Analysis of the challenges and countermeasures faced by China's cross-border e-commerce -- a case study of Tmall

international

[Abstract] after entering the 21st century, the process of economic globalization is accelerated, and the Internet industry also develops rapidly. All these have laid a good foundation for the development of cross-border e-commerce. Cross-border e-commerce has become a new growth point of China's economic development. However, due to the short development time of cross-border e-commerce, there are still some problems to be solved urgently. If cross-border e-commerce is to flourish, it is necessary to face up to these problems and find relevant solutions.

The first part of this paper makes an in-depth study on cross-border e-commerce, explains the definition and classification of cross-border e-commerce business, and explains the development stage and development status of China's cross-border e-commerce platform. The second part starts from the development status of cross-border e-commerce platforms in China, and comprehensively analyzes the problems existing in cross-border e-commerce enterprises by analyzing the supervision, supply chain, marketing, talents, laws and regulations of cross-border e-commerce in China. The third part is a comprehensive PEST analysis and SWOT analysis of Tmall international. The fourth part is to propose corresponding measures to meet the challenges of China's cross-border e-commerce.

[Keywords]Cross-border e-commerce Tmall international PEST analysis SWOT analysis

目录

1 前言 (1)

1.1研究背景与研究意义 (1)

1.1.1研究背景 (1)

1.1.2研究意义 (1)

1.2国内外研究现状 (2)

1.2.1国外研究现状 (2)

1.2.2 国内研究现状 (2)

1.3研究内容与研究方法 (3)

1.3.1研究内容 (3)

1.3.2研究方法 (3)

1.4创新与不足 (4)

1.4.1创新 (4)

1.4.2不足 (4)

2 跨境电商的概述 (5)

2.1 跨境电商的定义与分类 (5)

2.1.1 跨境电商的定义 (5)

2.1.2跨境电商的分类 (5)

2.2我国跨境电商的发展历程 (5)

3 我国跨境电商发展的现状以及面临的挑战 (7)

3.1 我国跨境电商发展的现状分析 (7)

3.1.1 我国进出口贸易规模与跨境电商交易规模 (7)

3.1.2我国2016年-2020年海淘用户规模及预测 (8)

3.1.3 海淘消费趋势 (9)

3.1.4 2018中国跨境电商平台市场分布 (9)

3.1.5 2018年中国海淘用户主要购买商品品类分布 (10)

3.2我国跨境电商发展的趋势 (11)