跨境电子商务的发展状况与战略研究——以网易考拉海外购为例电子商务专业

跨境电子商务的发展状况与战略研究——以网易考拉海外

购为例

【摘要】最近几年，跨境电商在我国发展的经济地位越来越高，但它的发展路径不同于其他电商。我们身处“互联网+”经济时代，这使得我国跨境电商成为一种新兴的经济贸易方式，并且对比传统的对外贸易模式其市场更加开阔，利润更加丰厚，中间流程也更简洁，效率上也是传统方式所无法比拟的。基于此，本文将首先从交易规模、交易平台、物流方式等几方面介绍我国跨境电商的发展状况，让大家对跨境电商有一个大概的了解。其次，还要通过研究我国跨境电商的发展战略来分析其在对外贸易中占据很大的优势的原因，包括超级产品战略、人才培养战略以及商业模式创新战略。另外还要找出跨境电商成长道路上所存在的阻碍问题，例如缺乏可信度、物流滞后等问题。本文还将以网易考拉海购作为案例进行具体分析，并且配以文献法、归纳法、对比分析法来对相关问题进行进一步论述，最后还要提出利于未来跨境电商发展的具有合理性、可行性的对策和建议，以保证跨境电商能够健康运转。

【关键词】跨境电子商务；现状；战略；问题；网易考拉海购

Development and Strategy of Cross-border E-commerce -- A Case Study of NetEase Koala Sea Outsourcing [Abstract]In recent years, cross-border e-commerce in China's development of the economic status is getting higher and higher, but its development path is different from other e-commerce. We are in the "Internet plus" economic era, which makes China's cross-border e-commerce as a new mode of economic and trade, and compared with the traditional foreign trade model of its market is more open, more profitable, intermediate process is more concise, efficiency is also incomparable to the traditional way. Based on this, this article will first from the trading scale, trading platform, logistics and other aspects of the development of China's cross-border

e-commerce, so that we have a general understanding of cross-border e-commerce. Secondly, we should analyze the reasons why China's cross-border e-commerce development strategy occupies great advantages in foreign trade, including super product strategy, talent training strategy and business model innovation strategy. In addition, we should identify obstacles to the growth and development of cross-border e-commerce, such as lack of credibility, logistics lag and so on. This paper will also take the net easy koala sea purchase as a case for specific analysis, and with the literature method, induction method, comparative analysis method to further discuss the relevant issues, and finally, to put forward conducive to the future development of cross-border e-commerce with reasonable, feasible countermeasures and suggestions to ensure that cross-border e-commerce can run healthily.

[Keywords] Cross-border e-commerce present situation strategy question NetEase koala sea purchase

目录

1前言 (5)

1.1选题背景 (5)

1.2研究意义 (5)

1.3 研究内容 (6)

1.4研究方法 (7)

2关于跨境电商的理论基础 (8)

2.1跨境电商的概念 (8)

2.2 跨境电商的发展状况 (8)

2.2.1 我国跨境电商的规模现状 (8)

2.2.2 我国跨境电商平台和业务物流模式现状 (9)

2.2.3 我国跨境电商的政策现状 (10)

2.3网易考拉海外购的发展状况 (11)

2.3.1网易考拉海购概况 (11)

2.3.2 网易考拉海购的发展史 (11)

2.3.3网易考拉海购的规模现状 (12)

2.3.4 网易考拉海购的全球布点 (13)

2.3.5 网易考拉的产品运营 (13)

3跨境电商的战略研究 (14)

3.1我国开展跨境电商的战略思考 (14)

3.1.1 超级产品战略 (14)

3.1.2 人才培养战略 (14)

3.1.3 商业模式创新战略 (15)

3.2网易考拉海外购发展战略 (15)

3.2.1产品战略 (15)

3.2.2运营模式创新战略 (16)