小微企业出口跨境电商运营的问题及策略研究

小微企业出口跨境电商运营的问题及策略研究(论文17000字)
摘要
随着网络全球化的不断推动，电子商务在全球得到迅猛发展的前提下，跨境电子商务显然已经成为了我国发展外贸的新模式。跨境电商的飞速发展不仅为我国大中型企业带来了机遇，同时也为我国小微企业指明了新的发展方向，但在发展的同时，也遇到了难题。本文以中国跨境电子商务发展的现状及趋势为出发点，详细研究了出口跨境电商，并对其模式及运营过程进行了探析，着重研究小微企业在出口跨境电商运营中出现的问题，并结合在苏州欧瑞思丹企业运营的实习经历，主要研究其在美国亚马逊平台箱包业务运营中存在的问题，提出切实可行的解决策略。通过对小微企业跨境电商的切实感受，以及对在工作中遇到的真实的问题的探索，认为小微企业出口跨境电商运营中仍在选品、订货、库存管理、页面展示、售后服务等环节存在问题，在分析、解决过程中，加深对专业知识认知的同时，也对所从事的出口跨境电商运营工作有了更清晰的了解，并使得在今后的工作中能够更得到进一步的发展。
关键词： 电子商务出口跨境电商  小微企业
 
Research on Problems and Strategies of Small and Micro Enterprises Exporting Cross-border E-commerce Operations
ABSTRACT
   With the rapid development of information globalization and network globalization, and under the premise of rapid development of e-commerce in the world, cross-border e-commerce has clearly become a new mode of developing foreign trade in China. The rapid development of cross-border e-commerce has not only brought opportunities for large and medium-sized enterprises in China, but also pointed out new development directions for small and micro enterprises in China. However,in the meantime, it has run into difficulties.Based on the development status and development model of cross-border e-commerce in China, this paper takes export cross-border e-commerce as the research starting point, and deeply analyzes the mode and operation process of exporting cross-border e-commerce, focusing on the research of small and micro enterprises in exporting cross-border e-commerce operations. The problems that occurred in the company, combined with the internship experience of the operation of Suzhou Oristand, mainly studied the problems existing in the operation of the US Amazon platform luggage business, and proposed practical solutions. Through the practical experience of small and micro enterprises cross-border e-commerce, and the exploration of real problems encountered in the work, it is believed that small and micro enterprises are still selecting, ordering, inventory management and page display in the cross-border e-commerce operation. There are problems in the after-sales service and other aspects. In the process of analysis and resolution, we will deepen our understanding of professional knowledge, and also have a clearer understanding of the export cross-border e-commerce operations, and make it work in the future. Can be further developed.
Key Words:Electronic commerce; Export cross-border e-commerce; Small micro enterprise
 
目  录
摘要    I
ABSTRACT    II
第一章绪论    1
1.1  选题背景    1
1.2  研究的目的和意义    1
1.3  研究内容与研究方法    2
1.3.1  研究内容    2
1.3.2  研究方法与研究结构    2
第二章文献综述    4
2.1  跨境电商定义及发展现状    4
2.1.1  跨境电商定义    4
2.1.2  跨境电商发展现状及发展趋势    4
2.2  跨境电商相关研究    6
2.2.1  跨境电商模式分类研究    6
2.2.2  跨境电商的问题及策略研究    6
2.2.3  跨境电商平台的选择、物流模式的研究    7
第三章小微企业出口跨境电商运营分析    8
3.1  出口跨境电商运营环境分析    8
3.2  出口跨境电商模式分析    9
3.1.1  B2B模式    9
3.1.2  B2C模式    11
3.3  出口跨境电商运营过程分析    13
3.4  存在的问题分析    14
3.3.1  选品问题    14
3.3.2  产品页面描述    15
3.3.3  售后服务    16
第四章案例分析——以苏州欧瑞思丹为例    17
4.1  苏州小微企业出口跨境电商的发展历程及现状    17
4.1.1  苏州小微企业简介    17
4.1.2  苏州小微企业出口跨境电商的发展现状    17
4.2  欧瑞思丹出口跨境电商模式分析    19
4.2.1  欧瑞思丹运作模式    19
4.2.2  欧瑞思丹运营模式    20
4.3  欧瑞思丹箱包运营过程及问题分析    21
4.3.1  箱包市场调研    22
4.3.2  箱包选品    26
4.3.3  箱包订货    26
4.3.4  箱包库存管理    28
4.3.5  箱包产品页面展示    29
4.3.6  箱包销售及售后    32
第五章结束语    34
参考文献    36
致谢    38