电子商务在中国外贸领域的运用,迄今为止也有十来年了,但这依然还是一
个正在风起云涌、模式多样化的、年轻的的领域。在当当网、京东商城、淘宝商
城等国内在线交易平台日益红火的时候,米兰网、兰亭集势、敦煌网等跨境网上
批发零售交易平台也名声鹤起,逐渐打开了外贸电子商务新局面。目前国内外贸
电子商务发展迅速,在2009年以前外贸电子商务就是阿里巴巴那种黄页的推广模
式,不能支持交易,而现在的外贸电子商务已经完成了从信息时代向交妨时代的
转型。2009年以后,阿里巴巴继敦煌网之后推出了阿里全球速卖通,包括海外推
广、交易支持,纠纷处理、在线支付、在线物流、信用体系和售后服务等整合服
务平台。据PayPal的统计,在PayPal业务中,中国的跨境电子商务贸易额占据了
亚洲约50%的份额,而且增速十分惊人
全球速卖通是阿里巴巴帮助国内中小企业快速接触终端批发零售商,多批次、
小批量、快速销售,拓展更多利润空间而全力打造的融合支付、订单、发货及物
流于一体的在线交易外贸电子商务平台。阿里巴巴全球速卖通在全球贸易新的形
势下全力为国内中小企业创造的更多收益和发展空间
首先,本论文从选题背景、目的及意义出发,首先介绍了跨境网上在线交易
背景下的外贸电子商务现状及发展,界定了跨境网上在线交易平台背景下的电子
商务定义与内涵,逐步介绍了现阶段的跨境网上在线交易平台背景下的外贸电子
商务概况及其运作模式。回顾了电子商务相关理论以及企业战略理论等,也大量
参考了相关资料和文献,这对于阐明笔者观点不无裨益
其次,本文通过运用战略理论、PEST和五力模型等分析方法对阿里巴巴全球
速卖通的宏观环境、行业环境、微观环境做了详细分析,为后面竞争战略的确定
提供科学依据
最后,本文认真的分析了阿里巴巴全球速卖通在运营中所存在的问题,运营
SWOT研究分析出公司的优劣势,再通过对三种竞争战略依次分析探讨,得出速卖
通的竞争战略以成本领先战略为主差异化和目标集聚战略为辅来赶超竞争对手,
并提出了 10项措施來保障竞争战略的有效实施
关键词:小额跨境电子商务(mini CBEC)阿里巴巴全球速卖通竞争战略
ABSTRACT
The use of E-commerce in the field of foreign trade in China,so far there are more
than ten years, but it is still very young and diverse. When the online trading platforms
Taobao Mall, Jingdong Mall Dangdang are very popular ,cross-border online wholesale
and retail trading platforms are booming day by day,Such as DHgate, Orchid Pavilion,
Milan net and so on. The foreign trade e-commerce is developing rapidly,prior to
2009 ,the foreign trade e-commerce was a kind of yellow pages, same as Alibaba
promotion mode, can not support transactions online, foreign trade e-commerce has
completed the transformation from the information age to the transaction times. 2009,
Alibaba launched AliExpress following the DHgate, including overseas promotion,
transaction support, logistics, online payment, after-sales service, dispute processing
and credit system integration services platform. According to the statistics of the PayPal
business, China cross-border e-commerce trade volume accounted for Asia by about
50%, and the growth rate is very surprise.
AliExpress of Alibaba help domestic SMEs to contact oversea terminal
wholesalers and retailers, small batch of quick sales, expanding profit margins,and to
build integration orders, pay online tradejogistics in one trading platform. AliExpress
best for domestic SMEs to create more revenue in the global trade under the new
situation.
Firstly,In this thesis, starting from the background and significance3introduced the
status and development of cross-border online transactions context of foreign trade
e-commerce to define the definition and connotation of e-commerce in the context of
cross-border online trading platform, gradually introduced overview of the foreign trade
e-commerce at this stage of the context of cross-border online trading platform and its
mode of operation. The article also reviews the theory of e-commerce and enterprise
strategic theory. This thesis is also a large number of reference information and
literature, many benefits for clarify my point of view.
Secondly, through the use of strategic theory, PEST and five forces model analysis
method,i analyzed AliExpress macroeconomic environment, industry environment,
micro-environment,so as to provide a scientific basis for the determination of the
competitive strategy .
Finally, this article analyzed the operations problems about AliExpress,research
and analysis of the company's strengths and weaknesses by SWOT, and then followed
by analysis of the three competitive strategies and come to main AliExpress competitive
strategy is cost leading strategy-,differences and objective gathering strategy,
supplemented to catch up with competitors, and proposed 10 measures to guarantee the
effective implementation of the competitive strategy.
Keywords: Small cross-border e-commerce (mini CBEC); AliExpress; strategic
theory
第一章导论
1.1研究的背景
1.1.1电子商务概述
电子商务按照通常的意义上来说是指在全球各地广泛的商业贸易活动中,在
互联网网络的开放环境下,基于服务器或浏览器应用方式,买卖双方在不见面的
情况下进行各种商务贸揚活动,实现广大消费者的网上购物、商户之间的网上交
易和在线电子商务以及各种金融活动、交易活动、商务活动和相关的综合性服务
活动等的一种新型的现代化的商业运营模式⑴
电子商务概念早期主要是指利用先进的网络通信和计算机等技术,强调的是
交易的全球化、无纸化、网络化和高效化,但是并没有延伸到其他物流领域,强
调的重点是电子化工具替代传统的纸质媒体。但随着电子商务所包括的信息交换
技术不断的进步与发展,资金流、商务流越来越受制于传统的物流行业发展滞后
的种种因素,因此,近些年来,电子商务技术创新的方向正逐渐偏向于物流电子
化⑵
电子商务的模式,按照交易的不同对象来分类的话,通常可分为三类,包括
企业对企业(B2B),如环球资源,中国制造,阿里巴巴等,企业对消费者(B2C),
如京东商城,当当网等,还有消费者对消费者(C2C),如淘尘网,拍拍网等。按照
交易内容来分类,可以分为电子购物、网上银行、金融服务与信息交易服务三类
跨境在线交易电子商务是目前电子商务应用过程中比较高级的一种交揚形
式,是指不同国家或地区之间的交易双方通过互联网及其相关信息平台实现买卖
双方交易,实际上就是把过去传统的国际贸易加以电子化、网络化的新型商务贸
易方式。由于国际贸品在进出口环节中,通常会涉及国际货款结算、国际运输、
保险、进出口通关等,这些国内贸易往往不会需要涉及的繁琐、复杂问题,加上
一些必要的安全性及风险控制方面的要求,外贸企业的大部分电子商务应用更多