当前国际贸易的发展方式变得更加多样化。对于服装外贸企业而言，实施 跨境电商贸易模式具有降低成本、扩大市场营销范围、提升品牌影响力等多种 优势。但是在第三方跨境电商平台上开展对外贸易，也面临着一系列的竞争压 力与企业内部约束。在此背景下，本文以A服装公司为案例，探讨了A服装公 司跨境电商发展存在的问题、面临的内外部环境、企业发展的优势及发展策略。 研究发现：（1）A服装公司发展跨境电商存在诸多问题，包括缺乏明星产 品、价格体系不完善、促销体系建设不足、物流支持能力较弱等。产生这些问 题的原因在于企业的产品设计与市场推广能力较弱、缺乏适应跨境电商模式的 灵活价格体系、未形成新营销的重要性认知以及未搭建多元化物流体系；（2） 当前宏观政策与经济环境对于服装企业实施跨境电商营销均有促进作用，社会 文化层面也无明显的偏好差异或社会文化冲突。潜力巨大的国外市场及服装产 品生产和跨境电商营销技术的进步，也为服装企业开展跨境电商业务创造了良 好的条件；（3）在A服装公司发展跨境电商过程中将自身优势与外部机遇相结 合，形成优势—机会（SO）组合是企业可行的发展策略。SO发展策略反映了企 业扩张性发展的意愿，是企业利用跨境电商平台进一步提升市场占有率的重要 战略选择之一。为此，本文提出提升基于波士顿矩阵的明星产品打造、优化产 品定价机制、完善促销体系建设、提升物流服务支持能力等方面的改进和发展 措施。 文章一方面从宏观层面探讨了A服装公司发展跨境电商的内外环境问题； 另一方面从企业层面深入剖析、设计并提出跨境电商发展的方案，对于A服装 公司跨境电商发展策略的优化实施具有现实指导意义。 关键词：服装企业 跨境电商 发展策略 成长型策略 II Abstract The specific implementation of international trade has become more diversified. For apparel foreign trade enterprises, the implementation of cross-border e-commerce trade model has many advantages, such as cost reduction, marketing scope expansion, brand influence promotion and so on. However the development of foreign trade on the third party cross-border e-commerce platform also faces a series of competitive pressures and internal problems. In this context, this paper takes A garment company as an example, discusses the problems in the development of cross-border E-commerce and the internal and external environment, advantages, strategy of cross-border e-commerce marketing of A garment company. Through the research, we can see that: First, the problems of cross-border e-commerce development of A garment company include: lack of star products, imperfect price system, inadequate promotion and marketing system construction, and weak logistics support capacity. The reasons for the above problems are: weak product design and marketing ability, lack of flexible pricing system to adapt to cross-border e-commerce mode, lack of awareness of the importance of new marketing, and lack of a diversified logistics system. Second, in the current macro-economic policy and environment, garment enterprises can promote the implementation of cross-border e-commerce marketing, and there is no obvious preference difference or social and cultural conflict at the social and cultural level. At present, the huge population of foreign markets and the progress of garment product production and cross-border e-commerce marketing technology have created good conditions for garment enterprises to carry out cross-border e-commerce business. Third, in the process of cross-border e-commerce development of A garment company, the combination of its own advantages and external opportunities will be formed, thus forming the advantage-opportunity (SO) combination is an optional development mode for enterprises. For A garment company, the choice of SO development strategy mode reflects the willingness of expanding development of enterprises, and is one of III the important strategic choices for enterprises to further enhance market share on cross-border e-commerce platform. In view of the existing problems and their causes, this paper puts forward the need to optimize and improve the star products based on Boston Matrix, optimize product pricing mechanism, improve the construction of marketing system, and strengthen logistics service support capacity. In general, the paper discusses the current situation and environmental problems of cross-border e-commerce development of enterprises on the one hand, and, analyzes, design, and implement the cross-border e-commerce development strategy of A garment company on the other hand. It is of direct practical significance to guide the optimization of cross-border e-commerce development strategy of A garment company. Keywords: Garment enterprises Cross-border e-commerce Development strategy Growth strategy V 目 录 第1章 绪论.......................................................1 1.1 研究背景和意义...............................................1 1.1.1 研究背景.................................................1 1.1.2 研究意义.................................................2 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.............................................4 1.3 研究内容与方法...............................................6 1.3.1 研究内容.................................................6 1.3.2 研究方法.................................................7 第2章 相关概念界定与理论基础.....................................9 2.1 相关概念界定.................................................9 2.1.1 跨境电商.................................................9 2.1.2 电商平台.................................................9 2.2 理论基础.....................................................9 2.2.1 平台经济理论.............................................9 2.2.2 跨境电商理论............................................10 2.3 分析方法....................................................11 2.3.1 PEST分析...............................................11 2.3.2 SWOT分析...............................................11 2.3.3 波士顿矩阵..............................................12 第3章 A服装公司跨境电商发展现状、问题及原因分析................14 3.1 A服装公司跨境电商发展现状...................................14 3.1.1 公司整体概况............................................14 3.1.2 跨境电商交易规模........................................15 3.1.3 跨境电商交易平台........................................16 3.1.4 跨境电商支付方式........................................16 VI 3.1.5 跨境电商物流模式........................................17 3.2 A服装公司跨境电商发展存在的问题.............................17 3.2.1 缺乏明星产品............................................18 3.2.2 价格体系不完善..........................................19 3.2.3 促销体系建设不足........................................21 3.2.4 物流支持能力较弱........................................23 3.3 A服装公司跨境电商发展问题的原因分析.........................24 3.3.1 产品设计与市场推广能力较弱..............................24 3.3.2 缺乏适应跨境电商模式的灵活价格体系......................25 3.3.3 未形成新营销的重要性认知................................26 3.3.4 未搭建多元化物流体系....................................27 第4章 A服装公司跨境电商发展环境及优劣势分析....................29 4.1 A服装公司跨境电商发展环境的PEST分析........................29 4.1.1 政治（法律）环境分析....................................29 4.1.2 经济环境分析............................................30 4.1.3社会环境分析.............................................30 4.1.4 技术环境分析............................................31 4.2 行业背景分析................................................32 4.3 企业内部资源分析............................................32 4.3.1 资金资源................................................32 4.3.2 技术资源................................................32 4.3.3 用户资源................................................32 4.4 A服装公司跨境电商发展优劣势的SWOT分析......................32 4.4.1 优势分析................................................32 4.4.2 劣势分析................................................33 4.4.3 机遇分析................................................35 4.4.4 威胁分析...........................