跨境电商是一种新型贸易方式，与传统贸易方式相比，物流和信息流更加便 捷，具有更广阔的发展空间和市场前景，由此吸引包括传统贸易在内的众多类型 的企业加入。本文所研究的C公司是一家从事食品进口的传统外贸企业，应总 公司要求，开展跨境电商业务，目前面临进入新市场环境适应问题。本文通过研 究企业与跨境电商项目有关的经营现状及问题，对企业经营环境和经营能力进行 分析，制定跨境电商经营策略，以此响应总公司指令要求，确保项目顺利实施， 为C公司发展带来经济效益。 本论文基于企业在经营跨境电商初期遇到的产品、市场问题展开研究。按照 经营策略管理理论，首先，通过PEST模型分析了C公司所在的经营环境，从政 策与技术方面可以看到企业发展机遇，从经济和社会因素方面分析，可以看到企 业面临的机遇与挑战并存。通过五力模型分析了C公司的竞争环境；其次，按 照资源基础理论，分析企业优劣势；然后，通过SWOT分析和矩阵匹配，选择 了SO策略。根据SO策略结合企业遇到的问题，提出了B2C产品策略、渠道建 设策略、品牌建设策略、O2O模式的规划。 为保障策略顺利实施，本文结合企业内部资源情况，建立了一系列措施。主 要通过提高人力资源管理水平、加强成本控制、加强信息系统建设、构建销售渠 道这些方面来实现，从而保证C公司可持续发展。 关键词：跨境电商，食品行业，竞争环境，经营策略 III ABSTRACT Cross-bordere-commerceisanewtypeoftradeparedwithtraditionaltrade modes,logisticsandinformationflowaremoreconvenient,anditprovidesbroader developmentspaceandmarketprospects,thusattractingmanytypesofenterprises includingtraditionaltrade.ThecompanyCstudiedinthispaperisatraditional foreigntradeenterpriseengagedinfoodimportation.Attherequestoftheheadoffice, itconductscross-borderbusinessandiscurrentlyfacingtheproblemofadaptingto thenewmarketenvironment.Thispaperanalyzesthebusinessstatusandproblemsof enterprisesandcross-borderprojects,analyzesthebusinessenvironmentand operationalcapabilitiesofenterprises,andformulatescross-borderbusinessstrategies inresponsetotherequirementsoftheheadofficetoensurethesmooth implementationoftheprojectandbringeconomicbenefitsforCompanyC. Thisthesisisbasedontheproblemsoftheproductsandmarketintheinitial stageofcross-border.Accordingtothetheoryofbusinessstrategymanagement, firstly,throughthePESTmodel,thebusinessenvironmentofCompanyCisanalyzed. Fromtheperspectiveofpolicyandtechnology,theopportunitiesforenterprise developmentcanbeseen.Fromtheperspectiveofeconomicandsocialfactors,itcan beseenthattheopportunitiesandchallengesfacedbyenterprisescoexist.Throughthe five-forcemodel,thecompetitiveenvironmentofCompanyCisanalyzed.Secondly, accordingtotheresource-basedtheory,theadvantagesanddisadvantagesofthe enterpriseareanalyzed.Then,throughSWOTanalysisandmatrixmatching,theSO strategyisselected.AccordingtotheSOstrategycombinedwiththeproblems encounteredbytheenterprise,theB2Cproductstrategy,channelconstructionstrategy, brandbuildingstrategyandO2Omodelplanningareproposed. Inordertoensurethesmoothimplementationofthestrategy,thispaperhas establishedaseriesofmeasuresbasedontheinternalresourcesoftheenterprise.Itis mainlyachievedbyimprovingthelevelofhumanresourcesmanagement, strengtheningcostcontrol,strengtheninginformationsystemconstruction,and buildingsaleschannelstoensurethesustainabledevelopmentofCompanyC. KEYWORDS：Cross-bordere-commerce,Foodindustry,Competitive environment,Operationstrategy V 目录 第1章绪论..................................................................................................................1 1.1研究背景.........................................................................................................1 1.2研究意义.........................................................................................................2 1.3国内外研究现状.............................................................................................2 1.4研究思路与方法.............................................................................................5 1.4.1研究思路..............................................................................................5 1.4.2研究方法..............................................................................................6 第2章相关理论..........................................................................................................7 2.1PEST.................................................................................................................7 2.2五力模型.........................................................................................................7 2.3SWOT...............................................................................................................8 2.4资源基础理论.................................................................................................9 2.5经营策略.........................................................................................................9 第3章C公司跨境电商业务经营环境与现状分析................................................13 3.1宏观环境.......................................................................................................13 3.1.1政策环境............................................................................................13 3.1.2经济环境............................................................................................14 3.1.3社会环境............................................................................................16 3.1.4技术环境............................................................................................17 3.2微观环境.......................................................................................................17 3.2.1行业环境现状....................................................................................17 3.2.2行业竞争环境....................................................................................21 3.3C公司经营现状............................................................................................22 3.3.1C公司概况.........................................................................................22 3.3.2C公司发展历程.................................................................................23 3.3.3业务范围............................................................................................24 3.3.4财务现状............................................................................................25 3.3.5C公司跨境电商业务发展目标.........................................................27 3.4C公司跨境电商业务经营存在的问题........................................................28 3.4.1B2C跨境电商模式存在的问题.........................................................28 VI 3.4.2B2B跨境电商模式存在的问题.........................................................29 第4章基于SWOT分析的C公司经营策略分析与选择......................................31 4.1C公司的SWOT分析...................................................................................31 4.1.1优势（S）分析..................................................................................31 4.1.2劣势（W）分析................................................................................33 4.1.3机遇（O）分析.................................................................................33 4.1.4威胁（T）分析.................................................................................34 4.2SWOT矩阵和策略分析与选择....................................................................34 4.2.1SWOT矩阵.........................................................................................34 4.2.2策略分析与选择................................................................................35 第5章C公司跨境电商业务经营策略制定............................................................37 5.1B2C产品策略................................................................................................37 5.1.1产品定位策略....................................................................................37 5.1.2产能分配策略....................................................................................39 5.1.3产品组合策略....................................................................................40 5.1.4快速响应