外贸B2C模式下浙江纺织企业发展策略研究

Development of Zhejiang Textile Companies Based on B2C Foreign Trade Model

近年来,受全球贸易市场发展停滞不前的影响,浙江纺织企业的出口业务也受到了冲击,在竞争激烈的国际贸易环境下企业很难再以传统的外贸方式生存,而跨境电子商务的迅猛发展为浙江纺织企业的发展提供了一条新路。本文研究了外贸B2C模式的概述及其相比外贸B2B模式的优势,并在此基础上结合浙江纺织企业的现状,提出了在外贸B2C模式下,浙江纺织企业可通过提高团队素质、打造优质网络购物环境,实施精准营销、提高客户忠诚度和打造品牌知名度、开拓国际市场等策略来促进自身发展,从而使其在竞争激烈的国际贸易市场上生存下来并获得长足的发展。

Affected by the development stagnation of global trading market, the export business development of Zhejiang textile companies slows down recently. It is now very difficult for the companies to survive by traditional trading method under the fierce competition of international trade environment;however, E-business becomes a new choice which can help companies to survive. The paper studies on the concept of B2C foreign trade model and its advantages compared to B2B foreign trade model, combined with the current situation of Zhejiang textile companies, proposes some suggestions to realize the development of Zhejiang textile companies based on B2C foreign trade model, which are improving the team quality to create better online shopping webpage, carrying out precision marketing to improve customers’loyalty, and establishing the brand awareness to open the international market.