跨境电商背景下绍兴“老字号”企业的对外发展策略

External Development Strategy for Shaoxing's Time-honored Enterprises in the Context of Cross-border E-commerce

"老字号"企业是绍兴经济发展的重要组成部分。由于管理观念陈旧、缺乏产业保护等原因,使绍兴 "老字号"企业发展陷入困境。绍兴"老字号"企业依托跨境电商平台的对外发展策略必须以品牌为先,分段突破;选择合适的跨境电商平台的同时由地方政府牵头搭建地区性平台;根据产品特征,选择适合的物流渠道。

Time-honored enterprises are important parts of Shaoxing＇s economy. The reasons such as the outdated management philosophy, the lack of industry protection, etc. get those enterprises into a developmental dilemma. These enterprises＇ e-commerce-platform-based external development strategy should prioritize brands, and make breakthroughs step by step; in the meantime, the local government should take lead in constructing regional platform; these enterprises should choose the appropriate logistics channel according to the characteristics of their products.