跨境电子商务背景下服装外贸企业的价值链重构路径——基于耦合视角的案例研究

The Value Chain Reconstruction Path of Garment Foreign Trade Enterprises Under the Background of Cross-border E-commerce:A Case Study Based on Coupling Perspectives

本文采用案例研究方法,以森帛服饰为例,通过梳理跨境电子商务背景下企业的经营活动构建企业价值链,并基于耦合视角,探究新背景下企业的价值链重构路径。研究发现,跨境电子商务背景下服装外贸企业的价值链重构路径表现为内部价值链的链式重构与产业价值链协同、全球价值链升级的耦合过程;产业价值链协同表现为服装外贸企业借助跨境电子商务模式与供应商、服务商、消费者建立互动机制,通过内部价值链与产业价值链耦合,实现企业的竞争优势,提升产业链的整体水平;全球价值链升级表现为跨境电子商务服装企业通过产品设计和品牌营销,提升企业的全球价值链定位,通过内部价值链与全球价值链耦合突破“低端锁定”。

Taking Senbo Apparel as an example,this paper combs the business activities of enterprises under the background of cross-border e-commerce to construct enterprise value chains,and explores the path of enterprise value chain reconstruction under the new background from the perspective of coupling.The research finds that the path of value chain reconstruction of garment foreign trade enterprises under the background of cross-border e-commerce is the coupling process of chain reconstruction of the internal value chain,synergy of the industrial value chain and upgrading of the global value chain.The synergy of the industrial value chain is manifested by garment foreign trade enterprises to establish interaction mechanism with suppliers,service providers and consumers through cross-border e-commerce mode,and the coupling of internal and industrial value chains can realize the competitive advantage of enterprises and enhance the overall level of industrial chains.The upgrading of the global value chain is manifested by cross-border e-commerce garment enterprises to enhance its positioning through product design and brand marketing,and this can break through the“low-end lock-in”by the coupling of internal and global value chains.