基于SWOT分析跨境物流营销策略

Analysis of Cross-border Logistics Marketing Strategy Based on SWOT

新冠疫情对国际供应链造成巨大冲击,消费者线上购物需求提高带动跨境物流行业的发展,电商+物流行业融合趋势加强,但跨境物流企业处于发展初期,仍面临着内外部环境的风险与挑战。文章采用PEST模型分析我国跨境电商物流企业所处宏观环境,并结合SWOT分析从优势、劣势、机会、威胁四个方面对跨境物流企业营销策略改进提出战略建议。

COVID-19 has a huge impact on the international supply chain.The demand for online shopping increases to promote the development of cross border logistics industry.The convergence trend of e-commerce and logistics industry has been strengthened.However,the cross border logistics enterprises are still facing the risks and challenges of the internal and external environment at the initial stage of development.This paper uses PEST model to analyze the macro environment of China's cross-border e-commerce logistics enterprises,and combined with SWOT analysis,puts forward strategic suggestions for the improvement of marketing strategies of cross-border logistics enterprises from four aspects:advantages,disadvantages,opportunities and threats.