自贸区背景下泸酒企业跨境电商发展策略研究

Research on Cross-border E-Commerce Development Strategy of Luzhou Liquor Enterprises under the Background of Free Trade Zone

中国(四川)自贸区川南临港片区落户泸州,提出建设国际白酒交易中心和试点跨境电商,为处于国际化困境中的泸酒企业带来了新的发展机遇。通过对自贸区背景下的政策规划和泸酒企业市场现状进行剖析,基于SWOT模型分析了泸酒企业进行跨境电商运营从借助自贸区,探索白酒跨境电商运营模式;科学制定市场开拓策略;加强品牌建设,提升国际品牌知名度;优化营销策略;组团出海,租用或者建设海外仓,优化购物体验;引进和培养跨境人才,提升运营水平等方面提出了泸酒企业跨境电商发展策略。

China(Sichuan)free trade zone,located in Luzhou,Lingnan port,has proposed to build an international Baijiu trading center and pilot cross border electricity providers,bringing new opportunities for the development of Luzhou liquor enterprises in the international dilemma.Based on the analysis of the policy planning and the market situation of Luzhou liquor enterprises in the context of FTA,this paper analyzes the advantages,disadvantages,opportunities and threats of Luzhou liquor enterprises in cross-border e-commerce operation based on the SWOT model.Scientifically formulate market development strategies;Strengthen brand building and enhance international brand awareness;Optimize marketing strategy;Organize groups to go to sea,rent or build overseas warehouses,and optimize the shopping experience;The introduction and training of cross-border talents and improvement of operation level put forward the cross-border e-commerce development strategy of Luzhou liquor enterprises.