我国跨境电商企业战略转型路径研究

Research on Strategic Transformation Path of China’s Cross-border E-commerce Enterprises

目前,我国经济水平正处于由高增速转向高质量发展的转型阶段,企业转型加速了行业结构布局和市场经济体制改革的深化。2016年电商模式出现井喷式发展热潮以来,跨境电商企业国际化战略转型的加快已然成为中国外贸的新动力,众多电商企业也迎来全新的发展机遇。首先,本文针对我国现阶段跨境电商企业的发展状况及转型难点进行主要分析,并运用PEST分析模型对跨境电商企业的战略环境进行分析;其次,进一步探讨企业战略转型过程中战略管理存在的不足;最后,提出相应的战略管理对策,以达到推动我国跨境电商企业国际转型的战略目标。

At present, the economic level of China is in the transition stage from high growth to high-quality development, the enterprise transformation has accelerated the deepening of the industrial structure layout and market economic system reform. Since the explosive development boom of e-commerce model in 2016, the acceleration of internationalization strategy transformation of cross-border e-commerce enterprises has become the new driving force of China’s foreign trade, and many e-commerce enterprises are also ushering in new development opportunities. First, this paper mainly analyzes the current development status of cross-border e-commerce enterprises in China and the transition di ffi culties, and analyzes the strategic environment of cross-border e-commerce enterprises by using PEST analysis model.Secondly, it further discusses the inadequacy of strategic management in the process of strategic transformation, and fi nally puts forward corresponding strategic management measures, in order to achieve the strategic goal of promoting the international transformation of China’s cross-border e-commerce enterprises.