基于SWOT-AHP分析跨境小微企业发展的战略选择

Development Strategy Choice of Cross-border Small and Micro Enterprises Based on SWOT-AHP Analysis

跨境电商是对外贸易发展的新业态模式,是外贸转型升级的新引擎。小微企业是社会的重要组成部分,在当前国际形势影响下,小微企业发展面临着巨大压力。本文结合BG公司实践,对BG公司跨境电商进行SWOT-AHP方法分析认为,BG公司应重点转移经营子类目,开拓细分市场;定制包装与产品逐步打造品牌;优化跨境物流模式及加强站内营销推广,拓展海外社交营销等战略。

Cross border e-commerce is a new business model for the development of foreign trade and a new engine for the transformation and upgrading of foreign trade. Small and micro enterprises are an important part of society. Under the influence of the current international situation, the development of small and micro enterprises is facing great pressure.Combined with the practice of BG company, this paper analyzes BG company’s cross-border e-commerce by SWOTAHP. It is believed that BG company should focus on transferring business categories, developing market segments,building brands, optimizing logistics models, and strengthening the on-site marketing promotion and overseas social media marketing applications.