“互联网+”下企业转型跨境电商经营战略研究——以绍兴纺织外贸企业为例

Reaearch on Enterprise Management Strategy of the Cross-Border E-Commerce Under the Environment of Internet Plus——Take Shaoxing Textile Foreign Trade Company for Example

“互联网+”形势下,传统外贸模式的弊端日趋明显,制约了我国外贸企业的发展。跨境电商作为一种全新的商务模式,成为了外贸企业实现转型升级的重要途径。本文以绍兴纺织外贸企业为例,基于跨境电商经营战略的理论研究,结合企业实际运营情况,提出了基于大数据的跨境店铺建设、基于SNS营销的跨境店铺推广及基于互动体验的跨境店铺品牌塑造三种经营战略,帮助传统外贸企业转型跨境电商,具有一定的实践意义。

As the internet technology develops,the disadvantages of traditional foreign trade become more obvious,which slow down the development of the foreign trade companies in China. The cross-border ecommerce,as the new-born business model,becomes an important way for the foreign trade companies to realize the transformation and upgrading. The paper takes Shaoxing textile foreign trade companies as an example, based on the research of the study on the cross-border e-commerce and the companies themselves,provides three management strategies of the cross-border e-commerce for the foreign trade companies,which are the cross-border on-line store establishment based on big data,SNS marketing and brand building by interactive experience. The strategies are practical and helpful for the traditional foreign trade companies to accomplish the transformation of the cross-border e-commerce.