我国外贸企业电子商务运营策略研究

The Research on the E-commerce Operation Strategies of Foreign Trade Enterprises in China

本文从外贸企业借助电子商务改变了传统贸易方式的角度,分析了我国外贸企业电子商务的应用现状。从中可以看出,外贸电子商务已成为中国外贸行业转型的重点战场,也是我国在外贸出口上新的增长点。从外贸企业自身发展角度,介绍了外贸企业应用电子商务的运营模式,主要有外贸B2B模式、外贸B2C模式、外贸C2C模式和外贸服务提供商模式四种,对外贸电子商务运营中所存在的运营模式概念不清晰、推广渠道单一、跨境物流发展滞后、高级复合型人才缺乏等制约因素,进行了研究和分析,提出要构建适合的电子商务运营模式、重视线上推广及效果监测、加强跨境物流服务建设、建立全球协作的一体化团队的外贸企业电子商务运营策略。

With the emergence of E-commerce,foreign trade enterprises have changed their traditional way of trading. This paper analyzes the current situation of foreign trade e-commerce application in China. From the analysis,we can see that foreign trade e-commerce has become a key battleground of foreign trade transformation in China,and a new growth point of China's foreign trade exports. From the perspective of foreign trade enterprises' own development,the thesis makes an introduction of the application of e-commerce foreign trade enterprises operating mode—— foreign trade B2 B mode,B2 C mode,C2 C mode and foreign trade ISP mode,and makes a research and analysis of the problems in developing foreign trade e-commerce,such as the unclarity of the business model concept,the single channel of promotion,the lag of cross-border logistics development,and the lack of advanced talents and other constraints,thus put forward the following e-commerce operations strategies: building a suitable e-commerce business mode,paying attention to online marketing and monitoring the effect,strengthening the construction of cross-border logistics services,and establishing a global collaborative team of foreign trade enterprises.