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摘要随着互联网信息化时代的到来，跨境电子商务成为全球热议的经济话题，借助政策支持及信息技术的发展，近年杭州市在跨境电子商务交易量上取得优异成绩。2012年8月杭州成为国家首批五个跨境贸易电子商务服务试点城市之一。数据显示仅2015年杭州跨境电子商务交易规模达到34.64亿美元，较2014年同期2000万美元的数据相比实现爆发式增长。杭州跨境电子商务的飞速发展给中小外贸企业带来了巨大的商业机会和发展推动力。但在实际发展过程中也应及时应对面临的具体问题，分析总结原因，在跨境电子商务的管理体系基础上优化原有商务模式与渠道，创新管理体系，改进业务流程，提高杭州市中小外贸企业的整体核心竞争力。47213
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本文首先以企业竞争战略理论为基础，通过研究企业竞争策略理论与杭州市中小外贸企业发展跨境电子商务现状,结合定性研究和定量研究的方法,深度剖析发展跨境电子商务的必要性，采用SOWT分析法列举中小企业发展跨境电子商务的优势劣势机遇挑战，并从中提炼出杭州市中小外贸企业发展跨境电子商务过程中存在的问题,并有针对性提出促进杭州中小外贸企业发展跨境电子商务策略。
Abstract With the advent of Internet information age, cross-border electronic commerce become a global hot topic in the economy, with the support of the policy and the information technology development, in recent years, Hangzhou in cross-border e-commerce transaction volume achieved excellent results. In August 2012, Hangzhou became one of the first five pilot cities in the country's first cross-border trade e-commerce services. Data show that only in 2015 Hangzhou cross-border e-commerce transactions reached $3 billion 464 million, compared to the same period in 2014 of $20 million compared to the data to achieve explosive growth Hangzhou cross-border e-commerce development of small and medium sized foreign trade enterprises to bring huge business opportunities and development driving force But in the actual process of development should also be timely to deal with specific issues analysis, summed up the reasons, optimize the original business model and channel in cross-border electronic commerce management system based, innovation management system, improve business processes, improve overall core competitiveness of foreign trade enterprises in Hangzhou city.
Firstly to the enterprise competition strategy theory based, through the combination of the actual study of the theory of enterprise competition strategy and Hangzhou City small and medium-sized foreign trade enterprises and the development of cross-border e-commerce, combining qualitative research and quantitative research method of depth analysis of the development of necessity and development history and present situation of, using SWOT analysis method listed small and medium-sized enterprise development of cross-border e-commerce advantages and disadvantages opportunities and challenges, and from extracted from the problems existing in the Hangzhou City small and medium-sized foreign trade enterprises and the development of cross-border e-commerce process puts forward solutions. Finally, the development strategy and direction are proposed.
毕业论文关键词：跨境电子商务； 中小外贸企业； 战略
Keyword: Cross-border e-commerce； small and medium-sized enterprises； strategic
目 录
1.绪论 5
1.1研究的背景 5
1.2 研究方法 5
1.3技术路线 6
2.理论综述 6
2.1国外研究现状 6
2.1.1行业结构学派 6
2.1.2能力学派 7
2.1.3资源学派 7
2.2国内研究现状 8
2.3存在的问题 9