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摘要：自从全球发生大规模全球性经济危机之后， 我国跨境电子商务得到了迅速发展与壮大。我国跨境电子商快速发展带动了我国经济快速发展做出了极大贡献，2014年我国电子商务领域里面所产生进出口交易总额在达到27.1万亿元，同比增长14.76%，这样增长速度是传统进出口交易难以比拟，可是目前在我国进出口贸易总体中所占比重并不大只有9.6%，还不高，发展潜力还并没有充分得到挖掘，还有待于进一步去发展，从而能够为我国经济持续发展做出巨大贡献。34759
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本文首先从外部了解天猫国际跨境电商发展可行性，其后分析天猫国际跨境电商供应链管理、营销模式和物流配送现状从中发现存在的问题，进一步通过对比分析找到天猫国际跨境电商发展趋势，最后提出天猫国际跨境电商发展对策。通过研究本文得出结论，制约天猫国际跨境电商发展的问题是自主品牌不充足、市场定位不细致和物流系统不健全等，发展趋势为移动化、垂直化、本地化和高端化，所以为了促进天猫国际跨境电商发展需要采取研发自主品牌、完善市场定位和健全物流系统等策略。希望可以通过研究天猫国际跨境电商发展所存在的问题和发展的趋势，促进我国跨境电商发展，超越其他竞争对手，抢占世界市场。
毕业论文关键词： 天猫国际；跨境电商；自主品牌；市场定位；物流系统
Analysis of Tmall International Cross-border Business Development
Abstract：Since the financial crisis, international electronic commerce China showing a rapid development momentum. The total amount of transactions reached 2.3 yuan in 2012, import and export Chinese cross-border electronic commerce, a year-on-year growth of 32%, far higher than the traditional Chinese import and export trade growth rate, but only accounted for China's import and export trade overall scale 9.6%, relatively low, but with the China electronic commerce globalization, status of cross-border electronic commerce in our country foreign trade will be more and more high, the proportion will increase the proportion to 19% in 2016, may, and according to the present growth rate, China's cross-border e-commerce transaction scale will also reach 6.5 trillion.
This article first through the macro environment and micro environment to understand the feasibility of the development of the electric Tmall international cross-border from the outside, followed by analysis of the supply chain management, marketing mode and logistics and distribution found Tmall international cross-border electric business development problems, further through comparative analysis found Tmall international cross-border business development trend analysis, finally puts forward the development countermeasures Tmall international cross-border business. Through the study of this article draws the conclusion, restricting the development of the electric Tmall international cross-border problems is not sufficient, the independent brand market positioning is not detailed and logistics system is not perfect, the development trend of mobile, vertical, localization and high-end, so in order to promote the Tmall international cross-border electric business development needs of independent research and development, improve the brand market positioning and improve the logistics system policy. The hope can through the study of problems and trend of international cross-border business development Tmall existing, to explore the development trend of electric cross-border, cross-border business development to promote our country, surpassing other competitors, to seize the world market.
KeyWords:Tmall International；Cross-border business；Independent brand ；Market positioning；Logistics system
目 录
绪论 5
一、天猫国际跨境电商发展环境分析 6
（一）天猫国际跨境电商发展宏观环境 6