【作者】 张莉；

【导师】 高艳茹；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 近年来,跨境电商平台的快速崛起,如AMAZON、EBAY、SHOPEE、速卖通等,他们通过平台将全世界紧密联系在一起。伴随着跨境电商的飞速发展,促使跨境电商持续稳定地抢占国际市场,并实现逐年增长的销售额,企业必须拥有自己的运营策略。新冠疫情的突然来袭,给跨境电商企业带来了巨大冲击,同时也带了巨大的新机遇,中国卖家抓住了疫情带来的红利。但亚马逊的“封店潮”事件再次将跨境电商企业推到了风口浪尖,警示跨境电商企业要遵守国际经贸规则。目前,政府开始鼓励跨境电商企业加快自建独立站,打造自主品牌。本文以A跨境电商公司运营策略为研究对象,并围绕以下思路展开:首先,阐述课题的来源、背景、目的和意义,国内外文献综述,研究内容及方法;其次,分别从产品、销售渠道、物流系统等三个方面阐述该公司运营现状,采用PEST分析法对该公司进行宏观环境分析并进行微观环境分析,通过SWOT分析法对A跨境电商公司进行更深入分析,阐述该公司存在的问题并进行成因分析;再次,结合出现的问题及成因分析,一对一地设计出适合该公司的运营策略,从引进优秀且有经验的产品经理(选品)、国外市场调研并研究国外客户的真实需求、在产品外观及包装等方面进行产品创新来阐述产品差异化策略;从打造产品形象、优化产品内容及文化深入客户内心等来阐述品牌策略;从多平台销售、搭建自建站、优化站内资源、社交媒体广告营销、DTC模式营销等来阐述渠道策略;从针对部分产品租海外仓、寻求速度较快的最优物流方式、开发新的稳定物流公司,增加备选来阐述物流完善策略;从内部培养及引进外界专业人才来阐述人力资源优化策略;最后提出A跨境电商公司运营策略实施的保障措施,分别从跨境专业人才支持、优化激励制度、营造文化氛围等方面提出保障措施,以确保运营策略顺利落地和运行。期待通过该运营策略的设计,帮助A跨境电商公司走出目前的困境,并走上可持续发展的道路。更多还原

【Abstract】 In recent years,the rise of cross-border e-commerce platforms such as AMAZON,EBAY,ALIEXPRESS and SHOPEE have closely linked countries around the world.With the rapid development of cross-border e-commerce,in order to comply with the development of the international market,to hold the international market share in a long-term and stable way,to realize the annual growth of sales,we must own ourselves marketing strategies.The sudden outbreak of COVID-19 had brought a huge impact on cross-border e-commerce companies,but at the same time,it brought new big opportunities,finally Chinese sellers had seized the dividends.However,Amazon’s “store closure wave” incident,put cross-border e-commerce enterprises at the forefront of the storm directly.It warned cross-border e-commerce enterprises to abide by international economic and trade rules.At present,the government is encouraging cross-border e-commerce enterprises to speed up the establishment of independent stations and build their own brands.This article will take the operation strategy of A cross-border e-commerce company as research object and focus on the following ideas: First of all,it will state the source,the domestic and foreign literature review,research methods which are described.Secondly,it will introduce general situation and operation status,from products,sales channels and logistics system;PEST analysis is used to analyze macroscopic environment,at the same time,with micro environment analysis,too;SWOT analysis is used to analyze A cross-border e-commerce company in future aspect;it will make a comprehensive analysis and cause analysis of the existing problems.Thirdly,we will design operation strategy for A company in view of the problems and causes analysis.It will state strategy of produce difference from introduction of excellent experienced product managers(selected products),foreign market research and research on the real needs of foreign customers,product innovation in appearance and packaging;it will state brand strategy from the creation of product image,optimization of product content and culture into the hearts of customers;it will state strategy of sales channels from multi-platform sales,build self-built website,optimize the resources within the website,social media advertising marketing,DTC model;it will elaborate the logistics mode of perfection from renting overseas warehouses for some products,search for the speed of the optimal logistics,development of new stable logistics companies to increase options;it will state optimization of human resource from internal training and the introduction of external professionals.Finally,in order to let the operation strategy of A cross-border e-commerce company come true,we will improve from the aspects of cross-border professional talent support,incentive system optimization,cultural atmosphere creation,etc...The last part is the conclusion: mainly will expound the main conclusions of the article.Through research of this operation strategy,it will help a cross-border e-commerce company to get out of difficulties and keep on sustainable development.更多还原