【作者】 黄俊；

【导师】 李耀；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 跨境电商从2003年前后开始兴起,主要是得益于亚马逊、e Bay等美国新兴电子商务平台的高速发展,随着电子商务网站敦煌网在2004年上线,跨境电商平台的展示形式开始不再是简单的页面,它将支付、线下交易、物流相关流程集成实现电子化,逐步实现在线交易模式。随着互联网移动时代的到来,各种智能移动设备普及,PC端的用户有逐渐向移动端转移的趋势。有相关数据显示,目前每个网民平均每天浏览手机146分钟,刷屏高达200次,相比通过PC端购物,91%以上的用户更愿意在移动端支付购买,所以移动端将会成为跨境电商下一步的发展重点。也正是在这个时间节点,以移动端起家的AA公司赶上了移动互联网的浪潮。与此同时,其他PC端起步的跨境电商平台阿里巴巴、亚马逊、e Bay、环球资源、敦煌网等也开始部署移动端,以阿里巴巴为例,凭借支付宝的大量用户为基础,打通移动端引流,把PC端用户整合到移动端进行用户迁移。面对各大平台向移动端推进,AA公司是否还能凭借移动端的优势快速增长将是一个巨大考验,针对当下的激烈竞争形势,AA公司制定适合自身的科学发展战略成为当务之急。文中首先介绍了AA公司的发展现状,以移动互联网为背景、战略管理理论为基础对AA跨境电商平台的外部和内部的环境进行分析,从不同角度阐释了AA公司目前所处于的政治、经济、社会、技术的形势和AA公司优势劣势,运用战略管理理论五力模型对AA跨境电商进一步深度剖析潜在的竞争对手、供应商议价能力、替代品威胁等,利用SWOT模型找出AA公司的优势、劣势、机会、和威胁进一步阐释战略可选择方向,再根据各种分析的结果进行战略定位,从产品多样化和市场两个角度来进行战略设计,最后通过战略设计来逐步实施战略,并且指出需要的竞争战略保障。更多还原

【Abstract】 The cross-border e-commerce began to rise from around 2003,whic h is mainly benefit from the rapid deve lopment of US emerging e-commerce platform such as Amazon and e Bay.With the launc h of Dhgate,the cross-border e-commerce platform’s website not only show the simple page,but a lso realized e lectronization in the relevant process of payments,offline tra de,logistics,and gradua lly to achieve online trading mode.With the advent of mobile Internet and popularity of mobile inte lligent devices,there has the trend that the PC users shift to the mobile termina l gradua lly.The re levant data show that at present,every netizen visits mobile phone for 146 minutes on average everyday.Compared to shopping on computer,more than 91% users are more willing to pay for purc hases at the mobile termina l.So,the mobile termina l will become the next important deve lopment target of cross-border e-commerce.Also at this time,AA company which started from mobile termina l caught up with the wave of mobile internet.At the same time,other cross-border e-commerce platforms which started from PC such as Aliba ba,Amazon,e Bay,Global Sources and Dhgate also start to tap mobile termina ls.Taking A libaba as an example,based on the large number of users of Alipay,using the mobile terminal to attract,and integrate PC termina l users.Facing the situation of mobile terminal propulsion on each big platform,it will be a great test whether the AA company could rely on the advantages of mobile termina l to achieve rapid increase.In view of the current fierce competition,it is urgent for AA company to formulate its own scientific development strategy.Under the background of mobile Internet,this paper introduces the deve lopment status of AA company firstly,using the theory of strategic management to analyzes the external and internal environment of AA cross-border e-commerce platform,it illustrates the situation of political,economic,soc ia l and technologica l and the advantages and disadvantages of AA company in different aspect.Using strategic management theory-five forces mode l to further deeply ana lyze its potential competitors,suppliers barga ining ability,substitutes for AA cross-border e-commerce.Then,the SWOT mode l is used to find the advanta ges,disadvantages,opportunities and threats of the AA company,and further expla in the directions that can be chosen by the strategy.Then,according to t he results of various ana lysis to position the strategy,design is carried out from two angles of product that is the diversification of product and market.Finally,according to the strategy design to implement step by step,and to pointed out the strategy guarantee.更多还原