随着互联网的快速发展，鉴于电子信息技术的进步和经济的全球化，跨境 电子商务应运而生，快速发展成为一种新的商业模式，同时也成为我国中小企 业弯道超车的重要途径，跨境电子商务G公司成立于2018年。跨境电子商务 的发展从粗放型逐渐转变为技术型，并进一步将大数据技术融入到跨境电子商 务中去，G公司成立之初就着重将大数据技术融入产品选择、产品销售等渠道 中去，从目前跨境电子商务发展现状来看，物流和供应链是跨境电子商务亟待 解决的问题。根据以上的背景和现状来看，深入研究跨境电子商务企业所处的 内部和外部环境及自身现状，制定适合企业发展的经营战略，具有一定研究意 义。 本文依托跨境电子商务相关理论，利用常规的战略管理理论分析方法，对 跨境电子商务企业G公司展开具体的研究，通过SWOT分析法、PEST分析法 和五力模型分析法等三种分析方法，分别分析了G公司所处的政治、经济、社 会和科技环境，并针对G公司所处的机遇、威胁、优势、劣势等进行了详细分 析，以传统的战略管理理论分析方法为工具，提出运用技术方式提升企业竞争 优势，积极开展与物流公司和供应商之间的战略合作，进而实现公司的经营战 略目标。论文提出以下观点：随着互联网网的快速发展，国内外各种市场竞争 日趋激烈，但激烈的竞争也伴随着的发展机遇，G公司处于跨境电子商务发展 浪潮下，作为一家新成立不久的公司，有缺陷，但也有别人所不具备的优势， 只有有效利用自身的优势，通过和物流企业以及供应商的深入合作来降低自身 采购成本和运输成本。通过机遇、威胁、优势、劣势等分析，提出利用公司技 术上的优势来实现成本上的差异化战略，通过组织构架、人力资源管理、产品 选品、营销手段、采购管理和物流配送等六个方面来保障差异化战略实施。通 过对G公司经营战略和保障措施的制定为中小型跨境电子商务企业提供一定的 参考价值。 关键词：G公司；经营战略；跨境电子商务 II ABSTRACT WiththerapiddevelopmentoftheInternet,inviewoftheprogressofelectronic informationtechnologyandtheglobalizationofeconomy,cross-bordere-commerce emergedasthetimesrequire.Ithasrapidlydevelopedintoanewbusinessmodel, andhasalsobecomeanimportantwayforsmallandmedium-sizedenterprisesto overtakeinthecorner.Crossbordere-commercecompanyGwasfoundedin2018. Thedevelopmentofcross-bordere-commercehasgraduallychangedfromextensive typetotechnicaltype,andfurtherintegratedbigdatatechnologyintocross-border e-commerce.AtthebeginningoftheestablishmentofcompanyG,itfocusedon integratingbigdatatechnologyintoproductselection,productsalesandother channels.Fromthecurrentsituationofcross-bordere-commercedevelopment, logisticsandsupplychainaretheurgentproblemstobesolvedincross-border e-commerce.Accordingtotheabovebackgroundandcurrentsituation,itisofgreat significancetostudytheinternalandexternalenvironmentofcross-border e-commerceenterprisesandtheircurrentsituation,andtoformulatebusiness strategiessuitableforthedevelopmentofenterprises. Basedontherelevanttheoriesofcross-bordere-commerce,thispaperusesthe conventionalstrategicmanagementtheoryanalysismethodtocarryoutaspecific researchoncross-bordere-commerceenterpriseGcompany.ThroughtheSWOT analysismethod,PESTanalysismethodandfiveforcemodelanalysismethod,this paperanalyzesthepolitical,economic,socialandtechnologicalenvironmentofG company,andtheopportunitiesandthreatsofGcompanyTheadvantagesand disadvantagesareanalyzedindetail.Withthetraditionalstrategicmanagement theoryasthetool,itisproposedtousetechnologytoenhancethecompetitive advantagesofenterprises,activelycarryoutstrategiccooperationwithlogistics companiesandsuppliers,andthenachievethecompany'sbusinessstrategic objectives.Thepaperputsforwardthefollowingpoints:withtherapiddevelopment ofInternet,domesticandforeignmarketcompetitionisbecomingincreasinglyfierce, butfiercecompetitionisalsoaccompaniedbydevelopmentopportunities.G III companyisinthewaveofcross-bordere-commercedevelopment,asanewly establishedcompany,ithasdefects,butalsohasadvantagesthatothersdonothave. Onlyeffectiveuseofitsownadvantages,throughandlogisticsenterprisesAswellas in-depthcooperationwithsupplierstoreducetheirownprocurementcostsand transportationcosts.Basedontheanalysisofopportunities,threats,advantagesand disadvantages,thispaperproposestousethecompany'stechnicaladvantagesto realizethecostdifferentiationstrategy,andtoguaranteetheimplementationofthe differentiationstrategythroughsixaspects:organizationalstructure,humanresource management,productselection,marketingmeans,procurementmanagementand logisticsdistribution.Itcanprovidesomereferencevalueforsmalland medium-sizedcross-bordere-commerceenterprisesthroughtheformulationofG company'sbusinessstrategyandsafeguardmeasures. KeyWords:Gcompany;managementstrategy;cross-borderelectricitysupplier mode IV 目录 摘要...........................................................................................................................I ABSTRACT................................................................................................................II 第一章绪论.................................................................................................................1 1.1论文的背景和意义...........................................................................................1 1.1.1论文选题的背景.......................................................................................1 1.1.2研究意义...................................................................................................3 1.2研究的问题、方法和思路...............................................................................3 1.2.1研究的问题...............................................................................................3 1.2.2研究的方法...............................................................................................3 1.2.3研究的思路...............................................................................................5 第二章文献综述与理论基础.....................................................................................6 2.1国内外研究综述...............................................................................................6 2.2理论基础...........................................................................................................7 2.2.1跨境电子商务理论...................................................................................7 2.2.2企业战略管理理论...................................................................................8 第三章G公司跨境电子商务环境分析......................................................................9 3.1G公司PEST分析............................................................................................11 3.1.1政治因素..................................................................................................11 3.1.2经济因素.................................................................................................13 3.1.3社会因素.................................................................................................14 3.1.4科技因素.................................................................................................15 3.2G公司SWOT分析............................................................................................16 3.2.1机遇..........................................................................................................16 3.2.2威胁.........................................................................................................17 3.2.3优势.........................................................................................................18 3.2.4劣势.........................................................................................................19 3.3G公司五力模型分析......................................................................................21 3.3.1潜在进入者.............................................................................................21 3.3.2现有竞争者.............................................................................................22 3.3.3购买者.....................................................................................................22 3.3.4供应商.....................................................................................................22 3.3.5替代品或服务...................................................