I 摘要 近年来，随着国内电商环境的竞争加剧，以及大宗一般外贸的市场收缩，越来 越多的传统企业纷纷开始转型尝试跨境电商，国内外知名度较大的跨境电商平台 则成为了“触网”的首选。 然而跨境电商的商品流行时间短、平台政策不确定性、供应周期长等特点，也 导致跨境电商在运营过程中出现了商品积压、物流成本过高、商品销售前期投入较 高等问题，成为阻碍跨境电商顺利成长和发展的主要矛盾。因此从市场端，分析消 费者需求，提供令消费者满意的商品和服务，提升客户对品牌忠诚度，持续降低获 客成本以及商品试错成本；从后端，合理规划备货库存，提高商品周转速度、结合 国际物流时效和成本，提高周转效率降低商品积压成本，成为了企业在跨境电商运 营的道路上最为重要的聚焦点。因此，在这样的背景下，面向终端消费者的销售体 系的搭建和供应链优化，成为了公司制定整体运营策略的核心考量因素。与此同时， 对P公司面向消费者的B2C跨境平台的运营策略进行深入研究，以期找到一条长 久持续的发展之路。 本文以P公司在海外的跨境电商运营作为研究对象。首先，对P公司的经营 背景、业务情况进行了介绍，从商品、运营模式、仓储物流角度分析了P公司之初 所面临的运营问题。利用SWOT分析法，分析了P公司在跨境电商领域的发展优 势和机会，再通过PEST，对跨境电商所在的宏观环境进行了分析，从宏观角度来 看跨境电商所处的大的发展环境。通过案例分析法，本文选取了宠物电商领域的全 球领军企业BarkBox作为研究对象，继续深入地从商品、渠道营销方式与供应链 三方面对比探讨了P公司运营策略中存在的问题。在完成对P公司问题的深度剖 析后，从商品和销售端出发，提出面向消费者提供自有的差异化商品，并打造自营 电商+社交媒体的销售渠道，以及整体的运营策略，其中包括商品、渠道、供应链 设计、人力资源等。 P公司作为跨境电商大军中的一员，所面临的的问题是中小跨境电商企业普遍 会遇到的，本文通过P公司在跨境电商运营中遇到的问题，以小见大，通过从宏观 环境到公司现实及成功案例分析，旨在为广大参与跨境电商的企业提供一些发展 策略的思考。 关键词：跨境电商，自营电商平台，运营策略 ABSTRACT II ABSTRACT In recent years, many traditional companies have begun to transfer their business from domestic to abroad because of the fierce competition internally. Many of these companies have chosen well-known eCommerce platforms like eBay, Amazon, etc. as first choice. Nevertheless, this trial might not be a promising way to establish a successful business in the long term. Nevertheless, this trial might not be a promising way to establish a successful business in the long term. Long shipping time will typically cause high logistic costs. As a result, it doesn't only increase cost but also jeopardizes the total sale value with a shorter selling window period. Secondly, policies change frequently on third-party platforms from time to time. This potential risk does harm to every eCommerce company. Those are the two key factors that need to be improved from marketing to logistics. Firstly, the author introduces the P company development situation from products, operation mode, and logistics aspects utilizing the SWOT method to do a self-evaluation and the PEST method in a broader view to discuss the future opportunity in the international eCommerce business. Last but not least, P company was analyzed by comparing it with the leading eCommerce company in the pet industry BarkBox from the product, marketing, and logistics aspects, respectively. By all means, the author tries to find out the P company operation strategy problems through those efforts and provides some specific solutions in correspond. To supply customers with competitive differentiation products and to run social media to increase influence among potential customers are two operation improvements in marketing aspects. Besides, logistic optimization, sales channel upgrade, human resource improvement, etc. are included in the final solution in terms of operation strategy improvement. This thesis is suitable to solve the P company's problem and suits many other small firms as well that are running an eCommerce business on a third-party platform. Keywords: International Ecommerce，Independent Ecommerce Platform，Operation Strategy 目 录 III 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 选题背景及意义 ................................................................................................ 1 1.2 研究方法、内容和创新点 ................................................................................ 2 1.3 研究思路与章节安排 ........................................................................................ 3 第二章 理论与文献综述 ................................................................................................ 5 2.1 跨境电商相关理论和发展 ................................................................................ 5 2.1.1 跨境电商的定义 .................................................................................... 5 2.1.2 跨境电商的类型与特征 ........................................................................ 5 2.1.3 独立自建站跨境电商 ............................................................................ 7 2.1.4 社交媒体在跨境电商中的影响 ............................................................ 7 2.2 文献综述 ............................................................................................................ 8 2.2.1 跨境电商运营文献综述 ........................................................................ 8 2.2.2 品牌及流量文献综述 ............................................................................ 9 2.2.3 跨境电商商业模式文献综述 .............................................................. 10 2.3 本章小结 ........................................................................................................... 11 第三章 内外部环境分析 .............................................................................................. 12 3.1 内部环境分析 .................................................................................................. 12 3.1.1 公司概况 .............................................................................................. 12 3.1.2 公司发展现状 ...................................................................................... 13 3.1.3 公司发展存在的问题分析 .................................................................. 15 3.1.4 公司跨境电商发展SWOT分析 ......................................................... 17 3.2 外部环境分析 .................................................................................................. 20 3.2.1 PEST宏观环境分析 ............................................................................. 20 3.2.2 市场环境分析 ...................................................................................... 23 3.2.3 欧亿·体育（中国）有限公司竞争结构 ...................................................................................... 25 3.2.4 潜在风险分析 ...................................................................................... 27 3.3 本章小结 .......................................................................................................... 28 第四章 基于标杆企业对照方法的问题发现与原因分析 .......................................... 29 4.1 产品管理 .......................................................................................................... 29 4.1.1 产品端的问题发现 .............................................................................. 29 目 录 IV 4.1.2 产品端现状的原因分析 ...................................................................... 31 4.2 渠道营销管理 .................................................................................................. 31 4.2.1 销售渠道 .............................................................................................. 31 4.2.2 营销方式 .............................................................................................. 32 4.2.3 渠道营销现状的原因分析 .................................................................. 33 4.3 供应链管理 ...................................................................................................... 34 4.3.1 供应链的问题发现 .......................................................................