摘要目前，中国茶叶出口行业存在出口平均单价低，出口地理集中度高，受绿色壁垒影响大等问题，严重阻碍了中国茶叶企业的进一步发展。而跨境电商模式的快速发展为中国茶叶出口突破困境提供了可能性，但挑战往往与机遇并存，一种新模式的运用，必然会存在一定的风险，那么如何应对这些风险，就是采用这种模式的企业首先要考虑的。

本文基于战略风险复杂系统模型，比较茶叶企业传统外贸存在的问题，再结合跨境电子商务自身特征和中国茶叶出口现状，分析得出跨境电商环境下茶叶企业的战略风险包括政治风险、金融风险、技术风险、管理者风险等9个维度。43889

之后以浙江采云间茶业有限公司为例，结合企业实际情况，进一步分析认为采云间的主要战略风险为物流风险、管理者风险、金融风险和政治风险。并对此提出了一些具有针对性和可操作性的风险管理对策。本文对茶叶企业管理跨境电商模式中的战略风险具有借鉴意义，为管理者提供参考，帮助他们更好地规避战略风险，拓展销售渠道，提高企业效益。

Abstract At present, there are some questions of China's tea export industry that like a low average export price, the export of high geographic concentration, a great impact of green barriers and so on. It’s a serious impediment to the further development of Chinese tea enterprises. The rapid development of Cross-border E-commerce provide the possibility for the export of Chinese tea break through the dilemma, challenges and opportunities are often co-exist, a new model of the application is bound to certain risks exist, then how to deal with these risks is to use it modes of enterprises must consider.

Based on the strategic risk model complex systems, comparing the problems of the traditional trade tea companies and combined with its own characteristics and status of China's tea exports cross-border e-commerce, this article analysis obtained 9 dimensions strategic risk of tea companies under the environment of cross-border e-commerce, including political risk, financial risk, technology risk, manager risk and so on.

This article use ZheJiang CaiYunJian Tea Co.,Ltd as a example, combined with the actual situation, further analysis that the main strategic risks clouds logistics risk, risk management, financial and political risks. And it puts forward some risk management strategies targeted and operability. This article has reference to tea enterprise management mode of cross-border e-commerce supplier strategic risk, provide a reference for managers to help them avoid strategic risks better, expand sales channels and improve enterprise efficiency.

毕业论文关键词：跨境电子商务； 茶叶出口； 企业战略风险； 风险管理对策

Keyword: cross-border e-commerce；tea export trade；strategic risk of enterprise；risk management countermeasures

目    录

1. 引言 4

1.1. 研究背景与意义 4

1.1.1. 研究背景 4

1.1.2. 研究意义 4

1.2. 研究内容与方法 5

1.2.1. 研究内容 5

1.2.2. 研究思路 6

1.2.3. 研究方法 6

1.3. 本文创新点