摘要在全球经济不太稳定的今天，中国作为贸易大国，近几年来，进出口交易总规模增长率持续下降，整体发展较为缓慢。同时，随着网络信息技术开始快速发展，跨境电子商务在全球贸易中显现出更加重要的地位。传统对外贸易企业可以利用跨境电商模式进行转型升级，扩大海外营销渠道，获得新的利益增长。61372

本文介绍了传统对外贸易和跨境电子商务的发展现状，也分析了对外贸易企业发展跨境电商的两种方式，分别是通过第三方平台和自建平台。文中选取了两个具体案例，利用PEST环境分析法说明案例中所属行业的环境背景，并具体分析对外贸易企业发展跨境电商的过程，并基于竞争优势理论比较前后竞争力，从而得到相关启示，并提出了针对性的对策建议。

毕业论文关键词：传统对外贸易；  跨境电子商务；  第三方平台；  自建平台

Abstract Less stable in the global economy today, China as a trading power in recent years, the growth rate of import and export transactions total size continued to decline, the overall development is relatively slow. Meanwhile, with the rapid development of network information technology began cross-border e-commerce show a more important role in global trade. Traditional foreign trade enterprises can take advantage of cross-border electricity supplier model upgrade and expand overseas marketing channels to acquire new profitable growth.

This paper describes the status of the development of traditional foreign trade and cross-border e-commerce, but also analyzes the foreign trade business development of cross-border electricity providers in two ways, namely through a third party platform and self-built platform. The paper selected two specific cases, the use of PEST environment analysis method described case ambient background to your business, and a detailed analysis of cross-border electricity foreign trade enterprise's development process, and before and after competition based theory of competitive advantage, to obtain relevant Inspiration and put forward specific countermeasures.

Key words: traditional foreign trade； cross-border electronic commerce； the third party platform； the self-built platform

目录

一、绪论 5

1.1研究背景与意义 5

1.1.1国际贸易的必要性和发展的停滞。 5

1.1.2跨境电子商务的蓬勃发展。 5

1.1.3对外贸易企业发展跨境电商模式。 5

研究意义 5

1.2研究的主要内容 5

1.3研究方法和技术路线图 6

1.3.1研究方法 6

1.3.2技术路线图 7

1.4研究创新点 8

二、文献综述 8

2.1跨境电子商务介绍 8

2.2对外贸易企业发展跨境电商 8

2.3竞争优势理论 9

三、对外贸易企业发展跨境电子商务现状和方式介绍 10

3.1对外贸易和跨境电子商务发展现状 10

3.1.1交易规模和跨境电商交易量所占比重。 11

3.1.2对外贸易和跨境电商交易规模增长率。 12

3.2对外贸易企业发展跨境电商的方式分析