摘要2008 年以来的金融危机、欧债危机导致世界经济疲软，国内国际经济形势的持续恶化，外贸企业发展面临生存考验。跨境电商快速发展，成为未来贸易发展的新动力。近年来跨境电子商务成为了外贸企业快速发展的必然战略选择,在跨境电子商务环境下外贸企业应该结合自身的发展特点, 有针对性的进行自身的转型升级以求快速、健康地发展。本文分析了跨境电子商务和外贸企业现状以及转型的必要性，据此背景下以杭州环宇集团为例，所采取转型措施，为传统外贸企业提供借鉴，并在此基础上对外贸企业转型提出对策。74892

Since 2008 financial crisis, the European debt crisis led to weakness in the world economy, the continued deterioration of the domestic and international economic situation, make the development of foreign trade enterprises face a test of survival。 With the rapid development of cross-border e-commerce, which turn into a new impetus to development of trade in the future。 In recent years, cross-border e-commerce has become an inevitable strategic choice of the rapid development of foreign trade enterprises, in cross-border e-commerce environment, foreign trade enterprises should combine their development characteristics, targeted for their transformation and upgrading in order to rapid and healthy development。 This paper analyzes the status quo of cross-border e-commerce and foreign trade enterprises and the need for transformation; then based on the background, thought analyzing the Hangzhou Huanyu Group as a case, which taken transform measures, to provide a reference for the traditional foreign trade enterprises; finally based on Hangzhou Huanyu Group’s measure, puts forward some countermeasures for foreign trade enterprise transformation。 

毕业论文关键词：跨境电子商务； 外贸企业； 转型路径； 

Key words: cross-border e-commerce; foreign trade enterprises; transition path; 

目录

1引言 4

1。1研究背景及意义 4

1。2研究内容 4

1。3研究方法 4

2文献综述 5

2。1外贸企业发展相关研究 5

2。2跨境电子商务 5

2。3跨境电子商务下外贸企业转型相关研究 5

3浙江省外贸企业发展和跨境电子商务现状 6

3。1浙江省外贸企业发展现状 6

3。2浙江省跨境电子商务现状 9

3。3跨境电商环境下浙江外贸企业转型必要性 10

4跨境电商下浙江省外贸企业转型路径考察——以杭州环宇集团为例 11

4。1公司概况 11

4。2杭州环宇集团SWOT分析 11

4。3环宇集团转型措施 13

5跨境电商下浙江省外贸企业转型对策 14

5。1产品创新，品牌发展 14

5。2产品规范转变，赢得产品定价权 14

5。3建立销售渠道，拓宽市场 14

5。4多元化经营，分散外贸风险 15

5。5创新物流模式，合理选择跨境物流渠道 15