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摘要电子商务的开发和运用在中国外贸领域已有十多年的历史，但这依然是一个年轻的、正在迅速发展的领域。随着慧聪网、速卖通、敦煌网等跨境在线批发零售交易平台的飞速发展，国内外贸电子商务打开了新局面。作为世界领先的跨境在线交易平台，敦煌网希望通过跨境电子商务平台帮助全国中小企业走向全球市场，开辟一条崭新的跨境电商国际贸易通道，让在线外贸交易不断变得更加简单、安全和高效。47488
本文将首先根据近几年中国跨境电商的相关数据，通过SWOT和行业五力分析模型研究该行业现状及相关竞争对手发展态势；其次，通过对敦煌网内部资源和能力的分析了解其运营存在的问题；最后，结合上述分析，根据敦煌网现状确定战略目标并选择相应的竞争战略，同时提出相关建议供敦煌网参考，促进敦煌网更好地发展。
ABSTRACT The application and development of electronic commerce in the field of foreign trade in China has been ten years，but it is still a very young and rapidly developing areas. With the rapid development of cross-border online wholesale and retail trading platform,foreign e-commerce opened the new situation,such as:Orchid Pavilion,AliExpress,Milan net,DHgate and so on. As one of the world's leading online foreign trade platform, DHgate is committed to helping small and medium-sized enterprises of China to access to international market through cross-border e-commerce platform, opening up a new channel for international trade, making the online transactions continually become more simple, more secure and more efficient.
This thesis will firstly according to the relevant data in recent years of Chinese cross-border business, utilize the SWOT and Five Forces Model to research the industry status and development trend of relevant competitors.Secondly, I will comprehend operation problems by analysing the internal resources and ability of DHgate; Finally, with the above analysis,I will explore and choose suitable competition strategy and strategic objectives of DHgate, and put forward the related proposal for DHgate reference, to promote better development of DHgate.
毕业论文关键词：跨境电子商务； 敦煌网； 竞争战略
Keyword: Cross-border e-commerce； DHgate； strategic theory
目录
1. 绪论 4
1.1. 研究的背景 4
1.2. 理论综述 4
1.2.1. 国内外研究现状综述 4
1.2.2. 研究综述总结 7
1.3. 研究意义和方法 7
1.3.1. 研究意义 7
1.3.2. 研究方法 8
1.4. 研究内容与技术路线 8
1.4.1. 研究内容 8
1.4.2. 技术路线 9
2. 敦煌网外部行业环境分析 9
2.1. 敦煌网发展历程和发展定位 9
2.2. 政治经济环境分析 10
2.3. 行业环境分析 12
2.3.1. 行业生命周期分析 13
2.3.2. 行业竞争结构分析 13
2.3.3. 行业主要竞争对手 15
3. 敦煌网内部资源和能力分析 16
3.1. 敦煌网的资源分析 16
3.2. 敦煌网的能力分析