摘要本文通过文献研究法、多案例分析法和个案分析法，研究杭州跨境电商模式创新的策略。综合比较美国、欧洲等国外先进跨境电商环境，以及国内跨境电商发展环境最优越的城市—上海，提出杭州发展跨境电商发展从两个方面出发:内部性与外部性。内部性运营指从5P4F理论，即产品、定价、定位、渠道、促销5个产品因素，物流、信息流、资金流、商流4个模式因素入手，提炼出商业定位、与营销管理两个对于降低交易成本、形成用户经验模式，从而提高客户满意度最关键的影响因素；外部性环境，则从产、市、政三个主体，从人才、资金、技术有效增长角度，解决基础设施、公共服务体系、国际物流等跨境电商重要问题。文章整合大量的官方报道、第三方行业数据、文献理论，提出三个重要结论：第一，跨境电商发展需重视行业跨领域外部环境建设；第二，根据行业定位、市场特色优化企业内部运营效能；第三，跨行业的业态重组与信息整合将成为未来跨境电商乃至社会经济发展。71263

毕业论文关键词：跨境电商 创新 内部运营 外部环境

Abstract  Based on literature research and cases analysis, this paper discusses the innovation strategies of cross-border E-business model in Hangzhou, China. Comprehensively compared with advanced cross-border E-business environment in the United States , Europe and the most ascendant cross-border E-business environment in Shanghai, China, we try to explore the two dimensions of cross-border E-business development—internal nature and externality. We try to refine two of the most important factors of reducing  transaction cost and forming user experience for improve customer satisfaction from 5P4F theory, that is product, price, place, position and promotion, logistics flow, information flow, capital flow and business flow—business position and marketing management. At the edge of effective increase of human resources, capital and technology, we are hoping that the industry, the market and the government can solve the problems of infrastructure, public service system and international logistics to play the role. This paper using lots of official reports, third-party industry data and literature theories to giving three important conclusions. Firstly, we should pay attentions of external environment construction for cross-border E-business industry. Secondly, cross-border E-business providers should optimize the internal operation according to industry orientation and market features. Last but not the least, cross-industry restructuration and information integration will become the future cross-border E-business and social economy.

Key words: cross-border E-business, innovation, internal operation, external environment

跨境电子商务模式创新及其发展策略－以杭州市为例

目录

1引言 1

1.1研究背景与问题提出 1

1.1.1贸易现状 1

1.1.2跨境电商的产生 2

1.1.3跨境电商政策优惠 3

1.1.4问题指出 5

1.2  研究意义 5

1.3  研究方法 6

1.4  研究内容与技术路线图 7

2.理论回顾 7

2.1 电子商务创新研究 7

2.2 跨境电子商务理论 8

2.3 产业创新理论 11

2.4 麦肯锡7S模型