摘要：近年来，热火朝天的电商行业在国内快速发展开来，网络购物已成为消费者消费的主要手段。天猫于2017年2月正式推出国际平台后，国内的消费者们纷纷掀起海淘。跨境电子商务逐渐被许多人所知道。随着互联网和国内电商的快速发展，跨境电子 外贸易的发展速度减慢，跨境电商却异军突起，成了中国对外贸易重要的增长点。本文讨论了跨境电商的现状和发展情况，研究了其发展的原因，影响和障碍，并期待跨境电商未来的发展，提出一些意见。72174

毕业论文关键词:跨境电商;天猫国际;电商发展

Analysis of the current situation and development trend of cross-border electricity supplier industry-Take Tmall as an example

Abstract:In recent years,e-commerce industry have been developed flourishing in the country, from online shopping has become the main means of consumption of Chinese consumers。February 2017 after the official launch of T-mall international platform, domestic consumers have set off a Sea Amoy hot。 The rise of cross-border electricity supplier is known by many people。The domestic online retailers and cross-border e-commerce have become China's new point of economic growth along with the advanced Internet technology, the foreign trade market has brought new vitality。In addition,China’s traditional export growth has slowed down, but cross-border electronic commerce has maintained a rapid growth trend and become an important growth point of China’s foreign trade。In this following, the existing circumstances and growth of cross-border electricity supplier to explore the reasons for its development, impact and obstacles to conduct research, and prospects for the future development of cross-border electricity providers and put forward some suggestions。

Keywords: Cross-border electricity supplier;T-mall International;Present situation;Future development 

目  录

绪论 1

一、研究综述 2

（一）研究目的和意义 2

（二）国内外研究现状 2

二、跨境电商的竞争环境分析 4

（一） 跨境电商的现状分析 4

1、 跨境电商的概述 4

2、 跨境电商的现状 4

3、 经济的快速发展 5

4、 国家的大力支持 6

5、 快速发展的网络 6

（二） 跨境电商的发展分析 7

1、 跨境电商的优势 7

2、 与传统贸易的区别 8

3、 对传统贸易的影响 8

三、“天猫国际”案例分析 10

（一） 天猫国际简介 10

（二） 问卷调查及其结果分析 10

1、 受访者年龄性别 10

2、 跨境购物方式和平台的选择 11

3、 选择天猫国际的原因 12

4、 天猫国际的竞争优势 13

5、 跨境购物的顾虑 14

（三） 天猫国际的SWOT分析 14

1、 优势分析 14

2、 劣势分析