我国出口跨境B2C电子商务代运营发展研究  

Research on the Development of E-commerce Agency-Operation Service Applied in the Chinese Export Trade of Cross-Border B2C

作　　者：罗娟娟[1] 许仲生[2] 

机构地区：[1]厦门海洋职业技术学院物流教研室,福建厦门361102 [2]集美大学诚毅学院管理学教研室,福建厦门361000

出　　处：《湖南工业大学学报（社会科学版）》2015年第5期25-31,共7页Journal of Hunan University of Technology(Social Science Edition)

基　　金：福建省社会科学规划项目(2012C024);2013年福建省教育厅教育社会科学研究项目(JB13517S)

摘　　要：出口跨境B2C是跨境电子商务发展的新热点,出口跨境B2C经营者在运营中面临远距离和经验等诸多难题。电子商务代运营可以服务模式、整合模式和代理模式等不同模式来推动出口跨境B2C业务的发展,在模式具体运作中面临核心竞争力尚未形成、定位和发展模式不清晰、跨国经营、国际物流和供应链管理等问题。解决上述问题,我国电子商务代运营商需要围绕消费者和卖方的核心利益点构建起核心竞争优势、结合目标市场及产品特征进行准确定位、依托资源整合和方案优化实现国际供应链管理,并注重现有海淘人才引入和培养,实现自身发展的同时推动出口跨境B2C的发展。The E-commerce agency-operation service applied in the cross-border B2C can push the growth of Chinese export trade,whose mode include service model,integration model and agent model.But during the ap-plication,the E -commerce agency -operation service provider faces many problems,such as：weak compe-tence,indistinct position and development model,poor ability of international logistics and supply chain manage-ment,as well as international operation.In order to achieve better development and gain more benefit,the E -commerce agency-operation service provider must build its core competition advantage upon the core benefit that counterpoised consumer and sellers,accurately position with the matrix of target market and products,optimize its international supply management through the integration of logistics resource and the improvement of proposals, employ and train the cross-border E-commerce talent.

关 键 词：出口跨境 代运营 竞争优势 

分 类 号：F274[经济管理—企业管理] F713[经济管理—国民经济]