跨境电商背景下绍兴“老字号”企业的对外发展策略  

External Development Strategy for Shaoxing's Time-honored Enterprises in the Context of Cross-border E-commerce

作　　者：严皎婕 

机构地区：[1]浙江工业职业技术学院经济管理学院,浙江绍兴312000

出　　处：《温州职业技术学院学报》2017年第4期40-43,55,共5页Journal of Wenzhou Polytechnic

基　　金：浙江省商业经济学会立项课题(2016SJYB03)

摘　　要："老字号"企业是绍兴经济发展的重要组成部分。由于管理观念陈旧、缺乏产业保护等原因,使绍兴 "老字号"企业发展陷入困境。绍兴"老字号"企业依托跨境电商平台的对外发展策略必须以品牌为先,分段突破;选择合适的跨境电商平台的同时由地方政府牵头搭建地区性平台;根据产品特征,选择适合的物流渠道。Time-honored enterprises are important parts of Shaoxing＇s economy. The reasons such as the outdated management philosophy, the lack of industry protection, etc. get those enterprises into a developmental dilemma. These enterprises＇ e-commerce-platform-based external development strategy should prioritize brands, and make breakthroughs step by step; in the meantime, the local government should take lead in constructing regional platform; these enterprises should choose the appropriate logistics channel according to the characteristics of their products.

关 键 词：“老字号”企业 跨境电商平台 对外发展 绍兴 

分 类 号：F746.12[经济管理—国际贸易]