基于SWOT模型分析的保定市跨境电商中小企业品牌出海困境与路径探究  

Investigation of Setbacks and Solutions of Cross-Border E-commerce SMEs Based on SWOT Model Analysis

作　　者：张莹莹 张海瑶 Zhang Yingying;Zhang Haiyao(College of Foreign Language Education and International Business,Baoding University,Baoding,Hebei 071000,China)

机构地区：[1]保定学院外语教育与国际商务学院,河北保定071000

出　　处：《保定学院学报》2023年第1期132-136,共5页Journal of Baoding University

基　　金：保定市教育科学研究“十四五”规划课题“保定白沟新城跨境电商英语人才培养研究”(211134)。

摘　　要：选取河北省保定市3家跨境电商中小企业为研究对象,采用质性个案研究法,进行半结构式深度访谈。在资料分析阶段,以SWOT模型为分析框架。研究发现:跨境电商中小企业在品牌出海过程中,虽然在区域特色经济和品牌文化上存在优势,但在产品竞争力、跨境电商平台、营销策略以及跨境电商人才等方面面临困境。针对被访企业品牌出海中存在的困境,探索相关解决路径,旨在为跨境电商中小企业品牌出海提供一定启示。This paper adopts the qualitative case study to select three cross-border e-commerce SMEs in Baoding, Hebei Province as research objects and invites three business executives to participate in semi-structured interviews. In the data analysis phase, with the SWOT strength crisis model as the analytical framework, the study finds that small-medium cross-border e-commerce enterprises in the process of brand globalization have the advantages of regional characteristic economy and brand culture while facing setbacks in various aspects such as product competitiveness, cross-border e-commerce platforms, marketing strategies and cross-border e-commerce talents. Finally, relevant solutions have been provided to the existing difficulties. This study will provide insights for exploring the paths of cross-border e-commerce SMEs in other regions of China in the process of brand globalization.

关 键 词：品牌出海 跨境电商 中小企业 SWOT 

分 类 号：F752[经济管理—国际贸易]