江苏家纺行业跨境电商存在的问题及诊断分析——以南通家纺企业为例  

Challenges and Diagnostic Analysis of Cross-Border E-Commerce in Jiangsu's Home Textile Industry:A Case Study of Nantong Home Textile Enterprises

作　　者：李杰 LI Jie(School of Economics and Management,Nanjing Polytechnic Institute,Nanjing 210000,China)

机构地区：[1]南京科技职业学院经济管理学院,江苏南京210000

出　　处：《西部皮革》2024年第16期20-22,共3页West Leather

基　　金：2019年度江苏省教育厅高校哲学社会科学研究项目“‘一带一路’倡议视域下江苏家纺产业跨境电商竞争力分析及升级策略研究”(2019SJA0630)。

摘　　要：南通家纺企业在提高江苏家纺行业整体出口能力与加速拓展海外市场的过程中,借助跨境电商与新型多样化的营销方式创新,聚焦企业与产品的品牌力推广,提升在海外市场的品牌影响力。文章以南通家纺企业为例,通过文献研究与案例分析,探讨了南通家纺企业在跨境电商领域面临的合规性变更、物流困境、品牌力不足和人才短缺等问题,并据此提出相应的解决策略与建议,从而提高江苏家纺行业在跨境电商市场中的竞争力。As Nantong's home textile enterprises seek to enhance the overall export capabilities of Jjiangsu's home textile industry and accelerate expansion into overseas markets,they leverage innovations in cross-border e-commerce and diverse marketing strategies,focusing on strengthening brand promotion for both enterprises and products to elevate brand influence in international markets.This paper uses Nantong home textile enterprises as a case study,employing literature review and case analysis to explore challenges such as compliance changes,logistical difficulties,insufficient brand strength,and talent shortages in the realm of cross-border e-commerce.It subsequently proposes corresponding solutions and recommendations to improve the competitive edge of Jiangsu's home textile industry in the cross-border e-commerce arena.

关 键 词：跨境电商 知识产权 产业链 跨境物流 海外仓 

分 类 号：F279.27[经济管理—企业管理]