中国跨境电商企业发展东南亚市场的建议.docVIP

PAGE Opportunities and Challenges Faced by Chinese Cross-border E-commerce Enterprises in the Southeast Asian Market Abstract： In recent years, the cross-border e-commerce in China has a great development, and its prospect is favored by many people in this industry. At present, e-commerce in southeast Asian countries is still in a Blue Ocean market, which is in an initial stage of rapid development, with huge market potential and rapid growth. The implementation of the One Belt and One Road initiative has brought huge dividends to the countries along the routes in central Asia, eastern Europe and southeast Asia. Southeast Asian countries have become the focus of many cross-border e-commerce sellers. With the good development momentum of the southeast Asian market, Chinese e-commerce enterprises are also facing the challenges of logistics, payment and other issues. This paper first introduces the development status of Chinas cross-border e-commerce in the southeast Asian market, and then uses SWOT analysis to analyze the problems existing in the development of Chinas cross-border e-commerce in the southeast Asian market. Finally, puts forward suggestions for Chinas cross-border e-commerce enterprises to develop the southeast Asian market. Keywords：China’s cross-border e-commerce，Southeast Asian market，Opportunities and challenges 目 录 TOC \o 1-3 \h \z \u 第1章 绪 论 1 1.1研究背景和意义 1 1.1.1本课题的背景分析 1 1.1.2 本课题的研究意义 2 1.2 文献综述 3 1.3课题研究方法和内容 3 1.3.1 研究方法 3 1.3.2 研究内容 3 第2章 我国跨境电商在东南亚市场的发展现状 5 2.1运营模式 5 2.2商品种类 5 2.3市场布局 5 第3章 中国跨境电商发展东南亚市场的SWOT分析 7 3.1 S——优势分析 7 3.1.1全球电商巨头少，市场潜力大 7 3.1.2人口众多，需求大 7 3.1.3互联网和智能手机普及率高 8 3.2 W——劣势分析 8 3.2.1文化差异增加市场进入难度 8 3.2.2支付方式不匹配 9 3.2.3物流耗时长，成本过高 9 3.2.4企业品牌意识落后 10 3.3 O——机会分析 10 3.3.1国际经济联系日趋紧密 10 3.3.2中国政府政策支持 11 3.3.3“一带一路”红利 11 3.4 T——威胁分析 12 3.4.1海外竞争激烈 12 3.4.2本土保护意识强，进入市场难度大 12 第4章 中国跨境电商企业发展东南亚市场的建议 14 4.1企业层面 14 4.1.1充分利用东南亚本土电商