摘要
随着跨境电商发展,中小企业跨境电商逐步丧失了出口的低成本优势,在激烈的价格战和同质竞争中逐渐意识到品牌的重要性。文章首先分析了我国出口跨境电商的总体概况,在此基础上分析了中小企业发展跨境电商的具体优势,然后从品牌角度分析了中小企业跨境电商出口品牌建设过程中存在的问题,最后以淮南市居生活电子商务有限公司为例,提出了增强品牌意识、清晰定位品牌核心价值、多种渠道推广品牌、提升品牌附加值、产学研合作培养复合型人才等措施以提升中小企业跨境电商出口品牌竞争力,从而促进中小企业利用跨境电商拓展国际市场可持续发展。
With the developme nt of cross-border e-commerce, Small and medium-sized enterprises have gradually lost the low-cost advantages of cross-border e-commerce export and gradually realized the importance of brand under the circumstance of fierce price and homogeneity competition. Firstly, this article analyzes the general situation of the cross-border e-commerce in China;on this basis, it analyzes the specific advantages that the small and medium-sized enterprises to develop cross-border e-commerce. Then,from the aspect of the brand, it analyzes the problems existing in its brand construction of the cross-border e-commerce export. Finally, taking the Huainan Jushenghuo Ecommerce CO. Ltd. as example, the article puts forward some measures, such as enhancing awareness of brand, clearing the brand core-value,promoting brand through many channels, enhancing brand added value, cultivating talents through production and research cooperation and so on to enhance the brand competitiveness of small and mediumsized enterprises in the cross-border e-commerce export, in order to promote its sustainable development to use cross-border e-commerce to expand the international market.
作者
张文进
夏青
ZHANG Wenjing;XIA Qing
出处
《淮南师范学院学报》
2019年第2期20-24,共5页
Journal of Huainan Normal University
基金
淮南师范学院校级科研项目(2017xj23)
关键词
中小企业
跨境电商
品牌
small and medium-sized enterprises
cross-border e-commerce
brand
