辛丽 杨丽莎

摘  要：近年來，对外贸易进入转型期，国际贸易环境发生了较大的变化：（1）敏捷生产和供应链管理理念的广泛应用，使得生产企业转向零库存管理;（2）消费者个人消费习惯的改变;（3）风险规避需求的上升。世界贸易总量增长速度自2010年强劲反弹到13.8%后，却呈现连年下滑的趋势，2012年世界贸易仅增长了2%，2013年也不太乐观，因此，在跨境贸易的企业间市场，跨境贸易由大批量交易转向小批量、多批次、短期、快速交易方式;在个人消费市场，由原有的自然人流动附带性购物转为主动性、经常性的跨境购物，跨境交易快速增加，通常以快件和邮件的物流方式为主，使得个人小额、多次、多样化的碎片化交易跨境消费市场规模日益增长，从而推动商业化、规模化企业行为出现，逐渐形成新业态和产业，如代购、海外购物平台。为了科学的评价跨境电子商务对传统外贸企业的影响，帮助传统企业转型，提高传统企业的竞争力，文章依据跨境电子商务的一般理论，通过对跨境电子商务进行SWOT分析，来探讨跨境电子商务对传统外贸企业的影响，并提出相应的对策，采用理论联系实际的方法，运用大量的数据验证跨境电子商务为传统外贸企业带来的转变。

关键词：跨境电商;外贸;影响;对策

中图分类号：F713.365    文献标识码：A

Abstract： In recent years， foreign trade has entered a transitional period and the international trade environment has undergone major changes：（1）The extensive application of agile production and supply chain management concepts has led production companies to zero inventory management;（2）Changes in consumers' personal consumption habits;（3）Rising demand for risk aversion. Although the growth rate of world trade volume has rebounded strongly from 2010 to 13.8%， it has been declining year after year. In 2012， world trade grew by only 2%. In 2013， it was not optimistic. Therefore， in the cross-border trade， the inter-company market， cross-border trade moves from high-volume transactions to small-batch， multi-batch， short-term， and rapid transactions; in the personal consumer market， the transition from original natural person mobility collateral shopping to initiative， regular cross-border shopping， cross-border the rapid increase in transactions， usually based on express mail and mail logistics， has led to an increase in the scale of cross-border consumer markets for small， multiple and diversified fragmented transactions. As a result， commercialization and large-scale corporate behaviors have emerged and gradually formed. New formats and industries， such as purchasing and overseas shopping platforms. In order to scientifically evaluate the impact of cross-border e-commerce on traditional foreign trade enterprises， help unified enterprise transformation， and improve the competitiveness of traditional enterprises， this paper conducts SWOT analysis on cross-border e-commerce in accordance with the general theory of cross-border e-commerce. To explore the impact of cross-border e-commerce on traditional foreign trade companies， and propose corresponding countermeasures. We use methods that link theory with practice and use large amounts of data to verify the transformation of cross-border e-commerce for traditional foreign trade companies.

Key words： cross-border e-commerce; foreign trade; influences; countermeasures

0  引  言

2008年金融危机爆发，冲击了世界各国的经济，人民币升值，工人工资水平增加，原材料价格上涨，导致我国的制造加工优势不再明顯。金融危机过后，虽然世界经济得到回升，但在交易成本、汇率等的影响下，导致我国对外贸易增长速度缓慢。……