论文总字数：22745字

摘 要

在如今的互联网 时代下，电子商务成为了一种全新的商业化模式，运用各个领域的贸易当中，是打开市场的一种有效途径。在跨境电商这种模式下，不仅贸易的流程被精简，许多环节也被省略，从而很大的降低了贸易的进出口成本。近年来，我国的跨境电商呈良好趋势，主要体现在进口的交易规模上。由此可见，我们对跨境电商进行研究还是有意义和非常必要的。从我国目前的情况来看，进口跨境电商逐年增多，竞争力也不断加大，每个企业也有各种不同的经营模式。从中我们可知，不乏有一些企业没有清晰的经营方法或思路，这是制约我国跨境电商进一步发展的一个重要原因。所以对我国进口跨境电商的经营模式分析梳理是十分必要的。

本文将以进口跨境电商平台小红书APP为例，通过小红书的产品结构以及消费者的消费行为，对小红书店经营模式进行探讨分析。文中采用问卷调查法进行分析，调查了“消费者的海淘行为”和“消费者通过小红书达成的海淘行为”两部分内容。结合问卷数据进行分析，总结了小红书的优势，同时也指出了阻碍其发展的劣势问题，并提出了相应的改进意见。期望此次研究对今后跨境电商的经营发展有实质性的帮助。

关键词：跨境电商 进口 经营模式 小红书

Analysis of the Business Model of Cross-border E-commerce

——Taking the Red as an Example

ABSTRACT

In the era of combining the Internet with traditional industries, e-commerce, as an emerging business model, is used in international trade and is an effective way to open the market. In the cross-border e-commerce model, the trade process is continuously streamlined, and many links can be omitted directly, so the import and export costs are greatly reduced. In recent years, the proportion of cross-border e-commerce import transactions in China has been increasing year by year, while the proportion of exports has been decreasing year by year. Therefore, it is necessary to study the market situation of cross-border import e-commerce, and it is also very necessary. As for the import platform field of cross-border e-commerce in China, the number of enterprises has been increasing in recent years, the competitiveness has been continuously enhanced, and their respective business models are also different. There are also some enterprises whose business ideas are not clear enough and their positioning is not accurate enough. This has hindered the further development of China's cross-border e-commerce platform to a certain extent. Therefore, it is very important to study and sort out the business model of China's cross-border import e-commerce platform.

This article will take the cross-border import e-commerce platform the Red APP as an example, combined with the Red's own structure and products and some consumer behaviors, to explore and judge the business model of the Red. In this paper, the questionnaire survey method is used to analyze the two parts of “Consumer's Buying foreign goods Behavior” and “Consumer's Buying foreign goods Behavior through the Red”. Through the analysis of the questionnaire data, we found the existing problems, put forward corresponding countermeasures, and summed up the reference value that the Red brought us. It is expected that this study will be of substantial help to the future development of cross-border e-commerce.

Key Words: Cross-border e-commerce; import; Business model; the Red

目 录

摘 要 I

ABSTRACT II

第一章 绪论 2

1.1选题背景与意义 2

1.1.1选题背景 2

1.1.2选题意义 2

1.2研究内容与方法 3

1.2.1研究内容 3

1.2.2研究方法 3

第二章 文献综述 5

2.1跨境电商的概况 5

2.1.1跨境电商的概念 5

2.1.2我国跨境电商的现状与发展 5

2.1.3关于《电子商务法》与跨境电商 5

2.2跨境电商的种类 6

2.3电商平台的经营模式分类 7

2.4小红书走红的原因 7

第三章 关于用户海淘行为的问卷调查 9

3.1调查目的 9

3.2问卷设计 9

3.3问卷发放与回收 9

3.4问卷数据分析与小结 9

3.4.1关于“海淘行为”的问卷分析 10

3.4.2关于“小红书”的问卷分析 15

3.4.3问卷小结 19

第四章 小红书经营模式优势分析 20

4.1口碑营销与社区分享完美融合 20

4.2基于草根用户的口碑营销 20

4.3电商供应链系统的完善 21

4.4建立用户信任的UGC社区 22

第五章 小红书经营模式劣势分析及改进建议 24

5.1劣势分析 24

5.1.1体验感欠佳 24

5.1.2不良风气传播 25

5.1.3虚假口碑产生 26

5.2改进建议 26

5.2.1改善用户体验感 26

5.2.2传播正能量 27

5.2.3加强监管力度 28

结束语 29

参考文献 30

致谢 32

附录 33

第一章 绪论

1.1选题背景与意义

1.1.1选题背景

自2008年金融危机笼罩世界后，世界的经济发展趋势趋于缓慢，对贸易的需求也处于大幅下降趋势，我国也毫不例外，出口的贸易量呈持续缩减状态。在十年后的2018年，我国进出口贸易总值又创新高，高达27.79万亿元人民币，同比增长14.5%。自2015年以来，此次为国际低迷经济状态后的首次增长。说明我国的外贸整体处于良好的上升态势。

跨境电商作为全新的商业化模式，加快了我国贸易发展的脚步，并将全世界的贸易连接起来。随着大数据的普及，以及云计算等一系列信息产业的更新，促使了跨境电商的进一步发展。通过调查数据显示，我国己有大于5000家的跨境电商注册成功。

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