论文总字数：38307字

摘 要

现在的高科技水平发展速度是我们无法想象的，尤其是在其中占据了很大比例的互联网水平，互联网的技术水平越高，公司企业处理问题的效率也就越高。因此，目前有很多的企业逐渐倾向于选择电子商务化的管理模式，开拓了更多的市场机会。据中国商务部数据显示，中国传统外贸企业能够以自己的实力处理海外订单的能力并不强，与此同时，有很多从事跨境电商的企业平台在不断增多，并且发展势头不容小觑。但是全球的采购量却在朝着小批量的方向发展，在这种情况下，能够采取的措施就是提高采购商与供应商之间的接洽程度。因此，在考虑了多方面的因素对比之下，中国的传统外贸企业就没有新型的跨境电商企业有优势了，新型的跨境电商企业比中国传统的外贸企业更胜一筹。所以，鼓励中小企业发展跨境电商、不断扩大跨境电商的试点也成为了政府的选择，事实证明，这也是一个正确的选择。在政府的大力支持下，我国的大部分传统外贸企业利用跨境电商的优势来开展业务已经显示出其优势。但是，任何事情都是有利有弊，有优势的同时必然也有缺陷，跨境电商的发展过程中的劣势也逐渐暴露出来，如果不及时采取有效的措施来制止，跨境电商定会与往日的繁荣说再见，逐步走向衰败。

本篇论文的主要内容就是研究我国中小跨境电商企业发展过程中遇到的问题和对策分析。那么，首先就要先分析一下目前我国中小跨境电商企业的发展情况。政府一直以来都十分支持跨境电商的发展，有关提升我国跨境贸易便利化水平的措施等也被逐步制定出来并完善实施，这些都为跨境电商的发展创造了条件。跨境电商的发展趋势如此明朗不外乎两个原因，一时电商技术水平的成熟发展，二是政府的大力支持，不断鼓励跨境电商的发展。除此之外，国内消费者的消费水平在不断上升，对于国外产品的需求也在不断扩大，那么，消费能力的升级也给跨境电商的发展提供了便利条件。但是在发展的过程总不会是一尘不变的，矛盾和问题会逐渐暴露出来，所以本文同时还分析了中小企业在发展跨境电商的过程中要面临的问题。比如大量缺乏国际化跨境人才、知识产权意识不强、跨境物流模式选择不当、产品杂乱，无品牌定位，并且将用各种方法分析中小企业选择发展跨境电商的原因。综合各种原因，可以提出一些合理的措施来帮助这些企业的发展。

分析过后可以得出，中小跨境电商企业要想获得永久的发展，首先要重视人才的培养，企业只有拥有大量的人才才能进一步发展；其次战略上也要积极转变，走出以往的思想误区，提高企业的信息化意识；法律是最有效的保障，有关跨境电商的法律法规也急需完善；企业内部的员工素质，团队合作意识以及对于物流公司的选择等也都可以作为改善的切入口。在互联网急速发展的背景下，跨境电商迎来了从未有关的发展前景，中小企业一定要抓住机遇，制定出适合自身发展的策略，化机遇为竞争优势，从而使企业能不断发展下去。

关键词：跨境电商；中小企业；知识产权；跨境物流；

Study on existing problems and countermeasures of the development of small and medium-sized cross-border e-commerce enterprises in China pick to

Abstract

The level of technological development in modern society is changing with each passing day. Especially, the current Internet technology can accomplish the tasks that we could not imagine many years ago. More and more enterprises have started the e-commerce marketing management and opened up more market opportunities. Data from China"s ministry of commerce show that the number of overseas orders accepted by traditional foreign trade enterprises in China is not optimistic, while the number of enterprises conducting cross-border e-commerce through various platforms in China is growing rapidly.After the international financial crisis, the global total demand for procurement did not reduce, but to a small batch, multi-frequency direction, which makes buyers need to more efficient docking with suppliers, in contrast, the emerging cross-border e-commerce enterprises are more than the traditional Chinese foreign trade enterprises.Therefore, the government also encourages small and medium-sized enterprises to develop cross-border e-commerce, and continuously expands the pilot of cross-border e-commerce.Under the continuous policy support, China"s small and medium-sized foreign trade enterprises using cross-border e-commerce has seen some positive.At the same time, some contradictions and problems are becoming increasingly prominent. If no effective measures are taken to solve them, it may be difficult for cross-border e-commerce to maintain its past prosperity.

In this paper we discuss cross-border electricity of our country small and medium-sized enterprise development existing problem and countermeasure research, analyzing the present development situation of cross-border electricity first, since 2018, our country three times lower part of the consumer goods import tariffs, customs for measures to enhance the level of China"s cross-border trade facilitation, etc., have created the conditions for the development of cross-border electricity.It is not only the policy dividend, but also the rapid growth of the cross-border import market driven by the upgrading trend of domestic consumption, which brings broad business opportunities for cross-border e-commerce.Thanks to the mature technology and the support of the government, the development trend of cross-border e-commerce is getting better. However, the process of development will never be the same, and contradictions and problems will gradually be exposed. Therefore, this paper also analyzes the problems small and medium-sized enterprises should face in the process of developing cross-border e-commerce. For example, cross-border e-commerce is lack of talent, weak awareness of intellectual property rights, improper selection of cross-border logistics mode, disorderly products and no brand positioning.In addition, SWOT method is used to analyze the reasons why smes choose to develop cross-border e-commerce. Combining all kinds of reasons, some reasonable measures can be put forward to help the development of these enterprises.

Therefore, it can be concluded that small and medium-sized cross-border e-commerce enterprises, in order to achieve permanent development, should pay attention to the cultivation of talents. Only with a large number of talents can the enterprises further develop. Secondly, it is necessary to change actively in order to get rid of the previous ideological misunderstandings and improve the informatization awareness of enterprises. The government"s laws and regulations on cross-border e-commerce also need to be improved, and laws are the most effective guarantee. Internal staff quality, sense of teamwork and the choice of logistics companies can also be used as the entry point for improvement. Under the trend of the Internet era, cross-border e-commerce has ushered in unprecedented opportunities. With the continuous introduction of government policies, small and medium-sized enterprises should develop strategies suitable for their own development and turn opportunities into competitive advantages, so that enterprises can continue to develop.

Keywords:cross-border e-commerce; Small and medium-sized enterprises; Intellectual property rights; Step into logistics;

目 录

摘 要 I

Abstract II

第一章 绪 论 7

1.1 研究背景 7

1.2 研究目的及意义 7

1.3 研究内容及方法 7

1.3.1研究内容 7

1.3.1研究方法 8

1.4 论文框架 8

第二章 文献综述 9

2.1跨境电商研究综述 9

2.1.1跨境电商的定义 9

2.1.2 跨境电商的模式 9

2.2中小企业发展跨境电商的积极方面 10

2.3中小企业发展跨境电商的消极方面 11

2.4小结 11

第三章 中小跨境电商企业发展现状 12

3.1现状分析 12

3.1.1关于跨境电商的界定 12

3.1.2关于中小企业的界定 12

3.1.3关于中小跨境电商企业的界定 12

3.2 政府对中小跨境电商企业的支持 12

3.2.1 监管政策 12

3.2.2 关税调整 13

3.2.3 综合试验区 14

3.3 优势分析 14

3.3.1 跨境电商与传统贸易的区别 14

3.3.2利润因素 17

第四章 中小跨境电商企业面临的问题 19

4.1 关税税收 19

4.1.1 税改主要内容 19

4.1.2 税改前后对比 19

4.1.3税改影响 20

4.2数据分析能力不足 20

4.2.1数据分析能力定义 20

4.2.2中小跨境电商企业的数据分析能力 21

4.3 人才缺失 21

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