服装企业跨境电商分析研究—以江苏国泰为例(含调查问卷)

服装企业跨境电商分析研究—以江苏国泰为例(含调查问卷)(论文16000字)
摘  要
纺织服装一直是我国的重要创汇产业，但是随着国内成本的上升和国际环境的恶化，我国纺织服装的发展受到了严重阻碍。与传统服装外贸发展缓慢的现状截然相反，跨境电商目前发展得如火如荼。本文首先整理了现有关于服装外贸与跨境电商的研究，然后利用文献资料和图表分析等多种方法对如今我国服装企业开展跨境电商的现状进行分析。并结合以江苏重点外贸企业——江苏国泰为例，对服装企业开展跨境电商进行了调查研究。研究发现目前我国服装企业开展跨境电商存在的主要问题在于企业供应链优化欠缺，无法适应跨境电商市场的灵活多变；产品差异化不足，无法在国际市场脱颖而出；自主设计能力薄弱，面对客户没有话语权。除此之外，跨境电商发展还存在有监管机制不全面、存在支付、信用风险、缺乏纠纷处理标准等多重问题有待解决。最后本文针对这些问题一一提出了相应的解决方案，并作出总结展望。
关键词：纺织服装  跨境电商  江苏国泰  调查分析
 
Research on Cross-border E-commerce of Garment Enterprises--A Case Study of Jiangsu Guotai
ABSTRACT
  Textile and apparel industry has always been an important foreign exchange, but with the rise in domestic costs and the worsening international environment, China's textile and apparel development has been seriously hampered. Contrary to the slow development of traditional garments, Cross-border E-commerce is developing in full swing. This paper first sorted out the existing research on apparel foreign trade and Cross-border E-commerce, and then analyzed the present situation, problems and results of China's apparel enterprises through various methods such as literature and chart analysis. and combined with Jiangsu Guotai, a key foreign trade enterprise, the paper conducts a survey on the Cross-border E-commerce of garment enterprises. It is found that the main problems existing in the development of China's apparel enterprises are the lack of supply chain optimization, the flexibility of the Cross-border electricity market, the homogeneity of products, the lack of ability to stand out in the international market, the weakness of independent design and the lack of voice in the face of customers. In addition, there are many problems to be solved in the development of Cross-border electric power business, such as the incomplete supervision mechanism, the existence of payment, the credit risk and the lack of dispute handling standards. Finally, this paper puts forward a solution to these problems and makes the prospect.
Key Words: Textile and Apparel ; Cross-border E-commerce; Jiangsu Guotai; Investigation and Analysis
 
目 录
摘  要    I
ABSTRACT    II
第一章 导论    1
1.1 研究背景    1
1.2 研究的目的和意义    2
1.3 研究内容与方法    2
1.3.1研究内容    2
1.3.2研究路线与方法    3
第二章 文献综述    4
2.1 传统服装外贸研究综述    4
2.2 跨境电商研究综述    4
2.3 调查研究方法综述    6
2.3.1 文献资料法    6
2.3.2 图表分析法    6
2.3.3 问卷调研法    6
2.3.4 归纳演绎法    6
第三章 江苏国泰跨境电商研究    7
3.1服装行业跨境电商发展现状    7
3.2 江苏国泰业务发展现状    9
3.3 影响服装企业开展跨境电商因素分析    11
3.3.1 企业外部因素分析    11
3.3.2 企业内部因素分析    11
3.4 江苏国泰跨境电商调查设计    11
3.4.1 问卷设计    11
3.4.2 问卷发放与回收    12
3.4.3 样本信度分析    12
第四章 江苏国泰跨境电商调查结论分析    14
4.1 江苏国泰跨境电商人才匮乏    14
4.1.1 江苏国泰员工专业人才不足    14
4.1.2 江苏国泰未开展跨境电商主要由于缺乏专业人才    15
4.2 江苏国泰互联网意识薄弱    16
4.2.1 江苏国泰跨境电商了解程度较低    16
4.2.2 江苏国泰跨境电商发展战略传达不畅    17
4.2.3 江苏国泰互联网挖掘客户需求意识不足    17
4.3 江苏国泰缺乏网络营销意识    18
4.4 江苏国泰设计创新能力不足    23
4.5 江苏国泰规避风险能力不足    23
第五章 江苏国泰跨境电商改进建议    25
5.1 完善机制吸引人才    25
5.2 转变互联网思维    25
5.3 重视网络营销    26
5.4 提升设计创新能力    26
5.5 有效规避风险    26
第六章 结论与展望    28
参考文献    29
致 谢    32
附 录    33