跨境电商背景下传统制衣企业转型研究--以森马集团为例摘要在当前的世界经济环境中，全球化已经成为了经济的发展目标，而传统企业也正在向跨境出口企业进行转型。我国目前的跨境电商行业有着良好的发展前景，但是未来的发展方向仍然有一些不确定性，为了加大我国之后的跨境电商市场份额。并且改变一直由国外主导和制定规则这样的情况。想要进一步的健康发展，我国跨境电商就一定要正视国外的对外贸易以及国际贸易，本文从浙江森马这个企业出发，了解在当前跨境电商发展态势不平衡情况下怎样能够抓住跨境电商的发展机遇。并且从塑造企业品牌，培养更多优秀的人才以及确立未来的目标市场等先进的管理观念入手，了解目前新形势下跨境电商企业的未来发展方向。关键词森马集团；跨境电商；国际贸易；企业转型RESEARCHONTRANSFORMATIONOFTRADITIONALCLOTHINGENTERPRISESUNDERTHEBACKGROUNDOFCROSS-BORDERE-COMMERCE-TAKETHESENMAGROUPASANEXAMPLEABSTRACTInthecurrentworldeconomicenvironment,globalizationhasbecometheeconomicdevelopmentgoal,andtraditionalenterprisesarealsotransformingtocross-borderexportenterprises.China'scurrentcross-bordere-commerceindustryhasgoodprospectsfordevelopment,butthereisstillsomeuncertaintyaboutthefuturedevelopmentdirection.Inordertoincreasethemarketshareofcross-bordere-commerceafterChina.Andchangethesituationthatforeigncountrieshavealwaysdominatedandformulatedrules.Inordertofurtherdevelophealthily,China'scross-bordere-commercemustfaceuptoforeigntradeandinternationaltrade.Thispaper,startingfromtheenterpriseofSema,Zhejiang,understandshowtoseizethedevelopmentopportunitiesofcross-bordere-commerceunderthecurrentunbalanceddevelopmentsituationofcross-bordere-commerce.Moreover,wewilllearnaboutthefuturedevelopmentdirectionofcross-bordere-commerceenterprisesunderthecurrentnewsituationstartingfromtheadvancedmanagementconceptssuchasbuildingenterprisebrands,trainingmoreoutstandingtalentsandestablishingfuturetargetmarkets.KEYWORDSSenmaGroup;cross-bordere-commerce;internationaltrade;enterprisetransformation目录摘要..............................................................................................................................................IABSTRACT....................................................................................................................................II引言.................................................................................................................................................1一、我国跨境电商发展现状.........................................................................................................2（一）跨境电商的概念..............................................................................................................2（二）传统企业转型的概念......................................................................................................2二、森马集团现状分析.................................................................................................................3（一）森马集团的公司简介......................................................................................................3（二）森马集团发展总体现状..................................................................................................31.森马集团发展概述................................................................................................................32.森马集团跨境电商现状..........................................................................................
