跨境贸易背景下的我国微商SWOT分析目录1引言.....................................................-1-2相关文献研究综述..............................................-2-3我国微商的发展简况............................................-3-4我国微商的SWOT分析...........................................-3-4.1优势（STRENGTH）............................................-3-4.1.1运营成本低，宣传便捷化................................-3-4.1.2营销多元化，操作简单门槛低............................-4-4.1.3信息裂变，兼容性强....................................-4-4.2劣势（WEAKNESS）............................................-4-4.2.1信息扩散混乱，分层售卖严重............................-4-4.2.2熟人经济效应，竞争力不足..............................-4-4.2.3经营规模尚小，影响力较弱..............................-5-4.3机会（OPPORTUNITY）.........................................-5-4.3.1政府的大力支持为微商发展创造更好的平台................-5-4.3.2科技进步促进微营销专业化和规范化的突破................-5-4.3.3我国跨境微营销产品的比较优势凸显......................-5-4.4威胁（THREATEN）............................................-6-4.4.1线下服务完善将对线上销售造成冲击......................-6-4.2.2信息不对等的C2C模式注定微商发展道路坎坷..............-6-4.3.3物流与移动支付安全问题限制微商的持续发展..............-6-5跨境贸易背景下完善我国微商行业发展的建议......................-7-5.1政府角度：扶持跨境微商，搭建支付平台......................-7-5.2企业角度：提高产品质量，打造品牌效应......................-7-5.3社会角度：培养复合人才，稳抓沟通服务......................-8-5.4个体角度：学习营销知识，提升服务能力......................-8-结语............................................................-8-参考文献........................................................-9-跨境贸易背景下的我国微商SWOT分析摘要：随着世界经济一体化、全球化进程的加快，国际经济与贸易呈现出繁荣萧条双向变动的趋势。当前，我国已经进入了以微商为新兴代表的移动电子商务时代，微商逐渐发展成为跨境贸易的一种重要形式。未来微商发展机遇与挑战并存，微商如何在日趋激烈化的跨境市场中，保持健康增长并在跨境贸易中占据一席之地显得至关重要。本文将采用SWOT分析法即从优势、劣势、机会和威胁四方面浅析跨境贸易下我国微商发展现状，并提出了促进我国微商行业在跨境贸易背景下持续发展的建议。关键词：跨境贸易；微商；SWOT分析；建议Abstract:Withtheaccelerationofworldeconomicintegrationandglobalization,internationaleconomicandtradeshowsatendencytowardsatwo-wayfluctuationbetweenprosperityanddepression．Atpresent,ourcountryhasenteredtheeraofmobileE-commerce,whichemergingrepresentativeiswechantbusiness.Wechantbusinesshasdevelopedintoanessentialformofcross-bordertrade．Itisfullofopportunitiesandchallengesinthefuture．Itisvitallyimportantforwechantbusinesstomaintainahealthygrowthinthemarketoftheincreasinglyfiercecompetition,andtotakeupaleadingplaceincross-bordertrade．Inthispaper,wewilluseSWOTanalysistoanalyzethedevelopmentstatusofthewechantbusinessinChinafromthefouraspectsofstrength,weakness,opportunitiesandthreats,andputforwardsuggestionstopromotethesustainabledevelopmentofChina'swechantbusinessindustryinthecontextofcross-bordertrade．Keywords:Cross-bordertrade;Wechantbusiness;SWOTanalysis;Suggestions1引言伴随世界经济与中国经济发展进入“新常态”，我国跨境贸易运行呈现由高速增长向中速增长转换的新常态。传统跨境贸易由于批量大、周期长、频率低的特点，形势不容乐观。同时，就业压力增大明显...
