跨境电商对传统国际贸易的影响及应对策略-以格力集团为例

随着互联网科技技术的不断发展，跨境电商已成为全球经济中不可或缺的一部分，在全球经济疲软的态势下，跨境电商贸易整体呈上升趋势，引人注目，2016年中国进出口跨境电商（含零售及B2B）整体交易规模达到6.3万亿，同比增长23.5%。本文在此背景下通过数据分析以格力集团为例的我国国际贸易企业在电商时代收到的影响和遇到的问题包括技术创新的落后、高额的中间成本、产品风格的滞后，在这个基础上进行分析并提出传统国贸企业应对影响可以采取的策略。销售渠道方面，可以改善销售渠道，将线上与线下渠道相结合使其相辅相成；产品方面，要着力于发展多元化、智能化产品，跟上时代步伐，满足现代消费者需求；而营销策略方面，需要了解不同地区消费者需求，按照不同地区人们的文化、风格、生活习惯加以调整销售策略。

关键词：跨境电商；国际贸易；格力集团

Cross-border e-commerce and its impact on the traditional international trade policies-the GREE group as an example
Abstract: With the development of Internet science and technologies, cross-border e-commerce has become an integral part of global economic, in the situation of a weak global economy, cross-border e-commerce trade volume rose strongly, notably in 2016, import and export of cross-border e-commerce (including retail and B2B) transactions as a whole reached 6.3 trillion rose 23.5%. This gree group, through data analysis, for example in the context of international trade enterprises in the era of e-commerce in China received impact and problems including technical innovation behind lag, high intermediary costs, product style, on the basis of this analysis and international trade enterprises coping strategies that can be taken. Sales channels, can improve sales channel, the combination of online and offline channels to their complementary products, to focus on developing a diversified and intelligent products, keep pace with the times, meet consumer demand and marketing strategy, you need to understand the needs of consumers in different areas, depending on the area to adjust to consumer culture, habits and sales strategy.
 
KeyWords：Cross-border e-commerce; international trade; GREE group

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