疫情衝擊下時尚配飾類跨境電商A公司的經營策略分析

Abstract

2020年以來，新冠疫情快速蔓延全球，影響了人們的日常工作和生活，也一定程度上改變著全球經濟的走向。在此背景下，我國出口跨境電商在生產和銷售方面分別遭遇了國內和國外的疫情衝擊。國內生產供應鏈受阻，國外消費需求發生變化、電商平臺商品配送人力缺乏導致費用上升，出口跨境電商的利潤率明顯下滑。 論文以一家典型的時尚配飾類中小出口跨境電商A公司為例，研究疫情對企業利潤的影響以及衝擊發生的路徑。論文從利潤表的各項欄目入手，結合產品特點和對大型電商平臺亞馬遜的依賴關係，分析疫情下收入和各項成本發生變動的幅度和原因，包括平臺競爭帶來平均單價下降、疫情管理造成供應鏈不平穩、國際運費大幅上升、亞馬遜FBA配送費增加、廣告費用上升等外部原因，以及供應商管理不力、行銷策略僵化、庫存周轉不及時、缺乏外匯管理等內部原因。 針對這些問題，論文基於行銷學的4P模型、波士頓產品矩陣以及運營和財務管理理論，調整並優化企業的行銷策略和經營策略。在行銷策略上，結合亞馬遜平臺庫存限制以及配送費和廣告費的收費方式，尋求產品差異化、優化廣告投放、構建產品品牌、優化產品包裝以及淘汰滯銷高退款產品、加速熱銷產品，以升銷售、周轉和利潤。在運營和財務策略上，加強對供應商的管理、優化供應商賬期、降低國際物流成本，並以多種方式對沖匯率風險。 A公司是我國小商品出口跨境電商的縮影，因此本文的研究對同行企業有一定的參考借鑒意義。

Since 2020, the COVID-19 epidemic has spread rapidly around the world, affecting people's daily work and life, and changing the trend of the global economy to a certain extent. In this context, China's export e-commerce has been hit by domestic and foreign epidemic respectively in terms of production and sales. The domestic production and supply chain has been blocked, the foreign consumption demand has changed, the lack of human resources for commodity distribution on e-commerce platforms has led to an increase in costs, and the profit margin of cross-border e-commerce for export has declined significantly. This paper takes a typical fashion accessories small and medium-sized export cross-border e-commerce company A as an example to study the impact of the epidemic on corporate profits and the impact path. Starting from the columns of the profit statement, combining the product characteristics and the dependence on the large e-commerce platform Amazon, the paper analyzes the scope and reasons for the changes in revenue and costs under the epidemic situation, including the external reasons such as the decline in average unit price caused by the platform competition, the instability of the supply chain caused by the epidemic management, the sharp rise in international freight, the increase in Amazon FBA distribution fees, the rise in advertising costs, and the poor management of suppliers Internal reasons such as rigid marketing strategy, untimely inventory turnover and lack of foreign exchange management. In response to these problems, the thesis adjusts and optimizes the marketing strategy and business strategy of the enterprise based on the 4P model of marketing, Boston product matrix and operation and financial management theory. In terms of marketing strategy, in combination with Amazon platform inventory restrictions and the charging methods of distribution fees and advertising fees, we will seek product differentiation, optimize advertising, build product brands, optimize product packaging, eliminate slow-moving and high-refundable products, and speed up hot-selling products to increase sales, turnover and profits. In terms of operation and financial strategy, strengthen the management of suppliers, optimize the account period of suppliers, reduce international logistics costs, and hedge exchange rate risk in various ways. Company A is the epitome of China's small commodity export cross-border e-commerce, so this study has certain reference significance for peer enterprises.