摘 要在互联网技术的不断革新以及“一带一路”的倡议的影响下，追随时代的脚步，中国越来越重视跨境电子商务的发展。在跨境电子商务中，跨境电商B2C 商业模式的占比日益增大，势如破竹，然而我国的 B2C 跨境电子商务起步较晚，发展尚未完善，存在着许多问题阻碍其发展。本文以典型企业——全球速卖通为例，研究了我国跨境电商 B2C 商业模式在跨境物流方面的发展。先运用PEST 模型探讨我国 B2C 跨境电子商务的发展现状的宏观环境对其发展趋势的影响，然后，通过 SWOT 分析对全球速卖通的优势、劣势、机遇、威胁进行研究、经验总结，发现退换货工作艰难、物流信息跟踪不完善、企业信用度缺失等问题存在，最后建议从供应链综合服务和物流供应链角度，提出整合跨境物流企业、严格规范企业信用度、优化退换货服务等解决措施，综合、有条理性的解决制约我国 B2C 电子商务发展的物流障碍，协调整体发展。关键词:B2C 跨境电子商务；全球速卖通；跨境物流 AbstractOne belt, one road initiative and the following steps of the Internet, China is paying more and more attention to the development of cross-border e-commerce. In cross-border e-commerce, the proportion of B2C business model of cross-border e-commerce is increasing day by day. However, B2C cross-border e-commerce in China started late and has not developed well, and there are many problems hindering its development. This paper studies the development of B2C business model of cross-border e-commerce in cross-border logistics in China, taking global express as an example. First, we use PEST model to explore the impact of the macro environment on the development trend of China's B2C cross-border e-commerce. Then, through SWOT analysis, we study the advantages, disadvantages, opportunities and threats of global fast selling, and find that the return and exchange work is difficult, the tracking of material flow information is not perfect, and the enterprise credit degree is missing. Finally, we suggest to integrate the supp...
