PAGE\*MERGEFORMAT32山东管理学院本科毕业论文摘要近年来随着经济全球化和“互联网+”的飞速发展，传统的进出口外贸模式早已不能满足其全方位发展的需要，电子商务这一新兴行业开始逐渐渗入到国际贸易的各个环节之中。目前我国跨境电子商务借着“一带一路”的实施得到快速发展,菏泽市跨境电商发展势头迅猛,与行业发展不匹配的是电商发展仍存在众多弊端与问题。本文旨在利用SWOT分析法对菏泽跨境电商发展现状进行研究分析，以便更好地了解发展中存在的劣势与弊端，把握及掌控其将要面临的机遇和挑战。从政府及企业层面提出菏泽市发展跨境电商的相关措施和对策，有助于菏泽在“一带一路”的外贸路上赢得先机，促进菏泽成为跨境电商贸易的桥头堡，帮助菏泽制造走出去，加快推进菏泽市外向型经济的迅猛发展。关键词：跨境电商；SWOT分析；发展策略AbstractInrecentyears,withtherapiddevelopmentofeconomicglobalizationand“Internet+”,thetraditionalimportandexporttrademodelhaslongbeenunabletomeettheneedsofitsall-rounddevelopment.Theemergingindustryofe-commercehasgraduallypenetratedintoalllinksofinternationaltrade.Atpresent,cross-bordere-commerceinChinahasbeenrapidlydevelopedthroughtheimplementationof"BeltandRoad"initiative.Thedevelopmentofcross-bordere-commerceinHezeCityisrapid.Whatdoesnotmatchthedevelopmentoftheindustryisthattherearestillmanydrawbacksandproblemsinthedevelopmentofe-commerce.ThisarticleaimstouseSWOTanalysistostudyandanalyzethedevelopmentstatusofHezecross-bordere-commerce,inordertobetterunderstandthedisadvantagesanddisadvantagesinthedevelopment,andgraspandcontroltheopportunitiesandchallengesthatitwillface.Proposerelevantmeasuresandcountermeasuresforthedevelopmentofcross-bordere-commerceinHezeCityfromthegovernmentandenterpriselevels,whichwillhelpHezewinopportunitiesonthe"BeltAndRoad"foreigntraderoad,promoteHezeasabridgeheadforcross-bordere-commercetrade,helpHezemanufacturingGooutandacceleratetherapiddevelopmentofHeze'sexport-orientedeconomy.Keywords:HYPERLINK"javascript:;"Cross-BorderHYPERLINK"javascript:;"ElectronicHYPERLINK"javascript:;"Commerce;SWOTanalysis;HYPERLINK"javascript:;"developmentHYPERLINK"javascript:;"strategy第1章绪论20世纪以来，随着计算机技术和经济全球化的飞速发展，我国早已迈入“互联网+”的网络化时代。互联网的发展带来了电子商务、移动支付、众筹融资等新兴金融产业，对社会金融体系产生了根本影响；截止2019年中国网民总数已达8.29亿，越来越多的人们开始利用互联网进行网络购物、实时金融、远程办公或者线上教学等等，为居民生活带来了极大便利。网络信息技术的进步为传统外贸企业注入了新鲜血液，促进了跨境电子商务行业的逐渐兴起，使得外贸企业尤其是中小外贸企业大大增加了自身竞争优势，有助于鞭策本国跨境电商发展规模的持续增长。根据阿里研究院的数据统计可知：在2015年我国跨境电商交易额在进出口总额