摘要：目前，全球网络技术应用在快速普及并且不断的发展中，在人们日常生活中，电子商务已经成为一种不可或缺的交易方式和信息传播的媒介。南京有2000多家中小企业电子商务应用在增加，在电子商务普及工程中，目前累计已经加入的中小企业有3500家，其中大约有1200多的企业选择入驻国际贸易B2C业务的市场。电子商务的高速发展，它不可避免地将引发制造业间的相互兼并整合，因此使得我国中小型企业获得前所未有的机遇，同时更多的更严峻的挑战在充斥着中小型企业。本文通过对国际贸易B2C行业的发展现状进行论述，从B2C业务的发展环境，如何开展国际贸易B2C业务等两方面进行具体的分析。通过研究中小型企业所面临的机遇，指出了南京中小型企业发展B2C业务的优势。同时也指出了发展国际贸易B2C过程中的一些挑战，主要包括品牌建设存在的问题、物流配送问题、运输成本问题、采用支付工具带来的附加问题、交易周期较长、退换货不便利等问题。也针对企业目前存在的较为紧迫的品牌和物流问题，提出了几点建设性的建议：在品牌的创建方面，需要严格把控产品质量，定位品牌主旨，创建自有的特色品牌文化，培养有价值力的竞争资本；而物流方面，可以自己尝试联合其他商家一起选择物流公司，与专业的配送公司签订协议，搭建物流信息化平台；在支付工具方面，可以选择PayPal和visa付款，西联汇款和速汇金业务也可以被采用，不同的企业可以根据自身的基本情况综合做出考量。

关键词  电子商务；中小型企业；B2C；对策

Abstract：At present, the global network technology application in the rapid popularization and development, in People's Daily life, electronic commerce has become an indispensable way to trade and information transmission medium. Nanjing has more than 2000 mses e-commerce applications on the rise, popularization of engineering in electronic commerce, at present there are 3500 cumulative has joined the small and medium-sized enterprises, of which about 1200 more enterprises choose B2C business enterprises in the international trade market. With the rapid development of e-commerce, it inevitably will lead to mutual merger integration between manufacturing, therefore makes our country small and medium-sized enterprises get unprecedented opportunities, at the same time more and more severe challenges in filled with small and medium enterprises. This article through to the international trade B2C industry development present situation, from the development of B2C business environment, how to develop international trade B2C business environment two aspects specific analysis. By studying the opportunities facing small and medium-sized enterprises, pointed out that small and medium-sized enterprise development the advantage of B2C business in nanjing. Also points out the development of B2C some challenges in the process of international trade, mainly includes the problems of brand construction, logistics and distribution problems, transportation costs, the use of payment tools bring additional problems with a long cycle, trading, return is convenient wait for a problem. Also more pressing brand for enterprise existing and logistical problems, puts forward some constructive Suggestions: in terms of brand creation, need to strictly control the product quality, positioning the brand theme, create their own features of brand culture, cultivate valuable strength competition of capital; And logistics, can try to establish our distribution network, signed an agreement with the professional distribution company, to build logistics information platform ;In reverse payment tool, can choose PayPal and visa payment, western union and moneygram business can also be used, different enterprises can according to the basic situation of oneself comprehensive considerations.

Keywords  E-commerce  Medium-sized and small enterprises  B2C  Solution

　　　本文主要从四个方面分析了中小型企业国际贸易的B2C业务，第一是通过对国际贸易B2C行业的发展现状进行论述，从B2C业务的主要模式和国际贸易B2C业务开展方式两方面进行具体的分析。第二又研究了中小型企业所面临的机遇和发展优势，主要从中小型企业发展的本身的优势出发，阐述了缩减成本容易，产品升级快等优势特点，包括描述了南京市中小型企业发展电子商务的优势。第三则介绍了南京市中小型企业在国际贸易B2C业务中所面临的挑战，主要就中小企业在品牌建设存在的问题，物流配送问题，成本问题、采用支付工具带来的附加问题、交易周期较长，退换货不便利等问题做了详细的分析介绍。最后是对之前提到的中小型企业所面临的机遇和挑战、具有的优势和劣势提出建议：在维持品牌忠诚度方面主要就如何保证产品品质，如何提升品牌形象，持久推广方面展开讨论；在物流配送的改进建议方面就就如何解决商品配送成本过高，配送不及时，以及改善物流服务态度方面的提出解决方案；最后在支付工具的选择方面，针对拒付问题、收款问题和手续费用问题，不同的企业如何在众多支付工具中进行选择提出建议。