Research On The Operation Performance Of Cross-Border E-Commerce Supply Chain Of YunHe Wooden Toys Enterprises

In recent years,the growth rate of traditional foreign trade has slowed down,and cross-border e-commerce as a new global trade mode is developing rapidly.The development of cross-border e-commerce is inseparable from the support of cross-border supply chain,and this paper evaluates the operation performance of cross-border e-commerce supply chain of Yun He wooden toys enterprises,In order to put forward development suggestions for the operation optimization and industrial upgrading of Yun He cross-border supply chains.Based on the analysis of Yun He CBEC supply chain network nodes,based on the Balanced Scorecard(BSC)and Supply Chain Operation Reference Model(SCOR),this paper forms 6 first-level dimensions including market,customer,finance,operation,learning and growth,and digital capability,and 24 second-level indicators such as market share and industry category ranking.Use explanatory structural models(ISM)and network hierarchy(ANP)to analyze the hierarchy and importance of factors;Finally,the fuzzy comprehensive evaluation method(FUZZY)was used to comprehensively evaluate the performance of cross-border export e-commerce supply chain of cloud and wooden toys enterprises.ISM analysis shows that the financial dimension and the market dimension are superficial influencing factors;The customer dimension and the operation dimension are middle-level influencing factors and have indirect effects on the superficial factors;The learning growth dimension and the digital dimension are deep influencers.ANP analysis shows that the key influencing factors affecting the performance level of cross-border e-commerce supply chain of Yun He wooden toys enterprises are mainly digital decision-making,data sharing,market share,human capital,data collection,online marketing promotion capabilities,etc.FUZZY comprehensive evaluation shows that the evaluation results of CBEC supply chain operation performance of Yun He wooden toys enterprises are average,especially in data sharing,digital decision-making,human capital,and innovation ability.The paper shows that the development effect of CBEC of Yun He wooden toys enterprises is general.Yun He wooden toys need the positive attitude of enterprise executives,transform CBEC through multiple channels,and form a good atmosphere;Build a multi-level talent team to stimulate the driving force for the development of cluster CBEC;Gain insight into overseas consumer trends and strengthen the cultivation of online marketing and promotion capabilities;Take marketing digitalization as the starting point to drive the digital transformation of the industrial chain;Stimulate the "new engine" of policies and improve the CBEC service ecology.Focus on the cultivation of subjects,talent training,digital construction and other key strengthening,promote the vigorous development of CBEC of local enterprises,and improve the overall operational performance.