本文選題：閩東電機　切入點：電子商務(wù)　出處：《福建農(nóng)林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：閩東地區(qū)內(nèi)有電機電器生產(chǎn)企業(yè)800多家,其中電機、水泵整機企業(yè)280多家,從業(yè)人員超過10萬人;目前已形成電動機、水泵、發(fā)電機與發(fā)電機組和電子保健醫(yī)療儀器等四大類產(chǎn)品。其中,中小型電機產(chǎn)量及出口量占全國1/3,行銷140多個國家和地區(qū)。在經(jīng)濟下行、出口量大幅減少的形勢下,如何實現(xiàn)閩東電機電器產(chǎn)業(yè)集群產(chǎn)值突破千億的計劃,已成為地方政府和企業(yè)一直面對的重大課題。本課題以該產(chǎn)業(yè)中電機電器的產(chǎn)品銷售推廣為例,圍繞閩東電機跨境營銷如何擴大規(guī)模和提高質(zhì)量的問題,借助文獻分析法和調(diào)查研究法,從市場需求、商品質(zhì)量、國家政策扶持、物流倉儲、互聯(lián)網(wǎng)經(jīng)濟及線下模式的轉(zhuǎn)型改變等因素分析研究閩東電機生產(chǎn)和出口現(xiàn)狀及其制約因素;從利用產(chǎn)業(yè)政策、適應(yīng)產(chǎn)品需求、提高產(chǎn)品質(zhì)量、建立電子商務(wù)平臺、培養(yǎng)跨境電商人才等方面入手,分析研究擴大電機的跨境營銷;著重分析我國跨境電商發(fā)展存在的質(zhì)量、人才、支付、消費觀、通關(guān)、物流等問題;利用"互聯(lián)網(wǎng)+"行動計劃,加快實施閩東電機跨境電子商務(wù)的布局,提出擴大電機出口數(shù)量、減少營銷環(huán)節(jié)、降低出口成本、提高企業(yè)經(jīng)濟效益的可行性的跨境營銷策略,為擴大閩東電機及其他電機電器產(chǎn)品出口提供決策依據(jù)和智力支持。
[Abstract]:There are more than 800 electrical and motor manufacturing enterprises in the east of Fujian, of which more than 280 are electric motors and pumps, with more than 100,000 employees. At present, electric motors and pumps have been formed. Generators and generators and electronic health care medical instruments and other four categories of products. Among them, the output and export volume of small and medium-sized motors account for 1 / 3 of the country, marketing in more than 140 countries and regions. In the economic downturn, the export volume is significantly reduced. How to realize the plan that the output value of the electric and electrical industry cluster in Mindong is exceeding 100 billion has become an important subject that local governments and enterprises have been facing all the time. This topic takes the sales and promotion of electric machinery and electrical appliances in this industry as an example. Focusing on the issue of how to expand the scale and improve the quality of the cross-border marketing of Mindong Electric Machinery, with the help of literature analysis and investigation and research, from the market demand, commodity quality, state policy support, logistics warehousing, Analysis of factors such as Internet economy and the Transformation of Off-line Mode Analysis and Research on the status quo and restrictive factors of Electric Machinery production and Export in East Fujian Province, from the use of industrial policies to meet the needs of products, improve product quality, establish e-commerce platform, Starting with the training of cross-border electric traders, the paper analyzes and studies the expansion of cross-border marketing of electric machinery, focusing on the quality, talent, payment, consumption concept, customs clearance, logistics and other problems existing in the development of cross-border e-commerce in China. Using the action plan of "Internet" to accelerate the implementation of the layout of cross-border electronic commerce of Mindong Electric Machinery, this paper puts forward a feasible cross-border marketing strategy to expand the number of motor exports, reduce marketing links, reduce export costs, and improve the economic benefits of enterprises. To expand the export of Mindong electrical machinery and other electrical machinery products to provide decision-making basis and intellectual support.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.61

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