本文關(guān)鍵詞：我國(guó)跨境電子商務(wù)企業(yè)出口營(yíng)銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 跨境電子商務(wù) 企業(yè) 出口 營(yíng)銷策略

【摘要】：受全球金融危機(jī)與歐債危機(jī)影響,全球經(jīng)濟(jì)整體增長(zhǎng)乏力,國(guó)際貿(mào)易市場(chǎng)需求大幅縮水,我國(guó)企業(yè)的出口舉步維艱。跨境電子商務(wù)伴隨著新技術(shù)革命的爆發(fā)應(yīng)運(yùn)而生,為我國(guó)企業(yè)出口構(gòu)建了一種全新的形式,這種貿(mào)易形式將貿(mào)易與互聯(lián)網(wǎng)信息技術(shù)綁定在一起,構(gòu)建一個(gè)全新的便捷、開放、主動(dòng)的貿(mào)易體系,全球經(jīng)濟(jì)體依托這個(gè)貿(mào)易體系實(shí)現(xiàn)貿(mào)易互聯(lián)互通,真正實(shí)現(xiàn)買全球、賣全球。貿(mào)易方式也從大額、穩(wěn)定的跨境貿(mào)易逐漸向小額的、碎片化貿(mào)易形式轉(zhuǎn)變。貿(mào)易流程不斷精簡(jiǎn)化,企業(yè)與境外客戶直接對(duì)接,中間商環(huán)節(jié)被跳過(guò),出口成本大幅縮減。目前,中國(guó)參與跨境電子商務(wù)出口的企業(yè)數(shù)量眾多,但其出口營(yíng)銷策略都存在弊端和短板,營(yíng)銷思路混亂而不清晰,營(yíng)銷策略邏輯性不強(qiáng),嚴(yán)重阻礙我國(guó)跨境電商企業(yè)開展國(guó)際營(yíng)銷,開辟海外市場(chǎng),因此對(duì)中國(guó)跨境電子商務(wù)企業(yè)的出口營(yíng)銷策略進(jìn)行梳理和分析就顯得十分重要。文章首先分析中國(guó)跨境電子商務(wù)企業(yè)出口的現(xiàn)狀,并介紹分析跨境電子商務(wù)出口鏈條的所有參與主體,包括核心體系即跨境電子商務(wù)平臺(tái),還包括跨境支付媒介、跨境物流運(yùn)輸、出口海關(guān)、第三方綜合服務(wù)平臺(tái)在內(nèi)的支撐體系。其次依據(jù)PEST分析法對(duì)我國(guó)跨境電子商務(wù)企業(yè)出口的政治、經(jīng)濟(jì)、社會(huì)、技術(shù)環(huán)境進(jìn)行分析,為后文梳理跨境電商企業(yè)出口的營(yíng)銷策略做背景鋪墊。再次,依據(jù)4Ps營(yíng)銷理論對(duì)企業(yè)的出口營(yíng)銷策略進(jìn)行梳理,得出與跨境電商企業(yè)出口行為的相匹配的營(yíng)銷策略,并對(duì)深圳有棵樹公司進(jìn)行案例分析。隨后整理歸納我國(guó)跨境電商企業(yè)開展出口營(yíng)銷存在的問(wèn)題及制約因素,最后有針對(duì)性地對(duì)政府提出政策建議以保障企業(yè)開展出口營(yíng)銷、對(duì)企業(yè)提出具體實(shí)施性建議以改善企業(yè)出口營(yíng)銷策略,為我國(guó)跨境電子商務(wù)企業(yè)日后出口全球市場(chǎng)、開展出口營(yíng)銷活動(dòng)提供參考。
[Abstract]:Under the influence of the global financial crisis and the European debt crisis, the overall growth of the global economy is weak, and the demand of the international trade market shrinks sharply. With the outbreak of the new technology revolution, cross-border electronic commerce has created a new form for the export of Chinese enterprises. This form of trade binds trade with Internet information technology to build a new, convenient, open and active trading system that enables global economies to achieve trade connectivity. The mode of trade has changed from large and stable cross-border trade to small, fragmented trade form. The trade process has been refined and simplified, enterprises and overseas customers directly docked. The middlemen are skipped and the export cost is greatly reduced. At present, there are a large number of Chinese enterprises involved in cross-border e-commerce export, but their export marketing strategies are flawed and short board, marketing ideas are confused and unclear. The logic of marketing strategy is not strong, which seriously hinders our cross-border e-commerce enterprises to carry out international marketing and open up overseas markets. Therefore, it is very important to comb and analyze the export marketing strategy of Chinese cross-border e-commerce enterprises. It also introduces and analyzes all the participants in the cross-border e-commerce export chain, including the core system of cross-border e-commerce platform, but also cross-border payment media, cross-border logistics transport, export customs. The third party integrated service platform, including the support system. Secondly, based on the PEST analysis of our cross-border e-commerce enterprises export political, economic, social, technological environment analysis. For the following carding cross-border e-commerce enterprises export marketing strategy to do the background. Thirdly, according to 4Ps marketing theory to comb the export marketing strategy. Obtain the marketing strategy matching with the export behavior of cross-border e-commerce enterprises, and analyze the case of Shenzhen Youzha Tree Company, and then sort out and conclude the problems and constraints of export marketing of cross-border e-commerce enterprises in China. Finally, it puts forward policy recommendations to the government in order to ensure the enterprises to carry out export marketing, and puts forward specific implementation suggestions to improve the export marketing strategies of enterprises. It provides a reference for our cross-border e-commerce enterprises to export to the global market in the future and carry out export marketing activities.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F752.62

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