本文選題：門戶化　切入點(diǎn)：壟斷時(shí)期　出處：《華中科技大學(xué)》2013年碩士論文

【摘要】：第三方電子商務(wù)平臺(tái)一出現(xiàn)，市場(chǎng)營(yíng)銷者們就不可避免的要面對(duì)這一新的營(yíng)銷溝通現(xiàn)實(shí)，然而在同樣的技術(shù)環(huán)境下，中美第三方平臺(tái)卻呈現(xiàn)出不同的發(fā)展態(tài)勢(shì)，，在中國(guó)，第三方平臺(tái)并不是企業(yè)通往顧客的主流渠道，涉入第三方電子商務(wù)的企業(yè)大多淺嘗輒止，并且僅僅局限在某些特定的行業(yè)領(lǐng)域；反觀美國(guó)市場(chǎng)，第三方平臺(tái)卻充滿生機(jī)和活力，涉獵的企業(yè)，無(wú)論從范圍還是程度上來(lái)說(shuō)同中國(guó)市場(chǎng)都有著天壤之別本文就以中國(guó)互聯(lián)網(wǎng)門戶化壟斷時(shí)期企業(yè)第三方電子商務(wù)涉入的發(fā)展和狀態(tài)為研究對(duì)象，同時(shí)將中美兩國(guó)的情況進(jìn)行對(duì)比，企圖尋找到這現(xiàn)象背后的原因 究其原因無(wú)非是技術(shù)的施展與制度有著天然的關(guān)聯(lián)性，發(fā)展中國(guó)家雖然有著技術(shù)模仿的優(yōu)勢(shì)，但技術(shù)與制度不匹配的情況時(shí)有發(fā)展中國(guó)這種后起的信息化進(jìn)程將直接導(dǎo)致了互聯(lián)網(wǎng)普及率低，就造就了低齡化低學(xué)歷低收入的網(wǎng)民結(jié)構(gòu)他們占據(jù)了中國(guó)網(wǎng)民的絕大多數(shù)，但其消費(fèi)動(dòng)力和購(gòu)買力都嚴(yán)重不足，對(duì)在線市場(chǎng)的貢獻(xiàn)可謂功薄蟬翼，因此即便第三方平臺(tái)技術(shù)已經(jīng)趨于成熟，但對(duì)企業(yè)的吸引力仍然十分有限，企業(yè)在線零售額與整個(gè)零售市場(chǎng)銷售額相比只是九牛一毛像美國(guó)般成熟穩(wěn)定的互聯(lián)網(wǎng)市場(chǎng)在門戶化時(shí)期始終沒(méi)有形成，所以就整個(gè)中國(guó)市場(chǎng)而言，企業(yè)借助于第三方平臺(tái)的營(yíng)銷溝通變革尚且處于小打小鬧的醞釀階段，大刀闊斧的改革還未真正開始
[Abstract]:As soon as the third-party e-commerce platform appears, marketers will inevitably have to face the reality of this new marketing communication. However, under the same technological environment, the third-party platforms in China and the United States have shown different development trends.Third-party platforms are not the mainstream channels for enterprises to reach customers, and most of the enterprises involved in third-party e-commerce are limited to some specific industries, while in the United States market, third-party platforms are full of vitality and vitality.The scope and extent of the enterprises involved in China are very different from that of the Chinese market. This paper focuses on the development and status of third-party e-commerce in the period of China's Internet Portal Monopoly.At the same time, compare the situation between China and the United States in an attempt to find out the reasons behind this phenomenon.The reason is nothing more than the natural correlation between the application of technology and the system. Although developing countries have the advantage of technological imitation,However, when the technology and system do not match, the late information process of developing China will directly lead to a low Internet penetration rate, which will result in a low age, low academic background and low income Internet users structure. They account for the vast majority of Chinese Internet users.But its consumption power and purchasing power are seriously inadequate, and its contribution to the online market is still very important, so even if third-party platform technology has matured, its appeal to enterprises is still very limited.Compared with the total retail sales of the whole retail market, the online retail sales of enterprises are only a drop in the balance. The mature and stable Internet market, like the United States, has never been formed during the period of portalization, so as far as the entire Chinese market is concerned,With the help of the marketing communication reform of the third party platform, the enterprise is still in the brewing stage, and the drastic reform has not really begun yet.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6;G206

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本文編號(hào)：1712280