本文選題：電子商務(wù) + 市場(chǎng)營(yíng)銷��； 參考：《廣東外語(yǔ)外貿(mào)大學(xué)》2016年碩士論文

【摘要】：近年來(lái),隨著我國(guó)經(jīng)濟(jì)的快速發(fā)展,人民生活消費(fèi)水平的提高,同時(shí)我國(guó)電子商務(wù)事業(yè)快速發(fā)展,生鮮水果作為日常的消費(fèi)品,越來(lái)越受到大家的青睞。我國(guó)是水果的種植大國(guó),也是消費(fèi)大國(guó),中國(guó)國(guó)產(chǎn)水果主要集中5-10月份上市,每年的10月份以后,中國(guó)逐漸進(jìn)入冬季,南北方的季節(jié)性水果減少,水果品種明顯減少,進(jìn)口水果正好彌補(bǔ)中國(guó)水果的季節(jié)空缺期,同時(shí)也滿足一些高端消費(fèi)市場(chǎng)。近幾年來(lái),網(wǎng)絡(luò)購(gòu)物逐漸成為人們生活中的熱門(mén)話題,日常生鮮網(wǎng)購(gòu),方便,快捷,也越來(lái)越被大家所接受。尤其是一些年輕的消費(fèi)者,她們對(duì)網(wǎng)絡(luò)購(gòu)物的接受度較高,特別是對(duì)一些新奇產(chǎn)品,她們更傾向于在網(wǎng)上購(gòu)買(mǎi),全方位的比較價(jià)格,產(chǎn)品特性,商家資質(zhì)等,更容易買(mǎi)到物美價(jià)廉的寶貝。進(jìn)口生鮮水果,作為高端的水果產(chǎn)品,盡管價(jià)格比一般國(guó)產(chǎn)水果可能要高,但是品質(zhì)好,賣相好,品種豐富等特點(diǎn),這些正好滿足了一些高端消費(fèi)者的需求,尤其是在中國(guó)的大中城市,有非常大的消費(fèi)市場(chǎng)。本文主要以A公司作為實(shí)例,作者通過(guò)對(duì)該公司近幾年進(jìn)口水果業(yè)務(wù)總結(jié),運(yùn)用SWOT分析方法分析公司的優(yōu)勢(shì)和劣勢(shì),辨析進(jìn)口水果企業(yè)在開(kāi)拓國(guó)內(nèi)進(jìn)口水果電商市場(chǎng)過(guò)程中普遍存在的問(wèn)題,同時(shí)采用STP理論分析目前國(guó)內(nèi)進(jìn)口水果電商公司的戰(zhàn)略營(yíng)銷問(wèn)題,并從4P營(yíng)銷理論出發(fā),結(jié)合國(guó)內(nèi)生鮮水果電商的實(shí)際情況和電商物流、電商環(huán)境等條件,提出相應(yīng)對(duì)策和解決方案。進(jìn)口水果電商市場(chǎng)所面臨的問(wèn)題和挑戰(zhàn)主要表現(xiàn)在無(wú)自主品牌、無(wú)差異化產(chǎn)品、過(guò)度價(jià)格戰(zhàn)營(yíng)銷等問(wèn)題,應(yīng)該在公司產(chǎn)品品牌化,產(chǎn)品差異化,同時(shí)結(jié)合市場(chǎng)實(shí)際需求,產(chǎn)品個(gè)性化,服務(wù)專業(yè),人性化等方面做深入研究。
[Abstract]:In recent years, with the rapid development of our economy and the improvement of people's living and consumption level, as well as the rapid development of e-commerce in our country, fresh fruit, as a daily consumer goods, is more and more popular. China is a big fruit grower and a big consumer. China's domestic fruits are mainly concentrated on the market in May and October. After October every year, China gradually enters winter, and the seasonal fruits in the north and south decrease, and the varieties of fruit are obviously reduced. Imported fruits make up for the seasonal gap in Chinese fruit, and also meet some high-end consumer markets. In recent years, online shopping has gradually become a hot topic in people's lives, daily fresh online shopping, convenient, fast, and more and more accepted by everyone. Especially for some young consumers, they have a higher acceptance of online shopping, especially for some novel products. They are more inclined to buy online, compare prices, product characteristics, business qualifications, etc. It's easier to buy a cheap baby. Imported fresh fruit, as a high-end fruit product, although the price may be higher than that of domestic fruits, it has the characteristics of good quality, good sale, rich variety, etc. These just meet the needs of some high-end consumers. Especially in China's large and medium cities, there is a very large consumer market. In this paper, A company as an example, the author of the company in recent years through the import of fruit business summary, using SWOT analysis method to analyze the company's strengths and weaknesses, This paper analyzes the common problems existing in the process of developing the domestic e-commerce market of imported fruits by importing fruit enterprises. At the same time, it analyzes the strategic marketing problems of domestic import fruit e-commerce companies by using STP theory, and proceeds from the 4p marketing theory. Combined with the actual situation of domestic fresh fruit e-commerce and the conditions of e-commerce logistics and e-commerce environment, the corresponding countermeasures and solutions were put forward. The problems and challenges faced by the imported fruit e-commerce market are mainly manifested in the lack of independent brands, non-differentiated products, excessive price war marketing and other problems. They should be in the company's product branding, product differentiation, and at the same time combined with the actual needs of the market. Product personalization, service professional, humanization and other aspects to do in-depth research.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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