【摘要】：近年來隨著我國國民經(jīng)濟的快速發(fā)展，，以及計算機應用的進一步普及，推動了互聯(lián)網(wǎng)應用范圍的進一步擴展�；ヂ�(lián)網(wǎng)技術的發(fā)展，以及我國公民總體文化素質(zhì)的相對提高，推動了我國電子商務的發(fā)展，電子商務不再是那些擁有高學歷人群的專用語，而成為了普通公民的常用語。現(xiàn)代企業(yè)或個人利用電子商務平臺進行交易、消費、預定已經(jīng)很普遍。 目前關于電子商務溝通管理的研究成為電子商務管理研究的前沿之一。隨著電子商務交易規(guī)模的進一步發(fā)展和擴大，市場競爭的日益白熾化，以及美國次貸危機、歐洲債務危機、日本貨幣升值等國際經(jīng)濟形勢的變化，對世界各地的實體經(jīng)濟造成了嚴重的影響，企業(yè)為了以最低的投入，追求最大的業(yè)務的拓展和服務水平的提升，都開始注重B2B電子商務項目的實施和運用。 本文針對B2B電子商務項目中溝通管理方面的研究，主要解決的是在溝通前中后對于各種利害關系的認識問題，以及運用怎樣的方式才能夠有效地增強各種溝通效果的問題。通過科學有效的溝通方法可以對一些可能發(fā)生的特殊問題提前得到認識和解決，這需要對溝通管理的理論和方法有較為深入的認識和掌握。近年來我國B2B電子商務的規(guī)模不斷擴大，其中發(fā)展最快和最大的是阿里巴巴電子商務平臺。 在學術界對B2B電子商務項目的研究文獻已經(jīng)形成一定規(guī)模，但是對溝通管理在B2B電子商務項目中的應用研究還比較少�？紤]到B2B電子商務項目的特點，我們認為溝通管理在B2B電子商務項目中的應用非常重要。本論文以阿里巴巴B2B電子商務項目為例，對溝通管理的一些方法，以及這些方法的應用進行深入的研究。首先對B2B電子商務項目溝通管理及其重要性進行了總結(jié)分析和闡述；接著對B2B電子商務項目溝通管理渠道、對象、方式進行了系統(tǒng)的分析和研究；最后分析了溝通管理在阿里巴巴電子商務項目中的應用情況和存在問題，給出相應的應用對策。
[Abstract]:In recent years, with the rapid development of our national economy and the further popularization of computer application, the scope of Internet application has been further expanded. The development of Internet technology and the relative improvement of the overall cultural quality of Chinese citizens have promoted the development of e-commerce in China. E-commerce is no longer a special language for those with high academic qualifications, but has become a common term for ordinary citizens. It is very common for modern enterprises or individuals to use e-commerce platform for transaction, consumption and reservation. At present, the research on communication management of e-commerce has become one of the frontiers of e-commerce management. With the further development and expansion of the scale of e-commerce transactions, the increasingly incandescent market competition, and the changes in the international economic situation such as the subprime mortgage crisis in the United States, the European debt crisis, the appreciation of the Japanese currency, and so on, In order to achieve the lowest investment, to pursue the maximum business expansion and the improvement of service level, enterprises have begun to pay attention to the implementation and application of B2B e-commerce projects. Aiming at the research of communication management in B2B E-commerce project, this paper mainly solves the problem of understanding the various interests before and after the communication, and how to effectively enhance the communication effect. Through scientific and effective communication methods, some possible special problems can be recognized and solved in advance, which requires a deeper understanding and mastery of the theory and methods of communication management. In recent years, the scale of B2B e-commerce in China has been expanding, among which the fastest and largest development is the Alibaba e-commerce platform. The research literature on B2B E-commerce project has formed a certain scale in academic circles, but the application of communication management in B2B E-commerce project is still less. Considering the characteristics of B2B e-commerce project, we think the application of communication management in B2B e-commerce project is very important. Taking Alibaba B2B e-commerce project as an example, this paper makes a deep research on some methods of communication management and their application. Firstly, it summarizes and analyzes the importance of B2B E-commerce project communication management, and then makes a systematic analysis and research on B2B E-commerce project communication management channel, object and mode. Finally, the application and problems of communication management in Alibaba e-commerce project are analyzed, and the corresponding application countermeasures are given.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6

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本文編號：2142070