發(fā)布時(shí)間：2018-12-20 05:56

【摘要】：隨著中國(guó)計(jì)算機(jī)技術(shù)的快速發(fā)展和市場(chǎng)經(jīng)濟(jì)進(jìn)程的加快,網(wǎng)絡(luò)營(yíng)銷已經(jīng)成為中國(guó)企業(yè)營(yíng)銷不可分割的重要組成部分。雖然中國(guó)網(wǎng)上交易已經(jīng)快速發(fā)展壯大起來(lái),網(wǎng)絡(luò)營(yíng)銷在中國(guó)的發(fā)展前景樂(lè)觀,但目前其發(fā)展還不夠完善和成熟。相比于美國(guó)等發(fā)達(dá)國(guó)家,中國(guó)的網(wǎng)絡(luò)營(yíng)銷還存在一些亟需解決的問(wèn)題。諸如網(wǎng)絡(luò)支付安全問(wèn)題、物流配送問(wèn)題、誠(chéng)信問(wèn)題、虛假問(wèn)題、網(wǎng)絡(luò)營(yíng)銷法律法規(guī)不完善等問(wèn)題。淘寶是以東方文化為背景的公司,而易趣是以西方文化為背景的公司。這種基本屬性的不同帶來(lái)的是競(jìng)爭(zhēng)形式和競(jìng)爭(zhēng)結(jié)果的不同。也是他們代表兩種商業(yè)文化的較量。 在中國(guó),有很多網(wǎng)站從事這C2C電子商務(wù),但是,有一定影響力的C2C電子商務(wù)網(wǎng)站很少。從嚴(yán)格意義上講,這樣具有影響力的電子商務(wù)網(wǎng)站僅僅有兩個(gè),一個(gè)是由阿里巴巴集團(tuán)成立的淘寶網(wǎng)站,另外一個(gè)是美國(guó)收購(gòu)了本地網(wǎng)站易趣的ebay網(wǎng)。對(duì)于ebay易趣來(lái)說(shuō),由于它沒(méi)有任何改變地引入了ebay的海外盈利模式,其中包括網(wǎng)上支付、交易模式、收費(fèi)模式以及服務(wù)模式等,導(dǎo)致它沒(méi)有在中國(guó)取得成功,一直輸給淘寶。相反,淘寶網(wǎng)能夠在建立的短短幾年時(shí)間之內(nèi),就超越了ebay易趣,坐上了中國(guó)C2C電子商務(wù)網(wǎng)站的第一位,是值得令人深思的。從現(xiàn)階段的交易情況看,淘寶網(wǎng)的加以額遠(yuǎn)遠(yuǎn)超出了易趣,從成立到至今為止一直是中國(guó)C2C電子商務(wù)市場(chǎng)的領(lǐng)跑者。2011年,淘寶網(wǎng)站的交易額超過(guò)了4850億元,占中國(guó)C2C市場(chǎng)總交易額的80%。這一數(shù)據(jù)甚至超過(guò)了華潤(rùn)萬(wàn)家、沃爾瑪、家樂(lè)福、物美集團(tuán)等知名零售商。然而,在C2C電子商務(wù)快速發(fā)展的時(shí)代,筆者不得不指出淘寶網(wǎng)以及ebay易趣在選擇盈利手段等電子商務(wù)模式存在的諸多問(wèn)題。為了改善ebay易趣的目前發(fā)展?fàn)顩r以及促進(jìn)淘寶網(wǎng)的進(jìn)一步發(fā)展,筆者基于對(duì)易趣與淘寶網(wǎng)發(fā)展歷史和現(xiàn)狀的探討,通過(guò)盈利模式、服務(wù)模式、信息流模式、網(wǎng)頁(yè)瀏覽狀態(tài)、客戶的競(jìng)爭(zhēng)、支付服務(wù)方面的競(jìng)爭(zhēng)、伙伴關(guān)系競(jìng)爭(zhēng)以及假冒偽劣商品等多個(gè)角度對(duì)二者的電子商務(wù)模式進(jìn)行了比較分析。
[Abstract]:With the rapid development of Chinese computer technology and the accelerated process of market economy, network marketing has become an inseparable and important part of Chinese enterprise marketing. Although China's online trading has grown rapidly and the prospects of online marketing in China are optimistic, its development is not perfect and mature at present. Compared with the developed countries such as the United States, there are still some problems that need to be solved in China's network marketing. Such as network payment security, logistics distribution, integrity, false, network marketing laws and regulations are not perfect and so on. Taobao is a company with the background of oriental culture, and eBay with a background of western culture. This kind of basic attribute brings about different competition form and competition result. They also represent the two kinds of business culture contest. In China, there are many sites engaged in this C-C e-commerce, but there are a certain number of C2C e-commerce sites. Strictly speaking, only two of these influential e-commerce sites are Taobao, set up by Alibaba Group, and ebay, a local site that the United States has acquired. For ebay eBay, it failed to succeed in China, losing out to Taobao because it introduced ebay's overseas earnings model without any change, including online payments, trading, fees and services. On the contrary, Taobao can be established in a few years, beyond ebay eBay, sitting on China's C2C e-commerce site first, is worth thinking about. Judging from the current trading situation, Taobao has been a leader in China's C2C e-commerce market since its inception until now. In 2011, the transaction volume of Taobao's website exceeded 485 billion yuan. It accounts for 80% of the total trade volume of China's C2C market. This figure even surpassed China Resources million, Wal-Mart, Carrefour, Wumart Group and other well-known retailers. However, in the era of rapid development of C2C e-commerce, the author has to point out that Taobao and ebay eBay in the choice of profit means and other e-commerce mode of many problems. In order to improve the current development of ebay eBay and promote the further development of Taobao, the author based on the eBay and Taobao development history and current situation, through the profit model, service mode, information flow model, web browsing status, The competition of customers, the competition of payment service, the competition of partnership and the fake and inferior goods are compared and analyzed in this paper.
【學(xué)位授予單位】：長(zhǎng)春理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F724.6

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