跨境电子商务零售出口商的品牌化运营策略

发布时间：2018-05-24 09:34

  本文选题：品牌化运营 + 品牌定位　； 参考：《商业经济研究》2017年06期

【摘要】：中国跨境电商市场交易规模中出口所占比重一直很大,近年来跨境出口B2C所占比重逐年提升,随着跨境电商平台企业入驻门槛的逐渐提高,品牌化运营成为零售出口商家的必然选择,在提升消费者信任度和忠诚度,以及品牌传播和推广等方面都具有一定的促进作用。当前中国跨境电商零售出口商家在品牌化过程中普遍存在诸如定位不清、能力不足以及缺乏对供应链的把控等问题,未来需要根据自身情况进行精准的品牌定位,选择适合自己的供应链渠道,采用多平台的品牌推广,组建专业的品牌运营团队,以适应全球化的竞争。
[Abstract]:The share of exports in the scale of cross-border e-commerce market transactions in China has been very large. In recent years, the proportion of cross-border exports of B2C has been increasing year by year, as the threshold for cross-border e-commerce platform enterprises to enter the market has gradually increased. Brand operation has become an inevitable choice for retail exporters and has a certain role in promoting consumer trust and loyalty as well as brand communication and promotion. At present, in the process of branding, Chinese cross-border e-commerce retailers generally have problems such as unclear positioning, insufficient capability and lack of control over the supply chain. In the future, they need to carry out accurate brand positioning according to their own conditions. Choose suitable supply chain channel, adopt multi-platform brand promotion, set up professional brand operation team to adapt to the global competition.
【作者单位】： 河南工程学院管理工程学院;
【基金】：2016年度河南省政府决策研究招标课题“郑州航空港经济综合实验区营造跨境电子商务新优势问题研究”(项目编号:2016B016) 2015年度郑州市软科学研究计划项目“‘一带一路’战略下郑州航空港区跨境电商贸易发展思路和模式研究”(项目编号:153PRKXF240)的部分成果
【分类号】：F724.6;F752.62
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本文编号：1928563