闽东电机跨境销量拓展的策略研究

发布时间：2018-03-05 23:31

本文选题：闽东电机　切入点：电子商务　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：闽东地区内有电机电器生产企业800多家,其中电机、水泵整机企业280多家,从业人员超过10万人;目前已形成电动机、水泵、发电机与发电机组和电子保健医疗仪器等四大类产品。其中,中小型电机产量及出口量占全国1/3,行销140多个国家和地区。在经济下行、出口量大幅减少的形势下,如何实现闽东电机电器产业集群产值突破千亿的计划,已成为地方政府和企业一直面对的重大课题。本课题以该产业中电机电器的产品销售推广为例,围绕闽东电机跨境营销如何扩大规模和提高质量的问题,借助文献分析法和调查研究法,从市场需求、商品质量、国家政策扶持、物流仓储、互联网经济及线下模式的转型改变等因素分析研究闽东电机生产和出口现状及其制约因素;从利用产业政策、适应产品需求、提高产品质量、建立电子商务平台、培养跨境电商人才等方面入手,分析研究扩大电机的跨境营销;着重分析我国跨境电商发展存在的质量、人才、支付、消费观、通关、物流等问题;利用"互联网+"行动计划,加快实施闽东电机跨境电子商务的布局,提出扩大电机出口数量、减少营销环节、降低出口成本、提高企业经济效益的可行性的跨境营销策略,为扩大闽东电机及其他电机电器产品出口提供决策依据和智力支持。
[Abstract]:There are more than 800 electrical and motor manufacturing enterprises in the east of Fujian, of which more than 280 are electric motors and pumps, with more than 100,000 employees. At present, electric motors and pumps have been formed. Generators and generators and electronic health care medical instruments and other four categories of products. Among them, the output and export volume of small and medium-sized motors account for 1 / 3 of the country, marketing in more than 140 countries and regions. In the economic downturn, the export volume is significantly reduced. How to realize the plan that the output value of the electric and electrical industry cluster in Mindong is exceeding 100 billion has become an important subject that local governments and enterprises have been facing all the time. This topic takes the sales and promotion of electric machinery and electrical appliances in this industry as an example. Focusing on the issue of how to expand the scale and improve the quality of the cross-border marketing of Mindong Electric Machinery, with the help of literature analysis and investigation and research, from the market demand, commodity quality, state policy support, logistics warehousing, Analysis of factors such as Internet economy and the Transformation of Off-line Mode Analysis and Research on the status quo and restrictive factors of Electric Machinery production and Export in East Fujian Province, from the use of industrial policies to meet the needs of products, improve product quality, establish e-commerce platform, Starting with the training of cross-border electric traders, the paper analyzes and studies the expansion of cross-border marketing of electric machinery, focusing on the quality, talent, payment, consumption concept, customs clearance, logistics and other problems existing in the development of cross-border e-commerce in China. Using the action plan of "Internet" to accelerate the implementation of the layout of cross-border electronic commerce of Mindong Electric Machinery, this paper puts forward a feasible cross-border marketing strategy to expand the number of motor exports, reduce marketing links, reduce export costs, and improve the economic benefits of enterprises. To expand the export of Mindong electrical machinery and other electrical machinery products to provide decision-making basis and intellectual support.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.61

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