跨境电商微型企业S公司营销策略研究

发布时间：2018-01-11 15:20

本文关键词：跨境电商微型企业S公司营销策略研究　出处：《广东外语外贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着计算机、互联网和智能手机技术的日益发展,在跨境贸易中,电子商务扮演了越来越重要的角色。在新技术的助力下,商业模式产生了深刻的变化。从传统跨境贸易相对的大规模,大批量,以及参与企业规模相对高的进入门槛,在电子商务时代出现了小规模,多频次,参与企业微型化的演进方向。研究微型企业在跨境电商营销策略中实际面临的问题和困境,对微型企业跨境电商经营的生存和发展,有着重要意义。本文以S公司,一间从事跨境电商业务的微型企业作为案例研究对象,以STP理论,4Ps理论,整合营销理论等理论为基础,对该公司市场营销策略方面存在的问题进行分析,指出问题的成因并相应地提出解决方案,从而使企业优化其营销策略管理,在跨境电商经营中发展壮大,并希望对类似企业能有所启发。全文共分为六个部分。第一部分,绪论。介绍研究背景,研究意义,研究方法和主要内容。对所要分析解决的问题及研究该问题的方法,思路和结构进行概括介绍。第二部分,理论框架。介绍与本文相关的概念,理论工具,营销方法,为下文提供分析方法和理论工具。第三部分,案例描述。论述了S公司的背景情况,发展历程并对公司在发展过程遇到的困境进行现象描述。第四部分,案例分析。通过不同理论工具视角对案例研究公司进行分析,并将分析结果进行综合概括。小结存在问题并分析成因。第五部分,解决方案。根据总结的问题和成因,提出相应的解决方案。第六部分,结论与启示。对问题提出,问题分析,问题解决的逻辑进行再提炼,提出具有普遍指导意义的结论。并从宏观视角提出思考和启示。
[Abstract]:With the development of computer, Internet and smart phone technology, e-commerce plays a more and more important role in cross-border trade. Business model has produced profound changes. From the relatively large scale of traditional cross-border trade, large volume, as well as the relatively high entry threshold of participating enterprises, small scale, multiple frequency appeared in the era of electronic commerce. Take part in the evolution direction of micromation, study the problems and difficulties that micro-enterprises actually face in cross-border e-commerce marketing strategy, and the survival and development of micro-enterprises cross-border e-commerce management. This paper takes S Company, a micro-enterprise engaged in cross-border e-commerce business as the case study object, based on STP theory 4Ps theory, integrated marketing theory and other theories. This paper analyzes the problems existing in the marketing strategy of the company, points out the causes of the problems and puts forward corresponding solutions, so as to make the enterprise optimize its marketing strategy management and develop and expand in the cross-border e-commerce operation. The thesis is divided into six parts: the first part, the introduction, the introduction of the research background, the significance of the research. Research methods and main content. To analyze and solve the problem and the research methods, ideas and structure of the general introduction. Part two, theoretical framework. Introduce the related concepts and theoretical tools. Marketing methods, for the following analysis methods and theoretical tools. The third part, case description. Discusses the background of S Company. The development of the company in the development process of the plight of the description of the phenomenon. 4th part, case analysis. Through different theoretical tools to analyze the case study company. And will analyze the results of a comprehensive summary. Summary of existing problems and analysis of the causes. 5th parts, solutions. According to the summary of the problems and causes, put forward the corresponding solutions. 6th parts. Conclusions and revelations. The logic of problem raising, problem analysis and problem solving is refined, and the conclusion of universal guiding significance is put forward, and the reflection and inspiration are put forward from the macroscopic angle of view.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F125;F274

【参考文献】