我国跨境电子商务企业出口营销策略研究

发布时间：2018-01-16 01:30

本文关键词：我国跨境电子商务企业出口营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：受全球金融危机与欧债危机影响,全球经济整体增长乏力,国际贸易市场需求大幅缩水,我国企业的出口举步维艰。跨境电子商务伴随着新技术革命的爆发应运而生,为我国企业出口构建了一种全新的形式,这种贸易形式将贸易与互联网信息技术绑定在一起,构建一个全新的便捷、开放、主动的贸易体系,全球经济体依托这个贸易体系实现贸易互联互通,真正实现买全球、卖全球。贸易方式也从大额、稳定的跨境贸易逐渐向小额的、碎片化贸易形式转变。贸易流程不断精简化,企业与境外客户直接对接,中间商环节被跳过,出口成本大幅缩减。目前,中国参与跨境电子商务出口的企业数量众多,但其出口营销策略都存在弊端和短板,营销思路混乱而不清晰,营销策略逻辑性不强,严重阻碍我国跨境电商企业开展国际营销,开辟海外市场,因此对中国跨境电子商务企业的出口营销策略进行梳理和分析就显得十分重要。文章首先分析中国跨境电子商务企业出口的现状,并介绍分析跨境电子商务出口链条的所有参与主体,包括核心体系即跨境电子商务平台,还包括跨境支付媒介、跨境物流运输、出口海关、第三方综合服务平台在内的支撑体系。其次依据PEST分析法对我国跨境电子商务企业出口的政治、经济、社会、技术环境进行分析,为后文梳理跨境电商企业出口的营销策略做背景铺垫。再次,依据4Ps营销理论对企业的出口营销策略进行梳理,得出与跨境电商企业出口行为的相匹配的营销策略,并对深圳有棵树公司进行案例分析。随后整理归纳我国跨境电商企业开展出口营销存在的问题及制约因素,最后有针对性地对政府提出政策建议以保障企业开展出口营销、对企业提出具体实施性建议以改善企业出口营销策略,为我国跨境电子商务企业日后出口全球市场、开展出口营销活动提供参考。
[Abstract]:Under the influence of the global financial crisis and the European debt crisis, the overall growth of the global economy is weak, and the demand of the international trade market shrinks sharply. With the outbreak of the new technology revolution, cross-border electronic commerce has created a new form for the export of Chinese enterprises. This form of trade binds trade with Internet information technology to build a new, convenient, open and active trading system that enables global economies to achieve trade connectivity. The mode of trade has changed from large and stable cross-border trade to small, fragmented trade form. The trade process has been refined and simplified, enterprises and overseas customers directly docked. The middlemen are skipped and the export cost is greatly reduced. At present, there are a large number of Chinese enterprises involved in cross-border e-commerce export, but their export marketing strategies are flawed and short board, marketing ideas are confused and unclear. The logic of marketing strategy is not strong, which seriously hinders our cross-border e-commerce enterprises to carry out international marketing and open up overseas markets. Therefore, it is very important to comb and analyze the export marketing strategy of Chinese cross-border e-commerce enterprises. It also introduces and analyzes all the participants in the cross-border e-commerce export chain, including the core system of cross-border e-commerce platform, but also cross-border payment media, cross-border logistics transport, export customs. The third party integrated service platform, including the support system. Secondly, based on the PEST analysis of our cross-border e-commerce enterprises export political, economic, social, technological environment analysis. For the following carding cross-border e-commerce enterprises export marketing strategy to do the background. Thirdly, according to 4Ps marketing theory to comb the export marketing strategy. Obtain the marketing strategy matching with the export behavior of cross-border e-commerce enterprises, and analyze the case of Shenzhen Youzha Tree Company, and then sort out and conclude the problems and constraints of export marketing of cross-border e-commerce enterprises in China. Finally, it puts forward policy recommendations to the government in order to ensure the enterprises to carry out export marketing, and puts forward specific implementation suggestions to improve the export marketing strategies of enterprises. It provides a reference for our cross-border e-commerce enterprises to export to the global market in the future and carry out export marketing activities.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F752.62

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