网上商城型B2C电子商务企业渠道建设的研究

发布时间：2018-01-15 02:23

本文关键词：网上商城型B2C电子商务企业渠道建设的研究　出处：《苏州大学》2012年硕士论文　论文类型：学位论文

更多相关文章： 网上商城 B2C 电子商务 渠道建设

【摘要】：随着电子商务在中国取得了飞速的发展，无论是互联网企业还是传统企业都对电子商务给予了足够的关注与热情。本文以电子商务以及营销渠道相关理论为基础，运用文献分析法、案例调查与分析方法、R企业实践操作等研究方法对网上商城型B2C电子商务企业渠道建设进行研究。渠道是企业核心竞争力的决定因素之一。本文通过分析网上商城型B2C电子商务企业并以R企业为例分析了渠道建设的现状以及模式，，并且对当前此类企业渠道建设存在的问题进行汇总的基础上提出了改进建议，并尝试性构建了一个模型---STLA模型。本文通过STLA模型的研究，以及R企业基于该模型的实际应用的研究，为B2C企业选择不同的渠道战略提供参考。希望通过本文的论述及研究成果能对处于不同阶段的企业及其商品在渠道建设方面提供决策依据。
[Abstract]:With the rapid development of e - commerce in China , both Internet enterprises and traditional enterprises have given sufficient attention and enthusiasm to e - commerce . This paper studies the channel construction of E - commerce enterprise based on E - commerce and marketing channel - related theory , using document analysis method , case investigation and analysis method , R enterprise practical operation and so on . Channel is one of the decisive factors of the core competence of the enterprise . By analyzing the E - commerce enterprise of E - commerce and taking the R - enterprise as an example , this paper analyzes the current situation and mode of channel construction , and puts forward some improvement suggestions on the basis of summarizing the problems existing in the channel construction of such enterprises , and tries to construct a model - STLA model . Through the research of STLA model and the research of R enterprise based on the practical application of the model , this paper provides a reference for the choice of different channel strategies for the B . C . enterprises . It is hoped that the decision - making basis for the enterprises and their commodities in different stages can be provided for the channel construction through the discussion and the research results .

【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6

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