跨境电商B2B商业模式与B2C商业模式比较分析

发布时间：2018-03-18 07:29

本文选题：跨境电商　切入点：B2B模式　出处：《辽宁大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着“互联网+”时代的到来,跨境电商借助“互联网+”热潮的东风,已经站在了资本市场的“迎风口”上。国家先后出台一系列政策措施,推动跨境电商的发展,为其提供前所未有的融资环境。跨境电商的迅猛发展也必将成为经济增长的强大动力。在全球经济增速放缓的大背景下,跨境电商作为新型贸易的代表,其发展脚步却逆势而上,甚至有望成为对抗出口增速下滑的一剂猛药。电子商务行业经历了十余载的发展,已经走上了平稳发展的道路,并取得了一定的成果,伴随着整个行业的成熟,在政策利好消息的不断刺激下,跨境电商也已经逐渐从最初的“海淘”阶段步入全新的发展新阶段。从国家层面来看,政策的释放大多重点指向规模效应明显的跨境电商B2B模式,相对于零散、碎片化的B2C模式,真正需要壮大走强的是B2B模式,但跨境电商B2C模式并不是不能发展或不应发展,B2C模式应该是B2B模式的补充,B2B才是跨境电商未来发展的主体和重点,这是符合我国外贸稳增长、调结构大背景的需要,能够降低监管成本,并能提高通关效率。本文主要内容归纳如下:第一章阐明选题背景,阐述研究的意义。明确了论文的研究方法,并提出本文的创新之处与不足。第二章对跨境电商作以概述,首先阐述电子商务概念与电子商务的范围与类型,再对跨境电商作以研究。第三章对B2B模式与B2C模式加以分析研究,并将B2B与B2C商业模式进行比较分析,对比分析企业B2B与B2C电子商务特点,研究B2B与B2C营销模式之间联系与区别,并将B2B与B2C交易模式进行对比,对两种不同的商业模式进行了分别阐述研究。第四章分别以B2B模式下和B2C模式下的两个代表性企业作为案例,分别研究两种模式的现实情况。第五章给出发展B2B和B2C的政策建议。
[Abstract]:With the advent of the "Internet" era, cross-border e-commerce has taken advantage of the "Internet" boom to stand at the "headwind" of the capital market. The state has successively issued a series of policies and measures to promote the development of cross-border e-commerce. The rapid development of cross-border e-commerce will also become a powerful driving force for economic growth. In the context of the global economic slowdown, cross-border e-commerce is the representative of a new type of trade. After more than a decade of development, the e-commerce industry has been on the path of steady development, and has achieved certain results. With the maturity of the entire industry and the continuous stimulation of good policy news, cross-border e-commerce has gradually stepped into a new stage of development from the initial stage of "Haitao" to a new stage of development. At the national level, Most of the policy releases focus on the cross-border e-commerce B2B model, which has a significant scale effect. Compared to the fragmented, fragmented B2C model, what really needs to be strengthened is the B2B model. However, the B2C model of cross-border e-commerce is not unable to develop or should not be developed. The B2C model should be a supplement to the B2B model. B2B is the main body and focus of the future development of cross-border e-commerce. This is in line with the needs of the background of stable growth of China's foreign trade and adjustment of its structure. The main contents of this paper are summarized as follows: the first chapter clarifies the background of the topic, expounds the significance of the research, and clarifies the research methods of the thesis. The second chapter summarizes the cross-border e-commerce, first of all, it expounds the concept of e-commerce and the scope and types of e-commerce. The third chapter analyzes B2B model and B2C model, compares B2B and B2C business model, and analyzes the characteristics of B2B and B2C e-commerce. This paper studies the relationship and difference between B2B and B2C marketing models, and compares the B2B and B2C trading modes. In chapter 4th, two representative enterprises under B2B model and B2C model are taken as examples. Chapter 5th gives policy recommendations for developing B2B and B2C.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F752.6

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