威屹供应链管理公司出口业务网络营销模式研究

发布时间：2018-03-26 05:36

本文选题：跨境电子商务　切入点：B2B模式　出处：《兰州大学》2017年硕士论文

【摘要】：2016年外贸形势空前严峻和复杂,跨境电子商务却逆势而上成为外贸新业态,已经成为推动我国外贸增长的新动力。在经济全球化的今天,伴随着外贸业务的萎缩,传统外贸企业在积极寻求业务转型及网络营销模式的变革,而创业者们则希望能伴随着跨境电子商务的发展同步前进。但跨境电子商务作为新生事物,其业务模式和传统外贸相比,既有相同之处,又有着很多不同的地方,其中最显著的区别就是国际贸易打破了仅限于单位与单位之间进行的桎梏,而是有了个体网商和消费者的参与,即除了B2B模式外,还有B2C模式,甚至C2C模式,贸易参与者不再仅限于专业的外贸团队,非专业人士的参与使得业务过程涉及的贸易风险不容忽视。因此,针对小微企业而言,选择合适的跨境业务模式和合适的第三方跨境电商平台显得尤为重要。威屹公司作为一家创业初期的小微企业,面临着如何科学理性地选择适合现阶段公司发展的跨境业务模式和第三方跨境电商平台。本文在研究过程中首先通过对威屹公司在国内四家主流跨境电商平台的操作体验进行了比较分析,对四家跨境电商平台在运营上的特征和注意事项有了真实体会与感悟。其次,通过问卷调查的方式,对其他同行业竞争对手在跨境出口业务开展过程中的感受与体验进行了调查了解。结合这两方面的研究工作得出,威屹公司在现阶段应该集中力量在阿里巴巴国际站主攻B2B业务,同时兼顾亚马逊日本站的B2C业务,并据此提出了必须的政策措施和实施保障行为,为威屹公司能够顺利开展跨境电商业务提供了学术依据。
[Abstract]:In 2016 foreign trade situation unprecedented and complex, cross-border e-commerce contrarian and become a new form of foreign trade, has become a new driving force to promote China's foreign trade growth. In the economic globalization today, along with the foreign trade business shrinking, the traditional foreign trade enterprises actively seeking business transformation and network marketing model innovation, entrepreneurs want to keep pace with the development of cross-border e-commerce. But cross-border e-commerce as a new thing, its business model and compared with the traditional foreign trade, there are both similarities, they have a lot of different places, the most obvious difference is that international trade broke between the only unit and shackles, but individual operators and consumer participation, which in addition to B2B model, and B2C model, and C2C model, participants trade is no longer limited to the professional foreign trade team, non professionals The business process involves trade risk can not be ignored. Therefore, according to the Small and micro businesses, choose appropriate cross-border business model and the appropriate third party cross-border electronic business platform is very important. Wei Yi company as Small and micro businesses a startup, facing how to scientifically and rationally choose cross-border business model and third party cross-border electronic business platform suitable for the present stage of development of the company. In the process of research based on Wei Yi's experience in the four major domestic cross-border electricity supplier platform operation was analyzed and compared with real experience and insights of four cross-border electronic business platform in the operation characteristics and precautions. Secondly, through the questionnaire survey the way of other competitors in the same industry conducted a survey carried out in the feeling and experience in the process of cross-border export business. Based on these two aspects of the work that Wei Yi, the company should concentrate on the main B2B station Alibaba international business at present, and at the same time, Amazon Japan station B2C business, and puts forward the necessary policy measures and the implementation of security behavior, Wei Yi company can smoothly carry out cross-border business provides the academic basis.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F752.6;F274

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