“门户化”垄断时期中国企业第三方电子商务涉入的发展和状态

发布时间：2018-04-05 00:03

本文选题：门户化　切入点：垄断时期　出处：《华中科技大学》2013年硕士论文

【摘要】：第三方电子商务平台一出现，市场营销者们就不可避免的要面对这一新的营销沟通现实，然而在同样的技术环境下，中美第三方平台却呈现出不同的发展态势，，在中国，第三方平台并不是企业通往顾客的主流渠道，涉入第三方电子商务的企业大多浅尝辄止，并且仅仅局限在某些特定的行业领域；反观美国市场，第三方平台却充满生机和活力，涉猎的企业，无论从范围还是程度上来说同中国市场都有着天壤之别本文就以中国互联网门户化垄断时期企业第三方电子商务涉入的发展和状态为研究对象，同时将中美两国的情况进行对比，企图寻找到这现象背后的原因究其原因无非是技术的施展与制度有着天然的关联性，发展中国家虽然有着技术模仿的优势，但技术与制度不匹配的情况时有发展中国这种后起的信息化进程将直接导致了互联网普及率低，就造就了低龄化低学历低收入的网民结构他们占据了中国网民的绝大多数，但其消费动力和购买力都严重不足，对在线市场的贡献可谓功薄蝉翼，因此即便第三方平台技术已经趋于成熟，但对企业的吸引力仍然十分有限，企业在线零售额与整个零售市场销售额相比只是九牛一毛像美国般成熟稳定的互联网市场在门户化时期始终没有形成，所以就整个中国市场而言，企业借助于第三方平台的营销沟通变革尚且处于小打小闹的酝酿阶段，大刀阔斧的改革还未真正开始
[Abstract]:As soon as the third-party e-commerce platform appears, marketers will inevitably have to face the reality of this new marketing communication. However, under the same technological environment, the third-party platforms in China and the United States have shown different development trends.Third-party platforms are not the mainstream channels for enterprises to reach customers, and most of the enterprises involved in third-party e-commerce are limited to some specific industries, while in the United States market, third-party platforms are full of vitality and vitality.The scope and extent of the enterprises involved in China are very different from that of the Chinese market. This paper focuses on the development and status of third-party e-commerce in the period of China's Internet Portal Monopoly.At the same time, compare the situation between China and the United States in an attempt to find out the reasons behind this phenomenon.The reason is nothing more than the natural correlation between the application of technology and the system. Although developing countries have the advantage of technological imitation,However, when the technology and system do not match, the late information process of developing China will directly lead to a low Internet penetration rate, which will result in a low age, low academic background and low income Internet users structure. They account for the vast majority of Chinese Internet users.But its consumption power and purchasing power are seriously inadequate, and its contribution to the online market is still very important, so even if third-party platform technology has matured, its appeal to enterprises is still very limited.Compared with the total retail sales of the whole retail market, the online retail sales of enterprises are only a drop in the balance. The mature and stable Internet market, like the United States, has never been formed during the period of portalization, so as far as the entire Chinese market is concerned,With the help of the marketing communication reform of the third party platform, the enterprise is still in the brewing stage, and the drastic reform has not really begun yet.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;G206

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