垂直跨境电商平台经营研究——以ASOS为例

发布时间：2018-06-14 23:14

本文选题：垂直 + 跨境电商　；参考：《广东技术师范学院学报》2016年09期

【摘要】：近几年来,随着国际物流日渐成熟以及我国政府的大力扶植,我国跨境电子商务已经进入黄金时期。与综合型平台电商的大超市相比,垂直类跨境电商更加偏向于主题经营,并且将"用户为中心"的精细化管理优势发展到极致。然而,此类电商平台由于价格战的影响已进入红海时代。本文通过以英国最大的服装B2C网络零售商之一的ASOS(As Seenon Screen)公司为例,分析垂直跨境电商在市场定位,自有品牌发展以及仓储物流方面的优势,并针对我国垂直跨境电商平台存在的问题提出相应经营的启示。
[Abstract]:In recent years, with the maturity of international logistics and the support of our government, cross-border e-commerce has entered a golden period. Compared with the large supermarkets with integrated platform e-commerce, vertical cross-border e-commerce is more inclined to the theme management, and develops the "user-centered" fine management advantage to the extreme. However, such ecommerce platforms have entered the Red Sea era because of price wars. Taking ASOSN as Seenon screen, one of the largest apparel B2C online retailers in the UK, as an example, this paper analyzes the advantages of vertical cross-border e-commerce in terms of market positioning, private brand development and warehousing logistics. And to solve the problems of vertical cross-border e-commerce platform in China, the enlightenment of the corresponding management is put forward.
【作者单位】：广东农工商职业技术学院外语系;
【分类号】：F724.6;F752

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