第三方电子商务平台运用的影响因素研究

发布时间：2018-06-19 08:00

本文选题：第三方电子商务平台 + 中小企业　；参考：《杭州电子科技大学》2012年硕士论文

【摘要】：第三方电子商务平台给对外贸易的中小企业提供了与大企业公平竞争的优势，在企业外部，通过第三方电子商务平台的应用，中小企业可以快速响应市场，了解世界范围的市场需求，同时也强化了中小企业与世界各国企业间的交流合作；在企业内部，，强化了企业品牌的影响力、营销水平和企业的信息化管理水平。因此近年来第三方电子商务平台在我国得到了快速发展。但是我国外贸企业运用第三方电子商务平台的总体比例仍然不高，有些外贸企业虽然已经利用第三方电子商务平台了，但是由于缺乏战略规划、市场定位等方面的考虑收效甚微，因此企业在运用第三方电子商务平台时往往具有以下困惑：一是本企业是否需要运用第三方电子商务平台？本企业运用第三方电子商务平台应该考虑哪些因素？选择第三方电子商务平台时应该参考哪些因素对平台的好坏进行评价？本文针对以上问题，进行了理论和实证上的探索和研究。本文在文献综述的基础上，结合对外贸易中小企业的实际情况，通过中小企业对外贸易业务流程分析，构建了外贸企业利用第三方电子商务平台优化企业信息流模型，通过第三方电子商务平台对企业贸易流程的优化作用，确定了从企业自身和外部环境两个方面寻找企业利用第三方电子商务平台影响因素，接下来结合第三方电子商务平台与企业战略，通过一个博弈模型，确定了影响外贸企业利用第三方电子商务平台的主要影响因素。后文中通过因子分析，得出了影响中小企业运用第三方电子商务平台的公共因子并计算出了各自的权重，最后根据实证分析的结果，为对外贸易的中小企业提出了技术层面、企业层面以及政府层面的对策建议。本研究旨在帮助中小企业在处理国际贸易流程或其他业务时，怎样利用第三方电子商务平台发现自身的机遇和优势，探讨在中小企业运用第三方电子商务平台时，主要受哪些因素影响，为广大对外贸易的中小企业成功利用第三方电子商务平台提供可行的管理方面和技术方面的对策建议。
[Abstract]:The third-party electronic commerce platform provides the advantage of fair competition with the large enterprises for small and medium-sized enterprises in foreign trade. Outside the enterprises, through the application of the third party electronic commerce platform, the small and medium-sized enterprises can respond to the market quickly. It also strengthens the communication and cooperation between small and medium-sized enterprises and enterprises all over the world, and strengthens the influence of enterprise brand, the level of marketing and the level of information management in the enterprise. Therefore, in recent years, the third-party e-commerce platform in China has been rapid development. However, the overall proportion of foreign trade enterprises in our country using third-party e-commerce platforms is still low. Although some foreign trade enterprises have already used third-party e-commerce platforms, due to the lack of strategic planning, Market positioning and other considerations have little effect, so enterprises in the use of third-party e-commerce platform often have the following confusion: first, is this enterprise need to use third-party e-commerce platform? What factors should this enterprise consider in the use of third-party e-commerce platform? When choosing a third-party e-commerce platform, what factors should be taken into account to evaluate the platform? In view of the above problems, this paper makes theoretical and empirical exploration and research. On the basis of literature review, combining with the actual situation of small and medium-sized foreign trade enterprises and analyzing the business process of foreign trade of small and medium-sized enterprises, this paper constructs a model for foreign trade enterprises to optimize the enterprise information flow by using the third party electronic commerce platform. Through the optimization function of the third-party e-commerce platform to the enterprise's trade process, this paper determines the factors that influence the enterprise's utilization of the third-party e-commerce platform from two aspects: the enterprise itself and the external environment. Then, combining the third-party e-commerce platform and enterprise strategy, through a game model, determine the main factors that affect foreign trade enterprises to use third-party e-commerce platform. In the following article, through factor analysis, the public factors affecting the use of third-party e-commerce platform for SMEs are obtained and their respective weights are calculated. Finally, according to the results of empirical analysis, the technical level is proposed for SMEs in foreign trade. The countermeasures and suggestions at the enterprise level and the government level. The purpose of this study is to help small and medium-sized enterprises find their own opportunities and advantages when dealing with international trade processes or other business. What are the main factors that influence the successful use of third-party e-commerce platform for the foreign trade SMEs to provide feasible management and technical aspects of countermeasures.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F752;F724.6

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