万国优品跨境电商O2O模式案例研究

发布时间：2018-01-17 15:42

本文关键词：万国优品跨境电商O2O模式案例研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：自2010年以来,跨境贸易电子商务交易总额以年均30%以上的速度递增,远高于进出口贸易总额年均10%左右的增幅,为规范和促进跨境贸易电子商务发展,2012年12月19日海关总署联合发改委等部委在郑州召开了“跨境贸易电子商务试点工作启动部署会”,拉开了跨境电商发展的序幕,2016年跨境贸易电子商务交易总额高达6.3万亿,对于推动出口和消费具有重大意义。2013年09月17日,万国优品注册成立,2014年01月18日,万国优品www.wgyp.com正式上线,成为中国首家保税模式跨境电商平台,2015年,万国优品为了帮助平台提升流量和调整企业战略,尝试开展“跨境电商O2O模式”的实践实验,研究结果表明:以线上为主线下为辅,自线上向线下扩展的“跨境电商+O2O”模式是未来发展趋势之一,自线下向线上发展的“O2O+跨境电商”模式则须谨慎投资。跨境电商O2O体验店短期内不易实现盈利,但其转化率高,引流成本低、效果好,有利于提升品牌价值,因此,跨境电商O2O模式具有较高的存在意义,成熟的跨境电商O2O盈利模式,可配合线上拓展进度,分步骤在境内外复制推广,形成全球连锁,线上线下互为促进,将有助于跨境电商企业更加稳健的成长。
[Abstract]:Since 2010, the total amount of e-commerce transactions in cross-border trade has increased at an average annual rate of more than 30%, which is much higher than the annual increase of about 10% in the total volume of import and export trade. In order to standardize and promote the development of cross-border trade e-commerce, in December 19th 2012, the Joint Development and Reform Commission of the General Administration of Customs and other ministries held a meeting in Zhengzhou to launch and deploy the pilot work of cross-border trade e-commerce. Opened the prelude to the development of cross-border e-commerce, 2016 cross-border trade e-commerce transactions as high as 6.3 tillion, for the promotion of exports and consumption of great significance. September 17th 2013. Wanguoyou product registration was established, in January 18th 2014, Wanguoyou www.wgyp.com officially launched, becoming China's first bonded cross-border e-commerce platform, 2015. In order to help the platform enhance the flow and adjust the enterprise strategy, Wanguoyou tried to carry out the practice experiment of "cross-border e-commerce O2O mode". The "cross-border e-commerce O _ 2O" model, which extends from online to offline, is one of the future trends. The "O _ 2O cross-border ecommerce" model developed from offline to online should be invested carefully. Cross-border e-commerce O2O experience shop is not easy to make profits in the short term, but its conversion rate is high, drainage cost is low, and the effect is good. Therefore, cross-border e-commerce O2O model has a high significance, mature cross-border e-commerce O2O profit model, can cooperate with the progress of online expansion, step by step replication in domestic and foreign promotion. The formation of a global chain, online and offline to promote each other, will help cross-border e-commerce enterprises more robust growth.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F125

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