B2B电子商务分销模式的研究与实践

发布时间：2018-09-12 08:59

【摘要】： 随着网络的飞速发展,特别是各种新颖的Web技术如雨后春笋般层出不穷,在全球电子商务业中掀起了一股新型的基于B2B模式的商业合作热潮。这种被后来称为“分销”的网络经营理念让很多致力于服务业的中小型电子商务企业在网络泡沫过后重新找到了自己在市场中的地位和生存手段。利用分销模式进行合作的成功案例屡见不鲜。分销模式中两个重要的角色是“数据提供商”和“数据分销商”。提供商负责采集和整理数据以及处理分销商的回馈信息,主要与“服务产品提供商”打交道;而分销商对提供商提供的数据进行个性化处理,展示给客户,并将他们的需求反馈给提供商,与最终消费者形成买卖关系。分销模式的实现主要采用数据对接和广告投放两种方式。前者需要双方在技术上有一定的同步和协调,其灵活性较大,但成本很高。后者具有可操作性强、收效快的特点,并由于分销方只须付出接近于“零成本”的代价,因此被广泛采用。作者在研究生实习阶段曾参与多个分销项目,因此本文将以“远方旅行网(http://www.sinohotel.com)”的若干分销项目为背景,分别站在“数据提供商”和“数据分销商”两个不同的角度,详细介绍上述的两种分销模式的设计、开发、实施以及维护等全过程。并针对在这两种模式的实现中产生的一些不足加以讨论,提出具有独创性的解决办法,从开发效率和用户体验的角度使这种电子商务的分销合作模式更加高效、更贴近用户的实际需求。
[Abstract]:With the rapid development of network, especially the emergence of various novel Web technologies, there is a new wave of business cooperation based on B2B model in the global e-commerce industry. This concept of network management, which was later called "distribution", has enabled many small and medium-sized e-commerce enterprises committed to the service industry to re-find their position and means of survival in the market after the dotcom bubble. Successful cases of cooperation using the distribution model are common. Two important roles in the distribution model are data provider and data distributor. The provider collects and collates the data and processes the feedback information from the distributor, dealing mainly with the "service product provider"; and the distributor personalizes the data provided by the provider and displays it to the customer. And their demand feedback to the provider, and the final consumer to form a business relationship. The realization of distribution mode mainly adopts data docking and advertising. The former needs some technical synchronization and coordination, which is flexible but costly. The latter has the characteristics of high maneuverability and quick effect, and is widely used because the distributor only has to pay the cost of "zero cost". The author has participated in many distribution projects during the post-graduate internship period, so this paper will take several distribution projects of "remote Travel Network (http://www.sinohotel.com)" as the background, and stand in the two different angles of "data provider" and "data distributor", respectively. The design, development, implementation and maintenance of the above two distribution modes are introduced in detail. Aiming at some shortcomings in the realization of these two models, the paper puts forward some original solutions to make the distribution cooperation mode of electronic commerce more efficient from the perspective of development efficiency and user experience. Closer to the actual needs of users.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.36;F224

【相似文献】