我国中小外贸企业运用B+to+B平台进行营销策略研究——以Y公司为例.pdfVIP

摘要 在我国，电子商务平台发展迅速，模式也越来越多样化，例如，有以阿里巴巴为 代表的B t0 B模式，以京东商城为代表的B t0 C模式和以淘宝为代表的C t0 C模式 等等。而根据目前多国电子商务数据统计显示，发生在企业间的电子商务交易(即B t0 B平台交易)占整个电子商务交易的80％以上，B t0 B网络平台是当前电子商务的 主流。在中国，第三方B t0 B电子商务平台更是绝大多数中小外贸企业的网络营销主 角。 本文便是站在我国中小外贸企业的角度，以Y公司作为研究案例，以我国中小 外贸企业普遍采用的第三方B t0 B电子商务平台进行外贸营销作为研究领域，在深入 学习和借鉴现存的有关B to B网络平台相关理论的基础之上和在对Y公司运用电子 商务B t0 B平台进行外贸营销的策略进行剖析的基础上，归纳和总结了我国中小外贸 企业在运用B to B平台进行营销方面所普遍出现的主要问题。针对这些实际问题，本 文分别提出了相应的优化措施和解决方案。 本文总共分为六章，重点放在了第四章和第五章，其中第五章是针对第四章中所 归纳的有关目前我国中小外贸企业在运用B toB平台进行外贸营销方面所出现的主 要问题而提出的问题解决对策和方案，也是本文的重中之重。本文旨在帮助我国中小 外贸企业更能有效地利用B t0 B电子商务平台，使B to B平台所具有的潜在商业价 值得到充分有力的发挥和释放，以便让我国中小型外贸企业更好的参与全球化竞争。 关键词：Y公司 B to B 网络营销 电子商务 万方数据 ABSTRACT Nowadays，e-commerce is developing mOle and more faster in China,SO that there are more and more models of e--commerce platform,such as B to B，take Alibaba as the example；B to C，take the Jing Dong Mall as the example；C to C，take Taobao as the example etc．The business statistics fi：om many countries show that the E—commerce transaction happened among enterprises-B to B platform,accounts for more than 80％of the total transaction,which means B to B is the maJns心eam of the E-commerce models． While the third party B to B platform is the leading role among small and medium—sized enterprises for aoing business through intemet in China． This thesis focused On Chinese small and medium-sized foreign trade companies，took Y company as the case for detail explanation，and set the main points On how Call Chinese small and medium·sized foreign trade companies use the Third party B to B e-commerce platform well to do business with foreigners．After studying the existing available theories about B to B e—commerce，and analyzing Y company’S strategies On how to export products by using the B to B platform，this thesis summarized several major problems which were generally happening among Chinese small and medium-sized-foreign trade enterprises and also put forward the solutions for each problems． This thesis was divided into six chapters，a