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  本文關(guān)鍵詞：跨境電商微型企業(yè)S公司營銷策略研究　出處：《廣東外語外貿(mào)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 微型企業(yè) 跨境電商 營銷策略

【摘要】：隨著計算機、互聯(lián)網(wǎng)和智能手機技術(shù)的日益發(fā)展,在跨境貿(mào)易中,電子商務(wù)扮演了越來越重要的角色。在新技術(shù)的助力下,商業(yè)模式產(chǎn)生了深刻的變化。從傳統(tǒng)跨境貿(mào)易相對的大規(guī)模,大批量,以及參與企業(yè)規(guī)模相對高的進入門檻,在電子商務(wù)時代出現(xiàn)了小規(guī)模,多頻次,參與企業(yè)微型化的演進方向。研究微型企業(yè)在跨境電商營銷策略中實際面臨的問題和困境,對微型企業(yè)跨境電商經(jīng)營的生存和發(fā)展,有著重要意義。本文以S公司,一間從事跨境電商業(yè)務(wù)的微型企業(yè)作為案例研究對象,以STP理論,4Ps理論,整合營銷理論等理論為基礎(chǔ),對該公司市場營銷策略方面存在的問題進行分析,指出問題的成因并相應(yīng)地提出解決方案,從而使企業(yè)優(yōu)化其營銷策略管理,在跨境電商經(jīng)營中發(fā)展壯大,并希望對類似企業(yè)能有所啟發(fā)。全文共分為六個部分。第一部分,緒論。介紹研究背景,研究意義,研究方法和主要內(nèi)容。對所要分析解決的問題及研究該問題的方法,思路和結(jié)構(gòu)進行概括介紹。第二部分,理論框架。介紹與本文相關(guān)的概念,理論工具,營銷方法,為下文提供分析方法和理論工具。第三部分,案例描述。論述了S公司的背景情況,發(fā)展歷程并對公司在發(fā)展過程遇到的困境進行現(xiàn)象描述。第四部分,案例分析。通過不同理論工具視角對案例研究公司進行分析,并將分析結(jié)果進行綜合概括。小結(jié)存在問題并分析成因。第五部分,解決方案。根據(jù)總結(jié)的問題和成因,提出相應(yīng)的解決方案。第六部分,結(jié)論與啟示。對問題提出,問題分析,問題解決的邏輯進行再提煉,提出具有普遍指導(dǎo)意義的結(jié)論。并從宏觀視角提出思考和啟示。
[Abstract]:With the development of computer, Internet and smart phone technology, e-commerce plays a more and more important role in cross-border trade. Business model has produced profound changes. From the relatively large scale of traditional cross-border trade, large volume, as well as the relatively high entry threshold of participating enterprises, small scale, multiple frequency appeared in the era of electronic commerce. Take part in the evolution direction of micromation, study the problems and difficulties that micro-enterprises actually face in cross-border e-commerce marketing strategy, and the survival and development of micro-enterprises cross-border e-commerce management. This paper takes S Company, a micro-enterprise engaged in cross-border e-commerce business as the case study object, based on STP theory 4Ps theory, integrated marketing theory and other theories. This paper analyzes the problems existing in the marketing strategy of the company, points out the causes of the problems and puts forward corresponding solutions, so as to make the enterprise optimize its marketing strategy management and develop and expand in the cross-border e-commerce operation. The thesis is divided into six parts: the first part, the introduction, the introduction of the research background, the significance of the research. Research methods and main content. To analyze and solve the problem and the research methods, ideas and structure of the general introduction. Part two, theoretical framework. Introduce the related concepts and theoretical tools. Marketing methods, for the following analysis methods and theoretical tools. The third part, case description. Discusses the background of S Company. The development of the company in the development process of the plight of the description of the phenomenon. 4th part, case analysis. Through different theoretical tools to analyze the case study company. And will analyze the results of a comprehensive summary. Summary of existing problems and analysis of the causes. 5th parts, solutions. According to the summary of the problems and causes, put forward the corresponding solutions. 6th parts. Conclusions and revelations. The logic of problem raising, problem analysis and problem solving is refined, and the conclusion of universal guiding significance is put forward, and the reflection and inspiration are put forward from the macroscopic angle of view.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F125;F274

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