第三方平台营销研究

^论文编号:YX067 ^论文字数:10910,页数:18

摘  要

 美国次贷危机引起华尔街风暴,随后演变为全球性的金融危机,中小企业的发展深受影响。生产成本激增、融资困难加剧、外贸出口受阻是困惑广大中小企业主要三大因素,而电子商务以其高效、快速、低成本等优势成为继2003年非典之后国内商家的又一个救命稻草,中小企业来说,发展第三方电子商务平台是企业抵御严寒的理想出路。 理论上,在线交易是便捷、高效、节省成本的商务方式,但目前中国有相当数量的电子商务企业没有实现真正的盈利。本文从电子商务交易的特殊性出发,分析了电子商务的交易双方产生的各种交易服务需求,提出了新的第三方电子商务平台的定义。 研究了在线交易逆向选择产生的原因,论证了电子商务中介解决逆向选择问题的原理,分析了第三方电子商务平台存在的必要性。根据交易者不同的服务需求,研究了第三方电子商务平台的功能要素,提出了八类第三方电子商务平台。作为一种新兴的商务形式,第三方电子商务平台的发展还面临着很多问题,在此基础上本文重点研究了第三方电子商务平台的经营策略,包括先占策略、定价策略、加强物流管理等。

关键词    第三方平台/电子商务/营销策略/营销研究
THIRD-PARTY PLATFORM MARKETING RESEARCH

ABSTRACT
 The U.S. subprime mortgage crisis caused by Wall Street storm, then the global financial crisis for the development of small and medium-sized enterprises, and deeply. Production costs surged, financing difficulties, export obstruction is confused small and medium-sized enterprises mainly three factors, and electronic commerce with its high efficiency, low cost advantages of fast, following the 2003 after SARS domestic business and a life-saving straw, small and medium-sized enterprises, develop the third party e-commerce platform is the ideal way for protection against the bitter cold. Theoretically, online transaction is convenient, efficient and cost-effective ways of doing business in China, but there are a number of electronic business enterprise without realizing real profits. From the particularity of the e-commerce transactions, and analyses the electronic commerce trade both sides to produce a variety of transaction service demand, and puts forward a new definition of third-party e-commerce platform. The study online transactions causes adverse selection, demonstrates the e-commerce intermediary solve adverse selection problem, analyses the principle of third-party e-commerce platform necessity. Established improved reputation model, analyses the success of the operation mechanism of reputation. Why According to different requirements, the service traders to study the function of third-party e-commerce platform, proposes eight kinds of third-party e-commerce platform. As a new form of business, third-party e-commerce platform development is also facing many problems in this paper, based on the study of e-commerce platform management strategy, including -preempt strategy, pricing strategy, strengthen logistics management, etc..

KEY WORDS    Third-party platform;E-commerce;Marketing strategy ; Marketing research

目  录

中文摘要 I
英文摘要 II
1 引言 1
1.1 研究的背景及意义 1
1.2 研究方法和研究内容 1
2  第三方平台的理论综述 2
2.1 第三方平台的定义 2
2.2 第三方平台的经济学原理 3
3 第三方平台的作用与存在的必要性 7
3.1 第三方平台的作用 7
3.2 第三方平台存在的必要性 7
4 第三方平台的功能及分类 8
4.1 第三方平台的功能 8
4.2 第三方平台的分类 9
5 第三方平台的营销策略 9
5.1 先占策略 9
5.2 企业第三方平台营销应用的十项基本策略 10
结束语 13
致  谢 14
参考文献 15

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