-浅析B2C跨境电商平台的营销策略—以阿里速卖通为例-商务英语.doc

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1、毕业设计（论文）说明书 题目：An Analysis of Marketing Strategy of B2C Cross-border E-CommerceTaking Ali expressas An Example 浅析B2C跨境电商平台的营销策略以阿里速卖通为例 系 名：社会科学与外国语系 专 业： 商务英语 学 号： 6015206142 学生姓名： 李明明 指导教师： 王菲 2019年6月6日 Abstract In recent years, with the integration of global economy and the deep development of in

2、formation technology, cross-border e-commerce, which a new type of global trade characterized by e-commerce, logistics and financial integration, is developing rapidly at an annual rate of 30%. Chinas cross-border e-commerce is still dominated by B2B, with the introduction of relevant government pol

3、icies, B2C-based online retail cross-border e-commerce platform began to become active. B2C cross-border e-commerce platform directly connects with suppliers and consumers. It reduces the intermediate links and greatly increases the efficiency of international trade. The emergence of a large number

4、of excellent B2C cross-border e-commerce platform enterprises makes cross-border e-commerce market competition quite fierce. After unremitting development and expansion, Global Express has become a large-scale enterprise and the largest cross-border e-commerce platform in China at present, which ful

5、ly shows that there is a good environment for the development of cross-border e-commerce in China.This paper first summarizes the types of cross-border e-commerce, what is the B2C cross-border e-commerce platform, and its development status and trends. Then combined with the current B2C cross-border

6、 e-commerce success stories of the Global Express sales, and in-depth study of the B2C cross-border e-commerce platform on the marketing strategy, summed up in the development process of problems and reasons. At last, some suggestions are put forward to solve these problems, which can be used for re

7、ference for the development of Global Express sale, and lay a theoretical foundation for the future development of B2B e-commerce platform in our country.Key words: B2C; Cross-border E-commerce Platform; Market strategy OutlineThesis Statement: This paper aims to analyze the Market strategy of Forei

8、gn trade businesses on B2C Cross-border E-commerce PlatformI. IntroductionII. B2C Cross-border E-commerce Platform A. Concept and Classification of Cross-border E-commerce 1. Concept of Cross-border E-commerce 2. Classification of Cross-border E-commerce B. Current Situation and Development of Cross

9、-border E-commerce III. Marketing Strategy AnalysisA. General Situation of Ali expressB. Influence on Marketing Strategy of Merchants 1. Simplify Marketing Approach 2. Reduce Marketing Cost 3. Enrich Payment and LogisticsIV. The Issues of Marketing StrategyA. Intellectual Property IssuesB. Credit Se

10、curity Issues C. The Convergence of Market Orientation and Marketing MeansV. Suggestions and Countermeasures A. Businesses - Set up the Correct Market Competition Strategy 1. R & D Independent Brand 2. Improve Product and Service Quality B. Platforms - Improve Credit Evaluation System 1. Establishme

11、nt of Credit Evaluation System for Buyers 2. Coalition Government, Third-party Payment Institutions and BanksVI. Conclusion 天津大学仁爱学院2019届毕业生毕业设计（论文） An Analysis of Marketing Strategy of B2C Cross-border E-CommerceTaking Ali express as An ExampleI. IntroductionIn the new period of rapid development o

12、f electronic commerce, B2C developed rapidly with the help of this trend and occupied a place in the consumer market by virtue of the advantage of speed. International trade has achieved global connectivity. The way of trade gradually changed from bulk trade to small trade. Under the cross-border e-

13、commerce model, trade processes are being streamlined and many intermediate links can be directly omitted, resulting in a significant reduction in import and export costs.Chinas foreign trade development as a whole is a good situation. Global Express is Alibabas online trading platform for the globa

14、l market, known as the vast number of sellers international version of Taobao. Now, it has occupied an important position in the international trading market. The development of economy has further promoted the development of information market, and the cross-border electronic commerce of our countr

15、y has also seized the opportunity in time and entered the peak period of development. In addition, with the support of our party and government, we can encourage the further development of cross-border e-commerce platform.In this paper, the existing problems and reasons in the process of B2C E-comme

16、rce development are studied through the analysis of Global Express. In view of these problems, the author puts forward corresponding suggestions for improvement, which provides a theoretical basis for the future development of B2C E-commerce platform. II. B2C Cross-border E-commerce PlatformA. Conce

17、pt and Classification of Cross-border E-commerce 1. Concept of Cross-border E-commerceCross-border e-commerce is an international business activity, which refers to transactions belonging to different countries and regions, including enterprises and enterprises, enterprises and individuals, individu

18、als and individuals, through cross-border e-commerce platform to achieve transactions, payment and settlement, then via cross-border logistics to deliver goods, complete a transaction. Different from the traditional trade, cross-border e-commerce is produced under the full development of Internet te

19、chnology. By reducing the intermediate link and shortening the transaction process, the cost is saved and the two parties can achieve the transaction process on line. From a broader point of view, cross-border e-commerce includes not only the transfer of goods, but also the transmission of intermedi

20、ate data information, capital exchanges, and information vouchers, which can deliver information immediately and respond quickly to the consumer feedback. It not only saves cost but also improves efficiency. Under the background of economic globalization and the rapid development of Internet technol

21、ogy, as a new form of electronic transactions, cross-border e-commerce has gone deep into the practice of various countries, with tremendous vitality and advantages, affecting the traditional foreign trade. 2. Classification of Cross-border E-commerce Chinas cross-border e-commerce platform is divid

22、ed into three models: B2B (Business-to-Business), B2C (Business-to-Customer) and C2C (Customer-to-Customer). B2B cross-border e-commerce currently occupies an important position in the cross-border e-commerce market, which mainly refers to the cross-border e-commerce platform on the Internet between

23、 companies in different countries to conduct trade exchanges and transactions, the majority of which are large-scale trade transactions and the amount of orders are relatively large. Alibaba Groups international stations and Dunhuang Network are B2B model of cross-border e-commerce, mainly provide c

24、ross-border trading services to domestic and foreign enterprises. B2C cross-border e-commerce usually refers to enterprises and consumers belonging to different countries or regions, using Internet technology to complete the inquiry, selection, purchase and payment of goods. The B2C model of cross-b

25、order e-commerce makes use of Internet technology to build a trading platform for enterprises and consumers. On this platform, enterprises sell goods directly to consumers, and the B2C mode of cross-border e-commerce makes use of the Internet technology to build a trading platform for enterprises an

26、d consumers to sell goods directly to consumers. The platform is profitable by providing payment, logistics, marketing and other services.C2C cross-border e-commerce is similar to the popular overseas shopping model at present. Such platforms gather buyers from around the world to provide a place fo

27、r individuals to trade with individuals, where most sellers are individuals.The main body of this paper is B2C cross-border e-commerce. In recent years, it develops rapidly in China, and the market share increases year by year. The influence on Chinas foreign trade is becoming more and more obvious.

28、 On the one hand, B2C cross-border e-commerce platform helps many small and medium-sized foreign trade enterprises to grow and take on the task of made in China to the world. On the other hand, B2C cross-border e-commerce is also of great significance to Chinas traditional foreign trade transformati

29、on and upgrading. B. Current Situation and Development of Cross-border E-commerce In recent years, the global economy has been in a downward state. Hence Chinas traditional foreign trade is seriously affected by the form of the global economy, but cross-border e-commerce will become an important dri

30、ving force to promote the further development of Chinas foreign trade. Over the years, since the policy preference of the national government, the third-party cross-border e-commerce platform of the B2C model has been rapidly developed. It has many advantages, such as its registration-free fee and t

31、he wide coverage of overseas markets, and so on. Attracted the vast number of small and medium-sized foreign trade enterprises. Among them, Chinas famous third-party cross-border e-commerce platformGlobal Express has become the worlds largest trading platform for foreign trade. E-Bay,Amazon,Wish, a

32、foreign cross-border e-commerce platform, will also enter Chinas export cross-border e-commerce market with its own platform advantages. Mobile will become an important driving force. In view of the global mobile trend, major cross-border e-commerce platforms are also starting to move from PC to mob

33、ile. Take Alibaba as an example, in 2015, the company focused its products on mobile devices and launched a APP exclusive promotion campaign on August 25, while promoting Express APP in 30 countries around the world. Products and markets are more diversified. With the continuous development of cross

34、-border trade, global consumer demand for different goods increases, and began to present a variety of personalized, customized needs. This has forced the B2C cross-border e-commerce platform to rapidly add new products and categories to meet growing market demand.The share of transaction volume has

35、 gradually increased. With the popularization of mobile Internet technology and the formation of global consumer online shopping habits, B2C cross-border e-commerce market share will be further expanded.III. Marketing Strategy AnalysisA. General Situation of Ali expressAliExpress is Alibabas only on

36、line trading platform for consumers around the world. Its online address is . The official launch time of Global Express is April 2010. After more than six years of development, it has 44 different categories, and its business has spread to more than 220 countries and regions all over the world, bec

37、oming the largest international B2C trading platform in China. With the use of Internet technology, the Global Express sales link the vast number of domestic small and medium-sized enterprises and overseas consumers, so that domestic small and medium-sized buyers can rely on the order, payment, logi

38、stics and other integrated platform services to sell Chinese goods to the world.In April 2010, the Global Express was officially launched, attracting a large number of small and medium-sized enterprises to reside in the form of no registration fee. In addition, compared with the 5% / 8% commission r

39、ate of Dunhuang net in the same period, Express collected no more than 5% of the turnover fees. Reduced the vast number of small and medium-sized foreign trade enterprises to operate the cost of shops, and then reduce the price of goods, let overseas customers, enhance the overall foreign trade tran

40、saction volume. Sellers merchandise information is published overseas through express selling platform in the form of pictures and texts. Overseas customers search through express sales platforms, purchasing the goods they need and accomplishing cross-border transactions.Global Express sales grew ra

41、pidly in 2013, with merchandise trading volume up 630% and orders exceeding 10 billion. Global express merchandise trading volume is growing rapidly, thanks to the adjustment of its strategy. In the pre-establishment period, Global Express Company mainly copied the successful model of 1688 and posit

42、ioned it as a B2B cross-border e-commerce platform, but after entering the overseas market, it found that the demand of overseas individual buyers rose sharply, in order to comply with the development trend of overseas cross-border e-commerce. Alibaba announced that its express trade wholesale platf

43、orm will be transformed from a small foreign trade wholesale platform to a shopping platform for overseas consumers, from B2B model to B2C model.B. Influence on Marketing Strategy of Merchants1. Simplify Marketing ApproachBy analyzing the common modes of developing B2C cross-border e-commerce in Chi

44、na, the advantages, disadvantages and profit models of each mode are further understood. On the basis of analyzing the problems existing in the development of cross-border e-commerce, the innovative-development strategy of B2C cross-border e-commerce is put forward. Through the Internet, Global Expr

45、ess has greatly shortened the supply chain of the traditional foreign trade industry, reduced the number of rounds of middlemen, and helped small and medium-sized enterprises to deliver goods directly to overseas consumers. Overseas consumers can easily purchase cheap goods made in China, but also h

46、elp foreign trade companies that on the platform to make profits. The update and development of e-commerce have brought new opportunities and challenges to enterprises in China. E-commerce promotes the formation of global market. From the current cross-border e-commerce overall target market, the tr

47、aditional-international trade is mostly directed to the United States, Japan, Britain and other economically developed countries. Due to the popularity of the Internet, the gradual maturity of consumption habits and the improvement of infrastructure, these developed countries have become the main ma

48、rkets for cross-border e-commerce platforms. Although these countries remain the main markets for Chinas cross-border e-commerce export trade for some time, at the same time, emerging markets such as Russia, Brazil and Indonesia have fallen behind in their domestic e-commerce development. Unable to meet the needs of its vast number of consumers for overseas goods, these countries become our cross-border e-commerc