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天貓國際跨境電商發展分析+文獻綜述

時間:2019-04-20 21:18來源:畢業論文
從外部了解天貓國際跨境電商發展可行性,其后分析天貓國際跨境電商供應鏈管理、營銷模式和物流配送現狀從中發現存在的問題,進一步通過對比分析找到天貓國際跨境電商發展趨勢

摘要:自從全球發生大規模全球性經濟危機之后, 我國跨境電子商務得到了迅速發展與壯大。我國跨境電子商快速發展帶動了我國經濟快速發展做出了極大貢獻,2014年我國電子商務領域里面所產生進出口交易總額在達到27.1萬億元,同比增長14.76%,這樣增長速度是傳統進出口交易難以比擬,可是目前在我國進出口貿易總體中所占比重并不大只有9.6%,還不高,發展潛力還并沒有充分得到挖掘,還有待于進一步去發展,從而能夠為我國經濟持續發展做出巨大貢獻。34759
本文首先從外部了解天貓國際跨境電商發展可行性,其后分析天貓國際跨境電商供應鏈管理、營銷模式和物流配送現狀從中發現存在的問題,進一步通過對比分析找到天貓國際跨境電商發展趨勢,最后提出天貓國際跨境電商發展對策。通過研究本文得出結論,制約天貓國際跨境電商發展的問題是自主品牌不充足、市場定位不細致和物流系統不健全等,發展趨勢為移動化、垂直化、本地化和高端化,所以為了促進天貓國際跨境電商發展需要采取研發自主品牌、完善市場定位和健全物流系統等策略。希望可以通過研究天貓國際跨境電商發展所存在的問題和發展的趨勢,促進我國跨境電商發展,超越其他競爭對手,搶占世界市場。
畢業論文關鍵詞: 天貓國際;跨境電商;自主品牌;市場定位;物流系統
Analysis of Tmall International Cross-border Business Development 源¥自%六^^維*論-文+網=www.aftnzs.live
Abstract:Since the financial crisis, international electronic commerce China showing a rapid development momentum. The total amount of transactions reached 2.3 yuan in 2012, import and export Chinese cross-border electronic commerce, a year-on-year growth of 32%, far higher than the traditional Chinese import and export trade growth rate, but only accounted for China's import and export trade overall scale 9.6%, relatively low, but with the China electronic commerce globalization, status of cross-border electronic commerce in our country foreign trade will be more and more high, the proportion will increase the proportion to 19% in 2016, may, and according to the present growth rate, China's cross-border e-commerce transaction scale will also reach 6.5 trillion.
This article first through the macro environment and micro environment to understand the feasibility of the development of the electric Tmall international cross-border from the outside, followed by analysis of the supply chain management, marketing mode and logistics and distribution found Tmall international cross-border electric business development problems, further through comparative analysis found Tmall international cross-border business development trend analysis, finally puts forward the development countermeasures Tmall international cross-border business. Through the study of this article draws the conclusion, restricting the development of the electric Tmall international cross-border problems is not sufficient, the independent brand market positioning is not detailed and logistics system is not perfect, the development trend of mobile, vertical, localization and high-end, so in order to promote the Tmall international cross-border electric business development needs of independent research and development, improve the brand market positioning and improve the logistics system policy. The hope can through the study of problems and trend of international cross-border business development Tmall existing, to explore the development trend of electric cross-border, cross-border business development to promote our country, surpassing other competitors, to seize the world market. 源¥自%六^^維*論-文+網=www.aftnzs.live
KeyWords:Tmall International;Cross-border business;Independent brand ;Market positioning;Logistics system
目  錄
緒論    5
一、天貓國際跨境電商發展環境分析    6
(一)天貓國際跨境電商發展宏觀環境    6 天貓國際跨境電商發展分析+文獻綜述:http://www.aftnzs.live/jingji/20190420/32393.html
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