对江苏省加快发展B2C电子商务的策略研究

【作者】 武海燕；

【导师】 张忠林；

【作者基本信息】 南京理工大学 ， 情报学， 2003， 硕士

【摘要】 本文首先在对招商银行和工商银行的江苏省B2C特约商户，以及部分具有实施B2C电子商务的条件，但未实施B2C电子商务的典型零售企业进行专项调查的基础上，分析了江苏省B2C电子商务实施现状和出现的问题。调查的主要内容有网上订单情况、和供应商的联系方式、支付方式、配送方式、主要顾客群体、网站经营情况、网络营销方式等。通过对调查内容和企业提出的问题分析，发现江苏省B2C电子商务发展的主要问题是：电子商务发展的框架还不成熟、网上订单少、网站经营策略不完善、企业没有实施电子商务营销策略。这些问题可以总结为两个方面，一是政府对电子商务的支持和引导不够，二是企业不了解电子商务的经营策略和营销策略。 然后针对出现的问题，文章从政府和企业两个角度，提出了江苏省B2C电子商务宏观策略和企业微观策略。根据江苏省的基本情况，政府的宏观策略侧重于规划性和引导性的策略。结合江苏省典型B2C电子商务企业在经营过程中出现的问题，企业的微观策略侧重于消费者发现和培养策略、网站经营策略、网络营销策略、网络竞争策略。文章广泛采用江苏省B2C电子商务企业，以及其他成功B2C电子商务企业的例子对电子商务策略进行了详细研究，希望为江苏省实施电子商务提供一点启迪。更多还原

【Abstract】 Based on the thorough investigation, the analysis about the current status and the problems faced by the enterprises is related in detail. During the investigation the object enterprises investigated are the special firm clients of the two online banks and the typical enterprises in retail sector that can implement B2C but fail to. The two banks are the china merchants bank and the industrial commercial bank of china. The investigation focuses on the online orders, the methods of contacting with the suppliers, the method of payment, the method of delivery, the main clients, the websites, the strategies of the marketing and so on. Based on the investigation and the analysis of the questions raised by the enterprises, we can find out the main problems faced by the enterprises in Jiangsu province are the immature framework of the e-commerce, the scarcity of the online orders, the poor quality of the websites managing, the vacancy of the marketing on the internet. All these problems can be divided into two parts. One part is the deficiency of the government support and instruction. The other one is the scare knowledge of e-commerce marketing and management of the enterprises.With the consideration of the present problems, the article presents the macro and micro e-commerce strategies of Jiangsu province. The macro strategies focus on the planning and instructing of the government about the e-commerce. The micro strategies focus on how to find and cultivate the clients, how to run the websites, and how to employ the marketing methods etc. Also the article provides rich and successful examples in support for the research of practical strategies of B2C, which I believe will give the resolution of the problems of implementing B2C faced by the Jiangsu Province.更多还原