【作者】 王涛；

【导师】 赵爱琴；

【作者基本信息】 北京工业大学 ， 工商管理（专业学位）， 2017， 硕士

【摘要】 随着“互联网+”改革进程的发展,电子商务已经成为一个人尽皆知的名词。在个人消费即B2C(Business to Customer)飞速发展的同时,企业与企业的交易--B2B(Business to Business)也正面临着天翻地覆的改革。目前,国内的大型电商公司都将注意力集中在B2B营销模式的开发上。各种B2B新模式,平台如同百花齐放,各领风骚。WK公司,成立于1999年,前期经营114查号台积累了海量的中国中小企业数据,以此为基础开展电子商务服务业务,于2004年转型为互联网公司。多年来,WK一直专注于为中小企业提供电子商务应用服务,已经形成自己独特的服务体系。然而在2015年竞争日趋激烈,经济增长放缓的条件下,WK公司的营业收入较2014年增长仅2.3%,利润下滑6.12%。WK公司产品及服务体系等已经无法适应B2B电子商务市场竞争态势和愈加严峻的外部环境变化,急需改进。本文对WK公司的电子商务模式进行深入研究。第一章介绍本文的研究背景、对行业竞争激烈的现状,对企业生存环境的变化进行分析,随后介绍研究的意义,内容和研究方法等。第二章对B2B电子商务及B2B电子商务的基本运作框架进行阐述并就目前B2B电子商务的营销环境进行分析。第三章对WK公司B2B电子商务现状及营销现状进行分析。第四章基于4P理论设计了相应的产品、价格、渠道、促销、品牌等营销策略组合。第五章结合营销策略提出WK公司的营销策略实施保障。更多还原

【Abstract】 E-commerce is becoming a pop word in China according to development of the Internet,B2C(Business to Customer)changed our life a lot due to its rapid expansion.As the major business activities--Business between enterprises of raw material,finished product batch procurement-B2B(Business to Business),facing a completely reform also.At present,all of the large E-commerce company focus on the development of B2 B marketing mode.WK company founded in 1999,operated 114 information inquiry platform.Accumulated massive data of Chinese small and medium-sized enterprises,on this basis,WK transformed to an Internet company in 2004,WK has been focused on the development of B2 B e-commerce mode,e-commerce application services to small and medium-sized enterprises for more than 17 years.WK had formed its own unique system already.In the condition of fierce competition and Economic growth is slowing,the income of WK grow only 2.3% but the profit reduce 6.12% in 2015.The sales model is no longer suitable for the market competition and increasingly severe external environment change,need to improve immediately.Thorough research to the electronic commerce mode of WK Company.The first chapter in this paper introduced the research background,the competition and the survival environment analysis.The significance,content and research method,etc,the second chapter elaborates the B2 B e-commerce,introduces the basic operation framework of B2 B e-commerce.The third chapter makes an analysis of WK B2 B ecommerce marketing situation.The fourth chapter designs the combination marketing strategies of the product、price、channel、sales promotion and the brand base on 4P theory.The fifth chapter propose the safeguard of the improve strategy implementation.更多还原