【作者】 赵爽；

【导师】 林自葵；

【作者基本信息】 北京交通大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 随着人们消费水平的提高、经济全球化的不断深入和互联网技术的飞速发展,消费者对商品的要求越来越高,本国内的商品早已不能满足消费者的需求,跨境电子商务顺势而生,成为了国际贸易的新形式和对外贸易增长的新引擎。这其中,尤其是跨境进口电子商务业务的蓬勃发展,刺激了国内消费市场增长的同时也带动了国内消费的升级。跨境进口电子商务的出现使得国内消费者可以有更多的选择和渠道去购买安全性能更好、品质更高的海外商品。面对国内消费者强烈的购物欲望以及巨大的市场消费需求,国内许多电商平台、物流企业乃至各种投资公司也纷纷推出自己的跨境进口电商平台,其市场竞争日益激烈。目前,跨境电子商务属于新兴行业,该领域缺少成熟的理论和实践经验,各跨境电商企业如何结合符合自身平台的产品特点、用户人群的偏好、创新市场营销策略及物流供应链等核心因素来帮助企业在激烈而残酷的竞争中获得市场份额、取得竞争优势、得到良性的发展,是所有跨境进口电商企业都需要考虑的问题。KL跨境进口电商平台作为国内典型综合类跨境进口电商平台,如何制定适合该平台的营销策略使其在同行业中保持领先地位是其首要解决的问题。本文以KL跨境进口电商平台(以下简称KL电商平台)为研究对象,以STP理论、4Ps营销组合理论等理论为基础,通过研究KL电商平台的营销现状,对其营销宏观、微观环境进行分析,并运用SWOT分析指出其战略方向,在此基础上进行STP分析,从而对KL电商平台的4Ps营销组合策略提出优化建议。本文的研究给跨境电商平台提供一些有益的营销策略参考建议,并为该领域的发展做出了一定贡献。更多还原

【Abstract】 With the improvement of people’s consumption level,the deepening of economic globalization and the rapid development of Internet technology,consumers have higher and higher requirements for commodities.Domestic commodities have long been unable to meet the needs of consumers.Cross border e-commerce has emerged with the trend,becoming a new form of international trade and a new engine for the growth of foreign trade.Among them,especially the booming development of cross-border import ecommerce business has stimulated the growth of domestic consumer market and also led to the upgrading of domestic consumption.The emergence of cross-border import ecommerce enables domestic consumers to have more choices and channels to purchase overseas goods with better security and quality.Facing the strong shopping desire and huge market demand of domestic consumers,many domestic e-commerce platforms,logistics enterprises and even various investment companies have launched their own cross-border import e-commerce platforms,with increasingly fierce market competition.At present,cross-border e-commerce is an emerging industry,which lacks mature theoretical and practical experience.How can cross-border e-commerce enterprises combine core factors such as product characteristics in line with their own platforms,preferences of user groups,innovative marketing strategies and logistics supply chain to help enterprises gain market share,competitive advantage and benign competition Development is an issue that all cross-border import e-commerce enterprises need to consider.KL cross-border import e-commerce platform is a typical comprehensive crossborder import e-commerce platform in China.How to formulate a marketing strategy suitable for the platform to keep its leading position in the same industry is the first problem to be solved.This paper takes KL cross-border import e-commerce platform(hereinafter referred to as KL e-commerce platform)as the research object,based on STP theory,4Ps marketing mix theory and other theories,studies the marketing status of KL e-commerce platform,analyzes its marketing macro and micro environment,and points out its strategic direction by SWOT analysis,and then conducts STP analysis on this basis,so as to analyze the 4Ps marketing group of KL e-commerce platform Put forward optimization suggestions according to the strategy.The research of this paper provides some useful marketing strategy reference suggestions for cross-border e-commerce platform,and makes some contribution to the development of this field.更多还原