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Word文件下载.docx

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Word文件下载.docx

《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Word文件下载.docx》由会员分享，可在线阅读，更多相关《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Word文件下载.docx（18页珍藏版）》请在冰点文库上搜索。

scross-bordere-commerceisstilldominatedbyB2B,withtheintroductionofrelevantgovernmentpolicies,B2C-basedonlineretailcross-bordere-commerceplatformbegantobecomeactive.B2Ccross-bordere-commerceplatformdirectlyconnectswithsuppliersandconsumers.Itreducestheintermediatelinksandgreatlyincreasestheefficiencyofinternationaltrade.TheemergenceofalargenumberofexcellentB2Ccross-bordere-commerceplatformenterprisesmakescross-bordere-commercemarketcompetitionquitefierce.Afterunremittingdevelopmentandexpansion,GlobalExpresshasbecomealarge-scaleenterpriseandthelargestcross-bordere-commerceplatforminChinaatpresent,whichfullyshowsthatthereisagoodenvironmentforthedevelopmentofcross-bordere-commerceinChina.

Thispaperfirstsummarizesthetypesofcross-bordere-commerce,whatistheB2Ccross-bordere-commerceplatform,anditsdevelopmentstatusandtrends.ThencombinedwiththecurrentB2Ccross-bordere-commercesuccessstoriesoftheGlobalExpresssales,andin-depthstudyoftheB2Ccross-bordere-commerceplatformonthemarketingstrategy,summedupinthedevelopmentprocessofproblemsandreasons.Atlast,somesuggestionsareputforwardtosolvetheseproblems,whichcanbeusedforreferenceforthedevelopmentofGlobalExpresssale,andlayatheoreticalfoundationforthefuturedevelopmentofB2Be-commerceplatforminourcountry.

Keywords:

B2C;

Cross-borderE-commercePlatform;

Marketstrategy

Outline

ThesisStatement:

ThispaperaimstoanalyzetheMarketstrategyofForeigntradebusinessesonB2CCross-borderE-commercePlatform

I.Introduction

II.B2CCross-borderE-commercePlatform

A.ConceptandClassificationofCross-borderE-commerce

1.ConceptofCross-borderE-commerce

2.ClassificationofCross-borderE-commerce

B.CurrentSituationandDevelopmentofCross-borderE-commerce

III.MarketingStrategyAnalysis

A.GeneralSituationofAliexpress

B.InfluenceonMarketingStrategyofMerchants

1.SimplifyMarketingApproach

2.ReduceMarketingCost

3.EnrichPaymentandLogistics

IV.TheIssuesofMarketingStrategy

A.IntellectualPropertyIssues

B.CreditSecurityIssues

C.TheConvergenceofMarketOrientationandMarketingMeans

V.SuggestionsandCountermeasures

A.Businesses-SetuptheCorrectMarketCompetitionStrategy

1.R&

DIndependentBrand

2.ImproveProductandServiceQuality

B.Platforms-ImproveCreditEvaluationSystem

1.EstablishmentofCreditEvaluationSystemforBuyers

2.CoalitionGovernment,Third-partyPaymentInstitutionsandBanks

VI.Conclusion

AnAnalysisofMarketingStrategyofB2CCross-borderE-Commerce—TakingAliexpressasAnExample

.Introduction

Inthenewperiodofrapiddevelopmentofelectroniccommerce,B2Cdevelopedrapidlywiththehelpofthistrendandoccupiedaplaceintheconsumermarketbyvirtueoftheadvantageofspeed.Internationaltradehasachievedglobalconnectivity.Thewayoftradegraduallychangedfrombulktradetosmalltrade.Underthecross-bordere-commercemodel,tradeprocessesarebeingstreamlinedandmanyintermediatelinkscanbedirectlyomitted,resultinginasignificantreductioninimportandexportcosts.

China'

sforeigntradedevelopmentasawholeisagoodsituation.GlobalExpressisAlibaba'

sonlinetradingplatformfortheglobalmarket,knownasthevastnumberofsellersinternationalversionof"

Taobao."

Now,ithasoccupiedanimportantpositionintheinternationaltradingmarket.Thedevelopmentofeconomyhasfurtherpromotedthedevelopmentofinformationmarket,andthecross-borderelectroniccommerceofourcountryhasalsoseizedtheopportunityintimeandenteredthepeakperiodofdevelopment.Inaddition,withthesupportofourpartyandgovernment,wecanencouragethefurtherdevelopmentofcross-bordere-commerceplatform.

Inthispaper,theexistingproblemsandreasonsintheprocessofB2CE-commercedevelopmentarestudiedthroughtheanalysisofGlobalExpress.Inviewoftheseproblems,theauthorputsforwardcorrespondingsuggestionsforimprovement,whichprovidesatheoreticalbasisforthefuturedevelopmentofB2CE-commerceplatform.

A.ConceptandClassificationofCross-borderE-commerce

Cross-bordere-commerceisaninternationalbusinessactivity,whichreferstotransactionsbelongingtodifferentcountriesandregions,includingenterprisesandenterprises,enterprisesandindividuals,individualsandindividuals,throughcross-bordere-commerceplatformtoachievetransactions,paymentandsettlement,thenviacross-borderlogisticstodelivergoods,completeatransaction.Differentfromthetraditionaltrade,cross-bordere-commerceisproducedunderthefulldevelopmentofInternettechnology.Byreducingtheintermediatelinkandshorteningthetransactionprocess,thecostissavedandthetwopartiescanachievethetransactionprocessonline.Fromabroaderpointofview,cross-bordere-commerceincludesnotonlythetransferofgoods,butalsothetransmissionofintermediatedatainformation,capitalexchanges,andinformationvouchers,whichcandeliverinformationimmediatelyandrespondquicklytotheconsumerfeedback.Itnotonlysavescostbutalsoimprovesefficiency.UnderthebackgroundofeconomicglobalizationandtherapiddevelopmentofInternettechnology,asanewformofelectronictransactions,cross-bordere-commercehasgonedeepintothepracticeofvariouscountries,withtremendousvitalityandadvantages,affectingthetraditionalforeigntrade.

China'

scross-bordere-commerceplatformisdividedintothreemodels:

B2B（Business-to-Business）,B2C（Business-to-Customer）andC2C（Customer-to-Customer）.B2Bcross-bordere-commercecurrentlyoccupiesanimportantpositioninthecross-bordere-commercemarket,whichmainlyreferstothecross-bordere-commerceplatformontheInternetbetweencompaniesindifferentcountriestoconducttradeexchangesandtransactions,themajorityofwhicharelarge-scaletradetransactionsandtheamountofordersarerelativelylarge.AlibabaGroup'

sinternationalstationsandDunhuangNetworkareB2Bmodelofcross-bordere-commerce,mainlyprovidecross-bordertradingservicestodomesticandforeignenterprises.

B2Ccross-bordere-commerceusuallyreferstoenterprisesandconsumersbelongingtodifferentcountriesorregions,usingInternettechnologytocompletetheinquiry,selection,purchaseandpaymentofgoods.TheB2Cmodelofcross-bordere-commercemakesuseofInternettechnologytobuildatradingplatformforenterprisesandconsumers.Onthisplatform,enterprisessellgoodsdirectlytoconsumers,andtheB2Cmodeofcross-bordere-commercemakesuseoftheInternettechnologytobuildatradingplatformforenterprisesandconsumerstosellgoodsdirectlytoconsumers.Theplatformisprofitablebyprovidingpayment,logistics,marketingandotherservices.

C2Ccross-bordere-commerceissimilartothepopular"

overseasshopping"

modelatpresent.Suchplatformsgatherbuyersfromaroundtheworldtoprovideaplaceforindividualstotradewithindividuals,wheremostsellersareindividuals.

ThemainbodyofthispaperisB2Ccross-bordere-commerce.Inrecentyears,itdevelopsrapidlyinChina,andthemarketshareincreasesyearbyyear.TheinfluenceonChina'

sforeigntradeisbecomingmoreandmoreobvious.Ontheonehand,B2Ccross-bordere-commerceplatformhelpsmanysmallandmedium-sizedforeigntradeenterprisestogrowandtakeonthetaskof"

madeinChina"

totheworld.Ontheotherhand,B2Ccross-bordere-commerceisalsoofgreatsignificancetoChina'

straditionalforeigntradetransformationandupgrading.

Inrecentyears,theglobaleconomyhasbeeninadownwardstate.HenceChina'

straditionalforeigntradeisseriouslyaffectedbytheformoftheglobaleconomy,butcross-bordere-commercewillbecomeanimportantdrivingforcetopromotethefurtherdevelopmentofChina'

sforeigntrade.

Overtheyears,sincethepolicypreferenceofthenationalgovernment,thethird-partycross-bordere-commerceplatformoftheB2Cmodelhasbeenrapidlydeveloped.Ithasmanyadvantages,suchasitsregistration-freefeeandthewidecoverageofoverseasmarkets,andsoon.Attractedthevastnumberofsmallandmedium-sizedforeigntradeenterprises.Amongthem,China'

sfamousthird-partycross-bordere-commerceplatform—GlobalExpresshasbecometheworld'

slargesttradingplatformforforeigntrade.E-Bay,Amazon,Wish,aforeigncross-bordere-commerceplatform,willalsoenterChina'

sexportcross-bordere-commercemarketwithitsownplatformadvantages.

Mobilewillbecomeanimportantdrivingforce.Inviewoftheglobalmobiletrend,majorcross-bordere-commerceplatformsarealsostartingtomovefromPCtomobile.TakeAlibabaasanexample,in2015,thecompanyfocuseditsproductsonmobiledevicesandlauncheda"

APPexclusive"

promotioncampaignonAugust25,whilepromotingExpressAPPin30countriesaroundtheworld.

Productsandmarketsaremorediversified.Withthecontinuousdevelopmentofcross-bordertrade,globalconsumerdemandf