關(guān)于淘寶新電子商務(wù)模式的調(diào)研與分析

國際貿(mào)易論文編號:GM755  論文字?jǐn)?shù):40451.頁數(shù):64

目錄
第一章  引言 8
第一節(jié) 選題的背景及意義 8
第二節(jié) 本文的總體構(gòu)思與設(shè)計(jì)思路 8
一、研究目的 8
二、研究構(gòu)思 8
三、研究方法 9
第二章 淘寶新電子商務(wù)模式的概述 10
第一節(jié) 淘寶新電子商務(wù)模式的簡介 10
第二節(jié) 新模式推行的背景 11
第三節(jié) 新模式的推行進(jìn)程 13
第三章 淘寶“B2C+C2C”之商業(yè)模式分析 15
第一節(jié)  淘寶新電子商務(wù)模式的分析 15
一、 淘寶B2C+C2C電子商務(wù)模式的優(yōu)勢 15
二、 淘寶B2C+C2C電子商務(wù)模式的劣勢 15
三、 淘寶 B2C+C2C 電子商務(wù)的機(jī)遇 16
第二節(jié)  新模式面臨的問題和影響分析 17
第四章  針對新模式的問卷調(diào)研 19
第一節(jié)  研究的目的與對象 19
第二節(jié)  統(tǒng)計(jì)分析結(jié)果 19
一、 “淘寶C2C賣家問卷”統(tǒng)計(jì)結(jié)果 19
二、 “網(wǎng)絡(luò)購物買家問卷”統(tǒng)計(jì)結(jié)果 27
三、 “淘寶B2C賣家問卷”統(tǒng)計(jì)結(jié)果 35
第五章  調(diào)研結(jié)果研究與分析 42
第一節(jié)   研究結(jié)果討論 42
一、 “淘寶C2C賣家問卷調(diào)查”研究結(jié)果分析 42
二、 “網(wǎng)絡(luò)購物買方問卷調(diào)查”研究結(jié)果分析 43
三、 “淘寶B2C賣家問卷調(diào)查”研究結(jié)果分析 45
第二節(jié)   研究結(jié)論 45
一、 淘寶網(wǎng)對于淘寶商城的宣傳與推廣有待加強(qiáng) 45
二、 淘寶網(wǎng)將B2C與C2C業(yè)務(wù)結(jié)合，互補(bǔ)大于沖突 46
三、 新模式前途光明，路途遙遠(yuǎn) 47
四、 淘寶網(wǎng)將B2C與C2C業(yè)務(wù)相結(jié)合的模式會(huì)持續(xù)發(fā)展下去 48
第六章  總結(jié)與展望 48
參考文獻(xiàn) 52
致 　謝 54
附錄 55

摘 要

 網(wǎng)絡(luò)購物通過多年來的發(fā)展和歷經(jīng)多次產(chǎn)業(yè)升級，已成為經(jīng)濟(jì)社會(huì)發(fā)展、解決勞動(dòng)就業(yè)、創(chuàng)造國家稅收的重要支柱產(chǎn)業(yè)。2008年，淘寶落子B2C市場，整合眾多優(yōu)秀企業(yè)，引入全新升級的“淘寶商城”，在新一輪的電子商務(wù)博弈中，開始嶄露頭角，而對于本身已具備操作熟練且又經(jīng)驗(yàn)豐富的C2C業(yè)務(wù)的淘寶網(wǎng)而言，B2C業(yè)務(wù)的引入定會(huì)對其帶來重大影響。基于以上背景，本文擬首先通過國內(nèi)外相關(guān)理論文獻(xiàn)，了解國內(nèi)外相關(guān)最新理論成果，鞏固對網(wǎng)絡(luò)購物理論知識(shí)。其次回顧了淘寶電子新商務(wù)模式發(fā)展的相關(guān)進(jìn)程與現(xiàn)狀，重點(diǎn)研究其現(xiàn)狀從而得出其存在的問題，面臨的機(jī)遇與挑戰(zhàn)。緊接著筆者展開了一系列相應(yīng)的調(diào)研方案，采用問卷調(diào)查的形式，從“淘寶集市”、“淘寶商城”商家以及一般網(wǎng)上購物消費(fèi)者三者作為切入，通過切實(shí)數(shù)據(jù)，分析淘寶此次變革帶來的利弊影響，探討“B2C+C2C”新模式未來可行性以及其長遠(yuǎn)發(fā)展趨勢，最后針對所存在的問題提出切實(shí)有效的對策建議。
 本文通過理論研究和問卷實(shí)證分析發(fā)現(xiàn)以下結(jié)果：第一，淘寶網(wǎng)將B2C與C2C業(yè)務(wù)結(jié)合，互補(bǔ)大于沖突；第二，淘寶網(wǎng)對于淘寶商城的宣傳與推廣有待加強(qiáng)；第三，新模式前途光明，路途遙遠(yuǎn)；第四，淘寶網(wǎng)B2C+C2C新模式會(huì)持續(xù)發(fā)展下去。本文針對問題所在提出了切實(shí)有效的建議，對淘寶重新認(rèn)識(shí)自我，提高自我，把握機(jī)遇，迎接挑戰(zhàn)從而實(shí)現(xiàn)網(wǎng)絡(luò)購物可持續(xù)發(fā)展發(fā)揮其產(chǎn)業(yè)優(yōu)勢具有重要的參考價(jià)值和現(xiàn)實(shí)意義。

關(guān)鍵詞：電子商務(wù)、B2C、 C2C、信任機(jī)制、發(fā)展、策略    

 ABSTRACT
 Through the years of development and industrial upgrading for several times, Online shopping has become the important pillar industry reffering to the economic and social development, to resolve the problem of employment, and create the state's tax. In 2008, Taobao has entered the B2C market, integrating of many outstanding corporations, with the introduction of a new escalation of the "Taobao Mall", and began to cut a striking figure in the new round game among e-commerce, the B2C business will make major impact to the C2C business. Against this background, in this paper, first of all, the author has began to understand the theory both at home and abroad related to the latest results theoretical knowledge referring to the Online Shopping. Secondly, the author have reviewed of the new Taobao e-business model related to the development process and the status quo and focus on its status so as to arrive at its problems, opportunities and challenges, then the author have embarked on a series of research programs, with the use of survey forms, from the sellers of " Taobao market ", "Taobao Mall" as well as general online shopping consumers as a cut, to make analysis about the impact of changes brought about by the pros and cons to Taobao through effective data, and to explore the feasibility of the new model "B2C + C2C", as well as its future trends, at last put forward the corresponding countermeasures and suggestions according to the results of the empirical analysis from the questionnaires.
 In this paper,the author  have  found the following results through theoretical research and empirical analysis of the questionnaires: First, TaoBao B2C and C2C business will be combined and complementary rather than conflict; Secondly,the publicity and promotion of Taobao Mall needs to be strengthened; Third, the new model will be of a very bright future, but of a distant road; Fourth, TaoBao “B2C + C2C” new model will continue to develop in future. In this paper, the author will put forwad several practical and effective recommendations according to the problems which have come up in the questionnaires, this article will have reference value and great significance for Taobao to self-improve, grasp opportunities,meet challenges in order to achieve sustainable development in the future.

KEYWORDS: E-commerce，B2C，C2C，Trust mechanism，Development，Strategy