本文以寧波NKM公司為研究對象，按照提出問題、分析問題、解決問題的研究思路，對其開展服裝B2C業務進行研究。本文共分為五個部分，第一部分闡述了研究的背景，研究思路和方法。第二部分對相關的電子商務理論和分析工具進行了綜合歸納。第三部分結合NKM公司的實際，利用相應的理論工具對其開展電子商務活動的策略進行了分析研究。首先在分析的基礎上，提出了NKM公司開展B2C電子商務活動的目標和規劃，然后對NKM公司所選擇的B2C模式作了詳細說明。第四部分是即定策略實施過程的研究，主要解決的是NKM公司B2C電子商務模式中物流配送、網上支付和網站設計等幾個關鍵環節的操作問題。最后一部分在總結論文整體論述的基礎上得出了相應的結論。
關鍵詞：B2C、電子商務、網絡營銷、網站設計
ABSTRACT
This paper takes the Ningbo NKM company as the research object, conducts the research about the B2C e-commerce according to proposed the question, analyzes the question and solves the question mentality. This paper consists of five parts. The first part elaborates the research background,The second part has carried on the synthesis induction to the related e-commerce theory and the analysis tool. Combined with the reality of NKM Corporation, the third part uses the corresponding theoretical tools to carry on the analysis and research. First, based on the analysis, this part proposes the goal and plan of NKM Corporation's B2C e-commerce strategy. Then it describes the B2C e-commerce pattern chosen by NKM Corporation in detail. The fourth part studys the implementation strategy, mainly solving the several essential problems about logistics, payment, and the website design in the NKM Corporation's B2C e-commerce pattern. The last part draws the conclusions based on the summary of the whole paper.
KEYWORDS：B2C ,E-commerce, Network Marketing,Website Design
