第三方平臺營銷研究

市場營銷論文編號:YX067 論文字數:10910,頁數:18

目  錄

中文摘要 I
英文摘要 II
1 引言 1
1.1 研究的背景及意義 1
1.2 研究方法和研究內容 1
2  第三方平臺的理論綜述 2
2.1 第三方平臺的定義 2
2.2 第三方平臺的經濟學原理 3
3 第三方平臺的作用與存在的必要性 7
3.1 第三方平臺的作用 7
3.2 第三方平臺存在的必要性 7
4 第三方平臺的功能及分類 8
4.1 第三方平臺的功能 8
4.2 第三方平臺的分類 9
5 第三方平臺的營銷策略 9
5.1 先占策略 9
5.2 企業第三方平臺營銷應用的十項基本策略 10
結束語 13
致  謝 14
參考文獻 15

摘  要

 美國次貸危機引起華爾街風暴,隨后演變為全球性的金融危機,中小企業的發展深受影響。生產成本激增、融資困難加劇、外貿出口受阻是困惑廣大中小企業主要三大因素,而電子商務以其高效、快速、低成本等優勢成為繼2003年非典之后國內商家的又一個救命稻草,中小企業來說,發展第三方電子商務平臺是企業抵御嚴寒的理想出路。 理論上,在線交易是便捷、高效、節省成本的商務方式,但目前中國有相當數量的電子商務企業沒有實現真正的盈利。本文從電子商務交易的特殊性出發,分析了電子商務的交易雙方產生的各種交易服務需求,提出了新的第三方電子商務平臺的定義。 研究了在線交易逆向選擇產生的原因,論證了電子商務中介解決逆向選擇問題的原理,分析了第三方電子商務平臺存在的必要性。根據交易者不同的服務需求,研究了第三方電子商務平臺的功能要素,提出了八類第三方電子商務平臺。作為一種新興的商務形式,第三方電子商務平臺的發展還面臨著很多問題,在此基礎上本文重點研究了第三方電子商務平臺的經營策略,包括先占策略、定價策略、加強物流管理等。

關鍵詞    第三方平臺/電子商務/營銷策略/營銷研究
THIRD-PARTY PLATFORM MARKETING RESEARCH

ABSTRACT
 The U.S. subprime mortgage crisis caused by Wall Street storm, then the global financial crisis for the development of small and medium-sized enterprises, and deeply. Production costs surged, financing difficulties, export obstruction is confused small and medium-sized enterprises mainly three factors, and electronic commerce with its high efficiency, low cost advantages of fast, following the 2003 after SARS domestic business and a life-saving straw, small and medium-sized enterprises, develop the third party e-commerce platform is the ideal way for protection against the bitter cold. Theoretically, online transaction is convenient, efficient and cost-effective ways of doing business in China, but there are a number of electronic business enterprise without realizing real profits. From the particularity of the e-commerce transactions, and analyses the electronic commerce trade both sides to produce a variety of transaction service demand, and puts forward a new definition of third-party e-commerce platform. The study online transactions causes adverse selection, demonstrates the e-commerce intermediary solve adverse selection problem, analyses the principle of third-party e-commerce platform necessity. Established improved reputation model, analyses the success of the operation mechanism of reputation. Why According to different requirements, the service traders to study the function of third-party e-commerce platform, proposes eight kinds of third-party e-commerce platform. As a new form of business, third-party e-commerce platform development is also facing many problems in this paper, based on the study of e-commerce platform management strategy, including -preempt strategy, pricing strategy, strengthen logistics management, etc..

KEY WORDS    Third-party platform;E-commerce;Marketing strategy ; Marketing research