CA公司電子商務發展現狀調查及分析

摘 要

在經濟日益信息化和全球化的今天，電子商務發展的應用已經得到社會各界的高度重視。我國電子商務在經過了幾年的低迷后，現已開始蓬勃發展起來。尤其是在我國南方沿海省份，例如浙江省海寧市的皮革服飾箱包行業對于電子商業的應用一直處于同行業的領先位置，并利用電子商務這一經營模式為企業創造了可觀利潤。企業能否成功的引入電子商務的營銷模式，是企業面臨的一個巨大挑戰，具有很強的實際應用價值。隨著皮革行業競爭日益白熱化，企業紛紛意識到發展電子商務的重要性，但其應用與發展遇到了各種問題。本文通過案例分析及文獻綜述的方法，以CA公司為例，分析CA公司電子商務的發展現狀及問題，主要問題包括網絡營銷認識不足、競爭激烈、網絡營銷成本增加、購買體驗差、物流快遞落后，最后根據CA公司電子商務存在的問題提出了發展對策建議，主要包括提高網絡營銷思想認識、挖掘產品與服務特色，強化品牌建設、提高市場快速反應能力、建立完善的服務體制、建立暢通的物流配送體系，以更好的實現我國服裝行業的高速發展。

關鍵詞：服飾行業；電子商務；CA公司

Investigation and Analysis of the Current Situation of E-Commerce Development in CA Company

Abstract

Nowadays, with the increasing information and globalization of economy, the application of e-commerce development has been highly valued by all walks of life. After several years of downturn, China's e-commerce has begun to flourish. Especially in the southern coastal provinces of China, such as Haining City, Zhejiang Province, the leather clothing luggage industry has been in the leading position in the same industry for the application of e-commerce, and the use of e-commerce business model for enterprises to create considerable profits. Whether the enterprise can successfully introduce the marketing mode of e-commerce is a great challenge for the enterprise, which has a strong practical application value. With the increasingly fierce competition in leather industry, enterprises have realized the importance of developing e-commerce, but their application and development have encountered various problems. Through case analysis and literature review, taking CA company as an example, this paper analyzes the current situation and problems of e-commerce development in CA company. The main problems include lack of awareness of E-marketing, fierce competition, increased cost of E-marketing, poor purchase experience, and backward logistics and express delivery. Finally, according to the problems existing in e-commerce of CA company, the paper puts forward development countermeasures and suggestions, mainly including improving the network In order to better realize the high-speed development of China's clothing industry, the network marketing thought should be understood, the characteristics of products and services should be explored, the brand building should be strengthened, the rapid response ability of the market should be improved, the perfect service system should be established, and the unimpeded logistics and distribution system should be established.

Keywords: apparel industry; e-commerce development; M company.

目  錄

前言 1

一、相關概述 1

（一）電子商務 1

（二）跨境貿易電子商務 2

二、CA公司電子商務的現狀 2

（一）公司簡介 2

（二）CA公司電子商務的發展現狀分析 3

1.CA公司電子商務現狀 3

2.CA公司電子商務主要服務對象 4

3.CA公司電子商務的物流管理現狀 4

4.CA公司的電子商務與銷售渠道 4

三、CA公司電子商務現存在的問題分析 5

（一）調查分析 5

1.調查問卷設計 5

2.調查對象、內容及工具 5

3.調查結果 5

（二）調查結果分析 7

1.電子商務認識不足 7

2.競爭激烈 7

3.電子商務成本增加 8

4.購買體驗差 8

四、針對該公司現存在問題的對策與建議 9

（一）提高電子商務思想認識 9

1.提高管理員的認識 9

2.提高員工的認識 9

（二）挖掘產品與服務特色，強化品牌建設 9

（三）提高市場快速反應能力 9

（四）建立完善的服務體制 9

結語 10

參考文獻 11