联系我们

论文查询结果	返回搜索

论文编号：	11762
作者编号：	2120172924
上传时间：	2020/6/20 17:27:36
中文题目：	R公司跨境电商业务的商业模式设计及保障机制研究
英文题目：	Research on the Business Model Design and Guarantee Mechanism of Cross-Border E-Commerce Business of R Company
指导老师：	梁峰
中文关键字：	跨境电商；商业模式；商业模式画布；跨境物流；电商平台设计
英文关键字：	Cross-Border E-Commerce；Business Model；Business Model Canvas；Cross-Border Logistics；E-commerce Platform Design
中文摘要：	摘 要信息技术时代的来临，使互联网逐步成为全球人民必需的虚拟桥梁，电子商务行业不断蓬勃发展，并且细分出了跨境电商贸易。我国跨境电商有着传统外贸塑造的“全球货源基地”国际地位、高度市场化和基础设施完备化的电子商务服务生态，以及政策和资本支持下领先全球的跨境电商顶层设计。为了提高国民生活质量，刺激国内市场消费活力，我国正在大力推动进口跨境电商行业发展。 R公司是成立二十多年的传统制药上市公司，近年来秉持着围绕健康产业体系不断拓展新业务的发展理念，准备开展进口跨境电商业务。进口跨境电商的竞争力与其商业模式息息相关，因此本论文对适合R公司开展跨境电商业务的商业模式展开了研究。本文首先使用PEST和SWOT工具对R公司跨境电商业务进行战略分析，了解到目前我国进口跨境电商依然处于早期阶段，在顾客群体和细分业务方面都拥有广阔的发展空间，确定了R公司开展跨境电商业务时应采取差异化战略，围绕健康产业开展以保健品、营养食品和洗护用品为主营商品的进口跨境电商业务。然后根据该战略目标，对R公司跨境电商业务的商业模式进行了设计。本文使用商业模式画布工具进行了具体分析，将R公司跨境电商业务的目标客户按照商品使用者和跨境电商用户两种属性进行细分，并使用卡诺模型工具分析目标客户需求，提出了“带来优质的海外健康产品、舒适高效的跨境网购体验”这一价值主张。随后对核心资源、关键业务、渠道通路、收入来源、客户关系、重要伙伴、成本结构等都进行了详细分析，最终构成对R公司跨境电商业务商业模式的完整设计。为了使该商业模式顺利执行，本文还提出了该商业模式所必需的保障机制，具体包括对组织架构及职责划分、物流服务措施、电商平台的设计要点和品牌文化的建设等方面的规划。本论文的研究对R公司的跨境电商业务具有较强的实践意义，并且对其他跨境电商公司的商业模式设计具有一定参考价值。关键词：跨境电商；商业模式；商业模式画布；跨境物流；电商平台设计
英文摘要：	Abstract With the advent of the era of information technology, the Internet has gradually become a necessary virtual bridge for the global people. The e-commerce industry continues to flourish, and cross-border e-commerce trade has been segmented. China's cross-border e-commerce has the international status of "global source base" shaped by traditional foreign trade, the e-commerce service ecology with high marketization and infrastructure completion, and the top-level design of cross-border e-commerce that leads the world under the support of policies and capital. In order to improve the national quality of life and stimulate the consumption vitality of the domestic market, China is vigorously promoting the development of cross-border import e-commerce industry. R company is a traditional listed pharmaceutical company established for more than 20 years. In recent years, with the development concept of constantly expanding new businesses centering on the health industry system, it is ready to carry out cross-border import e-commerce business. The competitiveness of imported cross-border e-commerce is closely related to its business model. Therefore, this thesis studies the business model suitable for R company to develop cross-border e-commerce business. This thesis firstly analyzes the strategy of R company's cross-border e-commerce business by PEST and SWOT tools. And learned that at present, China's imports of cross-border e-commerce is still in its early stages, in the aspect of customer groups and business segment has broad space for development, determined the R company for cross-border e-commerce business should adopt the differentiation strategy, to develop import cross-border e-commerce business in health care products, nutrition food and skin care products for the main commodity surrounding the health industry. Then, according to this strategic goal, the business model of cross-border e-commerce business of R company is designed. This thesis gives a detailed analysis by the business model canvas tool. To subdivide the target customers of R company's cross-border e-commerce business according to two attributes that commodity users and cross-border e-commerce users. And this thesis analyzes demands of the target customers by the kano model, so that it puts forward the value proposition that "bring high-quality health products abroad, comfortable and efficient cross-border online shopping experience". Then, it makes a detailed analysis of key resources, key activities, channels, revenue sources, customer relationships, key partnerships and cost structure, and finally forms a complete design of business model of R company's cross-border e-commerce business. In order to implement the business model smoothly, this thesis also puts forward the guarantee mechanism needed for the business model, including the planning of the organizational structure and responsibility division, logistics service measures, the design key points of e-commerce platform and the construction of brand culture. The research of this thesis has practical significance for R company's cross-border e-commerce business, and has certain reference value for the business model design of other cross-border e-commerce companies. Keywords: Cross-Border E-Commerce；Business Model；Business Model Canvas；Cross-Border Logistics；E-commerce Platform Design
查看全文：	预览  下载(下载需要进行登录)