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论文编号：	12657
作者编号：	2120163080
上传时间：	2021/6/18 15:28:15
中文题目：	徐工电商平台网络营销策略及其实施研究
英文题目：	XCMG E-commerce Platform Network Marketing Strategy and Its Implementation Research
指导老师：	李桂华
中文关键字：	徐工集团公司；工程机械；国际贸易；电商平台；营销策略
英文关键字：	XCMG Group；Construction machinery；international trade；e-commerce platform；marketing strategy
中文摘要：	在全球范围内，企业买家逐步转向线上采购，传统商业和分销品领导者逐步通过在线销售引领用户消费习惯，互联网构建的新中介模式，加速了传统行业“去中介化”的步伐。电子商务正在重塑传统的经济运行模式，成为制造业网络化、智能化、数字化的重要引擎。伴随着国家相关政策的推出与落地，各种新兴科学技术迅速与传统实体产业融合，为产业互联网、B2B电子商务等市场提供发展空间，成为助推经济增长的新引擎。 本文主要分析研究徐工集团利用电子商务的商业模式进行线上产品销售，基于徐工集团品牌及产业优势，以工程机械产业跨境自营模式为核心，从事线上销售，作为传统线下销售的补充。本文重点参照了市场营销的STP理论模型以及电子商务等相关理论，对徐工电商进行了深入的解读思考和分析，明确徐工电商公司所处的宏观环境，包括工程机械的市场、政策、行业、国外发展、电商等外在情况。同时对于徐工电商公司的各方面优势劣势进行了分析，对公司规模、经营能力、行业地位和传统优势等微观环境进行剖析。本文的重心则是利用STP进行徐工电商平台目标市场定位和平台的构建。之后围绕如何经营好徐工电商平台提出了相应的营销策略。文章最后对徐工电商平台的运行进行了分析，指出当前发展面临的问题，对未来发展进行展望并提出后续研究方法。 总之本文的宗旨在于拓宽徐工电商的未来发展道路，让徐工电商在未来能够不断成长为工程机械行业领先的电子商务平台。
英文摘要：	Globally，corporate buyers are gradually turning to online purchasing，and traditional business and distribution leaders are gradually leading users' consumption habits through online sales. The new intermediary model built by the Internet has accelerated the pace of "disintermediation" in traditional industries. E-commerce is reshaping the traditional mode of economic operation and becoming an important engine of networked，intelligent and digital manufacturing industry. Around the Internet plus，one belt，one road，the new technology of Internet，cloud computing and big data has accelerated to integrate into the real industry. The new electricity supplier format is becoming a new kinetic energy for economic development，providing space for the development of the industry internet，B2B e-commerce and other markets，and becoming a new engine to boost economic growth. The purpose of this paper is to analyze XCMG's introduction of e-commerce into the trade business chain to realize the online "one-stop" global promotion and sales of construction machinery products such as complete machines and accessories. Based on XCMG's brand and industrial advantages，XCMG takes the cross-border self-supporting mode of construction machinery industry as the core，and makes online sales as a supplement to traditional offline sales. This paper focuses on referring to the STP theoretical model of marketing and e-commerce and other related theories，makes an in-depth interpretation and analysis of XCMG e-commerce，and makes clear the macro environment of XCMG e-commerce company，including the market，policy，industry，foreign development，e-commerce and other external situations of construction machinery. At the same time，it analyzes the advantages and disadvantages of Xugong e-commerce company in various aspects，including the company's scale，operating capacity，industry status and traditional advantages. The focus of this paper is to use STP to position the target market of XCMG e-commerce platform and build the platform. After that，the paper puts forward the corresponding marketing strategies on how to operate XCMG e-commerce platform. Finally，the paper analyzes the operation of XCMG e-commerce platform，points out the problems faced by the current development，and puts forward some matters needing attention in the future development. In short，the purpose of this paper is to develop XCMG e-commerce，"enabling the supply chain，innovating the ecosystem，and providing comprehensive service solutions for mechanical and electrical products for global customers"，so as to make it a reliable and internationally leading e-commerce comprehensive service platform for mechanical and electrical industry.
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