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论文编号：	12889
作者编号：	2320190425
上传时间：	2021/12/13 15:29:52
中文题目：	中国能源建设集团跨境电商平台在东南亚市场的营销策略研究
英文题目：	Research on Marketing Strategy of CEEC Cross-border E-Commerce Platform in Southeast Asia Market
指导老师：	许晖
中文关键字：	中国能建；东南亚跨境电商；营销策略
英文关键字：	CEEC；Cross-border E-commerce in Southeast Asia；Marketing strategy
中文摘要：	中国能源建设集团（简称“中国能建”）成立于 2011 年 9 月 29 日，是经我 国国务院批准、由国务院国有资产监督管理委员会直接管理的特大型能源建设 集团，集电力和能源规划咨询、勘测设计、工程承包、装备制造、投资运营等 于一体的完整业务链的特大型骨干企业。中国能建承建了当今世界建筑施工最 高水平的三峡工程，被誉为“世界水电建设第一品牌”，是我国和世界能源建设的 主力军。 在我国产业抱团出海的队伍中，央企始终以排头兵的角色冲锋在前，以一 带一路上基础设施工程投资与建设，带动上下游产业全球布局。中国能建作为 我国八大建筑类央企之一，多年来深耕东南亚市场的公共工程和基础设施建设 领域，将以工程带动贸易，发展跨境电商平台，以工程需求为基础，将该平台 初步打造成 B2B 跨境工业品平台，并逐步向 C 端迈进，代表表国家队协同引领 中国建筑业供应商，依托中国制造的雄厚实力开辟新的东南亚市场，可以说是 与国家战略保持高度一致。 自 2019 年，电商领域成为东南亚地区增长最快的行业之一。随着我国进入 以国内大循环为主体、国内国际双循环相互促进的新发展格局，越来越多的企 业将会随着全球化的浪潮参与国际市场竞争。加上 RCEP（区域全面经济伙伴关 系协定）将在 2021 至 2022 年生效，我国人民币国家化事业的稳定推进，东南 亚市场，将会是我国与美日为代表的的西方国家的必争之地。 中国能建在东南亚市场布局跨境电商平台，一方面为了提升区域内海外项 目工程物资的集中采购管理水平，另一方面为了抢抓时代机遇，在东南亚基建 领域建立一个专业、高效的 B2B 电商企业，带动国产高端产品走向国际市场。 本研究课题首先梳理了中国能建集团的发展情况，通过比较分析国内外文献， 结合多种分析工具为其跨境电商平台开辟东南亚市场提供了系统性的营销策略 研究，并为从事电子商务和国际贸易行业的其他企业在东南亚市场的进入和发 展提供参考和建议。
英文摘要：	Founded on 29 September 2011, China Energy Engineering Group Co., Ltd. (Energy China Group or CEEC) is directed by the State-owned Assets Supervision and Administration Commission of the State Council(SASAC). It is a mega enterprise with a complete business chain of power and energy planning and consulting, survey and design, engineering contracting, equipment manufacturing, investment and operation. China Energy Construction has constructed the Three Gorges Project, which is the highest level of construction in the world today. In the long march of Chinese industries going overseas, the state-owned enterprises have always taken the lead. They invest and build the infrastructures all over the Belt and Road countries, bringing their upstream and downstream industries to abroad. China Energy Engineering Group, as one of China's eight major state-owned infrastructure builder, for many years it has been developing in the area of public works and infrastructure construction in southeast Asia market, will boost trade along with engineering, by developing a cross-border e-commerce platform, towards a cross-border industrial B2B platform, and also gradually to B2C platform. Representing the national level, CEEC will lead Chinese engineering supply chain to open up new Southeast Asian markets by "organizing groups to go abroad" relying on the strong strength of Chinese manufacturing, this strategy is highly consistent to the national ambition. The E-commerce sector has been one of the fastest growing industries in Southeast Asia since 2019. China has launched the “Dual Circulation Strategy”, which is bringing more and more Chinese companies to global competition. With the fact that RCEP (Regional Comprehensive Economic Partnership) comes into force among 2021 to 2022 and Chinese Yuan is becoming international currency, the Southeast Asia market will definitely be a spot of strategic importance between China and the West represented by the US and Japan. The CEEC group laid out a cross-border E-commerce platform in the Southeast Asian market, on the one hand, in order to improve the centralized procurement management of engineering materials for overseas projects in the region, and on the other hand, to seize the opportunity to establish a professional and efficient B2B E-commerce enterprise in the Southeast Asian infrastructure field and drive domestic high-end products to the international market. This study first comb the development of the CEEC group, through the comparative analysis of domestic and foreign literature, combined with a variety of analysis tools provides a systematic marketing strategy analysis for CEEC cross-border E-commerce platform in Southeast Asia market, at the same time, offering suggestions to other enterprises in the industry of E-commerce and international trade trying to enter Southeast Asia market.
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