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论文编号：	12942
作者编号：	2320190337
上传时间：	2021/12/14 15:34:56
中文题目：	HS公司东南亚市场跨境电商营销策略研究
英文题目：	Research on the Cross-Border E-Commerce Strategy of HS Company in Southeast Asia Market
指导老师：	田莉
中文关键字：	跨境电商；东南亚市场；B2B 业务；STP; 4P 营销模型；
英文关键字：	Cross-border E-commerce; Southeast Asian market; B2B; STP; Marketing 4P;
中文摘要：	摘 要 在新冠疫情席卷全球的背景下，跨境电商这种线上营销方式得到了快速的 发展。随着跨境电子商务技术和传播方式的不断升级迭代，跨境电商运营成本 逐渐降低，业务模式愈发多种多样，越来越多的被企业所注意和使用。跨境电 商以互联网为载体，快速地与客户建立沟通并建立信任关系，在节约成本的同 时极大的提升了营销的效率和效果。 在国家政策层面，2020 年提出构建国内国际双循环，相互促进新发展格局， 从而跨境电商也获得了国家的大力扶持。国家鼓励各中小企业可以利用跨境电 商来提升本国企业在国际上的知名度以及竞争力。HS 公司在中国市场耕耘了 18 年，在钢管镀锌设备行业取得了国内龙头地位，随着国内市场的进一步饱和， HS 公司决定响应国家双循环战略的号召，将业务拓展到国际市场，并利用跨境 电商的营销手段来打造国际业务营销体系，制定和把握国际市场的营销方针和 方向，以指导未来的国际营销活动，提升跨境营销业绩。 跨境电商的相关研究为广大中国中小企业的国际业务拓展提供了高效便捷 的方式和发展战略方向。本研究从 HS 公司经营的 B2B 业务特点出发，深入探 讨跨境电商理论，STP 定位理论、4P 营销组合模型和国际商务等理论，并将经 典的 4P 营销组合模型与跨境电商的模式相结合，为 HS 公司搭建一套全面的跨 境电商营销策略体系，并结合发展潜力较大的东南亚市场，具体提出适用于 HS 公司跨境电商发展的营销策略和实施保障。与此同时，本研究也希望为其他经 营类似 B2B 业务的中小企业，提供跨境电商策略的指引方向。
英文摘要：	Abstract Because of COVID-19 sweeping the world, cross-border e-commerce has been developing rapidly. During the evolution of cross-border e-commerce technology, the cost of cross-border business become lower and lower, and the cross-border business model is more and more varied, the middle and small-sized enterprises are willing to try cross-border e-commerce to develop the international market. The network business model makes them quickly establish communication and build trust with customers, which greatly improves the efficiency and performance of marketing. On the May 14th 2020, the political meeting of Chinese government pointed out that China should build a new pattern of domestic and international development and promote strategy. So that Cross-border e-commerce, has been strongly supported by national policies as an efficient trade tool of "international promotion".Government carried out a lot of policies to encourage small and medium-sized enterprises developing international market through cross-border e-commerce. HS company has achieved the domestic leading position in the steel tube galvanizing equipment industry B2B business after 18 years running. For in response to the national strategy and China market saturation, HS company decided to expand into the international market, who need to use cross-border e-commerce to build international marketing strategy. This strategy would accurately grasp the marketing strategy and direction of the international market and improve the cross-border business performance. The concept and research of cross-border e-commerce provide an efficient convenient way and strategic direction for the international business expansion of Chinese small and medium-sized enterprises. This research discussed with the concept and theory of B2B business, cross-border e-commerce, marketing STP positioning theory, 4P marketing model and international business. The innovation of this research is that it combines 4P marketing model with the concept of cross-border e-commerce to build a comprehensive cross-border e-commerce marketing strategy framework for the traditional B2B business of HS company, apply to the most potential market------Southeast Asian market, and come up with a suitable strategy for II Abstract HS company. It also has high reference value for other small and medium-sized enterprises with similar business cross-border e-commerce strategies.
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