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论文编号：	4970
作者编号：	2220110795
上传时间：	2013/2/25 9:21:11
中文题目：	中国酒类B2C在线零售网站的现状和发展策略研究
英文题目：	Study of the current situation and development strategy of China’s online B2C liquor-selling websites
指导老师：	林润辉
中文关键字：	酒类B2C 电子商务 在线零售 酒仙网
英文关键字：	Liquor selling E-commerce Online retail Jiuxian.com
中文摘要：	随着社会的发展，我国的人均GDP和人均收入也在不断增长。国内的酒水消费市场也随之发生变化：一是酒类产品的总销量不断增长；二是高档酒类商品占据的市场份额逐渐升高。酒水消费市场的变化必将对酒类商品的传统销售模式造成冲击。如今，商场、超市零售和经销商代理等传统渠道仍然是酒类主要的销售方式，但是随着厂家等终端的强势崛起，这些传统的销售模式已经开始日薄西山。很多厂商开始选择摆脱代理商和分销商的限制，直接参与市场运作，深度分销、渠道下沉和终端拦截等方式应运而生。随着消费者意识逐渐成熟、自带酒水的比例逐渐提高，商场专柜、专营店、开瓶费等曾经风靡一时的营销方式已经显现出穷途末路。在这种情况下，网络电子商务正在成为酒类流通领域新的发展方向。本文从电子商务和网络营销的相关理论入手，首先对中国B2C电子商务的发展现状进行研究， 然后对酒类商品的传统流通渠道进行深入分析，在此基础上对酒类B2C在线零售网站的发展和现状进行分析总结，最后以酒仙网为例，分析我国酒类B2C在线零售网站面临的竞争环境，指出其发展中面临的障碍，并由此提出我国酒类B2C在线零售网站的未来发展策略。
英文摘要：	Along with the rapid development of the society, China’s per capita GDP and per capita income are also growing day by day, which has produced some huge impacts on the domestic wine consumption market: the total sales of alcoholic products is growing and the market share of high-end alcoholic products is increasing gradually. Such changes in wine consumption market are bound to impact the traditional sales model of alcoholic products. Nowadays, the traditional channels, such as shopping malls, supermarkets retail and dealer agent are still the main way of selling liquor. However, with the evolution of the manufacturers and other sales terminals, the traditional sales model is under recession. Many manufacturers tend to get rid of the constraints of agents and distributors, and directly involved in the operation of the market, thus appeared some new sales models such as depth distribution channels sinking and terminal intercept. With the improvement of consumer awareness, the percentage of consumers who bring their own drinks gradual increases. Under such condition, the once-popular traditional marketing approach, such as specialty stores, charging corkage fees are bound to die out. At the same time, the online e-commerce is becoming the new direction of development in the alcohol circulation field. This article starts from the e-commerce and Internet marketing theory. Firstly, study and summarize the development status of China's B2C e-commerce, then conduct an in-depth analysis of the traditional distribution channels of alcoholic products. On this basis, this article will analyze and summarize the development and current status of the liquor-selling B2C online retail sites. Finally, through the case study of jiuxian.com, the author analyzes the competitive environment faced by the liquor B2C online retail websites in China, figures out the obstacles faced by such websites during their development, and thus puts forward the future development strategy of the liquor-selling B2C online retail websites in China.
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