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论文编号：	6236
作者编号：	2120122939
上传时间：	2014/6/6 10:26:42
中文题目：	A公司海外代购渠道模式研究
英文题目：	Research on A Company’s Channel mode of
指导老师：	刘建华
中文关键字：	海外代购;渠道模式;渠道保障
英文关键字：	Overseas purchasing agency;Channel mode;Supporting measures of channel mode
中文摘要：	自2009年以来，相对于宏观经济发展减缓及制造业萎靡的环境下，海外代购行业在4年间飞速发展。据《2012年中国电子商务市场数据监测报告》显示，2012年中国海外代购市场交易规模达483亿元，较去年同比增长82.3%。若不是海关相关政策的调整实施以及境外的一些“海淘”网站的竞争，此数据还会有更大的提升。尽管如此，中国电子商务研究中心还乐观预计，2013年海外代购的交易规模将突破700亿元。然而，2013年5月“空姐李晓航”一案给海外代购这一原本就充满争议的行业带来冲击。纵观当前市场中的代购模式，研究现有海外代购公司的渠道模式，自然成为本文的核心目的。 在海外代购行业中，渠道模式的选择决定了海外代购公司的代购商品的质量与价格。选择并维护好适合企业自身发展的高效渠道，对于海外代购行业中的企业至关重要。在海外代购行业中，三种不同模式的海外代购利润来源不同，随着相关政府部门的立法逐渐完善，监管的力度逐渐加强。以偷税漏税为主要利润来源的模式生存空间会逐渐减小，类似于进出口代理方式的B2C模式将会迎来发展的契机。A公司自2008年成立以来，通过5年的时间发展，业务得到了快速的发展实现了从C2C模式到B2C模式的转型。对于A公司来说，单一的渠道模式不能满足业务的增长，拓展渠道的宽度，丰富渠道层级支撑了A公司从C2C模式到B2C模式的转型。 本文从渠道模式的角度入手，以A公司为参考样本，首先，对我国海外代购行业的发展现状进行描述，总结出目前环境下海外代购行业常见的问题，对当下三种海外代购的形式进行总结。其次，对转型中的A公司进行宏观环境与竞争环境分析以及SWOT分析，运用STP方法对于A公司的定位进行描述，以及上下游渠道模式选择的原则与目标进行分析，描述出A公司上下游的渠道。最后，针对A公司渠道模式实施过程中的保障措施进行研究。
英文摘要：	Overseas purchasing agency has developed at full speed relative to the slow pace of macro economy and manufacturing industry since 2009. It is represented in “Report of Data Monitoring in Chinese E-commerce Market during the year of 2012”, that the transaction scale has been up to 48.3 billion RMB, and the year-on-year growth was 82.3% in 2012. If there were not adjustment of customs policies and the competition among the websites for overseas purchasing agency, the data would be greater. Nevertheless, China E-business Research Center still predicted optimistically that the total trading volume would be more than 70 billion RMB. Against expectation, the developing law cases of airline stewardess Li Xiaohang in May of 2013, brought some negative shock to the controversial industry. Having made a general survey of the mode of overseas purchasing agency, this paper naturally selected the goal of research on channel mode of the companies for the purchase. In the industry for the overseas purchasing agency, the option of channel mode has exerted great impact on the quality and price of the products. It is crucial of importance that to select and maintain the adaptive and efficient mode to keep up with the development of the company itself. There are differences in source of profit among three different modes of the purchase in this industry, and the law of the related government, so the level of the official monitoring will be reinforced. Next, the gainer will rely on the B2C (like the import and export), and the mode depended on tax evasion will also become less competitive. Corporation A has accomplished great development during 5 years and achieves the progress from C2C to B2C, since it opened up in 2008. As a progressing company, A should move the point of view from the simple channel mode C2C to B2C, according to the need of wide mode and rich level. This paper has selected corporation A as a sample of reference from the channel mode. First of all, the writer focuses on the description of the industry of overseas purchasing agency, figures out the popular problems of the purchase, and concludes the three channel modes of the field. In the following parts, the paper covers the analysis of macro-environment about the corporation A at transition, and SWOT. Having applied the STP for positioning corporation A, the paper has also taken the principle and target of the mode choice in upstream and downstream into consideration, and pointed out the channel for the upstream and downstream. At the end of the paper, it put emphasis on the implement process of channel mode designed for company A, especially on the supporting measures.
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