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论文编号：	7985
作者编号：	2120132794
上传时间：	2015/12/9 16:08:14
中文题目：	跨境快速消费品网络营销策略的研究——以考拉海购为例
英文题目：	Research On The Cross-border FMCG Network Marketing Strategy——Taking the Koala For SeaAs An Example
指导老师：	李东进
中文关键字：	快速消费品;自由贸易区;网络营销;营销策略
英文关键字：	Moving Consumer Goods (FMCG);Free Trade Area;Network marketing;Marketing strategy
中文摘要：	近几年，自由贸易实验区在我国陆续展开试点，电子商务的飞速发展也给现代企业带来了前所未有的机遇，已经初步形成了一定的产业集群和交易规模。特别是2014年，随着自贸区而来的是跨境电商的突出表现。投资自由、雇工自由、经营自由、经营人员出入境自由等等可以让企业享受到的种种便利条件，使得自由贸易区为跨境贸易提供了大大的便利。跨境快速消费品行业正是在“自贸区”和“电商”的双重刺激下出现了井喷式的发展。随着人们生活水平的不断提高，消费者对于快速消费品的需求也逐渐转向境外商品，网上支付体系日趋成熟，国际物流配送业的不断发展，都给消费者购买跨境快速消费品提供了便利。与传统购买方式相比，跨境快速消费品与境内快速消费品最大的区别就是购买渠道的不同，网络营销作为一种新型营销手段获得了广泛的认可和接受。网络营销在极大的方便境外消费品购买的同时，还可以通过多种网络营销的效率优势、价格优势、个性化优势等提高商品的综合优势，一方面降低了购买门槛，另一方面又提高了自身优势，因此，如何合理地运用多种网络营销工具，在激烈的竞争环境下脱颖而出，高效率地实现营销目的，是非常值得深入研究和探讨的。面对频出的改革措施和激烈的行业竞争，从跨境进口快速消费品的企业如何才能突破传统营销模式，通过网络营销实现营销目的，是本文探讨的主要目的。本文通过查阅大量的理论文献和相关法律条文，和学习最新的政策法规，通过STP分析，结合一系列数字得出目前我国跨境快速消费品网络营销的现状和趋势，加以研究分析得出当前面临的机遇和挑战，利用营销学4p理论，找到营销策略和解决方案，并通过“考拉海购”这一案例进展开讨论。
英文摘要：	In recent years, the free trade area in our country have launched a pilot, the rapid development of e-commerce has brought unprecedented opportunities for modern enterprises，has initially formed a certain scale of industrial clusters and transactions. Especially in 2014, with the free trade zone is the highlight of cross-border electricity suppliers. Investment freedom, employees freedom of enterprise, management personnel entry and exit free and so on can allow enterprises to enjoy all the convenience condition, the free trade zone provides a greatly convenience for cross-border trade. And cross-border FMCG industry is in the free trade zone and the electricity suppliers under the dual stimulation of a blowout type development. With the continuous improvement of people's living standards, consumer demand for FMCG also gradually shift to foreign goods. Online payment system has become increasingly mature, the international logistics and distribution industry continues to develop, to provide consumers with the purchase of cross-border FMCG. In particular, network marketing as a new marketing tool to obtain a wide range of recognition and acceptance. Compared with the traditional way of purchase, the biggest difference between the cross-border fast consumer goods and the domestic consumer goods is the biggest difference between the purchase channels, network marketing as a new marketing tool to obtain a wide range of recognition and acceptance. Network marketing in the great convenience of the purchase of consumer goods, but also through a variety of network marketing efficiency advantage, price advantage, personalized advantages, improve the comprehensive advantages of goods, on the one hand to reduce the purchase threshold, on the other hand, improve their own advantages, therefore, how to use a variety of network marketing tools, in the fierce competition environment, to achieve the purpose of marketing, is very worthy of in-depth study and discussion. Facing the reform measures of frequent and intense competition in the industry, from the import of cross-border FMCG enterprises how to break through the traditional marketing model, through the realization of the marketing network marketing is the main purpose of this paper. In this paper, through consulting a large number of theoretical literature and relevant laws and regulations, and learning the latest policies and regulations, combined with STP analysis, and a series of figures to draw the current situation and trend of China's cross-border rapid consumer goods online marketing, to study and analyze the opportunities and challenges faced by the current, the use of marketing theory, 4P theory, to find the marketing strategy and solutions, and through the "koala sea to buy" this case to discuss.
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