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| 论文编号： | 8681 | |
| 作者编号： | 2120142617 | |
| 上传时间： | 2016/12/7 10:05:20 | |
| 中文题目： | 天猫国际的平台战略研究 | |
| 英文题目： | Research on Platform Strategy of Tmall International | |
| 指导老师： | 任星耀 副教授 | |
| 中文关键字： | 平台战略，跨境进口电商，天猫国际 | |
| 英文关键字： | Platform strategy, cross-border import e-commerce, Tmall International | |
| 中文摘要： | 近年来，中国经济逐步进入新常态模式，支撑中国经济高速发展的投资、外贸、消费的三驾马车中，传统外贸发展速度放缓，投资对经济的拉动效果日趋弱化，居民消费对GDP贡献率持续增长，日渐成为中国经济发展关键驱动力。随着经济的发展和人民生活水平的提高，人们对网购的要求也随着社会的发展而不断提升，消费者在追求便宜、方便的同时，更加青睐品质高、服务好、有一定知名度的商品。因此掌握消费者需求趋势并对其进行正确引导进而激发潜在的消费力成为未来中国经济和企业发展的立足点。随着中国互联网行业的快速崛起，跨境进口电子商务作为一个新兴的行业不断发展壮大，而跨境电子商务平台为其应用提供了各种专业服务，包括交易平台服务、物流配送、电子支付、信用服务等，跨境电子商务在我国呈现快速增长的态势。天猫国际作为国内跨境进口电商B2C第一大平台，自2014年2月份成立以来，在短短的不到三年的时间里，无论从规模还是效益方面，其增速都领跑其他所有跨境进口电商平台。本文以“天猫国际”为例，分析跨境进口电商B2C平台的运作模式，对其平台生态圈的机制设置和平台生态圈的成长进行研究，希望通过本文研究能为我国的跨境进口电商平台企业提供一定的发展思路和经验借鉴，有利于其更加快速健康的发展，以便为广大国内消费者提供更好的服务。 | |
| 英文摘要： | In recent years, China's economy has gradually entered a new normal era. Investment, export and consumption are the troika for economic growth, which supports the rapid development of China's economy. With the development of traditional foreign trade slowing down, stimulating effect of investment on the economy weakening gradually, consumption’s contribution to the growth of GDP has been rising, which becomes a key driving force of China's economic development. With the development of economy and the improvement of people's living standard, E- shopping accounts for a bigger portion of consumption. Consumers are not only satisfied with cost performance and convenience, but also attach great importance to brands, high quality, good service,. Therefore it is critical for enterprise to grasp the trend of consumer demand and stimulate potential consumer power. With the rapid rise of the emerging Internet industry, cross-border E-commerce as an emerging industry is becoming stronger and stronger. The cross-border e-commerce platform provides professional and integrated services for its application, including trading platform services, logistics, electronic payment and credit services. Cross-border e-commerce demonstrates rapid growth in China. Tmall (International) - as the cross-border B2C platform, established in February, 2014, is becoming a leading power in cross-border E-commence in less than 2 years. Based the study of Tmall, this thesis is for the analysis of operation mode and the platform ecosystem mechanism of the cross-border E-commerce. Hopefully this thesis can provide some new ideas for the development of cross-border E-commerce in China, thus paving a new road for its healthy development and its better service to customers. | |
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