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论文编号：	9688
作者编号：	2120152630
上传时间：	2017/12/8 17:35:05
中文题目：	敦煌网跨境电商平台营销战略与策略实践研究
英文题目：	Study on Marketing Strategy and Tactics Practice of DHgate.com, Cross Border E-commerce Platform
指导老师：	吴晓云
中文关键字：	跨境电商;平台营销;国际营销;B2B;O2O;敦煌网
英文关键字：	Cross Border E-commerce;Platform Marketing;International Marketing;B2B;O2O;DHgate.com
中文摘要：	伴随全球化与互联网技术的高速发展，传统线下贸易向跨境电子商务的转化已成为大势所趋。跨境电商的兴起带动了全球数字贸易经济，互联网+促进传统制造业及外贸业的转型升级，买卖双方的交易在网络平台上变得更高效。2014年中国跨境电商交易额达4万亿元，比上年增长30.6%，占进出口总额14.8%，而其中出口交易占比高达86.7%。跨境出口背靠传统外贸优势飞速增长，2015年交易规模达4.5万亿元（近3年CAGR达34.25%），B2B发端向上下游延伸，B2C兴起呈现高增速，二者占比9：1。市场竞争日趋激烈，据统计，2013年中国跨境电商平台企业已超过5000家，通过各类平台开展跨境电商的企业已超过20万家。 本文通过对中国跨境电商代表企业敦煌网平台营销战略与策略实践的研究，对B2B跨境电商的市场环境，商业模式，营销策略，综合服务及产业生态链进行分析解读，结合敦煌网战略目标，行业资源，市场竞争力及海外推广中遇到的问题提出对策，助力企业为平台用户打造高品质交易体验，为中国电商出海发展提供经验借鉴，为全球数字贸易经济探寻发展方向。 敦煌-古代丝绸之路的辉煌驿站，承载着东西方文化交融的使命。敦煌网成立于2004年，是中国第一个B2B跨境电子商务交易平台，致力于帮助中小企业通过跨境电商走向全球市场。通过搭建网上丝绸之路，敦煌网将中国企业的优质商品向全世界出售，同时，把国外的优质商品引入中国，最终帮助全球中小企业实现买全球、卖全球，促进全球通商，推动全球数字贸易升级。截止到2016年底，敦煌网已实现140多万家中国供应商在线，4000万种商品，覆盖全球230个国家和地区的1000万买家。
英文摘要：	With globalization and rapid development of Internet technology, the transition from traditional offline trading to cross border e-commerce has become a general trend. The rise of cross border e-commerce is driving the global digital trading economy. The policy of Internet plus promotes transformation and upgrading of traditional manufacturing and international trading. Trading between buyers and sellers on internet becomes more efficient. In 2014, China's cross-border e-commerce transaction amount reached to 4 trillion CNY, 30.6% up over the previous year, accounting for 14.8% of total imports and exports, of which exports accounted up to 86.7%. Cross border exports increase fast backed by advantages of traditional international trading, the transaction amount in 2015 up to 4.5 trillion CNY (3 years CAGR up to 34.25%), B2B extension to both upstream and downstream, B2C rising at high growth, B2B vs. B2C around 9:1. Market competition is becoming increasingly fierce. According to statistics, in 2013 there were already more than 5,000 Chinese enterprises dealing with cross border e-commerce platform, more than 200,000 enterprises carrying out cross-border e-commerce through various platforms. This study analyzes the market environment, business model, marketing strategy, integrated service and industrial eco-system of B2B cross border e-commerce, by research into the marketing strategy and tactics practice of platform of DHgate.com, on behalf of China's cross border e-commerce enterprises. We try to find solutions linked to strategic objectives, industry resources, market competitiveness and overseas marketing problems encountered by DHgate.com, to help the enterprise create high quality trading experience for the users on the platform, to provide good experience on oversea marketing for China's e-commerce, to search the direction for the development of global digital trading economy. Dunhuang - the brilliant relay on the ancient Silk Road, carried the mission to connect cultures between East and West. The enterprise of DHgate.com, founded in 2004, is China's first B2B cross border e-commerce trading platform, committed to helping small and medium enterprises enter global market by cross border e-commerce. Through the construction of online Silk Road, DHgate.com takes the quality goods made by Chinese manufactures to all over the world, at the same time working on the introduction of world high-quality goods into China, and ultimately helps small and medium enterprises in the world to achieve buying globally and selling globally, to push forward international business and upgrade of global digital trading. By end of 2016, DHgate.com has achieved more than 1.4 million Chinese suppliers selling online, with 40 million product listings, covering 10 million buyers in 230 countries and regions all over the world.
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