跨境电商平台运营策略分析——以速卖通为例 摘要 近几年来,跨境电商作为一种新的外贸方式,正在全球范围内蓬勃发展,而传统外贸业务却日益衰弱。文章以跨境电商平台运营为视角,以阿里巴巴全球速卖通为例,分析了跨境电商平台运营策略。第一部分采用文献分析法,查阅了大量关于跨境电商平台及其运营的文献资料,对其进行总结和归纳,为全文打下坚实的理论基础。然后,本文以速卖通为例,对跨境电子商务平台及其运营的相关理论进行了一定的综述,并对跨境电子商务平台的运营进行了一定的概述,首先对跨境电子商务平台的发展现状、运营模式等进行了简要的分析;第三部分对速卖通平台在运营过程中出现的问题进行了具体分析,并针对速卖通平台运营过程中出现的问题提出了相应的对策建议,以期推动跨境电子商务平台健康发展。 关键词:跨境电商平台;运营策略;速卖通 Abstract In recent years, cross-border e-commerce, as a new way of foreign trade, is booming around the world, while the traditional foreign trade business is weakening day by day. From the perspective of cross-border e-commerce platform operation, this paper analyzes cross-border e-commerce platform operation strategy by taking AliExpress as an example. The first part adopts the literature analysis method to consult a large number of literatures about cross-border e-commerce platforms and their operations and summarize them, which lays a solid theoretical foundation for the full text. Then, taking AliExpress as an example, this paper makes a certain review of the theories related to cross-border e-commerce platforms and their operation, and gives a certain overview of the operation of cross-border e-commerce platforms. Firstly, the development status and operation mode of cross-border e-commerce platforms are briefly analyzed. In the third part, the problems in the operation of AliExpress platform are analyzed in detail, and corresponding countermeasures and suggestions are put forward for the problems in the operation of AliExpress platform, in order to promote the healthy development of cross-border e-commerce platform.
Keywords: Cross-border e-commerce platform; operation strategy; AliExpress 目录 一、绪论 h 1 (一)研究目的与意义 1 1.研究目的 1 2.研究意义 1 (二)研究方法 2 (三)主要研究内容 2 (四)研究现状 2 二、相关概述及理论 3 (一)跨境电商与运营相关概述 3 1.跨境电商平台 3 2.运营 4 (二)跨境电商相关理论 4 1.交易成本理论 4 2.集聚经济理论 5 三、速卖通跨境电商案例研究 5 (一)速卖通基本情况介绍 5 (二)速卖通运营模式介绍 5 1.产品服务体系 5 2.盈利模式分析 6 3.支付服务体系 6 4.跨境物流体系 6 (三)速卖通的运营现状分析 7 四、速卖通运营中存在的问题 7 (一)产品同质化严重 8 (二)平台支付方式单一 8 (三)跨境物流发展滞后 9 (四)售后问题有待完善 9 五、速卖通平台运营的策略 9 (一)增强产品的创新性 10 (二)完善跨境支付体系 10 (三)健全跨境物流体系 11 (四)提高售后服务质量 11 结束语 13 参考文献 14 |
跨境电商平台运营策略分析——以速卖通为例
更新时间:2024-12-28
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