决战棋牌

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                            1. 跨境电商市场营销存在的问题与创新策略

                              摘 要: 在电子商务的支持下,人们借助网络将进出口产品通过跨境物流送到消费者手中。文章在阐述跨境电商发展现状的基础上,结合当前跨境电商市场营销发展存在的问题,就如何更好地优化跨境电商市场营销发展进行探究。 关键词: 电子商务时代; 跨境电商; 市场营销; 从2014
                              阅读技巧Ctrl+D 收藏本篇文章

                                摘 要: 电子商务的支持下,人们借助网络将进出口产品通过跨境物流送到消费者手中。文章在阐述跨境电商发展现状的基础上,结合当前跨境电商市场营销发展存在的问题,就如何更好地优化跨境电商市场营销发展进行探究。

                                关键词:决战棋牌 电子商务时代; 跨境电商; 市场营销;

                                CONG2014NIANYILAI,WOGUODIANZISHANGWUFAZHANSHIZHONGCHUYUYIZHONGWENBUQIANJINDEFAZHANTAISHI,QIEBANSUIWOGUOSHEHUIJINGJIDEFAZHAN,DIANZISHANGWUZHUJIANCONGMEINIAN1.3WANYIMEIYUANDEXIAOSHOUZONGETISHENGDAOLE2018NIANDE2.85WANYIMEIYUAN,2019NIANNIANDI,QUANQIUDIANSHANGXIAOSHOUEJIANGDADAO3.5WANYIMEIYUAN。YUCITONGSHI,XIANXIADESHITIDIANFENFENJIEHEHULIANWANG,JIANGZIJIDECHANPINCONGXIANXIAFAZHANDAOXIANSHANG,ZAIWANGLUOLILIANGDEDAIDONGXIAGEGEQIYEKAISHITONGGUOSHENGJICHANPINLAITISHENGCHANPINDESHICHANGJINGZHENGLI。YUELAIYUEDUODEXIAOFEIZHEHUIZAIGUOWAIDEWANGZHANSHANGXUNZHAOHEGOUMAISHANGPIN,ZHEIYUJINGJIQUANQIUHUADEFAZHANHEDIANSHANGQUSHIDEKUODASHIMIBUKEFENDE。YINCI,ZHUAZHUJINGJIQUANQIUHUADEFAZHANHEDIANSHANGDEQUSHICAINENGGOURANGQIYESHIXIANGENGZHANGYUANDEFAZHAN。

                                1、 跨境电商发展现状

                                KUAJINGDIANZISHANGWU(YIXIAJIANCHENGKUAJINGDIANSHANG)SHIZHIFENSHUBUTONGGUANJINGDEJIAOYIZHUTI,TONGGUODIANZISHANGWUPINGTAIDACHENGJIAOYI、JINXINGZHIFUJIESUAN,BINGTONGGUOKUAJINGWULIUSONGDASHANGPIN、WANCHENGJIAOYIDEYIZHONGGUOJISHANGYEHUODONG。ZAIXINDELISHISHIQI,KUAJINGDIANZISHANGWUFAZHANTIXIANCHUYIXIAJIGEFANGMIANDETEDIAN。

                                1.1 、全球性

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                                1.2 、多边化

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                                1.3 、无形化

                                贸易双方所签订的合同和订单等都需要通过书面的形式来展现,是一种有形的贸易交易行为。而在跨国电商贸易模式下,受互联网技术的发展支持,贸易交易往往通过网络来完成,交易双方都规避了比较烦琐的业务交流模式,通过这种无纸化的形式更好地推动了交易行为的发生。在电子商务平台上,交易双方可以通过电子邮件或者电商平台来交流商品信息,在这个过程中节省了产品的交易成本,提高了信息的传递速度。

                              跨境电商市场营销存在的问题与创新策略

                                1.4、 时效性

                                交流之后交易双方的信息发送、信息交流等深受地理空间的限制,产品交易的时效性较差。在国家贸易交流,产品交流时效性差就无法将产品的实时性更新问题传递给产品的买家,且在汇率变化的影响下,会使得交易一方出现比较严重的经济损失。在电子商务平台的支持下产品交易双方在交流的时候能够突破以往时间和空间的限制,实现彼此的沟通性交流,由此增强了国际贸易交流的时效性。

                                2 、跨境电商对传统国际贸易营销发展产生的影响

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                                ZAIXIANDAIXINXIJISHUDEKUAISUFAZHANXIADIANZISHANGWUSHENRURENMENSHENGCHANSHENGHUODEGEGEFANGMIAN,BIRUZAIGUOJIMAOYIJIAOLIUFANGMIANTONGGUODIANZISHANGWUHEZUOZESHINENGGOUZAIZHENZHENGYIYISHANGKAIZHANKUAJINGDIANZISHANGWU,JIEZHUHULIANWANGPINGTAILAIJIAOLIUXIANGGUANXINXI,JIANGYOUGUANXINXIJINGZHUNDECHUANDIDAOKEHUSHOUZHONG,WUXINGZHONGJIESHENGLEXINXIJIAOLIUCHUANDIDECHENGBENXIAOHAO,SHIDESHANGPINDEYINGXIAOSHENGCHANNENGGOUHUODEGENGDUODEJINGJILIYI。ZAISHICHANGYINGXIAOFAZHANFANGMIAN,KUAGUODIANSHANGZAIFAZHANDEGUOCHENGZHONGYIFANGMIANNENGGOUBAITUOCHUANTONGGUOJIMAOYIYINGXIAOZAIKONGJIANSHANGDEXIANZHI,YEYOUCIJIANSHAOLEMAOYIBILEIHEMAOYIBAOHUZHUYIDUICHANPINSHICHANGYINGXIAODEGANRAO。ZAIKUAJINGDIANSHANGDEFAZHANZHICHIXIAYIXIEKUAGUODAXINGMAOYIQIYENENGGOUSHIDANGDIJIANSHAOQIZAIHAIWAICONGSHICHANPINJINGYINGFAZHANDEJIGOU,BAOCUNCHANPINDECANGCHUGONGNENG。LINGWAI,HAINENGGOUMANZUKUAJINGDIANSHANGZAIXINSHIQIDEMAOYIFAZHANXUQIU,RANGQIYENENGGOUGENJUSHEHUIFAZHANXUYAOLAIZHUANBIANZIJIDEYINGLIFAZHANMOSHI。

                                3 、电子商务时代跨境电商市场营销发展所面临的问题

                                3.1 、跨境电商服务质量制约电商网络营销效果

                                ZAIDIANZISHANGWUFAZHANDEBEIJINGXIAXIAOFEIZHEHEMAIJIANENGGOUTONGGUOWANGLUOJINXINGGOUTONGJIAOLIU,ZAIZHEIGEGUOCHENGZHONGMAIJIADEFUWUZHILIANGHESHUOHUAFANGSHIDENGSHENKEYINGXIANGWANGLUOYINGXIAODEXIAOGUO,RUGUOSHANGJIADEFUWUZHILIANGMEIYOUDADAOXIAOFEIZHEDEMANYIJIANGHUISHIDECHANPINDEXIAOLIANGJIANGDI。ZAIDIANZISHANGWUFAZHANDEGUOCHENGZHONG,WULIUFUWUGUANLIYESHIWANGLUOJIAOYIDEZHONGYAOHUANJIE,ERZAIWULIUSUDUJIAOMANDEQINGKUANGXIAHUISHIDEYIXIEXIAOFEIZHEDUIDIANSHANGCHANSHENGBUMANDEXINLI, YOUCIBULIYUCHANPINDEXIAOSHOU。

                                3.2、 跨境电商经营方式不合理

                                为了能够实现企业的长远经营发展,在企业具体的经营发展中要求企业能够做到诚信经营。但是受社会主义市场经济发展的影响,多个企业在进行产品营销的过程中一味追求经济利益,舍弃了诚信经营的发展理念。加上电子商务经营本来就是在虚拟平台上开展的,受网络信息混杂的影响商家很容易出现一些不恰当竞争或者虚报信息的欺骗行为,严重限制了企业的长远、稳定发展。

                                3.3 、电子商务经营深受网络信息的威胁

                                电子商务的实现一般需要依托计算机系统,因而计算机系统信息的不完全和不真实等严重干扰了电子商务的发展。卖家的竞争对手会借助网站平台来发布一些恶意攻击商家的行为,比如在消费者购买商品之前都会查看之前的评论,卖家的对手就会借助网络系统在上面发布一些恶意攻击的消息,从而降低了企业的产品销量。

                                3.4 、电子商务营销物流体系不完善

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                              决战棋牌   DANGQIAN,GUOJISHANGYINGYONGZUIDUODEWULIUFANGSHIBAOHANDHLHEUPS,DANSHIZAIJUTISHISHICAOZUODEGUOCHENGZHONGSHOUYUNSHUFEIYONGDEYINGXIANG,ZHEILIANGZHONGWULIUYUNSHUFANGSHIMEIYOUDEDAOTUIGUANG,WOGUODEWULIUMAOYIFAZHANYEBULIWAI,TUCHUBIAOXIANWEIWULIUJICENGSHESHIJIANSHEBUGOUWANSHAN,ZAIYUNSHU、CUNCHU、TONGGUANDENGFANGMIANPUBIANLUOHOUYUXIFANGXIANJINGUOJIA,WULIUMAOYIZAIHAIWAIWANGDIANDEFUGAILVJIAODA,YOUCIDAOZHIDIANZISHANGWUMAOYIXIAOGUOBULIXIANG。

                                3.5 、电子营销通关流程和海关监督缺乏

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                                3.6、 外汇管理和跨境支付不完善

                                ZHIFUCAOZUOYESHIXIAOFEIZHEZAIKUAJINGDIANSHANGPINGTAISHANGSUOXUYAOJINXINGDEXINGWEI,ZAIKUAJINGDIANSHANGDEJINGYINGFAZHANGUOCHENGZHONGRUGUOCHUXIANLEZHANGHAOBAOMIBUDAOWEI、ZIJINZHIFUBUSHUNCHANGDEWENTIJIUHUIZAIHENDACHENGDUSHANGYINGXIANGDIANSHANGPINGTAIDEXINGXIANG,SHIDEXIAOFEIZHEDUIKUAJINGDIANSHANGPINGTAIDEFAZHANSHIQUXINXIN。HECHUANTONGDIANSHANGXINGSHIXIANGBI,KUAJINGDIANSHANGDEZHIFUSHIJIANBUTONG,XIAOFEIZHEXUYAOZAIJIESHOUDAOSHIJIWUPINZHIQIANJIUWANCHENGYIXILIEDEFUKUAN,ZAIZHEIYIGUOCHENGZHONGXIAOFEIZHEWANGWANGHUIDANXINZIJINZHOUZHUANANQUANWENTI,ZAIMOUZHONGCHENGDUSHANGYEZHIYUELEKUAJINGDIANSHANGDEFAZHAN。

                                4、 影响跨境电商发展的因素分析

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                                4.1、 优势分析

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                                4.2 、劣势分析

                                (1)跨境贸易服务落后。

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                                (2)企业品牌意识落后。

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                                4.3、 机会分析

                                (1)我国经济不断发展。

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                                (2)中国政策的支持。

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                                (3)国际经济联系的紧密。

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                                4.4 、威胁分析

                                (1)海外服务企业的竞争。

                                PaypalZUOWEIQUANQIUZUIDADEZAIXIANZHIFUGONGSIZAIDISANFANGZHIFUJIEGOUZHONGZHANJUJIAODAYOUSHI,ZHICHIQUANQIUDUOGEDIQUHUOBIMAOYI,DANSHIZAIGUOJIWULIUFANGMIANGUOJIKUAIDIYIBANYOUGUOWAIDAGONGSILONGDUAN,WUXINGZHONGJIAZHONGLEXIAOFEIZHEDEGOUMAIFENGXIAN。

                                (2)海外生产企业竞争。

                              决战棋牌   KUAJINGDIANSHANGSHIDEXIAOFEIZHEDECAIGOUBANJINGZENGJIA,KAISHICONGGUOWAIDIJIAGOUMAIHUOWU,SHIDEGUONEIYIXIEXINRENDUJIAODIDEXINGYEFAZHANMIANLINTIAOZHAN。

                                5、 电子商务时代跨境电商市场营销的新途径

                                5.1 、提升跨境电商的服务质量

                                CONGCHANPINSHENGCHANXIAOSHOUSHIJIQINGKUANGLAIKAN,BUGUANSHIXIANSHANGJINGYINGHAISHIXIANXIAJINGYING,DOUXUYAOJIANGTISHENGCHANPINFUWUZHILIANGZUOWEITIGAOCHANPINXIAOLIANGDEZHONGYAOBAOZHANG。ZAIGAOPINZHIDECHANPINFUWUZHILIANGCELVEZHONGCHANPINSHENGCHANZHEXUYAODIAODONGYIQIEJIJIYINSULAIQUANMIANDILEJIEXIAOFEIZHEDUICHANPINDEXUQIU,GENJUXIAOFEIZHEDUICHANPINDEXUQIULAIWEIQITIGONGSHIHEDECHANPIN。ZAIDIAOCHAXIAOFEIZHEDUICHANPINXIAOSHOUYIYUANDESHIHOUXUYAOZUOHAOYIXILIEXINXIBAOMIGONGZUO,QUEBAOXIAOFEIZHEDEGERENYIYUANHEDIAOCHAXINXIBUBEIXIELU。LINGWAI,ZAIXIAOFEIZHEGOUMAICHANPINZHIHOUSHANGJIAHAIXUYAODUIXIAOFEIZHEGOUMAICHANPINHOUDUICHANPINDESHIYONGQINGKUANGKAIZHANBIYAODEHUIFANGDIAOCHAYANJIU,CONGERJISHIFAXIANCHANPINSHICHANGYINGXIAOGUOCHENGZHONGKENENGMIANLINDEWENTI,JISHIWANSHAN。KAOLVDAOKUAJINGDIANSHANGHEGUONEIDIANSHANGFAZHANRENWUDEBUTONG,ZAIDUIWAIMAOYIWULIUFAZHANFANGMIANKUAJINGDIANSHANGXUYAOCAIQUCUOSHIKONGZHIWULIUSUDU,JIJIHESHANGJIAPEIHELAIJINXINGSHANGPINDEGENGXINHEDIAOZHENG,BINGZAIZHEIGEGUOCHENGZHONGQUEBAOXIAOFEIZHEZILIAOXINXIDEDAOBAOHU。

                                5.2 、强化电子商务市场营销的诚信理念

                                在新的历史时期为了能够更好地促进长远、可持续发展,企业在发展的过程中需要将诚信经营理念作为企业发展的重要基础力量,并对企业在过程中所面临的一系列问题进行监督和管理。为了能够在电子商务时代提升跨境电商市场营销竞争力,企业还需要强化对市场营销人员的培养力度, 严格把关产品生产销售的各个环节。另外,在跨境电商背景下的电子商务营销还需要企业做到赏罚分明,在工作中对不遵守诚信的工作人员予以相应的惩处,并对其进行必要的思想教育;同时对在工作中表现优秀的员工要予以相应的鼓励,从而更好地调动员工工作积极性。

                                5.3、 明确企业员工分工,减少网络系统对电商发展的威胁

                              决战棋牌   JIYUKUAJINGDIANSHANGDEDIANZISHANGWUYINGXIAOGUANLIXUYAOCHONGFENWANSHANQIYEYUANGONGDEGONGZUOZHINENGHEGONGZUORENWU,WANSHANDIANZISHANGWUZAISHEHUIZHUYISHICHANGYINGXIAOTIXIZHONGDEDIWEI,WEIMEIYIXIANGCHANPINDEXIAOSHOUGUANLIDOUTIGONGMINGQUEDEGUIFANTIAOLI,BINGYAOQIUYUANGONGZUNSHOUGEXIANGGUIDING。ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGXUYAODAZAOKEXUEWANSHANDESHICHANGYINGXIAOJIANDUGUANLIBUMEN,YOUSHICHANGYINGXIAOJIANDUGUANLIBUMENLAIFUZEJIANDUGUANLIXIAOSHOUQINGKUANG,BINGDUISANBOXUJIAXINXIDEXINGWEIJINXINGYANSUHUACHULI。

                                5.4、 建立健全完善的物流关系体系

                                物流体系是确保跨境电商实现长远、稳定交易的重要内容,因此,在新的历史时期为了能够更好地促进促进跨境电商优化发展需要结合市场发展情况来优化跨境电商的营销策略,在物流发展的过程中打造完善的物流管理体系。

                                SHOUXIAN,JIEZHUDIANZISHANGWUPINGTAILAIZHENGHEXIANJIEDUANDEWULIUZIYUANXINXI,SHIXIANDUIGELEIXINXIDEGUIMOHUALIYONG。QICI,QIANGHUAHAIWAIWAILIUWANGDIANDEYOUHUABUJU。ZAIDANGQIANGUOJIDIANSHANGFAZHANXINGSHIXIA,KEYITONGGUOZENGQIANGWOGUOZAIHAIWAISHICHANGFAZHANDULIXINGLAIJIANGDIWOGUODEWULIUCHENGBEN。ZUIHOU,ZAIWULIUTIXIDAZAODEGUOCHENGZHONGXUYAODAZAODULIDEHAIWAICUNCHUCANGKU,TONGGUOHAIWAICUNCHUCANGKUDEDAZAOSUODUANKUAJINGDIANSHANGMAOYIJIAOYIZHOUQI,JIESHENGQIYEDEWULIUCHENGBEN。

                                5.5、 完善通关制度

                              决战棋牌   ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGCHULEWULIUXITONGWAI,HAIGUANYESHIYINGXIANGKUAJINGDIANSHANGFAZHANDEZHONGYAOYINSUZHIYI。WEICI,ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGKEYITONGGUOYOUHUAGUOGUANCHENGXULAITISHENGCHANPINGUOGUANXIAOLV,JIANGTONGGUANFANGSHICONGYIWANGDEZHIZHITONGGUANZHUANBIANWEIWUZHITONGGUOFANGSHIFAZHANZHUANBIAN。LINGWAI,KUAJINGDIANSHANGZAIFAZHANDEGUOCHENGZHONGXUYAOGENJUXIANDAIHUADEKEXUEJISHUZAIHAIGUANLIUTONGSHANGSHISHIWUZHIHUADESHENHEFANGSHI,CONGERZENGQIANGHAIGUANCHANPINSHENHEDEANQUANXINGHEZHUNQUEXING。

                                5.6、 强化对支付和汇率的管理

                              决战棋牌   ZAIHUILVGUANLIFANGMIANQIYEXUYAOMIQIEGUANZHUGUOJIAHEGUOJIAZHIJIANDEZHENGCEDIAOZHENGYIJIHUILVBIANHUA,GENJUGUOJISHANGDEHUILVBIANHUALAIDAZAOKEXUEWANSHANDEHUILVFENGXIANFANGKONGGUANLITIXI。BIRUYINWEIYINGBANGBAODIESUODAOZHIDECHANPINCHUKOUJIAGEDAFUDUBODONGHUIYINGXIANGKUAJINGDIANSHANGDEFAZHAN。YOUCIKEJIAN,ZAIXINDELISHISHIQIWEILENENGGOUGENGHAODICUJINQIYEJIANKANG、WENDINGFAZHAN,ZAIFAZHANKUAJINGDIANSHANGDESHIHOUXUYAOMIQIEGUANZHUGUOJISHANGDESHIZHENGFAZHANBIANHUA,CHONGFENLEJIEGUOJIDEHUILVBIANHUA,CONGERZAIZUIDAXIANDUSHANGBIMIANQIYEDEFAZHANSUNSHI。

                                6 、结论

                              决战棋牌   ZONGSHANGSUOSHU,ZAISHEHUIJINGJIHEKEJIDEKUAISUFAZHANXIA,RENLEISHEHUIJINRUDIANZISHANGWUSHIDAI,JIYUDIANZISHANGWUDEKUAJINGDIANSHANGDEDAOLEKUAISUDEFAZHAN,ZAIYOUHUAGUOJIMAOYIXINGSHI、TIGAOWOGUOGUOMINSHENGCHANZONGZHIDENGFANGMIANXIANSHICHULIANGHAODEYOUSHI,DANSHISHOUWANGLUOXINXIDUOYANGDEYINGXIANG,DIANZISHANGWUSHIDAIKUAJINGDIANSHANGSHICHANGYINGXIAOYEKAISHIMIANLINGENGDUODETIAOZHANHECHONGJI。WEICI,JIEHEKUAJINGDIANSHANGFAZHANQUSHIXUYAOXIANGGUANRENYUANJIJITANSUOSIKAOYIZHONGYOUXIAODECHANPINSHICHANGYINGXIAOCELVE。

                                参考文献

                                [1]徐娟娟.基于跨境电商发展下的国际市场营销课程改革研究[J].时代农机,2016(10):107-108.
                                [2]吴延洁.“一带一路”视域下跨境电商市场营销完善路径[J].长春工程学院学报(社会科学版),2018,19(1).
                                [3]王孟博,吴植栋,肖巧玲,等.跨境电商市场营销策略分析——以小红书为例[J].河南广播电视大学学报,2018,31(4):26-31.
                              决战棋牌   [4] 张鹤.突破瓶颈走进跨境电商新时代——跨境电商现状与趋势综述[J].财讯,2016(6):69-73.

                                本文引用格式:史如玉,刘滢.电子商务时代跨境电商市场营销的新途径分析[J].中国市场,2020(06):183-185. 转载请注明来源。原文地址:http://gxkelong.com/html/zhlw/20200314/8281981.html   

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