跨境电商平台营销策略研究-以网易考拉为例

跨境电商平台营销策略研究-以网易考拉为例摘要随着跨境电子商务的不断发展，中国市场对海外产品的消费需求与日俱增。为了适应当前经济发展趋势，鼓励我国跨境电子商务进步，我国出台了系列政策和规范来支持和保障跨境电商的稳步发展，有许多公司有兴趣并且已经加入到跨境跨境电商网络销售的队伍中，积极开展关于跨境电子商务营销活动，进口电子商务成为一种新型的对外贸易方式。本文首先对国内外学者对跨境电商及跨境电商市场营销策略等相关基础理论和概念进行了阐述；其次，对网易考拉跨境电子商务平台的公司经营状况进行分析，对其宏观、微观环境进行归纳总结，并利用现存市场营销策略分析网易考拉公司的优势、劣势、威胁和机会四个方面：最后，在前文基础上，提出对如何优化网易考拉跨境电商市场营销策略的可行对策。关键词：网易考拉；跨境电商：营销策略ABSTRACTWith the continuous development of cross-border e-commerce,the Chinese market isincreasing to overseas products.In order to meet the current economic development trend,my country's cross-border e-commerce progress,my country has introduced a series ofpolicies and norms to support and guarantee steady development of cross-bordere-commerce,and many companies are interested and have been added to cross-bordere-commerce networks.Among the team of sales,actively carry out cross-bordere-commerce marketing activities,imported e-commerce became a new type of foreigntrade.This paper first explains the basic theories and concepts of domestic and foreignscholars to cross-border e-commerce and cross-border e-commerce marketing strategies;secondly,analyze the business status of NetEase Kala cross-border e-commerce platform,macro The micro environment is summarized,and the existing marketing strategy is usedto analyze the advantages,disadvantages,threats and opportunities of Netease Koala.Finally,on the basis of the forebel,put forward on how to optimize NetEase cross-bordere-commerce marketing.Feasible countermeasures for strategies.Key words:netease Koala;cross-border e-commerce;marketing strategy目录第1章绪论1.1研究背景1.2研究意义.1.2.1理论意义」1.2.2现实意义11.3研究内容..21.4研究方法.21.4.1文献分析法21.4.2案例分析法….2第2章相关概念及理论概述…32.1相关概念界定.…32.2.1电子商务32.2.2跨境电子商务..32.2相关理论32.2.14P理论.32.2.2SW0T模型.3第3章网易考拉跨境电商发展现状研究53.1网易考拉简介.…3.2网易考拉外部营销环境分析53.2.1政治环境…3.2.2经济环境63.2.3社会环境63.2.4技术环境.63.3网易考拉内部营销环境分析.73.3.1现有竞争者的竞争能力.73.3.2潜在竞争者的进入能力.….73.3.3替代品的替代能力.73.3.4供应商讨价还价能力..73.3.5消费者的议价能力.8第4章网易考拉市场营销策略分析94.1网易考拉市场营销策略.94.1.1目标群体94.1.2产品策略104.1.3价格策略.…104.1.4渠道策略…104.1.5促销策略…104.2网易考拉营销策略SWOT分析..104.2.1优势…104.2.2劣势…114.2.3机遇,124.2.4威胁…,12第5章网易考拉营销策略优化建议.145.1完善虚拟品牌社区建设，优化平台功能145.2保证商品正品，丰富产品品类.….145.3优化供应链，缩短运营成本.….145.4服务好目标群体，重视与用户粘性互动15总结.16参考文献…17致谢.19