All Title Author
Keywords Abstract

Publish in OALib Journal
ISSN: 2333-9721
APC: Only $99

ViewsDownloads

Relative Articles

More...

中国跨境电商企业营销策略研究——以考拉海购为例
Research on Marketing Strategy of Chinese Cross-Border E-Commerce Enterprises—Based on Koala Shopping

DOI: 10.12677/MOM.2022.123008, PP. 65-74

Keywords: 考拉海购,跨境电商,营销策略,消费者
Koala Shopping
, Cross-Border E-Commerce, Marketing Strategy, Consumer

Full-Text   Cite this paper   Add to My Lib

Abstract:

近些年,随着互联网与信息技术的快速发展,电子商务作为互联网技术的重要产物,其突破了时间与空间的壁垒,让人们更加便捷地随时随地进行交易,而跨境电商也随之繁荣发展,成为了电子商务的新起之秀。考拉海购作为以跨境进口业务为主的电商企业,凭借其特有的营销策略与运营模式,上线后快速成长为中国最大的自营跨境电商平台。本文以考拉海购为例,对其营销策略进行多角度分析,并对考拉海购乃至中国跨境电商企业的营销策略选择与制定提出相应的建议。
In recent years, with the rapid development of the Internet and information technology, e-commerce, as an important product of Internet technology, has broken through the barriers of time and space, allowing people to conduct transactions anytime and anywhere more conveniently, and cross-border e-commerce has followed suit. Prosperous and developed, has become a new star of e-commerce. As an e-commerce enterprise focusing on cross-border import business, Kaola Shopping has rapidly grown into the largest self-operated cross-border e-commerce platform in China with its unique marketing strategy and operation model. This paper takes Koala Shopping as an example, analyzes its marketing strategy from multiple perspectives, and puts forward corresponding suggestions for the selection and formulation of the marketing strategy of Kaola Shopping and even cross-border e-commerce enterprises of China.

References

[1]  Epstein, M.J. (2005) Implementing Successful E-Commerce Initiatives. Strategic Finance, 86, 22-29.
[2]  Abbas, A. (2012) A Model of a Localized Cross-Border E-Commerce. iBusiness, 4,136-145.
https://doi.org/10.4236/ib.2012.42016
[3]  Ahmad, A. (2015) An Empirical Study of Factors Affecting E-Commerce Adoption among Small-and Medium-Sized Enterprises in a Developing Country: Evidence from Malaysia. Information Technology for Development, 21, 555-572.
https://doi.org/10.1080/02681102.2014.899961
[4]  Haseba, H. (2016) Levels of Business to Business E-commerce Adoption and Competitive Advantage in Small and Medium-Sized Enterprises: A Comparison Study between Egypt and the United States. Journal of Global Information Technology Management, 19, 6-25.
https://doi.org/10.1080/1097198X.2016.1134169
[5]  魏利平, 邢文祥. 跨境电商出口对我国品牌国际化的影响研究[J]. 国际贸易, 2019(12): 19-26.
[6]  刘莹. 中国跨境电商出口企业品牌国际化策略分析[J]. 对外经贸, 2019(12): 72-75.
[7]  赫永军. 我国跨境电商的发展现状及问题研究[D]: [硕士学位论文]. 长春: 东北师范大学, 2017.
[8]  Fernando, F. (2016) A Model of E-Commerce Adoption (MOCA): Consumer’s Perceptions and Behaviors. Behaviour& Information Technology, 35, 196-209.
https://doi.org/10.1080/0144929X.2015.1132770
[9]  Shankar, M. (2012) A Harbinger of Change: Internet Marketing and E-commerce. Indian Streams Research Journal, 2.
[10]  Gesner, S.E. (2007) Otolith Science Entering the 21st Century. Marine and Freshwater Research, 56, 485-495.
https://doi.org/10.1071/MF04147
[11]  Pateli, A.G. and Giaglis, G.M. (2017) A Research Framework for Analyzing E-Business Models. European Journal of Information Systems, 13, 302-314.
https://doi.org/10.1057/palgrave.ejis.3000513
[12]  易单. B2B电子商务模式盈利能力研究[J]. 企业家天地(理论版), 2010(4): 184.
[13]  童海君, 蔡颖. 县域电子商务人才培养实践及对策——以东阳市为例[J]. 电子商务, 2016(1): 77-78.
[14]  李福锦. 基于跨境电商的OEM企业品牌塑造研究[D]: [硕士学位论文]. 广州: 华南理工大学, 2018.
[15]  罗文玉. 基于4C理论的跨境电商企业网络营销策略研究[D]: [硕士学位论文]. 武汉: 中南财经政法大学, 2019.

Full-Text

comments powered by Disqus

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133

WeChat 1538708413