I HT公司跨境电商营销策略优化研究 摘要 目前，我国的跨境电子商务平台众多，其中不乏中小型平台，HT公司便是 其中之一。HT公司是一家国有企业，自2013年开始涉入跨境电子商务领域，尽 管已经取得了一定成绩，但在营销管理中依然存在许多问题，因此通过文献资料 法、案例分析法、实地调查法等研究方法对HT公司跨境电商营销策略优化就行 了研究，以期达到为HT公司进行跨境电子商务营销提供参考，为其他同类企业 提供借鉴，促进国内跨境电子商务行业发展的目的。 本文首先对HT公司的概况进行了说明，运用PEST分析模型对其面对的宏 观环境进行分析，我国当前的政治、经济、社会和技术环境均对有利于HT公司 开展跨境电子商务；通过五力模型对HT公司的行业环境进行了分析，HT公司 面临威胁主要在于购买者议价能力、竞争者竞争能力、潜在竞争者进入能力较强； 其次，通过4C理论对HT公司的营销现状进行了分析，并在此基础上剖析 HT公司营销中存在的问题，主要在于对消费者需求把握不足、消费者购买成本 偏高、沟通渠道不畅通、购物便利程度不高等四个方面，亟待HT公司在未来的 发展过程中进行改善； 再次，基于4C理论，结合HT公司的实际情况，从顾客、成本、沟通、便 利四个方面提出了多维度的营销策略优化方案，由于HT公司是一家国有企业， 较之私企的管理体制较为僵化，在资金投入、人才建设、制度建设等方面均存在 许多不足，为了确保营销策略顺利实施，文章最后分别从营销理念更新、人才队 伍建设、制度建设、技术和资金等方面提出了具体的保障措施。 关键词：跨境电商；营销策略；优化 ABSTRACT III RESEARCHONTHEOPTIMIZATION OFCROSS-BORDERE-COMMERCE MARKETINGSTRATEGYOFHTCOMPANY ABSTRACT Atpresent,therearemanycross-bordere-commerceplatformsinChina, includingsmallandmedium-sizedplatforms,amongwhichHTCompanyisone.HT Companyisastate-ownedenterprise.Ithasbeeninvolvedinthefieldofcross-border e-commercesince2013.Althoughithasmadesomeachievements,therearestill manyproblemsinthemarketingmanagement.Therefore,theoptimizationof cross-bordere-commercemarketingstrategyofHTCompanyhasbeenstudied throughliterature,caseanalysis,fieldinvestigationandotherresearchmethodsin ordertoachievecross-bordere-commerceforHTCompanyMarketingprovides referenceforothersimilarenterprisesandpromotesthedevelopmentofdomestic cross-bordere-commerceindustry. Firstofall,thispaperexplainsthegeneralsituationofcompanyHT,and analyzesthemacroenvironmentitfaceswithPESTanalysismodel.Thecurrent political,economic,socialandtechnologicalenvironmentinChinaisconducivetothe cross-bordere-commerceofcompanyHT.Throughthefiveforcemodel,theindustry environmentofcompanyHTisanalyzed.ThethreatsfacedbycompanyHTmainly lieinthebargainingpowerofpurchasersandthecompetitionofcompetitorsability andpotentialcompetitorshavestrongabilitytoenter. Secondly,thispaperanalyzesthecurrentsituationofitsmarketingthrough4C theory,andonthisbasis,analyzestheexistingproblemsinHTcompany'smarketing, whichmainlyliesinfouraspects:inadequategraspofconsumerdemand,high consumerpurchasecost,blockedcommunicationchannels,andlowshopping convenience,whichneedtobeimprovedinthefuturedevelopmentprocessof companyHT. Thirdly,basedon4Ctheory,combinedwiththeactualsituationofcompanyHT, 华北水利水电大学硕士学位论文 IV amufti-dimensionalmarketingstrategyoptimizationschemeisproposedfromfour aspectsofcustomers,cost,communicationandconvenience.BecausecompanyHTis astate-ownedenterprise,comparedwiththemanagementsystemofprivate enterprises,therearemanydeficienciesincapitalinvestment,humanresource constructionandsystemconstruction.Inordertoensurethesmoothimplementation ofmarketingstrategy,Attheendofthispaper,theauthorputsforwardtheconcrete safeguardmeasuresfromtheaspectsofmarketingconceptrenewal,talentteam construction,systemconstruction,technologyandcapital. Keywords:Crossbordere-commerce;Marketingstrategy;Optimization 目录 目录 摘要...............................................................................................................................I ABSTRACT.................................................................................................................III 1绪论............................................................................................................................1 1.1研究背景........................................................................................................1 1.2研究目的及意义............................................................................................2 1.2.1研究目的..............................................................................................2 1.2.2研究意义..............................................................................................2 1.3国内外研究现状............................................................................................2 1.3.1国外研究现状......................................................................................3 1.3.2国内研究现状......................................................................................4 1.4研究内容........................................................................................................5 1.5研究方法和技术路线....................................................................................6 1.5.1研究方法..............................................................................................6 1.5.2技术路线..............................................................................................7 1.6研究的创新之处............................................................................................8 2理论基础....................................................................................................................9 2.1跨境电商相关理论........................................................................................9 2.1.1电子商务的概念..................................................................................9 2.1.2跨境电子商务概念..............................................................................9 2.1.3跨境电子商务的分类........................................................................10 2.2市场营销相关理论......................................................................................11 2.2.1PEST分析模型..................................................................................11 2.2.2波特五力模型....................................................................................11 2.2.34C理论..............................................................................................12 3HT公司跨境电商外部环境分析.............................................................................14 3.1宏观环境分析..............................................................................................14 3.1.1政治环境............................................................................................14 3.1.2经济环境............................................................................................14 3.1.3社会环境............................................................................................16 3.1.4技术环境............................................................................................17 3.2行业环境分析..............................................................................................17 3.2.1购买者议价能力................................................................................17 3.2.2现有竞争者竞争能力........................................................................18 3.2.3替代品替代能力................................................................................19 华北水利水电大学硕士学位论文 II 3.2.4潜在竞争者进入能力........................................................................20 3.2.5供应商议价能力................................................................................21 4HT公司跨境电商营销现状和问题分析.................................................................22 4.1HT公司基本情况介绍................................................................................22 4.2HT公司跨境电商营销策略现状分析........................................................23 4.2.1客户现状............................................................................................23 4.2.2成本现状..............................................