大连理工大学专业学位硕士学位论文
摘
要
跨境电子商务作为一种新型的外贸出口模式，突破了地域的限制，拉近了消费者与
经营者之间的距离，降低了信息不对称所造成的中间成本。近年来，随着世界经济的发
展和全球一体化，中国以跨境电商作为主要业务的小微创业型企业如雨后春笋般涌现。
这些企业没有强大的母公司或资本作为支撑，面对复杂多变的市场和激烈的行业竞争，
如何通过网络营销来提升产品销量和经营利润至关重要。FS 公司作为一个小型跨境电
商企业，成立以来就面临着诸多网络营销问题，其问题在整个行业中也具有一定的代表
性。本文选择 FS 公司作为研究国内小微跨境电商网络营销的对象进行尝试，以其抛砖
引玉，为网络营销管理理论提供实证依据。
论文运用文献研究法和案例分析法。通过文献研究法结合国内外学者的研究现状，
对跨境电商行业大背景进行描述，并对部分网络营销理论进行回顾。案例分析部分首先
分析了 FS 跨境电子商务公司的企业背景和行业背景，然后结合其实际情况，从自然流
量、付费流量以及公司网站转化率和跳出率三个方面入手，深入分析了 FS 公司的网络
营销管理模式并总结了其现阶段网络营销管理的主要问题。通过 SEM 搜索引擎优化理
论、数据库营销理论和营销漏斗理论，对 FS 公司网络营销管理出现的问题进行原因分
析。随后为 FS 公司提出合理的解决方案以及保障措施。文章最后总结了可供中小跨境
电商借鉴的经验教训，并指出了研究不足和后续研究建议。
本文是以 FS 公司在实践运营中所获取的资料为基础，资料内容较为详实可靠，案
例也紧扣相关理论进行了全面的分析。一方面有助于其他中小跨境电商企业借鉴 FS 公
司在网络营销管理方面的经验教训；另一方面也为网络营销理论提供了可靠的案例素材。
关键词：跨境电商；网络营销；网络流量
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FS跨境电子商务公司网络营销管理案例研究
Case Study on Online Marketing Management of Cross-Border E-
Commerce in FS Company
Abstract
As a novel type of export pattern, the cross-border e-commerce breaks
through the restrict of service region in business, brings the buyers and sellers closer, also make
the market more efficient via reducing information asymmetry. In recent years, rapid worldwide
economic development and globalization has made more and more small and medium-sized
cross-border e-commerce enterprises boom out. Facing the complicated market environment
and fierce competitions, it is of prime importance for small and medium-sized enterprises who
do not have parent companies or adequate money to boost operating profit by good online
marketing strategies. As a small size cross-border e-commerce company, FS company has faced
many online marketing problems since it was established, and some problems are considered
to be the most representative for the whole industry. This study took FS company as an example
to study the impact of online marketing on small and medium-sized Enterprises, and provided
empirical evidences for the online marketing theories.
The dual approach of case study and literature research was used in this study. The study
adopted the literature research in order to analysis the ross-border e-commerce background, and
also reviewed the theories related to the online marketing management. The body part of the
case presented the basic operation situation of FS Company through enterprise background and
Industry background. Meanwhile, this part also analyzed the online marketing pattern of FS
company in three aspects: organic search traffic; paid traffic; conversion rates and bounce rate,
and then pointed out the problems and difficulties that FS company faced in the current stage.
The reasons of the problems was given after the analysis according to several online marketing
theories. After that we provided reasonable solutions and supporting measures for FS company.
The final part of the study summarized the experience of online marketing that available for
similar small and medium-sized e-commerce company, and pointed out the shortage of the
research and recommendations of the follow-up studies.
The main content of this study all came from the daily operation of FS company, which
combined with accurate data and comprehensive analysis. Hope the similar small and
medium-sized e-commerce companies can obtain experienced from FS company. Moreover,
the study also contribute to the online marketing management theory.
Key Words: Cross-Border E-Commerce; Online Marketing; Traffic
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景与研究目标....................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究目标................................................................................................ 2
1.2 案例研究设计................................................................................................... 2
1.2.1 案例对象选择........................................................................................ 2
1.2.2 调研设计................................................................................................ 2
1.2.3 调研方法与访谈过程............................................................................ 3
1.3 论文内容结构与安排....................................................................................... 3
1.3.1 论文内容结构........................................................................................ 3
1.3.2 技术路线图............................................................................................ 4
2 案例正文...................................................................................................................... 6
2.1 行业背景........................................................................................................... 6
2.1.1 出口跨境电商发展现状及趋势............................................................ 6
2.1.2 FS公司竞争者现状 .............................................................................. 8
2.1.3 FS公司客户现状 ................................................................................ 11
2.2 企业背景......................................................................................................... 15
2.2.1 公司简介与业务模式.......................................................................... 15
2.2.2 FS公司创业团队简介 ........................................................................ 17
2.2.3 FS公司网络营销管理现状 ................................................................ 19
2.3 FS公司网络营销管理存在的主要问题 ....................................................... 21
2.3.1 公司自建站自然流量低...................................................................... 21
2.3.2 公司自建站付费推广效果不佳.......................................................... 24
2.3.3 公司自建站转化率低和跳出率偏高.................................................. 26
3 案例分析.................................................................................................................... 28
3.1 理论依据......................................................................................................... 28
3.1.1 SEM搜索引擎营销理论..................................................................... 28
3.1.2 数据库营销理论.................................................................................. 29
3.1.3 营销漏斗理论...................................................................................... 31
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。。。以下略