星云棋牌官网下载

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

                                        时间:2019-03-10 来源:中国市场 作者:史如玉,刘滢 本文字数:5947字

                                          摘    要: 星云棋牌官网下载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:星云棋牌官网下载 电子商务时代; 跨境电商; 市场营销;

                                        星云棋牌官网下载   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

                                          ZAIWANGLUOKUAISUFAZHANDEJINTIAN,DIANZISHANGWUHUODONGBAITUOLEYIWANGKONGJIANHESHIJIANSHANGDEXIANZHI,TONGSHI,ZAIWANGLUOKUAISUFAZHANDETONGSHIQIYENENGGOUFUYOUXIAOLVDILIYONGWANGLUOJISHULAIKAIZHANDUOCENGCIDEKUAGUOMAOYIJIAOLIU。LINGWAI,ZAIDIANZISHANGWUPINGTAIDEYINGXIANGXIAXIAOFEIZHEDEGOUMAIHAINENGGOUBAITUOGUOJIEDUIGOUMAIDEXIANZHI,ZAIJIESHENGSHIJIANHEJINGLIDEQINGKUANGXIANENGGOUGOUMAIDAOZIJISUOXUYAODECHANPIN。

                                          1.2 、多边化

                                        星云棋牌官网下载   ZAIYIWANGDEMAOYIZHONG,GUOJIZHIJIANDESHANGWUXINGWEIWANGWANGQIANCHEDAOLIANGGEGUOJIADIQUZHIJIANDESHUANGBIANMAOYI,ZAIZHEIGEGUOCHENGZHONGWANGWANGXUYAOJIEJUEJIAODUODEMAOYIJINGJIWENTI。ZAIKUAJINGDIANZISHANGWUPINGTAIDEZHICHIXIADIANSHANGPINGTAINENGGOUJIANGJIAOYIHUODONGZHONGDEWULIU、ZIJINDENGXINXICONGSHUANGBIANDECHUANDIMOSHIZHUANBIANWEIDUOBIANDECHUANDIMOSHI,TONGGUOZHEIZHONGZHUANBIANNENGGOUZAICHUANTONGMAOYIJICHUSHANGCUJINMAOYIDESHICHANGHUA、WANGLUOHUAFAZHAN。

                                          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

                                          JIAOLIUZHIHOUJIAOYISHUANGFANGDEXINXIFASONG、XINXIJIAOLIUDENGSHENSHOUDILIKONGJIANDEXIANZHI,CHANPINJIAOYIDESHIXIAOXINGJIAOCHA。ZAIGUOJIAMAOYIJIAOLIU,CHANPINJIAOLIUSHIXIAOXINGCHAJIUWUFAJIANGCHANPINDESHISHIXINGGENGXINWENTICHUANDIJICHANPINDEMAIJIA,QIEZAIHUILVBIANHUADEYINGXIANGXIA,HUISHIDEJIAOYIYIFANGCHUXIANBIJIAOYANZHONGDEJINGJISUNSHI。ZAIDIANZISHANGWUPINGTAIDEZHICHIXIACHANPINJIAOYISHUANGFANGZAIJIAOLIUDESHIHOUNENGGOUTUPOYIWANGSHIJIANHEKONGJIANDEXIANZHI,SHIXIANBICIDEGOUTONGXINGJIAOLIU,YOUCIZENGQIANGLEGUOJIMAOYIJIAOLIUDESHIXIAOXING。

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

                                          CHANPINCONGYIGEGUOJIA、DIQUZAIDAOLINGWAIYIGEGUOJIA、DIQUWANGWANGXUYAOJINGGUODUOGEHUANJIEDECHULI,BAOHANXUNZHAOJIJIDEKEHU、QIANDINGSHUANGFANGHEZUOXIEYI、CHANPINSHEJISHENGCHAN、CHANPINYUNSHUGUANLIDENGLIUCHENG。YUNSHUDEHUOWUZAIJINRUJINKOUHAIGUANZHIHOUJINGLIDUOZHONGFENXIAO,ZUIZHONGDAODAXIAOFEIZHEDESHOUZHONG。CONGSHIJIDIANSHANGLIUTONGQINGKUANGLAIKAN,ZHEIYIXILIEDECAOZUOGUOCHENGBUJINZAIWUXINGZHONGXIAOHAOLEJIAODUODEJIAOYICHENGBEN,YINGXIANGLEJIAOYICHENGGONGLV,ERQIEZAIJUTIJIAOYIDEGUOCHENGZHONGYEWUFAQUEBAOMAOYIXINGWEIDEZHUNQUEXINGHESHIXIAOXING,ZAIWUXINGZHONGJIADALEJINGJISUNSHI。

                                          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

                                          WEILENENGGOUSHIXIANQIYEDEZHANGYUANJINGYINGFAZHAN,ZAIQIYEJUTIDEJINGYINGFAZHANZHONGYAOQIUQIYENENGGOUZUODAOCHENGXINJINGYING。DANSHISHOUSHEHUIZHUYISHICHANGJINGJIFAZHANDEYINGXIANG,DUOGEQIYEZAIJINXINGCHANPINYINGXIAODEGUOCHENGZHONGYIWEIZHUIQIUJINGJILIYI,SHEQILECHENGXINJINGYINGDEFAZHANLINIAN。JIASHANGDIANZISHANGWUJINGYINGBENLAIJIUSHIZAIXUNIPINGTAISHANGKAIZHANDE,SHOUWANGLUOXINXIHUNZADEYINGXIANGSHANGJIAHENRONGYICHUXIANYIXIEBUQIADANGJINGZHENGHUOZHEXUBAOXINXIDEQIPIANXINGWEI,YANZHONGXIANZHILEQIYEDEZHANGYUAN、WENDINGFAZHAN。

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

                                        星云棋牌官网下载   DIANZISHANGWUDESHIXIANYIBANXUYAOYITUOJISUANJIXITONG,YINERJISUANJIXITONGXINXIDEBUWANQUANHEBUZHENSHIDENGYANZHONGGANRAOLEDIANZISHANGWUDEFAZHAN。MAIJIADEJINGZHENGDUISHOUHUIJIEZHUWANGZHANPINGTAILAIFABUYIXIEEYIGONGJISHANGJIADEXINGWEI,BIRUZAIXIAOFEIZHEGOUMAISHANGPINZHIQIANDOUHUICHAKANZHIQIANDEPINGLUN,MAIJIADEDUISHOUJIUHUIJIEZHUWANGLUOXITONGZAISHANGMIANFABUYIXIEEYIGONGJIDEXIAOXI,CONGERJIANGDILEQIYEDECHANPINXIAOLIANG。

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

                                          WULIUTIXIDEDAZAOSHIQUEBAOGEXIANGDIANZIJIAOYISHUNLIJINXINGDEZHONGYAOBAOZHENG,KUAJINGDIANSHANGDEYINGXIAOJICHUZAIYUGONGYINGLIANDEPEIHESHANG。HECHUANTONGGUOJIMAOYIXINGSHIXIANGBI,KUAJINGDIANSHANGZAIFAZHANDEGUOCHENGZHONGTIXIANCHUPINDUGAO、SHULIANGXIAODEZONGTITEDIAN,ZAIZHEIYANGDETEDIANYINGXIANGXIACHUANTONGDEHAIYANGYUNSHUBUSHIHEKUAJINGDIANSHANGDEJINGYINGFAZHAN,KUAJINGDIANSHANGDEZHANGYUANFAZHANDUIWULIUJIAGE、WULIUSUDUDENGTICHULEGENGGAODEYAOQIU。

                                          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

                                          KUAJINGDIANSHANGMAOYIFAZHANGUOCHENGZHONGSUOMIANLINDEYIGEDAWENTISHITONGGUAN,JIASHANGKUAGUODIANSHANGZHONGLEIFANDUO、SHULIANGJIAOXIAODEYINGXIANG,ZAIWUXINGZHONGJIADALEHAIGUANBUMENDEGONGZUOQIANGDUHEGONGZUONANDU,ZAICHANPINLIUTONGDEGUOCHENGZHONGSHICHANGHUIYUDAOYIXIEHAIGUANWENTI。ZAIZHEIYANGDEFAZHANXINGSHIXIA,YIWANGDEDAPIHUOWUJIANDUGUANLIFANGSHIDENGYIJINGBUZAINENGGOUMANZUKUAJINGDIANSHANGDUISHANGPINGUOGUANDEXUQIU,YESHIDEXIAOFEIZHEZAISHIYONGKUAJINGDIANSHANGJIAOYIDESHIHOUBUDEBUSIKAOQIJIANCHANSHENGDEYIXILIEFEIYONGZHICHU。

                                          DANGQIANWOGUOKUAJINGDIANSHANGHUOWULIUTONGFANGSHIZHUYAOYIXIAOJIANDEFAFANGWEIZHU,GEGEXIAOJIANDETONGGUOXUYAOJINGGUOGEGEWULIUGONGSIDEJIANCHA,LIUCHENGFANSUO,HENRONGYICHUXIANYINWEIWULIUGONGSIJIANDUGUANLIBUDANGSUOYINFADECHANPINLIUTONGWENTI。

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

                                        星云棋牌官网下载   ZHIFUCAOZUOYESHIXIAOFEIZHEZAIKUAJINGDIANSHANGPINGTAISHANGSUOXUYAOJINXINGDEXINGWEI,ZAIKUAJINGDIANSHANGDEJINGYINGFAZHANGUOCHENGZHONGRUGUOCHUXIANLEZHANGHAOBAOMIBUDAOWEI、ZIJINZHIFUBUSHUNCHANGDEWENTIJIUHUIZAIHENDACHENGDUSHANGYINGXIANGDIANSHANGPINGTAIDEXINGXIANG,SHIDEXIAOFEIZHEDUIKUAJINGDIANSHANGPINGTAIDEFAZHANSHIQUXINXIN。HECHUANTONGDIANSHANGXINGSHIXIANGBI,KUAJINGDIANSHANGDEZHIFUSHIJIANBUTONG,XIAOFEIZHEXUYAOZAIJIESHOUDAOSHIJIWUPINZHIQIANJIUWANCHENGYIXILIEDEFUKUAN,ZAIZHEIYIGUOCHENGZHONGXIAOFEIZHEWANGWANGHUIDANXINZIJINZHOUZHUANANQUANWENTI,ZAIMOUZHONGCHENGDUSHANGYEZHIYUELEKUAJINGDIANSHANGDEFAZHAN。

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

                                          ZAIJINGJIQUANQIUHUABEIJINGHEKUAJINGDIANSHANGKECHIXUFAZHANDEYINGXIANGXIA,KUAJINGDIANZISHANGWUWANGZHANYUNXINGFAZHANTIXIANCHUYUELAIYUEDUODESHENGHUOHESHANGWUYONGTU。ZAIDIANZISHANGWUWANGZHANYUNXINGDEGUOCHENGZHONGWANGLUOXINXISHIFOUQUANMIAN、XINXINEIRONGSHIFOUZHENSHI、XINXICHUANDISUDUDENGYINSUDOUDUIWANGZHANXINXIDEYOUXIAOXINGHEJISHIXINGCHANSHENGYINGXIANG。TONGSHI,ZAIDIANZISHANGWUPINGTAIDEZHICHIXIACHANPINSHENGCHANZHEHECHANPINJIESHOUZHEZHIJIANDEJULIBEILAJIN,CHANPINDEGONGYINGSHANGNENGGOUTONGGUODUICHANPINSHIYONGDEDINGWEIGENZONG、WANGPINGXINXIFANGWENGENZONGLAIGENGWEIQUANMIANDIHUOQUYONGHUXINXI,SHIKEHUDEXUQIUHEMANYIDUJINYIBUTISHENG。

                                          4.1、 优势分析

                                        星云棋牌官网下载   GUONEIPINGTAIYOUSHI。JINJINIAN,WOGUODISANFANGKUAJINGDIANZISHANGWUPINGTAIFAZHANKUAISU,ZAIPINGTAIDEZHICHIXIAKUAJINGDIANSHANGQIYEFAZHANRIQUCHENGSHU。KUAJINGDIANSHANGJINGYINGZHUTIBAOHANZIJIJIANSHEJINGYINGDECHUKOUQIYEWEICHUKOUQIYETIGONGJIAOYIFUWUDEDIANSHANGPINGTAI、LIYONGDISANFANGKUAJINGPINGTAIFAZHANDEDIANZISHANGWUCHUKOUQIYE。ZHEIJIGEDIANZISHANGWUJINGYINGZHUTIFAZHANDOUXUYAOYITUODIANSHANGPINGTAI。

                                          4.2 、劣势分析

                                          (1)跨境贸易服务落后。

                                        星云棋牌官网下载   KUAJINGJIAOYISHEJIKUAJINGZHIFUHEKUAJINGWULIU,DANGQIANWOGUOCHUKOUQIYEDADUOYIKAODISANFANGPINGTAIJINXINGDAIKUANHEHUOYUN,DANSHIZAISHIJIFAZHANZHONGMAOYIFUWUDELUOHOUZAIMOUZHONGCHENGDUSHANGZHIYUELEKUAJINGDIANSHANGDEFAZHAN。

                                          (2)企业品牌意识落后。

                                          WOGUOZHIZAOSHANGDADUOSHITONGGUOJIAGEDILIANDECHANPINLAIXIYINXIAOFEIZHE,CHANPINTONGZHIHUAXIANXIANGYANZHONG。ZAIGUOJIWUTAISHANGSHOUWOGUOPINPAIYISHILUOHOUDEYINGXIANG,SUOSHENGCHANCHUDECHANPINJINGZHENGLIJIAORUO。

                                          4.3、 机会分析

                                          (1)我国经济不断发展。

                                        星云棋牌官网下载   ZAIJINGJIDEKUAISUFAZHANXIARENMENDEGOUWUXUQIUZHUJIANDEDAOLEMANZU,YOUCIWEIKUAJINGDIANZISHANGWUDEFAZHANTIGONGLEXINDEQIJI。JUQIANZHANCHANYEYANJIUYUANFABUDE《ZHONGGUOKUAJINGDIANSHANGCHANYEYUANFAZHANMOSHIYUCHANYEZHENGTIGUIHUAYANJIUBAOGAO》TONGJISHUJUXIANSHI,2018NIANNIANDIWOGUOJINGCHANGJINXINGKUAJINGWANGGOUYONGHUGUIMOYUE8800WANREN。

                                          (2)中国政策的支持。

                                        星云棋牌官网下载   ZAIKUAJINGDIANSHANGRUHUORUTUFAZHANDEGUOCHENGZHONG,ZHENGFUBUMENYECHUTAILEYIXILIEZHENGCEZHICHIKUAJINGDIANSHANGDEFAZHAN,BIRU2018NIAN7YUE,GUOJIAXINZENG22JIAKUAJINGDIANSHANGZONGSHIQUCHENGSHI,ZHENGCEFUGAIMIANJINYIBUKUODA;2018NIAN11YUEXIJINPINGZONGSHUJIYEZAIHUIYISHANGXUANBUYAOJINYIBUJIANGDIGUANSHUI,CUJINKUAJINGDIANSHANGXINYETAIMOSHIFAZHANDEZHUZHANG;2019NIANLIKEQIANGZONGLITICHUYAOZAIYIWANGDEJICHUSHANGJINYIBUWANSHANKUAJINGDIANSHANGDENGXINYETAIFUCHIFAZHAN。ZHEIYIXILIEDEZHENGCEGUIDINGHEYAOQIUSHIDEWOGUODUIWAIKAIFANGDEBUFAJIADA,KUAJINGDIANSHANGYEKAISHIJINRUXINDEKUAISUFAZHANSHIQI。

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

                                        星云棋牌官网下载   KUAJINGDIANSHANGXUYAOKUAGUOFAZHAN,RUGUOBUTONGGUOJIADIQUCUNZAIYIGETONGYIDEDASHICHANG,SHICHANGYEHUIBUDUANKUODA,BANSUIDECHENGBENDEFENGXIANYEHUIZENGJIA。ZHONGGUOSHISUODUANGEGEGUOJIAMAOYIJIAOYICHENGBENDEZHONGYAOSHUNIU,YINERZAIWOGUOCHENGWEISHIJIEJINGJIZUZHIZHIHOU,MAOYIFAZHANYONGYOULEGENGJINYIBUDETIANDUHOUDEYOUSHI,TEBIESHIDONGYAGUOJIADEDIYUANGUANXIHEJINGJIHEZUOSHIDEGUOJIWULIUMAOYIFAZHANHUODEGENGDUOJIHUI。

                                          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。

                                        星云棋牌官网下载   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

                                        星云棋牌官网下载   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

                                        星云棋牌官网下载   ZAIXINDELISHISHIQIWEILENENGGOUGENGHAODICUJINZHANGYUAN、KECHIXUFAZHAN,QIYEZAIFAZHANDEGUOCHENGZHONGXUYAOJIANGCHENGXINJINGYINGLINIANZUOWEIQIYEFAZHANDEZHONGYAOJICHULILIANG,BINGDUIQIYEZAIGUOCHENGZHONGSUOMIANLINDEYIXILIEWENTIJINXINGJIANDUHEGUANLI。WEILENENGGOUZAIDIANZISHANGWUSHIDAITISHENGKUAJINGDIANSHANGSHICHANGYINGXIAOJINGZHENGLI,QIYEHAIXUYAOQIANGHUADUISHICHANGYINGXIAORENYUANDEPEIYANGLIDU, YANGEBAGUANCHANPINSHENGCHANXIAOSHOUDEGEGEHUANJIE。LINGWAI,ZAIKUAJINGDIANSHANGBEIJINGXIADEDIANZISHANGWUYINGXIAOHAIXUYAOQIYEZUODAOSHANGFAFENMING,ZAIGONGZUOZHONGDUIBUZUNSHOUCHENGXINDEGONGZUORENYUANYUYIXIANGYINGDECHENGCHU,BINGDUIQIJINXINGBIYAODESIXIANGJIAOYU;TONGSHIDUIZAIGONGZUOZHONGBIAOXIANYOUXIUDEYUANGONGYAOYUYIXIANGYINGDEGULI,CONGERGENGHAODIDIAODONGYUANGONGGONGZUOJIJIXING。

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

                                        星云棋牌官网下载   JIYUKUAJINGDIANSHANGDEDIANZISHANGWUYINGXIAOGUANLIXUYAOCHONGFENWANSHANQIYEYUANGONGDEGONGZUOZHINENGHEGONGZUORENWU,WANSHANDIANZISHANGWUZAISHEHUIZHUYISHICHANGYINGXIAOTIXIZHONGDEDIWEI,WEIMEIYIXIANGCHANPINDEXIAOSHOUGUANLIDOUTIGONGMINGQUEDEGUIFANTIAOLI,BINGYAOQIUYUANGONGZUNSHOUGEXIANGGUIDING。ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGXUYAODAZAOKEXUEWANSHANDESHICHANGYINGXIAOJIANDUGUANLIBUMEN,YOUSHICHANGYINGXIAOJIANDUGUANLIBUMENLAIFUZEJIANDUGUANLIXIAOSHOUQINGKUANG,BINGDUISANBOXUJIAXINXIDEXINGWEIJINXINGYANSUHUACHULI。

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

                                        星云棋牌官网下载   WULIUTIXISHIQUEBAOKUAJINGDIANSHANGSHIXIANZHANGYUAN、WENDINGJIAOYIDEZHONGYAONEIRONG,YINCI,ZAIXINDELISHISHIQIWEILENENGGOUGENGHAODICUJINCUJINKUAJINGDIANSHANGYOUHUAFAZHANXUYAOJIEHESHICHANGFAZHANQINGKUANGLAIYOUHUAKUAJINGDIANSHANGDEYINGXIAOCELVE,ZAIWULIUFAZHANDEGUOCHENGZHONGDAZAOWANSHANDEWULIUGUANLITIXI。

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

                                          5.5、 完善通关制度

                                          ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGCHULEWULIUXITONGWAI,HAIGUANYESHIYINGXIANGKUAJINGDIANSHANGFAZHANDEZHONGYAOYINSUZHIYI。WEICI,ZAIKUAJINGDIANSHANGFAZHANDEGUOCHENGZHONGKEYITONGGUOYOUHUAGUOGUANCHENGXULAITISHENGCHANPINGUOGUANXIAOLV,JIANGTONGGUANFANGSHICONGYIWANGDEZHIZHITONGGUANZHUANBIANWEIWUZHITONGGUOFANGSHIFAZHANZHUANBIAN。LINGWAI,KUAJINGDIANSHANGZAIFAZHANDEGUOCHENGZHONGXUYAOGENJUXIANDAIHUADEKEXUEJISHUZAIHAIGUANLIUTONGSHANGSHISHIWUZHIHUADESHENHEFANGSHI,CONGERZENGQIANGHAIGUANCHANPINSHENHEDEANQUANXINGHEZHUNQUEXING。

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

                                        星云棋牌官网下载   ZAIHUILVGUANLIFANGMIANQIYEXUYAOMIQIEGUANZHUGUOJIAHEGUOJIAZHIJIANDEZHENGCEDIAOZHENGYIJIHUILVBIANHUA,GENJUGUOJISHANGDEHUILVBIANHUALAIDAZAOKEXUEWANSHANDEHUILVFENGXIANFANGKONGGUANLITIXI。BIRUYINWEIYINGBANGBAODIESUODAOZHIDECHANPINCHUKOUJIAGEDAFUDUBODONGHUIYINGXIANGKUAJINGDIANSHANGDEFAZHAN。YOUCIKEJIAN,ZAIXINDELISHISHIQIWEILENENGGOUGENGHAODICUJINQIYEJIANKANG、WENDINGFAZHAN,ZAIFAZHANKUAJINGDIANSHANGDESHIHOUXUYAOMIQIEGUANZHUGUOJISHANGDESHIZHENGFAZHANBIANHUA,CHONGFENLEJIEGUOJIDEHUILVBIANHUA,CONGERZAIZUIDAXIANDUSHANGBIMIANQIYEDEFAZHANSUNSHI。

                                          6 、结论

                                          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.
                                        星云棋牌官网下载   [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.
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