µÚÈý·½Æ½Ì¨ÓªÏúÑо¿_Êг¡ÓªÏúÂÛÎÄ·¶ÎÄ
·¢²¼Ê±¼ä£º
2014-10-29
À´Ô´£º
ÈË´ó¾¼ÃÂÛ̳
µÚÈý·½Æ½Ì¨ÓªÏúÑо¿_Êг¡ÓªÏúÂÛÎÄ·¶ÎÄ
Ŀ ¼
ÖÐÎÄÕªÒªI
Ó¢ÎÄÕªÒªII
1 ÒýÑÔ1
1.1 Ñо¿µÄ±³¾°¼°ÒâÒå1
1.2 Ñо¿·½·¨ºÍÑо¿ÄÚÈÝ1
2 µÚÈý·½Æ½Ì¨µÄÀíÂÛ×ÛÊö2
2.1 µÚÈý·½Æ½Ì¨µÄ¶¨Òå2
2.2 µÚÈý·½Æ½Ì¨µÄ¾¼ÃѧÔÀí3
3 µÚÈý·½Æ½Ì¨µÄ×÷ÓÃÓë´æÔڵıØÒªÐÔ7
3.1 µÚÈý·½Æ½Ì¨µÄ×÷ÓÃ7
3.2 µÚÈý·½Æ½Ì¨´æÔڵıØÒªÐÔ7
4 µÚÈý·½Æ½Ì¨µÄ¹¦Äܼ°·ÖÀà8
4.1 µÚÈý·½Æ½Ì¨µÄ¹¦ÄÜ8
4.2 µÚÈý·½Æ½Ì¨µÄ·ÖÀà9
5 µÚÈý·½Æ½Ì¨µÄÓªÏú²ßÂÔ9
5.1 ÏÈÕ¼²ßÂÔ9
5.2 ÆóÒµµÚÈý·½Æ½Ì¨ÓªÏúÓ¦ÓõÄÊ®Ïî»ù±¾²ßÂÔ10
½áÊøÓï13
Ö л14
²Î¿¼ÎÄÏ×15
Õª Òª
ÃÀ¹ú´Î´ûΣ»úÒýÆ𻪶û½Ö·ç±©,ËæºóÑݱäΪȫÇòÐԵĽðÈÚΣ»ú,ÖÐСÆóÒµµÄ·¢Õ¹ÉîÊÜÓ°Ïì¡£Éú²ú³É±¾¼¤Ôö¡¢ÈÚ×ÊÀ§ÄѼӾ硢Íâó³ö¿ÚÊÜ×èÊÇÀ§»ó¹ã´óÖÐСÆóÒµÖ÷ÒªÈý´óÒòËØ,¶øµç×ÓÉÌÎñÒÔÆä¸ßЧ¡¢¿ìËÙ¡¢µÍ³É±¾µÈÓÅÊƳÉΪ¼Ì2003Äê·ÇµäÖ®ºó¹úÄÚÉ̼ҵÄÓÖÒ»¸ö¾ÈÃüµ¾²Ý,ÖÐСÆóÒµÀ´Ëµ,·¢Õ¹µÚÈý·½µç×ÓÉÌÎñƽ̨ÊÇÆóÒµµÖÓùÑϺ®µÄÀíÏë³ö·¡£ ÀíÂÛÉÏ,ÔÚÏß½»Ò×ÊDZã½Ý¡¢¸ßЧ¡¢½ÚÊ¡³É±¾µÄÉÌÎñ·½Ê½,µ«Ä¿Ç°ÖйúÓÐÏ൱ÊýÁ¿µÄµç×ÓÉÌÎñÆóҵûÓÐʵÏÖÕæÕýµÄÓ¯Àû¡£±¾ÎÄ´Óµç×ÓÉÌÎñ½»Ò×µÄÌØÊâÐÔ³ö·¢,·ÖÎöÁ˵ç×ÓÉÌÎñµÄ½»Ò×Ë«·½²úÉúµÄ¸÷ÖÖ½»Ò×·þÎñÐèÇó,Ìá³öÁËеĵÚÈý·½µç×ÓÉÌÎñƽ̨µÄ¶¨Òå¡£ Ñо¿ÁËÔÚÏß½»Ò×ÄæÏòÑ¡Ôñ²úÉúµÄÔÒò,ÂÛÖ¤Á˵ç×ÓÉÌÎñÖнé½â¾öÄæÏòÑ¡ÔñÎÊÌâµÄÔÀí,·ÖÎöÁ˵ÚÈý·½µç×ÓÉÌÎñƽ̨´æÔڵıØÒªÐÔ¡£¸ù¾Ý½»Ò×Õß²»Í¬µÄ·þÎñÐèÇó,Ñо¿Á˵ÚÈý·½µç×ÓÉÌÎñƽ̨µÄ¹¦ÄÜÒªËØ,Ìá³öÁË°ËÀàµÚÈý·½µç×ÓÉÌÎñƽ̨¡£×÷ΪһÖÖÐÂÐ˵ÄÉÌÎñÐÎʽ,µÚÈý·½µç×ÓÉÌÎñƽ̨µÄ·¢Õ¹»¹ÃæÁÙןܶàÎÊÌâ,ÔÚ´Ë»ù´¡Éϱ¾ÎÄÖصãÑо¿Á˵ÚÈý·½µç×ÓÉÌÎñƽ̨µÄ¾Óª²ßÂÔ,°üÀ¨ÏÈÕ¼²ßÂÔ¡¢¶¨¼Û²ßÂÔ¡¢¼ÓÇ¿ÎïÁ÷¹ÜÀíµÈ¡£
¹Ø¼ü´Ê µÚÈý·½Æ½Ì¨/µç×ÓÉÌÎñ/ÓªÏú²ßÂÔ/ÓªÏúÑо¿
THIRD-PARTY PLATFORM MARKETING RESEARCH
ABSTRACT
The U.S. subprime mortgage crisis caused by Wall Street storm, then the global financial crisis for the development of small and medium-sized enterprises, and deeply. Production costs surged, financing difficulties, export obstruction is confused small and medium-sized enterprises mainly three factors, and electronic commerce with its high efficiency, low cost advantages of fast, following the 2003 after SARS domestic business and a life-saving straw, small and medium-sized enterprises, develop the third party e-commerce platform is the ideal way for protection against the bitter cold. Theoretically, online transaction is convenient, efficient and cost-effective ways of doing business in China, but there are a number of electronic business enterprise without realizing real profits. From the particularity of the e-commerce transactions, and analyses the electronic commerce trade both sides to produce a variety of transaction service demand, and puts forward a new definition of third-party e-commerce platform. The study online transactions causes adverse selection, demonstrates the e-commerce intermediary solve adverse selection problem, analyses the principle of third-party e-commerce platform necessity. Established improved reputation model, analyses the success of the operation mechanism of reputation. Why According to different requirements, the service traders to study the function of third-party e-commerce platform, proposes eight kinds of third-party e-commerce platform. As a new form of business, third-party e-commerce platform development is also facing many problems in this paper, based on the study of e-commerce platform management strategy, including -preempt strategy, pricing strategy, strengthen logistics management, etc..
KEY WORDS Third-party platform;E-commerce;Marketing strategy ; Marketing research