电子商务时代跨境电商市场营销研究  

Cross-border E-commerce Marketing in the E-commerce Era

作　　者：何佳蓉 He Jiarong(College of Business,Hefei College of Economics and Applied Sciences,Hefei,Anhui 230001,China)

机构地区：[1]合肥经济学院商学院,安徽合肥230001

出　　处：《衡水学院学报》2023年第4期32-36,共5页Journal of Hengshui University

基　　金：安徽省高校优秀人才支持计划一般项目(gxyq2021064);安徽省高校科研重点项目(2022AH052618)。

摘　　要：跨境电商作为电子商务时代重要的企业类型,具有全球性、多边性、无形性以及即时性的特征,其既是中国开拓海外市场的新通道,也是提升中国品牌国际形象的重要渠道。目前中国跨境电商市场营销面临服务质量不高、易受网络信息影响、物流体系不成熟以及人才短缺的问题。为了促进跨境电商市场营销的创新发展,需要结合市场营销实践中存在的问题,从提升跨境电商服务质量、增强跨境电商应对网络负面信息的能力、构建系统完善的物流体系以及优化跨境电商人才培养模式着手,最终提升跨境电商的市场营销价值。As an important enterprise type in the e-commerce era,cross-border e-commerce is characterized by globalization,multilateralism,intangibility and immediacy.It is not only a new channel for China to explore overseas markets,but also an important channel to enhance the international image of Chinese brands.At present,China’s cross-border e-commerce marketing faces the problems of low service quality,vulnerability to network information,immature logistics system and talent shortage.In order to promote the innovative development of cross-border e-commerce marketing,it is necessary to combine the problems existing in the marketing practice to improve the service quality of cross-border e-commerce,enhance the ability of cross-border e-commerce to deal with negative network information,build a systematic and perfect logistics system,and optimize the training model of cross-border e-commerce talents,so as to ultimately enhance the marketing value of cross-border e-commerce.

关 键 词：电子商务时代 跨境电商 市场营销 创新路径 

分 类 号：F724.6[经济管理—产业经济]