跨境电商品牌形成和发展规律探究全麦Wholesale品牌为例

摘要随着经济全球化和电子信息技术的深入发展，跨境电子商务已成为我国企业拓展海外市场的重要方式。但是因为激烈的价格战和同质化竞争，传统跨境电商的经营模式和增长方式受到严峻考验。2015年是跨境电商发展模式的转折之年，政府、平台以及企业对于跨境电子商务品牌化有着很强烈的愿景和需求。跨境电商企业要谋求长远的发展，必须开展品牌建设。本文从跨境电商品牌建设的现状出发，分析了跨境电商品牌建设的优势，分析了跨境电商品牌形成的一般流程，通过对杭州全麦电子商务有限公司Wholesale品牌建设的个案分析，探究了跨境电商品牌形成和发展的规律，得到跨境电商品牌建设的具体措施。73646

Abstract：With the deepening of economic globalization and the development of electronic information technology, cross-border e-commerce has become an important way for Chinese enterprises to expand overseas markets。 However, because of the intense price war and the homogenization of competition, the traditional cross-border electricity supplier business model and growth has been severely tested。 2015 was a turning point in the development of cross-border electricity business model, government, and enterprise platform for cross-border e-commerce brand has a very strong vision and needs。 Cross-border electricity supplier companies to seek long-term development, we must carry out brand building。 From the status quo of cross-border electricity supplier brand building, analyzes the advantages of cross-border electricity supplier of brand building, we analyze the general flow of cross-border electricity supplier brand formed by the Hangzhou Electronic Commerce Limited Wholesale brand whole wheat Construction Case Study explores the cross-border electricity supplier brand formation and development of the law, to obtain cross-border electricity supplier brand building concrete measures。

毕业论文关键词：跨境电商；品牌建设

Keyword: Cross-border e-commerce ；Brand Building

1。引言。1

1。1研究背景。。1

1。2研究目的和意义。。1

1。3研究内容。。2

1。4文献综述。。2

1。5文章可能的创新点和不足。。3

2。国内跨进电扇品牌建设现状。3

3。跨境电商品牌建设的优势分析。4

3。1品牌为跨境电商企业带来价格优势。。4

3。2品牌建设促进跨境电商企业经营方式转型。。。。。。4

3。3品牌能提高跨境电商企业的市场竞争。。。。。。。。。。4

4。跨境电商品牌建设一般流程。。。。。4

4。1跨境电商品牌市场调研。。。。。。5

4。2制定跨境电商品牌建设计划。。5

4。3跨境电商品牌定位和设计。。5

4。4跨境电商品牌推广。。5

4。5跨境电商品牌效果评估和调整。。6

5。案例分析¬杭州全麦电子商务有限公司Wholesale品牌,。6

5。1 Wholesale品牌简介6

5。2 Wholesale品牌市场调研6

5。3 Wholesale品牌建设计划7

5。4 Wholesale品牌定位和设计7

5。5 Wholesale品牌品牌推广7

5。6 Wholesale品牌效果评估和调整8

6。跨境电商品牌建设具体措施。。。8

6。1 尽快树立品牌意识，规划品牌发展战略。8

6。2 品牌定位，跨境电商品牌建设的基点。。8

6。3 广告宣传，品牌宣传的有效方式。。。。。9

6。4 注重质量，以质量打造品牌。9

6。5 完善服务，用服务优化品牌。。。9 跨境电商品牌形成和发展规律探究全麦Wholesale品牌为例:http://www.youerw.com/jingji/lunwen_84049.html