《跨境電商營銷策略問題研究開題報告（英文版）》

PAGEPAGE8開題報告表選題依據(jù)（選題經(jīng)過，國內、國外研究現(xiàn)狀，初步設想及突破點等）ReasonsforChoosingtheTitleTheInternetplusforeigntradehasbeendevelopingrapidlyinrecentyears.Oncethecross-borderelectricityprovidersareputforward,theyhaveachievedrapiddevelopment.Talentshowsitselffromtheelectricitysupplierindustryinashorttime.Atpresent,severaldomestice-commercegiantshavepaidattentiontothebigcakeofthecross-bordere-commercemarket,andforeignretailershavealsosetfootintheChinesemarket.Obviously,enterprisesinvolvedincross-bordere-commerceofproductsmustcombinetheirowncharacteristicsandneedstoseekareasonabledevelopmentmarketandformulatecorrespondingstrategiesandplanstotransfertheexistingrisksofenterprises.Atthesametime,ithelpstoimprovethecomprehensivecompetitivenessofenterprisesonthebasisofrealizingthecommondevelopmentofword-of-mouthmarketingandcrossselling.Therefore,insuchafiercecompetitiveenvironment,enterprisesshouldnotonlyfocusonattractingmorenewcustomersintheprocessofactualoperation,butalsostrengthenthestickinessofoldcustomersatthesametime,cultivatethedifferentiatedcompetitiveadvantageofenterprisesthroughdifferentiatedmanagement,andstandoutinthefiercemarketcompetition.Therefore,thispaperdecidedtostudythemarketingstrategyofcross-bordere-commerce,findouttheproblemsinitsmarketingstrategy,andprovidesomeimprovementstrategies.GeneralIntroductionoftheResearchonthisTitleatHomeLuoJingandZhangYafei(2015)pointedoutthatatpresent,themarketingabilityofonlineshoppingplatformenterprisesisgenerallylow.Accordingtotheirownindustryandproductcharacteristics,combinedwith4Ptheory,enterprisesshouldimprovetheirmarketingabilitybychangingtheirmarketingconcepts.ZhouPei(2017)believesthatthemarketingpersonnelarethemiddlemenbetweenthefactoryandtheforeignimporters,andtheexportandsalesareseparated,sothattheenterprisecannotcommunicatewiththeconsumerstoobtainthedemandofthefinalconsumers.選題依據(jù)（選題經(jīng)過，國內、國外研究現(xiàn)狀，初步設想及突破點等）GeneralIntroductionoftheResearchonThisTitleAbroadIn1960,ProfessorMcCarthy,anAmericanmarketingexpert,putforwardamarketingstrategybasedonthefourelementsofproduct,place,priceandpromotion,namelythefamous4Ptheory,whichfurtherconsolidatedProfessorMcCarthy'sinfluenceininternationalmarketing.Asthefatherofmodernmarketing,PhilipKotler(1967)discussedmanyfactorsofmarketingstrategycombinationinhisworks,andexplainedindetailthemarketingcombinationmodecenteredon4Ptheory.In1986,PhilipKotlerfurtherputforwardtheconceptofbigmarketingstrategy,addingpublicrelationsandpoliticalpower.Hebelievedthatwhenenterprisesenteranewunfamiliarmarket,theyneedtousepoliticalrelationsandpublicpowertoobtaintherecognitionandsupportofrelevantdepartments.Theseelementsarecollectivelyreferredtoas"6Ps".Inthe1990s,ProfessorPhilipKotlerputforwardthefamousSTPmarketingstrategytheory,pointingoutthattargetmarketselection,marketsegmentationandmarketpositioningarethethreelinksintheprocessofmarketing.Inearly2019,AndreiNiculescuandothersstudiedthestrongcontributionofdigitalmarketingtoolsandtechnologies(dmtts)tothepromotionofbrandvalueofmodernenterpriseorganizations.Itismentionedthatdmttprocessesandanalyzestheresultsofenterprisemanagementstrategy,soastoimprovethebrandoperationmethodofenterprises.Atpresent,thistechnologyhassuccessfulexperienceinmanyforeignenterprises.Itemphasizestheimportanceofdigitalmarketinginthelaterperiodofnetworkmarketingera,andrealizesaseriesofdigitaldrainagethroughpowerfuldigitalmarketingtechnology,withthehelpofsearch,socialnetworking,displayadvertising,e-mailandsoon.Nowadays,bigdata,cloudcomputingandInternetplusdrivenewmarketingstrategies.Enterprisesareinurgentneedofscientificmanagement,informatizationandunifiedmanagementoflineandline,soastoenhancetheefficiencyofenterprises.MainIdeas&BreakthroughPointsofMyThesisUnderthewaveofInternet,theexternalenvironmentandoperationmodeofe-commerceenterpriseshavechangedgreatly,andthemarketenvironmenttheyarefacinghasalsochanged,whichhasaffectedthefinaloperationobjectivesandcapitaluseofe-commerceenterprises.Therefore,inordertoreducethemarketingproblemscausedbyuncertainfactors,enterprisesneedtoevaluatethesituationandformulateappropriatemarketingstrategiesaccordingtotheirowncharacteristics.ThispapertakesNeteaseKaolaasanexample.Intheresearchprocess,itadoptsthemethodofcaseanalysisandcombineswiththebackgroundofthenewmediaeratosortoutandsummarizethedevelopmentofNeteaseKaola.Fromtheperspectiveofindustryandcompetitors,itformulatesreasonablemarketingstrategyofimportcross-bordere-commerce,whichcanbeusedforreferencetooptimizethemarketingchannelsofe-commerceenterprisesandeventhewholeInternetindustry.理論和實踐的意義及可行性論述SignificanceofMyResearch1.Undertheapplicationofmarketingtheoryandpractice,combinedwiththemacroenvironmentofmodernmarketdevelopment,thispaperdefinesthemarketinglawofcross-bordere-commerceindustryonthebasisofsystematicanalysis2.Combinedwith4Ptheory,putforwardthemarketingstrategywhichissuitableformodernmarketdevelopmentandindustrycharacteristics,namely4Pmarketingstrategy.3.Intheexistingresearchfield,theresearchonthebackgroundofnewmediaisselected.Boththeresearchobjectandtheresearchresultsarerelativelynovel.Itishopedthatwecanstartfromthenewpathanddirectiontoexplorethestrategiesandschemesthatarehelpfultothedevelopmentofcross-bordere-commerceofenterprises.FeasibilityortheFoundationofMyResearchThispapercombinesthemarketingtheory,consumercharacteristicsandthedomesticandforeignenvironmenttoanalyzethemarket,andformulatemarketingstrategies,whichhassomeinnovativeresearchmethods.Itisinnovativetochoosethiscross-bordere-commercemarketgroup,buttherearestillsomeresearchdifficulties:first,itisdifficulttocontrolthemarketenvironment,whichmaydeviatefromthereality;second,itisdifficulttocloselyintegratemarketingandconsumerpsychologicalcharacteristicsandotherrelatedtheories;third,itisdifficulttotrulyrestorethecross-bordermarketingstatusofKoalaplatform;fourth,itislackofdomesticinformationThewesterndevelopedcountrieshaveprovidedsufficientreferenceforourcountry'sresearch,butwhetheritissuitableforourcountryorwhetheritcanplaythemaximumrolemustpasstheauditandinnovation.Undertheguidanceofthetutorandthelatestinformation,thispaperbelievesthatwecanoptimizeandchangeincombinationwiththeactualmacroenvironmentandcharacteristicsofourcountry,formulatethestrategicplanningsuitableforourcountry,andplayitsmaximumroleandsignificance.論文撰寫過程中擬采取的方法和手段MethodsandApproachestoBeusedinMyResearchThispaperusesthemethodsofliteratureresearchandcaseanalysis.Thepurposeistounderstandthecurrentmarketingstrategiesofcross-bordere-commerce,andtosolvetheexistingproblemsProvideadvice.(1)Literatureresearchmethod:throughvariouschannelssuchasHowNet,database,journalandInternet,thispapercollectstheexistingdomesticandforeignadvancedtheoreticalliteratureandresearchmaterials,whichprovidesasolidtheoreticalbasisforthisresearch.(2)Caseanalysismethod:inadditiontotheanalysisbasedonthetheoreticallevel,intheprocessofactualanalysisandexploration,thispaperalsoanalyzesthemarketingactivitiesofNeteasekoalacross-borderplatform,andputsforwardthemarketingstrategyandschemesuitableforthedevelopmentofthecompany,whichhasmorepracticalsignificance.計劃進度及其內容例如：（注意時間僅為參考，根據(jù)個人情況適度調整）2019年10月20日前完成開題報告2019年11月20日前完成論文題綱的寫作，并開始論文初稿2020年1月20日前完成論文初稿2020年3月上旬論文中期檢查2020年04月20日前論文定稿完成2020年05月開始準備論文答辯論文撰寫提綱中文摘要：近年來，隨著科技的發(fā)展，電子商務技術也進入了飛速發(fā)展的時期，現(xiàn)如今，人們已經(jīng)可以坐在家中享受各種購物平臺帶來的便捷，而跨境電商也是電子商務的一個種類，由于現(xiàn)代人對生活品質的追求和他們消費水平的提高，跨境電商的獲利點也越來越多?？缇畴娚痰倪\營者在這個背景下，必然會選擇一系列的營銷策略以提高銷售額，而在新媒體的時代，跨境電商的營銷開始和新媒體營銷結合，形成一種互補的營銷模式，諸如短視頻營銷，網(wǎng)絡直播營銷等。但這種新形式的營銷手段仍存在許多問題，本文以此為研究對象，通過對網(wǎng)易考拉的營銷策略的分析，找出其營銷策略中的問題，并提供一些改進策略。文章第一章為論文的理論基礎；第二章介紹了中國的跨境電商市場現(xiàn)狀，第三章對網(wǎng)易考拉的營銷策略進行4P分析，第四章對考拉營銷策略中的問題進行了分析，第五章針對這些問題提出解決方案，最后總結全文。關鍵詞：新媒體營銷；跨境電商；網(wǎng)易考拉Abstract：Inrecentyears,withthedevelopmentofscienceandtechnology,e-commercetechnologyhasenteredaperiodofrapiddevelopment.Now,peoplecansitathomeandenjoytheconveniencebroughtbyvariousshoppingplatforms,andcross-bordere-commerceisalsoatypeofe-commerce.Duetothepursuitofmodernpeople'squalityoflifeandtheimprovementoftheirconsumptionlevel,cross-bordere-commercehasmoreandmoreprofitpoints.Inthiscontext,operatorsofcross-bordere-commerceareboundtochooseaseriesofmarketingstrategiestoimprovesales.Intheeraofnewmedia,cross-bordere-commercemarketingbeginstocombinewithnewmediamarketingtoformacomplementarymarketingmode,suchasshortvideomarketing,networkdirectbroadcastingmarketing,etc.Buttherearestillmanyproblemsinthisnewformofmarketing.Thispapertakesthisastheresearchobject,findsouttheproblemsinitsmarketingstrategythroughtheanalysisofthemarketingstrategyofNeteaseKaola,andprovidessomeimprovementstrategies.Thefirstchapteristhetheoreticalbasisofthepaper;thesecondchapterintroducesthecurrentsituationofChina'scross-bordere-commercemarket;thethirdchaptermakesa4PanalysisonthemarketingstrategyofNeteaseKaola;thefourthchapteranalyzestheproblemsintheKaolamarketingstrategy;thefifthchapterputsforwardsolutionstotheseproblems,andfinallysummarizesthefulltext.Keywords：Newmediamarketing;crossbordere-commerce;NeteaseKaolaOutline：AbstractsIntroduction1.1Researchbackgroundsandsignificance1.2LiteraturereviewChapter1Theoreticalframework1.1CrossborderE-commerce1.2E-marketingChapter2Currentsituationsofcross-bordere-commerceinChina2.1RapiddevelopmentofB2B2.2Transformationoftraditionaltransnationaltradeenterprises2.3AssistanceonserviceindustryChapter3Onmarketingstrategies-casestudyofNeteaseKaola3.1IntroductionofNeteaseKaola3.2Inproductsstrategy3.3Inpricestrategy3.4Inplacestrategy3.5InpromotionstrategyChapter4ProblemsinKaola`smarketstrategies4.1Businesscredit4.2Logisticsmarket4.3Networklivebroadcast4.3.1Highcost4.3.2Lowquality4.3.3Unstablesignal4.3.4Supervision4.4Shortvideo4.4.1Supervision4.4.2Lowquality4.4.3SamecontentChapter5Suggestions5.1Establishcreditsystem5.2Integratinglogisticsservices5.3Enhancemarkerpositioning5.4Improveonlinelivebroadcastmanagement5.5StrengthentheadvantageofshortvideoChapter6ConclusionBibliographyAcknowledgementsReferences:[1]Cevat,Tosun,Dallen,etal.Cross-BorderCooperationinTourismMarketingGrowthStrategies[J].JournalofTravel&TourismMarketing,2005.[