本科学位论文-浅谈外贸企业运用电子商务转内销的策略研究-市场营销.doc

闽南师范大学 课程论文 浅谈外贸企业运用电子商务转内销的策略研究 Research on the strategy of electronic business to the domestic application of foreign trade enterprises 姓 名： xx 　　　　 学 号： xxx 　 系 别： 经济系 　 专 业： 国际经济与贸易 　 年 级： 14级 　　　 指导教师： xxx教授 　 2014年11月摘 要 由于国际市场需求波动加大出口风险、外贸企业自身转型升级缓慢、国内市场蕴含巨大的发展空间等原因，外贸企业须同时利用国内外两个市场，电子商务是外贸企业转内销的重要渠道，利用电子商务转内销还能降低外贸企业的风险和成本，也有利于外贸企业资源的整合，外贸企业可以利用的电子商务模式有第三方平台、自建平台和企业协作平台三种，外贸企业应采取策略，利用好电子商务以加快实现转内销。全球次贷经济危机影响下，许多作外贸订单的中小企业业绩大幅下滑，网络电子商务快速发展，它所蕴藏的巨大商机让许多外贸企业选择通过互联网营销打开国内外市场。本文对珠三角地区中小企业外贸转内销存在的经营模式、结算方式、知名度不够等问题进行了分析探讨，提出了网络渠道构建、重塑企业网络品牌、产品的微博营销等解决方案，采取了“出口＋内贸”两条腿走路的经营策略。能够为外贸企业转型内销市场提供借鉴和参考价值，对中小型企业成长具有现实指导意义。 关键词：外贸；中小企业；转内销；电子商务 Abstract Risk due to the international market demand fluctuations increase exports, foreign trade transformation and upgrading of enterprise itself is slow, the domestic market contains huge space for development, the foreign trade enterprises must at the same time use of two markets both at home and abroad, the electronic commerce is one of the important channels, and certificates of foreign trade enterprises using e-commerce to divert also can reduce the risk and cost of foreign trade enterprises, but also to the foreign trade enterprise resource integration, the electronic commerce mode of foreign trade enterprises can use have the third party platform, self-built platform and enterprise collaboration platform three, foreign trade enterprises should adopt strategy, make good use of the electronic commerce to divert to speed up the implementation.. The global credit under the influence of the economic crisis, many small and medium-sized enterprises of foreign trade order of performance decline, the rapid development of network, e-commerce, it contains enormous business opportunities make a lot of foreign trade enterprises to choose the domestic and foreign markets open through the Internet marketing. Di