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I浙江琳琅饰品公司跨境电子商务营销策略优化研究摘要跨境电子商务是分属不同关境的交易主体通过电子商务平台达成交易，进行支付结算，并通过跨境物流实现货物发出、送达的一种国际商业活动。它是基于互联网的普及发展起来的，有别于传统国际贸易，具有全球性、无形性、即时性、无纸化等特点。义乌外贸企业可以通过它降低交易成本、减少欠款风险、增加商业渠道、提高运营效率。浙江琳琅饰品公司是义乌一家传统饰品企业，主要从事饰品（项链、耳环、戒指、吊坠等）的设计、研发、生产、国内销售及外贸。面临日益严峻的外贸环境，2014年开始涉足跨境电子商务，开拓新的发展空间，实现企业转型升级。但是，受市场定位不清晰、营销手段单一、品牌意识不强等因素影响，面临转型瓶颈期，需要进行营销策略的优化。本文以浙江琳琅饰品公司为研究对象，在介绍公司概况、跨境电子商务运营模式基础上，结合跨境电商企业行业特点，提炼跨境电子商务营销策略的影响因素，并建立综合测评模型，通过层次分析法以及问卷调查对浙江琳琅饰品公司现有的跨境电子商务营销策略进行测评，继而查找营销策略存在的问题，最终对浙江琳琅饰品公司跨境电子商务营销策略进行优化。理论研究方面，本文本文采取了4P理论，即通过产品、价格、渠道和销售的组合，构建起营销策略的基本框架，并在此框架下进行细化，提出了有针对性的优化方案。能够对浙江琳琅饰品公司进一步提升跨境电子商务业务，提高竞争力，突破发展瓶颈提供直接帮助，对于了解和认识义乌市各跨境电子商务公司的营销情况有较大实际意义，对义乌跨境电子商务企业的具有普遍的借鉴意义。II关键词：跨境电子商务；营销策略；优化；综合评价模型AStudyonMarketingStrategiesofZhejiangLinlangJewelryCo.LtdinItsCross-borderE-commerceBusinessABSTRACTCross-bordere-commercereferstoakindofinternationalbusinessactivityduringwhichtransactionsubjectsofdifferentcustomsterritoriesconcludethetransactionone-commerceplatform,makepaymentandsettlementandsendanddeliverthegoodsviacross-borderlogistics.ItsdevelopmentisbasedonthepopularityoftheInternet.Differentfromthetraditionalinternationaltrade,itischaracterizedbyglobalization,intangibility,immediacy,paperlessnessandsoon.Followingthetrend,foreigntradeenterprisesinYiwucanlowerthetransactioncosts,reducedebtrisks,increasecommercialchannelsandimproveefficiencyofoperation.AsatraditionalornamententerpriseinYiwu,ZhejiangLinlangJewelryCo.,Ltd.ismainlyspecializedindesign,R&D,production,domesticsalesandforeigntradeofornaments(includingnecklaces,earrings,rings,pendants,etc.).Confrontedwiththeincreasinglysevereforeigntradeenvironment,itstartedtogetinvolvedincross-bordere-commercein2014toexpandnewdevelopmentspaceandrealizeenterprisetransformationandupgrading.However,affectedbyvaguemarketpositioning,simplemarketingmethod,poorbrandawarenessandotherfactors,itmeetsbottlenecksduringthetransitionalperiod.ThestudytakesZhejiangLinlangJewelryCo.Ltd.astheresearchobjectandandSTPastoolstoanalyzethemarketingsituationbasedontheintroductionofcompanyprofileandoperationmodelofcross-bordere-commerce.Accordingly,itwillpointsoutproblemsinexistingmarketingstrategiespurposefully,andfinallyoptimizesthecross-bordere-commercemarketingstrategiesofZhejiangLinlangJewelryCo.Ltd.TheIIIstudyadoptstraditional4Ptheory,inasense,itbuildsthebasicframeworkofmarketingstrategiesbythecombinationofproduct,price,placeandpromotion.Undertheframework,moredetailswillbediscussedandatargetedoptimumproposalwillbeputforward.Theabove-mentionedproposalisexpectedtoprovidedirecthelptofacilitatecross-bordere-commercebusiness,improvecompetitivenessandbreakthebottleneckofitsdevelopment.Ithaspracticalsignificancetounderstandthemarketingsituationandserveasareferencetoallcross-bordere-commercecompaniesinYiwu.KeyWords：cross-bordere-commerce；marketingstrategies；optimization4目录摘要........................................................................................................................................................IABSTRACT..............................................................................................................................................II目录.......................................................................................................................................................4一、绪论...................................................................................................................................................5（一）研究背景...............................................................................................................................5（二）选题意义...............................................................................................................................6（三）研究内容和方法....................................................................................................................71．研究内容..............................................................................................................................72.研究方法...............................................................................................................................8（四）研究思路...............................................................................................................................9（五）创新点...................................................................................................................................9二、文献综述............................................................................................................错误!未定义书签。（一）跨境电子商务概念..............................................................................................................10（二）营销理论.............................................................................................................................10（三）跨境电子商务的研究现状..................................................................................................121.国外关于跨境电子商务的研究.........................................................................................132.国内关于跨境电子商务的研究.................