簡易檢索 / 詳目顯示

回結果列表
研究生： 李曉彤
Li, Hiu-Tung
論文名稱： 中國跨境B2C電商研究：以個人護理產品為例
B2C Cross Border E-commerce in China: A Case Study of Personal Care Products
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Tang, Yun-Chia
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 34
中文關鍵詞： 跨境電商 、B2C 、中國 、個人護理
外文關鍵詞： cross border e-commerce, B2C, China, personal care
相關次數： 點閱：4  下載：0 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • N/A

    Cross border electronic commerce (CBEC) has been developing fast in China with rapid growth in retail sales. The importance of business-to-consumer (B2C) has been increasing significantly since 2014. The rapid growth of B2C attracts more enterprises, especially small and medium enterprises (SMEs), to start their CBEC business in the China market.

    Aimed at providing comprehensive business analysis, this paper is going to conduct qualitative research on the entire business environment of CBEC in China. The analysis will discover the reasons of fast development and rapid growth regarding CBEC in China. Influencing factors towards national competitive advantages of China will be analyzed using Porter’s Diamond Model. Environmental factors of CBEC in China will be analyzed in political, economic, social and technological perspectives.

    In order to give practical managerial implications, this paper is going to conduct a case study on a personal care brand and analyze its business strategies. The case study will focus on market segmentation, targeting, positioning and marketing mix for CBEC. These marketing strategies have significant contribution to the success in China CBEC market.

    Abstract I Acknowledgment II Table of Content III List of Figures V List of Tables VI Chapter 1: Introduction 1 1.1 Research Motivation 1 1.2 Research Background 1 1.3 Purpose of Study 3 Chapter 2: Literature Review 5 2.1 Country Analysis: Porter’s Diamond model 5 2.2 Industry Analysis: PEST 7 2.3 Business Analysis: Marketing Strategies 8 Chapter 3: Methodology 10 3.1 Research Method 10 3.2 Case Study Background 11 3.3 Research Limitation 13 Chapter 4: Analysis and Result 15 4.1 Porter's Diamond Model 15 4.1.1 Factor Conditions 15 4.1.2 Demand Conditions 17 4.1.3 Related and Supporting Industries 19 4.1.4 Strategy, Structure, and Rivalry 20 4.2 PEST 22 4.2.1 Political 22 4.2.2 Economic 22 4.2.3 Social 23 4.2.4 Technological 24 4.3 Case Study: Nivea 25 4.3.2 Segmentation, Targeting and Positioning 25 4.3.3 Marketing Mix: 4P 27 Chapter 5: Conclusion and Suggestions 32 References 33

    English:
    Aguilar, F. J. (1967). Scanning the business environment. New York: Macmillan.
    Aisbett, J., & Pires, G.D. (2003). The relationship between technology adoption and strategy in business-to-business markets: The case of e-commerce. Industrial Marketing Management, vol. 32, iss. 4, pp. 291-300.
    Ayo, C.K., Adebiyi A.A., Fatudimu I.T., & Ekong O.U. (2008). Framework for e-Commerce Implementation: Nigeria a Case Study. Journal of Internet Banking and Commerce, vol. 13, no.2.
    Chaabna, S., & Wang, H. (2015). Analysis of the state of e-commerce in Algeria. International Journal of Marketing Studies, vol. 7, no. 2.
    Chen, S., & Ning, J. (2002). Constraints on e-commerce in less developed countries: The case of China. Electronic Commerce Research, vol. 2, no. 1.2, pp. 31-42.
    Credit Suisse. (2012). APAC: Consumption S curve. Retrieved from https://research-doc.credit-suisse.com/docView?language=ENG&source=emfromsendlink&format=PDF&document_id=992377261&extdocid=992377261_1_eng_pdf&serialid=zkS1LBxDC2CjyoPwzyJma63Vd30%2bbhrY5QbDrP1w0ko%3d
    Dominici, G. (2009). From marketing mix to e-marketing mix: A literature overview and classification. International Journal of Business and Management, vol. 4, no. 9, pp. 17-24.
    Kotler, P., & Keller, K.L. (2012). Marketing Management, 14e, Pearson Prentice Hall.
    Laisuzzaman, I.M., Imran, N., Nahid, A.A., Ziaul, M., & Alim, M.A. (2010). The framework for implementing e-commerce: the role of bank and telecom in Bangladesh. Journal of Telecommunication, vol. 1, iss. 1, pp. 57-62.
    Porter, M.E. (1990). The Competitive advantage of nations. New York: Free Press.
    Prieger, J., & Heil, D. (2009). The microeconomic impacts of e-business on the economy. Pepperdine University, School of Public Policy Working Papers. Paper 11.
    The World Bank. (2019). GDP per capita (current US$). Retrieved from https://data.worldbank.org/indicator/NY.GDP.PCAP.CD?locations=CN&start=1997
    The World Tourism Organization. (2013). China - the new number one tourism source market in the world. Retrieved from http://media.unwto.org/press-release/2013-04-04/china-new-number-one-tourism-source-market-world
    Yousefi, A. (2009). An economic framework for the assessment of e-commerce in developing countries. Emerging Markets and E-Commerce in Developing Economies, pp. 255-270. IGI Global.

    Chinese:
    100EC. (2019). 【跨境數據】2018年跨境零售進口785.8億元. Retrieved from http://www.100ec.cn/detail--6498073.html
    100EC. (2017). 阿里研究院：《2017跨境電商零售進口社會價值》. Retrieved from http://www.100ec.cn/detail--6427254.html
    Business Next. (2016). 中國跨境電商2020年上看57兆元，進口比出口成長更快. Retrieved from https://www.bnext.com.tw/article/40842/BN-2016-09-06-110825-223
    Central News Agency. (2018). 中國電商報告 跨境商品總額年增8成. Retrieved from https://www.cna.com.tw/news/acn/201805290311.aspx
    China Internet Network Information Center. (2019). 中國互聯網絡發展狀況統計報告. Retrieved from http://www.cac.gov.cn/2019-02/28/c_1124175677.htm
    iiMedia Research. (2019). 艾媒報告 | 2018-2019中國跨境電商市場研究報告. Retrieved from https://www.iimedia.cn/c400/63893.html
    iResearch. (2016). 中國跨境網購用戶研究報告. Retrieved from http://report.iresearch.cn/report_pdf.aspx?id=2553
    Ministry of Commerce. (2018). 中國電子商務報告2017. China: China Commerce and Trade Press.

    QR CODE