【作者】 姚竑彦；

【导师】 张永安；

【作者基本信息】 暨南大学 ， 工商管理， 2003， 硕士

【副题名】面向个人消费者的产品销售电子商务模式经营探讨

【摘要】 过去10年，电子商务在全世界取得了飞速的发展，在中国也不例外。“面向个人消费者的产品销售”电子商务经营模式作为电子商务的分支，在发展历程中，有成功的高潮，也有失败的低潮。 本文案例描述了新易公司从2000年到2002年期间，在“面向个人消费者的产品销售”电子商务领域的尝试失败、再尝试、初步成功以及目前出现的发展瓶颈，并结合其竞争对手的发展情况，令大家对国内该行业的发展有较全面的了解。 案例分析从电子商务的定义、分类着手，先对新易公司首次尝试的失败和其他公司的成功进行了对比分析；然后，结合从新易特卖场到新易商城的发展历程，穿插了其他公司的发展情况，对整个行业的经营进行分析；最后，针对新易商城目前所遇到的发展问题，揭示了影响该行业的外部因素，并从多方面对该行业，特别是新易商城的进一步发展提出了建议和设想。 在案例分析中，以当代营销理论和经济学知识为基础，从较新的角度对当前的电子商务经营模式进行了分类，重点讨论了网上商城的营销策略，包括市场推广策略、定价策略、有形展示、客户关系、等等。在分析中，结合互联网公司的特点，运用了比较新颖的营销概念，如虚拟社区、一对一营销、影响顾客满意度的五个因素，……对面向个人消费者的产品销售电子商务的营销战略进行了解剖和建议。更多还原

【Abstract】 E-commerce has made rapid progress in the past decade in the whole world and China has no exception. As one of e-commerce trading models, product sale to consumers e-commerce gets the high tide of success going with the low tide of failure in the development process.In this case study, we will see the development epitome of product sale to consumers e-commerce in domestic market. It described that Xinyi has tried and failed in this field, and then tried again and achieved initial success, but now is facing the development bottleneck appeal from 2000 to 2002. Combining the development of competitor with Xinyi, it gives more complete understanding to the development of this field in domestic market.The case study starts with the definition and category of e-commerce and making comparison of the failure of Xinyi’s first try with the success of other companies at the first place. Integrating with the developing process from Xinyi e-shop to Xinyi e-mail afterwards while introducing other company’s situation and the operation analysis of whole industry. At the end, with discuss the problem appeal presently to Xinyi, it exposites outer factor that have great influence on the whole industry, then raises suggestion and assumption from multi aspects to the industry especially the further development of Xinyi.With analyzing the cases, which is base on the contemporary marketing theories and economic knowledge, from a relatively new angel to sort up the trading models of E-commerce. It mainly discusses about the market strategy of products sale to consumers e-commerce, including the promotion strategy, price strategy, materiality exhibition, client services and so on. During the analysis, it wield a novel marketing concepts which connect with the characteristic of Internet company, such as virtual communities, one to one marketing, five factors effected the customer satisfactions. It dissects the marketing strategies of products sale to consumers e-commerce and gives it suggestions.更多还原