摘要
当前,中国跨境电商迅猛发展,新的电商平台和电商企业大量涌现,高速增长的跨境电商贸易额屡创新高,远高于同期的传统贸易增长水平。高速增长的背后,凸现中小电商急剧增加、价格竞争白热化、产品同质化、利润率持续下滑、服务水平欠缺等问题。本文试分析自主品牌营销给跨境电商企业带来的竞争优势和制约其品牌营销的因素,来探讨跨境电商可持续发展的品牌营销策略。
at present, with the rapid development of China＇s cross-border electricity, the emergence of a large number of new business platform and commercial enterprises, the rapid growth of cross-border trade volume hit record highs, far higher than the same period of traditional trade level of growth. Behind the rapid growth, highlights small business increased rapidly, fierce price competition, product homogeneity and profit rate continued to decline, the service level of the lack of etc … This paper tries to the independent brand marketing brings to the cross-border business enterprise competitive advantage and factors restricting its brand marketing are analyzed,to explore the sustainable development of cross-border brand marketing strategy.
出处
《江苏商论》
2015年第7期32-34,44,共4页
Jiangsu Commercial Forum
关键词
跨境电商
自主品牌
营销策略
cross border electricity suppliers
independent brand
marketing strategy
作者简介
作者简介：陈环，女，南昌大学新闻与传播学院广告学系副教授，研究方向：品牌经营与管理。
谢兴伟，男，江西旅游商贸职业学院副教授，研究方向：国际贸易实务。
