摘要:互联网的飞速发展,催生了电子商务的繁荣。电子商务、网络购物在全球

蓬勃发展,越来越多的企业和个人进入跨境电子商务领域,从事网络营销业务。

甚至一些传统行业也加入进来,利用互联网信息传递和运营模式,采用更加成熟

的市场营销策略,把传统的产品推向海外市场,谋求更长远的经济利益。

2009年,阿里巴巴继敦煌网之后推出了全球速卖通交易平台,该平台为国内

广大B2C和C2C商户提供了海外推广、交易支持、纠纷处理、在线支付、国际物

流、信用体系保证和售后服务等一系列整合服务和支持。中华文化商店在此大背

景下诞生,立足于全球速卖通,面向海外市场,销售中华文化商品。

本文通过分析中华文化商店的宏观环境和微观环境,运用STP战略设计理论,

从消费者的消费偏好和消费行为特征角度将中华文化商店的目标市场细分为“个

人使用消费群”、“个人收藏消费群”、“赠送亲友消费群”、“批发零售消费群”,并

在系统的研究分析之后,选择进入“批发零售消费群”目标市场,并定位为中高

端中华文化商品销售专营店。在4C营销理论指导下,结合全球速卖通中华文化商

店实际情况和分析结果,提出适合中华文化商店的产品策略、定价策略、网络推

广策略和服务策略。希望本文的研究对中华文化商店提出有益营销策略的同时,

也能为相关领域的研究和实践提供一定参考和借鉴。

全文共包括图13幅,表22个,脚注19个和参考文献32篇。

关键词:全球速卖通;中华文化商店;中华文化商品;营销策略

ABSTRACT

ABSTRACT: W1H1 the development of the Internet, electronic business is booming.

E-business and internet shopping are developed quickly around the world. More and

more enterprises and individuals join in the cross border E-business to go in for the

Internet marketing business. Even some traditional industries have participated in to use

the Internet information transmit and operation model,adopting advanced marketing

promotion strategies sell their products to overseas markets to earn long term economic

profit.

Since 2009,Alibaba putted out Aliexpress, a platform which affords a series of

integrated service and supporting, including overseas promotion,trade supporting,

disputes handling, online payment, online logistics,credit system and after-sale service.

First,through analyzing macro and micro environment,I use the STP theory to

segment the Chinese Culture Store's markets into four fields: personal use,personal

collecting, giving gifts and wholesale & retail, from the consumers,preference and

behavior angle. Second,having chosen to join into the wholesale & retail market after

systematic analyzing, I pitched the store to be a high level online Chinese goods

boutique. Last, on the basis of 4C marketing theory and according to the store's realities

and analysis results, I selected the suitable products, pricing, online promotion and

service strategies. At the same time, I hope this paper not only can supply some right

marketing strategies to promote tixe sales volume,but also can provide some references

to related research and practices.

KEYWORDS: Aliexpress; Chinese Culture Store; Chinese Culture goods;

Marketing strategies

序言

随着跨境电子商务在国内兴起,中华文化商店(Chinese Culture Store)于2013

年7月在全球速卖通平台上注册成立。成立中华文化商店的初衷,一方面是销售

优质中华文化商品,并获得利润;另一方面是把中华文化的优良品质、诚信美德

传扬到海外。由于创始人是兼职打理店铺,对网店的经营管理方面缺乏实际经验,

也没有科学的营销策略做理论指导,因此在商品选择、价格制定、网络推广以及

销售服务等方面比较茫然,即“拍脑袋行事”。迫在销售产品,正规化、科学化经

营网店的需要,本文提上写作曰程。

本文在写作过程中,得到导师在论文研究方向、框架、结构等方面的指导和

教诲。本文首先通过分析中华文化商店的宏观和微观环境,提出中华文化商店在

其优势、劣势、机会和威胁各种情况交叉存在时所应积极应对的办法;其次在STP

理论的指导下,划分并分析目标市场,最终选择“批发零售消费群”作为进入的

市场目标;最后,在4C理论指导下,结合中华文化商店的市场定位和自身资源优

势,得出了适合中华文化商店的产品策略、定价策略、网络推广策略以及服务策

略,为中华文化商店提高销售量、增加利润,步入科学合理的经营阶段提供了有

力的科学指导,同时也为类似网店的营销策略提供了有益的参考。