在目前电子商务发展迅速的情况下，吸引了大量投资者把注意力转移到电子商务平 台的建设。基于这个状况，本文对于目前 B2B 电子商务平台现状简析的基础上，运用五 力模型及 SWOT 模型分析了 B2B 电子商务平台的市场，并运用 7P 模型对营销策略做了分 析。相应得出了以下结论，对于 B2B 电商市场的新进入者而言，平台定位要明确，即要 区别于目前已相对成熟的电商平台，又要符合自身现状；平台运营要注重长足发展，而 对于平台的整体运营步入正轨之前的这段时间，要做好充分的风险评估；平台的营运模 式即要参考成熟的平台运营又要有自身特色；平台推广的设计等。 B2B（2C）电子商务平台的模式在当下可以弥补 B2B,B2C 这两种模式的不足，既可以 有高的利润回报率，同时可以弥补供应商销售回款不及时顽症，另外也可以不断带来小 的批发商和终端消费者的业务，增加不少新的客户来源，减少贸易中的中间环节，达到 企业与企业，企业与终端消费者等多种模式的业务沟通。 B2B(2C)电子商务平台的营销模式从某种程度上改变了传统的营销理念，甚至是改变 了人们传统的消费习惯，这在给人们的生产、生活带来便利的同时也带动了整个产业链 的迅猛发展。虽然电子商务这个行业在中国的起步较晚，但是发展却很迅速，于是在整 个平台的运作及提供服务过程中难免会发现很多问题有待解决，本文主要阐述了电子商 务的内容，电子商务的发展及存在问题，以及对于小微电子商务平台发展的建议。 关键词，B2B（2C）；电子商务；营销II ABSTRACT Under current circumstances that e-commerce is growing rapidly a lot of investors are attracted and focused on the construction of e-commerce platform. This essay is based on status quo of B2B e-commerce platform, analyzing its market by using Michael Porter’s Five Forces and SWOT model and analyzing its marketing strategy by using 7P model. It reaches to the conclusion that for new comers of B2B e-commerce market, it is essential to have a clear orientation which differentiates itself from other existing platforms and fits its own characteristics. Running the platform needs to consider on the long run, fully prepared for risk assessment especially in the initial stage. When developing mode of operation, it is required to take mature platform operation as reference while finding own unique feature. How to build up platform marketing strategy is also included. The B2B (2C) mode of e-commerce platform is an excellent supplement to current B2B and B2C mode, which has many advantages as: increasing profit margin return on investment, avoiding late sales outstanding of suppliers, bringing continuous small-scale wholesalers and end consumers, expanding sources of new consumers, reducing intermediate link, bringing about multiple business communication between enterprise and enterprise, enterprise and end consumers, etc. To some extent the B2B (2C) mode of e-commerce platform changed traditional marketing concept, even changed people’s traditional consumption habits, which not only bringing great convenience to people’s production and living, but also inspired rapid development of the whole industrial chain. E-commerce has a late start in Chinese market but is developing at a surprising speed, which inevitably caused many problems to solve in the operation and service process. This essay mainly elaborates the contents of e-commerce, its development, existing problems and suggestions on developing small-scale e-commerce platforms. Key words: B2B (2C); E-commerce; Sales and Marketing.III 目 录 摘要..I ABSTRACT .II 图表清单....VI 第一章 绪 论...1 1.1 研究的背景及意义....... 1 1.2