跨境电子商务已然成为推动我国对外贸易经济发展的重要力量。随着互联网 与各大传统行业紧密相结合，小额跨境电子商务由于具有显著的优点，包括高效、 小量、高频、灵活等，因此广为中小企业所接受。而随着新型跨境电子商务商业 贸易模式的出现，贸易市场的形式进一步多元化，使得中小企业在转型与发展的 过程中迎来了良好的发展机遇。风展国际公司是中小外贸企业的代表，怎样借助 于跨境电子商务业务的开展稳定企业自身，怎样结合企业自身的发展需求制定科 学的发展目标，怎样与目标市场实现精准对接，怎样实现真正意义上的持续发展， 确保中小外贸企业长久稳定的发展是摆在我们面前亟待解决的难题，由此可知论 文的相关研究意义重大。 论文在研究的过程中将风展国际公司作为研究的样本，以电子商务与市场营 销组合理论作为理论依据，从企业现阶段的发展情况以及当前的国际贸易大环境 等不同的视角出发，开展了全面、深入的研究。第一，作者归纳总结了当前最为 常用的理论模型，对 SWOT、PEST 、波特五力模型等进行了比对分析，从而更好 地进行后续的研究；第二，对现阶段风展国际公司的业务开展情况以及主要流程 进行了研究，基于 PEST 分析模型对当前企业的宏观大环境进行了研判，并利用 SWOT 与波特五力模型基于微观视角评估了企业的发展机遇以及面临的挑战；第 三，结合公司当前的实际情况与未来的发展目标，结合对市场细分的探讨，开展 了目标市场的风险研判，并对市场定位与差异化竞争优势进行了确立，明确企业 的电子商务营销战略与目标，形成了科学、完善的整体系统规划。为确保营销战 略的充分落实，基于企业的产品组合策略、价格策略、渠道策略、促销策略、及 其他策略进行实施策略保障；同时对企业的薪资待遇、人才梯队、资源配置等进 行了不断优化，为营销战略的实现奠定了坚实的基础。 关键词：风展国际有限公司，电子商务，中小外贸企业，营销战略II RESEARCH ON MARKETING STRATEGY FOR E-COMMERCE OF FENGZHAN INTERNATIONAL COMPANY Abstract Cross-border e-commerce has become an important force to promote China’s foreign trade and economic development. With the close combination of the internet and various traditional industries, small cross-border e-commerce featuring small quantity, high frequency and fast has been increasingly favored by many small and medium-sized enterprises. The new cross-border e-commerce business model provides an important opportunity for smes to transform and develop. The wind exhibition international company as a typical small and medium-sized foreign trade enterprises, how to through cross-border e-commerce activities to implement its own survival and development, how to tailor suitable development strategy, how to locate precisely target market, how to implement and ensure the sustainability of the development of which small and medium-sized foreign trade enterprises in the fierce international market competition has a place, this paper research undoubtedly has the reality guiding sense. This paper takes Fengzhan international as the research object, based on the theory of e-commerce and marketing combination, and makes a comprehensive analysis of the operation status of the enterprise and the overall environment of international trade. First of all, this paper summarizes the relevant theories of e-commerce and the five forces model theories of SWOT, PEST and Porter, providing a solid theoretical foundation for the analysis and research of Fengzhan international company in the following paragraphs. Secondly, this paper introduces the current e-commerce status and business process of Fengzhan international, analyzes the macro industrial environment of Fengzhan internation by using PEST analysis model, and analyzes the opportunities and threats facing Fengzhan international from the micro perspective by using SWOT and Porter’s five forces model. Thirdly, based on the current situation and future development direction of Fengzhan international company, the evaluation and selection of target market were conducted through market segmentation research, and the market positioning and differentiatedIII competitive advantages were determined, the company’s e-commerce marketing strategy and objectives were defined, and the overall planning of the company’s e-commerce system was designed.Finally, in order to ensure the smooth implementation of marketing strategy, the company’s product portfolio strategy, price strategy, channel strategy, promotion strategy and other strategies to implement strategy guarantee; and from the company’s vision, human resources, resources allocation, compensation management, and other aspects to improve, for the implementation of marketing strategy to provide security. Keywords: Fengzhan International Company, E-commerce, Small and Medium-sized Foreign Trade Enterprises, Marketing StrategyIV 目 录 中文摘要.................................................I ABSTRACT ................................................ II 目 录..................................................IV 第一章 绪论 ..............................................1 1.1 研究背景和研究意义 ..........................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................5 1.2 研究内容和研究方法 ..........................................5 1.2.1 研究内容................................................5 1.2.2 研究方法................................................6 1.3 研究思路和技术路线 ..........................................7 1.3.1 研究思路................................................7 1.3.2 技术路线................................................7 第二章 相关理论概述 ......................................9 2.1 电子商务理论 ................................................9 2.1.1 电子商务内涵............................................9 2.1.2 电子商务的特点.........................................10 2.1.3 电子商务的类型.........................................11 2.1.4 电子商务的发展历程.....................................11 2.2 营销战略相关理论 ...........................................16 2.2.1 PEST 分析模型..........................................16 2.2.2 波特五力模型...........................................17 2.2.3 SWOT 分析模型..........................................17 2.2.4 目标市场理论（STP）理论................................18V 2.3 本章小结 ...................................................19 第三章 风展国际有限公司营销管理现状与问题分析 ...........20 3.1 公司概况 ...................................................20 3.1.1 公司基本概况...........................................20 3.1.2 公司产品简介...........................................21 3.1.3 公司服务简介...........................................24 3.2 风展国际有限公司营销现状 ...................................25 3.2.1 公司基本营销现状.......................................25 3.2.2 不同营销渠道的营销效果.................................26 3.2.3 全球区域营销情况.......................................26 3.3 风展国际有限公司营销管理问题 ...............................27 3.3.1 缺乏市场研究支持，决策武断.............................27 3.3.2 对顾客画像模糊，产品定位不够清晰.......................29 3.3.3 企业网站 SEO 优化不够，引流效果差.......................31 3.3.4 缺乏市场定位，市场竞争优势薄弱.........................32 3.4 本章小结 ...................................................33 第四章 风展国际有限公司营销环境分析 .....................34 4.1 外部环境分析 ...............................................34 4.1.1 宏观外部环境分析.......................................34 4.1.2 电商平台环境分析.......................................37 4.1.3 行业环境分析...........................................38 4.2 内部环境分析 ...............................................40 4.2.1 风展公司产品的市场竞争力分析...........................40 4.2.2 产品结构分析...........................................42 4.2.3 新产品研究开发能力分析.................................43 4.2.4 产品价格分析...........................................43VI 4.2.5 产品销售渠道及促销活动分析.............................44 4.2.6 风展公司营销能力综合分析...............................44 4.3 SWOT 分析 ..................................................44 4.4 本章小结 ...................................................45 第五章 风展国际有限公司电