在二十一世纪的今天,互联网已经被广泛应用。据 2018 年的数据报告显示， 全球互联网的网民总数量已经超越了 40 亿，而 2018 年的全球人口数量大约为 76 亿。随着移动互联网的迅速发展，中国“互联网”和“信息消费”战略的推 进,以电子商务为代表的信息经济正在成为中国经济增长的新动能。在新一轮信 息技术革命的浪潮推动下,电子商务与传统经济的结合给传统产业经济的发展 创造出更多活力和动力。伴随技术发展的日新月异，由此产生的信息和数据呈 现爆炸式增长，互联网技术的发展加快消费领域向各产业领域的拓展,渗透社会 经济活动的各个方面,带动企业电子商务的发展。互联网电子商务向纵深发展， 也助力企业转型升级。在这样的经济背景下，如何更为深入的采集和整合数据， 并且将数据隐藏下的经济需求发掘出来，通过合适的运用创造出更多的商业机 会，这会是将来互联网经济发展的趋势。在目前全球移动互联网的浪潮下，如 何通过移动互联网平台进行合适的广告营销活动较之传统媒体广告营销取得更 好的营销效果，是目前很多企业十分看重的。互联网平台的营销较之前的传统 广告营销有着颠覆性和革命性的变化，这样一种全新的变革有着巨大的市场潜 力，而目前有着越来越多的企业选择拥抱这种变化。电子商务在企业的经营发 展中起着越来越重要的作用，互联网平台方面的网络营销在企业的营销战略里 变得十分重要，更多的企业希望采用新的网络营销策略来抓住新的移动互联网 带来的巨大潜力市场，从而抓住新的移动互联网这一波发展红利。 本文通过对环球资源广告（深圳）有限公司跨境电商 B2B 业务的市场营销 环境进行研究，对环球资源广告（深圳）有限公司发展过程中遇到的各种营销 问题进行剖析，以及对环球资源广告（深圳）有限公司在目前的经营环境中的 存在的资源优势与经营劣势、拥有的发展机会与存在的竞争威胁等诸多影响因 素进行分析，制定出合适环球资源广告（深圳）有限公司目前经营环境和经营 状况的营销策略方案。同时，为保证营销方案的顺利实施，也制定了顺利实施 的保障措施，希望环球资源广告（深圳）有限公司的营销策略方案的能够真正 的发挥作用，推动环球资源广告（深圳）有限公司的业务发展。 本论文的完成主要是根据自身在互联网 B2B 行业近十年的工作经验，结合II 所学的 EMBA 理论知识，同时积极与老师和同事沟通分析，制定出适合环球资 源广告（深圳）有限公司的营销策略及保障措施。在当前的互联网市场环境中， 互联网企业想要获得更大的生存和发展，就要有改变传统经营策略的勇气和决 心，本文如果对其他公司的经营决策有指导意义那将是非常荣幸的肯定，同时 也希望本文对我国其他类型的公司以及相关行业的类似市场经营环境的企业也 能提供一些信息和决策参考。 关键词:营销策略；B2B 电子商务；跨境电商；III Global Sources Advertising（shenzhen）Co., Ltd Marketing Strategy Research Abstract In the 21st century, internet has been widely applied. Data report in 2018 shows, the total number of Internet users outnumbered worldwide 4 billion, however the global population in 2018 is approximately 7.6 billion. With the rapid development of mobile Internet, and acceleration of China's Internet and Information Consumption strategy, the information economy represented by e-commerce is becoming the new momentum of China's economic growth. Drove by the new tide of information technology revolution, the combination of E-commerce and traditional economy creates more energy and motivation. With the variation of technology development, resulting in explosive growth on information and data. The development of Internet technology speeds up the expansion of consumption to various industries, penetrates activities of social economic completely, and boots development of E-commerce. Internet E-commerce is developing vertically, which also facilitate enterprises to transformation and upgrading. In such background, how to collect and integrate data thoroughly, and exploit hidden economic needs of data, and create more business opportunities by applying appropriately, this will be the trend of future Internet economic development. Under the current tide of mobile internet globally, a plenty of enterprises attach great importance on how to carry out appropriate marketing activities through mobile Internet platform to achieve better marketing results than traditional media advertising marketing. Compared with the traditional advertising marketing, the marketing of Internet platform has a revolutionary transformation. Such a new change has huge market potential. At present, increasingly enterprises are choosing to embrace this change. E-commerce plays a significant role in enterprise business development. Network marketing on the Internet platform has a profound importance in the marketing strategy. More enterprises hope putting to use new network marketing strategies to grasp the huge potential market brought by the new mobile Internet, in a bid to seize the new arrival benefit of Mobile Internet.IV This paper bank on the studies of marketing environment of cross-border E-commerce B2B business to Global Resources Advertising (Shenzhen) Co., Ltd. and analyses various marketing problems encountered in the development process of Global Resources Advertising (Shenzhen) Co., Ltd along with resource advantages, operational advantages as well as possessions of Opportunity & Thread from company in the current business environment. And devised the proper managment scheme to Global Resources Advertising (Shenzhen) Co., Ltd. In the meanwhile, to guarantee smoothly execute the marketing scheme, the safeguard measures as well devised for successfully and effectively implementation on marketing strategy. Look to the marketing strategy could indeed take effect to company and drive the development of Global Resources Advertising (Shenzhen) Co., Ltd. The paper is based on author's experience by a decade years in Internet B2B industry, combined with the theoretical knowledge of EMBA, and positively communicate with teachers and colleagues, devised the appropriate marketing strategies and safeguards for Global Resources Advertising (Shenzhen) Co., Ltd. In the current Internet market environment, if Internet enterprises want to survive as well as gain greater development, they necessarily have to have the courage and determination to change the traditional business strategy. It will be a great honor if company management decision has guiding significance. At the same time, we hope to provide some information and decisions for both related companies and market management environment in China. Key Words: Marketing Strategy; B2B E-commerce; Cross-border E-commerce ;V 目 录 中文摘要.................................................I Abstract ............................................... III 目 录....................................................V 一、绪论.................................................1 （一）研究背景与意义.........................................................................................1 1、研究背景 .......................................................................................................1 2、研究意义 .......................................................................................................2 （二）研究现状综述.............................................................................................3 1、国内研究现状 ...............................................................................................4 2、国外研究现状 ...............................................................................................5 2、 研究思路 .....................................................................................................7 3、研究方法 .......................................................................................................7 二、相关概念和理论综述 ...................................9 （一）电子商务相关概念.....................................................................................9 1、电子商务的定义 ...........................................................................................9 2、B2B 电子商务的定义...................................................................................9 3、电子商务市场营销概念 ...............................................................................9 4、电子商务营销目的 .....................................................................................10 5、电子商务营销要素 ..........................................................