论文总字数：25161字

摘 要

随着"互联网 "时代的来临，跨境电商迅猛发展，跨境电商平台数量急剧增多，海外购物需求大。跨境海淘是一种针对海外专购的跨境电商模式，是较低价格享受海外优质产品的重要途径。由于新型电子商务与传统贸易方式存在很大差异，消费者在选择跨境电商平台时存在许多问题。跨境电商平台的选择既受平台模式的影响，更与消费者购买行为相关。随着国家政策的放开以及跨境电商平台的兴起，大学生成为当下网络购物的主力军，但是大学生在海淘过程中选择跨境电商平台没有合理化依据，往往出现查询商品无效性、物流时效滞后性和支付方式不便捷性。

本文介绍了大学生海淘及跨境电商平台的相关内涵和特点，并对主流的跨境电商平台进行了评价分析和对比，应用问卷调查，运用综合评价分析法、SWOT分析以及网络营销等专业知识进行系统分析，提出大学生海淘的跨境电商平台的选择策略，总结得到选择不同跨境电商平台的模型。结果表明，大学生海淘购买的产品主要集中在服饰、化妆品和电子产品；物流要求分为周期短和周期长；支付方式分为国内第三方支付方式、国外第三方支付方式和信用卡支付方式。结合以上三种维度和国际跨境电商平台、进口跨境电商平台、本土跨境电商平台的SWOT分析，得到大学生海淘选择策略图，旨在提供给消费者按照自身需求进行跨境电商平台的最优选择。

关键词: 跨境电商 海淘 电商平台 评价分析

Research on the Choice Strategy of Cross Border Electronic Business Platform

-- A Case Study of University Students

AbstractWith the advent of the "Internet " era, the rapid development of cross-border electric business, cross-border electricity business platform a sharp increase in the number of overseas shopping needs. Cross-border oversea shopping is a cross-border electricity business model for overseas purchase, it is an important way to enjoy overseas high-quality products. As there is a big difference between the new e-commerce and the traditional trade, consumers will face to many problems when choosing the cross-border electricity business platform. The choice of cross-border electricity business platform is affected by the platform model, and more related to consumer buying behavior. With the release of national policy and the rise of cross-border electricity business platform, college students become the main force of online shopping, but without the rationalization basis of choosing cross-border electricity providers during the process of student oversea shopping, it may lead to inquiring inefficiency of the products, time lag of the logistics, and inconvenience of the payment. This paper introduces the relevant connotations and characteristics of college students' oversea shopping and cross-border electric business platform. We evaluate and compare the mainstream of cross-border electricity business platform by questionnaire survey, comprehensive evaluation analysis method, SWOT analysis and network marketing. We put forward the choice strategy of cross-border business platform of college students, and sum up the models choosing different cross-border electricity business platform. The results show that the products purchased by the students are mainly concentrated in clothing, cosmetics and electronic products. The logistics requirements are divided into short cycle and long cycle. The payment method is divided into the third party payment, the foreign third party payment and the credit card payment. Combined with the above three dimensions and international cross-border electricity business platform, import cross-border electricity business platform, local cross-border electricity business platform SWOT analysis, the cross-border online shopping selection strategy map is derived, and it aims to provide the best choice for choosing the cross-border platform accordance with the college students’ needs.

Keywords: Cross - border electricity providers；Cross-border online shopping；Electronic business platform；Evaluation analysis

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1研究背景 1

1.2文献综述 1

1.3.研究内容 4

第二章 相关概念和基础理论 5

2.1大学生海淘 5

2.1.1海淘的定义 5

2.1.2 海淘的消费者分析 5

2.2跨境电商平台 7

2.2.1 跨境电商平台的内涵 7

2.2.2 跨境电商平台的特点 7

2.2.3 跨境电商平台的可行性分析 8

2.3 以海淘为主要服务的跨境电商平台 8

2.4 本章小结 11

第三章 主流海淘跨境电商平台的评价分析 13

3.1国际跨境电商平台的评价分析 13

3.2进口跨境电商平台的评价分析 15

3.3本土跨境电商平台的评价分析 17

3.4跨境电商平台对比 18

3.5本章小结 21

第四章 大学生海淘选择跨境电商平台的策略分析 22

4.1问卷调查 22

4.2问卷分析 22

4.3跨境电商平台的选择策略分析 27

4.4本章小结 32

第五章 总结与展望 33

5.1总结 33

5.2展望 33

参考文献 34

附录 36

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