论文总字数：13441字

摘 要

随着中国经济的快速发展，2015年的《政府工作报告》中提出发展“互联网＋”战略行动，大力发展互联网、云计算、大数据等与现代制造业结合，促进电子商务、和互联网金融快速成长，引领中国企业拓展国际市场。对影响企业电子商务采纳因素的研究已成为了企业界和学术界的关注热点，近年来，许多学者对企业电子商务采纳进行了研究，基于此，本文在阅读中外文献的基础上对影响企业电子商务采纳进行了分析研究。

对影响企业采纳电子商务因素进行分析和研究，并从对企业电子商务采纳的消费者行为方面、对企业电子商务采纳的企业行为研究及对企业电子商务采纳的平台建设研究这三个方面进行了深入探讨。同时，结合当前的市场现状分析电子商务给企业带来的机遇与挑战，在此基础上，进一步剖析对企业电子商务采纳的影响因素。最后，理论联系实践，精选国内在电子商务采纳方面的典型案例，通过案例研究总结成功经验和失败教训。基于理论分析和案例研究，本文为我国企业对电子商务的采纳提供了切实可行的政策建议。

关键词: 电子商务采纳 消费行为 企业行为 电商平台建设

Key Factors That Influence the Adoption of Ecommerce

Abstract

With the rapid development of China's economy, 2015 "government work report" clearly put forward "Internet action plan is formulated, combined with modern manufacturing industry to promote mobile Internet, cloud calculation, data, networking and other, promoting e-commerce, Internet industry and the Internet healthy development of the financial, Internet guide enterprises to expand the international market. On the influence of enterprise electronic commerce adoption factors research has become the focus of attention of enterprise and academic circles. In recent years, many scholars of enterprise electronic commerce adoption were studied. Based on this, this paper on the basis of Market Research on the impact of enterprise electronic commerce adoption factors research.

Based on the existing research theory and the influencing factors of enterprise electronic commerce adoption analysis. In this paper, the related research of electronic commerce in China is analyzed, and the adoption of enterprise e-commerce consumer behavior research, the enterprise behavior of enterprise electronic commerce adoption and adoption of enterprise electronic commerce platform construction of the three aspects of in-depth study. At the same time, according to the current market situation analysis of the opportunities and challenges brought by electronic commerce to the enterprise, on the basis of this, further analysis on the influence factors of the enterprise electronic commerce adoption. Finally, linking theory with practice, this paper selected domestic in e-commerce adoption of a typical case, through a case study summary successful experience and lessons of failure. Based on theoretical analysis and case study, this paper to our country enterprise to the electronic commerce adoption provides the practical and feasible policy recommendations.

Key words: The adoption of electronic commerce; Consumer behavior; Firm behavior; The construction of electronic business platform.

目 录

摘 要 I

ABSTRACT II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的与意义 1

1.3 研究思路和方法 1

第二章 电子商务给企业带来的机遇与挑战 3

2.1 电子商务给企业带来的机遇分析 3

2.2 电子商务给企业带来的挑战分析 4

2.3 电子商务发展前景趋势分析 4

第三章 电子商务采纳的影响因素分析 6

3.1 消费者行为层次的影响因素 6

3.2 企业行为层次的影响因素 7

3.3 平台建设层次的影响因素 8

第四章 企业采纳电子商务的案例分析 9

4.1 公司背景介绍——沃尔玛公司 9

4.2 电子商务为企业带来的机遇及影响 9

4.3 影响沃尔玛采纳电子商务的因素 10

第五章 结论与建议 12

参考文献 .........................................................13

第一章 绪 论

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