电子商务运营问题研究

XCLW52333  电子商务运营问题研究  (字数：10970)

中文摘要

随着信息技术的发展、时代的进步以及网络的普及，电子商务已经成长为一个崭新的经济发展领域，且逐渐成为我国市场经济中重要的增长点之一。电子商务有广义与狭义之分，广义的电子商务是一种新型商业运营模式，即一切基于互联网的基础实现的购物、交易及支付等国内外金融活动。而本文所要研究电子商务是狭义的电子商务，主要指日常网上购物。虽然现在电子商务行业发展态势良好，但是依然有很多问题存在，例如，缺乏电子商务相关人才、电子商务与新媒体结合程度不够等。

本文以沈阳蓝德科技有限公司为研究对象，运用文献资料法、PEST环境分析法，从电子商务运营角度对蓝德科技电子商务运营环境、运营模式、推广模式进行分析。研究结果表明，该公司在产品定价、库存管理、岗位结构、推广模式方面都存在问题。针对以上所提出的问题，本文试图从调整定价策略、优化库存管理模式、调整岗位结构、拓展推广渠道方面提出改进策略。旨在从该公司的电子商务运营现状分析中，为该公司电子商务运营道路指明方向，从而推动企业发展，对电子商务行业健康、快速发展具有重要的意义。

关键词：电子商务运营；发展趋势；现存问题；解决对策

Abstract

With the development of information technology, the progress of the times and the popularization of the network, electronic commerce has grown into a brand-new area of economic development and has gradually become one of the important growth points in China's market economy.  E-commerce can be divided into broad sense and narrow sense. The broad sense of e-commerce is a new business operation mode, that is, all domestic and foreign financial activities such as shopping, trading and payment based on the Internet.  However, the e-commerce to be studied in this article is a narrow sense of e-commerce, mainly referring to daily online shopping.  Although the e-commerce industry is developing well now, there are still many problems, such as the lack of e-commerce related talents and the insufficient integration of e-commerce with new media.

This paper takes Shenyang Lande Technology Co., Ltd. as the research object, and uses the methods of literature review and PEST environmental analysis to analyze the operation environment, operation mode and promotion mode of Lande Technology e-commerce from the perspective of e-commerce operation.  The results show that the company has problems in product pricing, inventory management, job structure and promotion mode.  In response to the above questions, this paper attempts to propose improvement strategies from adjusting pricing strategy, optimizing inventory management mode, adjusting post structure and expanding promotion channels.  The purpose is to point out the direction of the company's e-commerce operation from the analysis of the company's e-commerce operation status, thus promoting the development of the enterprise, which is of great significance to the healthy and rapid development of the e-commerce industry.

Keywords: E-commerce operation;  Development trend;  Existing problems;  Countermeasures

目录

一、 绪论1

（一） 研究背景1

（二） 研究意义1

（三） 研究内容1

二、 沈阳蓝德科技有限公司电子商务运营现状2

（一） 电子商务运营环境分析2

（二） 电子商务运营模式分析3

（三） 电子商务运营推广方式分析3

三、 沈阳蓝德科技有限公司电子商务运营现存问题4

（一） 产品定价不合理4

（二） 库存管理模式不合理4

（三） 岗位结构失衡5

（四） 产品推广模式单一6

四、 沈阳蓝德科技有限公司电子商务运营对策分析7

（一） 调整现存定价策略7

（二） 优化库存管理模式7

（三） 调整岗位结构8

（四） 拓展推广渠道8

结    论9

参考文献10