CA公司电子商务发展现状调查及分析

摘 要

在经济日益信息化和全球化的今天，电子商务发展的应用已经得到社会各界的高度重视。我国电子商务在经过了几年的低迷后，现已开始蓬勃发展起来。尤其是在我国南方沿海省份，例如浙江省海宁市的皮革服饰箱包行业对于电子商业的应用一直处于同行业的领先位置，并利用电子商务这一经营模式为企业创造了可观利润。企业能否成功的引入电子商务的营销模式，是企业面临的一个巨大挑战，具有很强的实际应用价值。随着皮革行业竞争日益白热化，企业纷纷意识到发展电子商务的重要性，但其应用与发展遇到了各种问题。本文通过案例分析及文献综述的方法，以CA公司为例，分析CA公司电子商务的发展现状及问题，主要问题包括网络营销认识不足、竞争激烈、网络营销成本增加、购买体验差、物流快递落后，最后根据CA公司电子商务存在的问题提出了发展对策建议，主要包括提高网络营销思想认识、挖掘产品与服务特色，强化品牌建设、提高市场快速反应能力、建立完善的服务体制、建立畅通的物流配送体系，以更好的实现我国服装行业的高速发展。

关键词：服饰行业；电子商务；CA公司

Investigation and Analysis of the Current Situation of E-Commerce Development in CA Company

Abstract

Nowadays, with the increasing information and globalization of economy, the application of e-commerce development has been highly valued by all walks of life. After several years of downturn, China's e-commerce has begun to flourish. Especially in the southern coastal provinces of China, such as Haining City, Zhejiang Province, the leather clothing luggage industry has been in the leading position in the same industry for the application of e-commerce, and the use of e-commerce business model for enterprises to create considerable profits. Whether the enterprise can successfully introduce the marketing mode of e-commerce is a great challenge for the enterprise, which has a strong practical application value. With the increasingly fierce competition in leather industry, enterprises have realized the importance of developing e-commerce, but their application and development have encountered various problems. Through case analysis and literature review, taking CA company as an example, this paper analyzes the current situation and problems of e-commerce development in CA company. The main problems include lack of awareness of E-marketing, fierce competition, increased cost of E-marketing, poor purchase experience, and backward logistics and express delivery. Finally, according to the problems existing in e-commerce of CA company, the paper puts forward development countermeasures and suggestions, mainly including improving the network In order to better realize the high-speed development of China's clothing industry, the network marketing thought should be understood, the characteristics of products and services should be explored, the brand building should be strengthened, the rapid response ability of the market should be improved, the perfect service system should be established, and the unimpeded logistics and distribution system should be established.

Keywords: apparel industry; e-commerce development; M company.

目  录

前言1

一、相关概述1

（一）电子商务1

（二）跨境贸易电子商务2

二、CA公司电子商务的现状2

（一）公司简介2

（二）CA公司电子商务的发展现状分析3

1.CA公司电子商务现状3

2.CA公司电子商务主要服务对象4

3.CA公司电子商务的物流管理现状4

4.CA公司的电子商务与销售渠道4

三、CA公司电子商务现存在的问题分析5

（一）调查分析5

1.调查问卷设计5

2.调查对象、内容及工具5

3.调查结果5

（二）调查结果分析7

1.电子商务认识不足7

2.竞争激烈7

3.电子商务成本增加8

4.购买体验差8

四、针对该公司现存在问题的对策与建议9

（一）提高电子商务思想认识9

1.提高管理员的认识9

2.提高员工的认识9

（二）挖掘产品与服务特色，强化品牌建设9

（三）提高市场快速反应能力9

（四）建立完善的服务体制9

结语10

参考文献11