跨境电商平台敦煌网品牌国际化研究

发布时间：2018-04-07 15:49

本文选题：跨境电商　切入点：品牌　出处：《首都经济贸易大学》2017年硕士论文

【摘要】：随着世界经济的全球化和一体化进程的不断加深,越来越多的中国跨境电商企业走上了国际化发展的道路,并取得了令人瞩目的成绩,中国跨境电商交易规模已经领先全球。国际知名跨境电商企业如亚马逊、eBay等品牌优势明显,与它们相比,中国跨境电商企业品牌国际影响力有所欠缺,缺乏核心竞争力。近年来国际市场品牌领域的竞争日益激烈,国内跨境电商企业开始注重品牌的国际化,越来越多的企业开始走上品牌国际化的道路。本文将基于品牌国际化的视角,利用品牌国际化的相关理论、方法和工具,研究跨境电子商务企业品牌国际化问题。本文以敦煌网的品牌国际化过程为研究对象,分析敦煌品牌国际化的动因和发展策略,并根据敦煌网在品牌国际化发展过程中的经验和不足提出对策和建议。这对国内电子商务企业特别是跨境电商平台企业品牌国际化的发展有着重要的借鉴意义,并具有十分重要的现实意义。本文研究认为,敦煌网的品牌国际化过程对中国企业品牌国际化具有重要的借鉴意义,最大的受益者就是中国跨境电子商务企业。敦煌网在品牌国际化过程中采取的具体实践操作为我国跨境电子商务企业提供了重要参考。我国跨境电子商务企业际化发展过程中,应该做到提高品牌意识,采取多元化的品牌国际化发展策略,全面提升品牌形象和企业核心竞争力。
[Abstract]:With the globalization of the world economy and the deepening of the integration process, more and more Chinese cross-border e-commerce enterprises have embarked on the path of international development, and have made remarkable achievements. The scale of cross-border e-commerce transactions in China has already taken the lead in the world.International well-known cross-border e-commerce companies such as Amazon eBay and other brand advantages, compared with them, Chinese cross-border e-commerce brands lack of international influence, lack of core competitiveness.In recent years, the competition in the field of international market brand is becoming increasingly fierce, domestic cross-border e-commerce enterprises began to pay attention to the internationalization of the brand, more and more enterprises began to take the road of brand internationalization.Based on the perspective of brand internationalization, this paper studies the brand internationalization of cross-border e-commerce enterprises by using the relevant theories, methods and tools of brand internationalization.This paper takes the process of brand internationalization of Dunhuang net as the research object, analyzes the motivation and development strategy of Dunhuang brand internationalization, and puts forward some countermeasures and suggestions according to the experience and deficiency of Dunhuang net in the process of brand internationalization development.This is of great significance to the development of brand internationalization of domestic e-commerce enterprises, especially cross-border e-commerce platform enterprises, and has a very important practical significance.In this paper, the author thinks that the process of brand internationalization of Dunhuang net is of great significance to Chinese enterprises' brand internationalization, and the biggest beneficiary is China's cross-border e-commerce enterprises.The practical operation of Dunhuang net in the process of brand internationalization provides an important reference for cross-border e-commerce enterprises in China.In the process of the development of cross-border e-commerce enterprises in China, we should improve brand awareness, adopt diversified brand internationalization development strategies, and comprehensively enhance brand image and core competitiveness of enterprises.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F273.2

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