天猫商城的跨境营销策略研究内 容 摘 要互联网技术的发展正在给全球商业部门带来重大变化。电子商务是一种不断获得越来越多追随者的商业模式，为使用电子商务的人带来巨大的经济效益。经历了 20 多年的风雨，中国的电商行业终于稳固了根基，逐渐向世界走去。我国的电子商务发展迅速，并且各类电子商务企业竞争相当激烈，天猫商城作为我国商业零售的行业龙头，面临着来自国内海外的巨大的机遇与挑战，现在如何面对市场竞争，人情市场形势，发挥自身优势，明细自身营销中的问题，制定相应的营销策略对该企业有重要意义。本文共分为六个章节，第一章是绪论。第二章是跨境电商发展历程。第三章是天猫商城存在的问题。第四章是天猫商城跨境营销策略 SWOT 分析。第五章是天猫商城的营销策略。第六章是对全文的总结。关键词:天猫商城；跨境电商；营销策略IResearch on Cross-Border Marketing Strategy of Tmall MallAbstractThe development of Internet technology is bringing significant changes to the global business sector. E-commerce is a kind of business model that has gained more and more followers, which brings huge economic benefits to people who use e-commerce. After more than 20 years of wind and rain, China's e-commerce industry has finally consolidated its foundation and gradually moved to the world. With the rapid development of e-commerce in China, and the fierce competition among all kinds of e-commerce enterprises, tmall mall, as the industry leader of China's commercial retail industry, is facing enormous opportunities and challenges from home and abroad. Now, how to face the market competition, human market situation, exert its own advantages, detail the problems in its own marketing, and formulate the corresponding marketing strategies is of great importance to the enterprise significance.The first chapter is the introduction. The second chapter is the development process of cross-border e-commerce. The third chapter is the problems of tmall mall. The...
