我国B2B电子商务模式发展中存在的问题及对策研究摘要：随着互联网的普及，其在人们的生活中扮演的角色日益重要，越来越多的人使用互联网进行网络购物、出售等活动，因此B2B类电子商务企业在我国出现了蓬勃发展的趋势，成为我国互联网信息服务的重要领域之一，具有相当大的交易、用户规模，且在持续高速发展。但我国B2B类电子商务企业商业模式不容乐观，其根本原因是我国电子商务企业无法定位适合自身的商业模式，那么怎样解决送一问题呢？这已经成为学者们越来越关注的问题，要解决弦一问题必须对已有电子商务企业商业模式进行归纳，并对影响商业模式的各种因素进行全面深入分析，借鉴国内外先进思想和经验，在此基础上来探索我国电子商务企业商业模式的发展之路。本文选题即是基于这个背景，期望对电子商务营销策略设计作一个系统的理论的分析，从而对这些企业提供一些有益的参考。本文首先介绍了背景下的电子商务现状及发展，界定了背景下的电子商务定义与内涵，本文还回顾了电子商务相关理论以及网络营销的相关理论，如交易成本理论、长尾理论等，并从不同角度介绍了相关的营销理论。关键词：电子商务，B2B，商业模式ResearchontheproblemsandCountermeasuresinthedevelopmentofB2Be-commercemodelinChinaAbstract：WiththepopularityoftheInternet,moreandmoreimportantroleinpeople'slifeintherole,moreandmorepeopleusetheInternetforonlineshopping,saleandotheractivities,soB2Be-commerceenterpriseshavearapiddevelopmenttrendinourcountry,hasbecomeoneoftheimportantfieldsofChineseInternetinformationservice,withtrading,thesizeoftheuserquitelarge,andthesustainedandrapiddevelopment.However,China'sB2Be-commercebusinessmodelisnotoptimistic,thefundamentalreasonisthatChina'se-commercecompaniescannotlocatetheirownbusinessmodel,thenhowtosolvetheproblem?Thishasbecomemoreandmorescholarsconcern,tosolvetheproblemofthebusinessmodelmuststringexistinge-commerceenterprisesaresummarized,andtheinfluenceofallfactorsonthebusinessmodelin-depthanalysis,fromthedomesticandforeignadvancedideasandexperience,onthebasisofexploringthebusinessmodelofChina'se-commerceenterprisedevelopmentroad.Thispaperisbasedonthisbackground,hopingtomakeasystematictheoreticalanalysisofe-commercemarketingstrategydesign,soastoprovidesomeusefulreferencefortheseenterprises.Thispaperfirstintroducesthecurrentsituationanddevelopmentofelectroniccommerceunderthebackground,definitionandconnotationunderthebackgroundofelectroniccommerce,thispaperalsoreviewstherelatedtheoryofe-commerceandnetworkmarketingtheories,suchastransactioncosttheory,thelongtailtheoryfromdifferentangles,andintroducestherelevantmarketingtheory.Keywords：Electroniccommerce，B2B，businessmodel目录1绪论..............................................................11.1研究背景和意义...................................................11.1.1选题背景...................................................11.1.2本课题的研究意义...........................................21.2文献综述........................................................31.2.1国内对B2B商业模式的研宄...................................31.2.2国外对B2B商业模式的研究...................................31.3课题研究方法和内容...............................................41.3.1研究方法...................................................41.3.2研究内容...................................................52B2B电子商务模式概述.................................................62.1B2B电子商务模式概念界定..........................................62.2我国B2B电子商务模式的种类.......................................62.3我国B2B电子商...
