^文档编号:DZ010        包括:开题报告及任务书,^文档字数:11510,页数:18

摘   要

     随着互联网及通信技术的日趋成熟，电子商务这种交易方式日益受到人们的关注。其中，网上商城的B2C模式为企业和个人消费者搭建了便利的交易平台。这种情况下对B2C电子商务网站的发展策略进行分析就显得十分必要。
本文分析了我国B2C电子商务的外部环境，对市场机会和困难进行了分析和判断，并对于文中提出的困难给出相应的应对方法。同时，文章对eNeT网上商城根据市场环境和自身特点制定的发展策略进行分析，总结出了以客户需求为发展方向，迅速把技术优势转化为商务优势，实现技术与业务的完美结合的发展经验。

[关键词]：B2C  电子商务  运营策略

Abstract

   As the maturity of Internet and communications, the electronic commerce as a trading method attracts an increasing attention. Especially the Business to Customer (B2C) pattern of online store builds a convenient trading platform for both enterprises and individual customers. Under such circumstances, analysis of the B2C website’s development strategy becomes very necessary.
   The article studies the external environment B2C E-Commerce, and makes the judgment about the difficulties and opportunities, and it makes some suggestions to overcome the difficulty. At the same time，the article carries on the analysis to the eNeT which makes out the strategy to develop, according to the market environment and characteristic of itself. The article summarizes the experience to develop that the website should take developmental direction for customers’ demands, convert technique advantage into business advantage, fulfill a perfect combination of the technique and business.

[Key Words] Business-to-Consumer; Electronic Commerce; managing strategy

目  录

1  引言 ...........................................2
1.1 电子商务和B2C电子商务 .........................2
1.2 我国B2C电子商务发展环境....................... 2
1.3 中国B2C电子商务网站发展现状 ...................4
2  B2C电子商务的商业优势与问题分析 ................5
2.1 B2C的商业优势 .................................5
2.2  B2C电子商务发展中遇到的困难 ..................6
3 B2C电子商务运营策略 .............................8
3.1 顾客发展策略 ..................................8
3.2 产品定位 ......................................11
3.3 资金的募集 ....................................11
3.4 控制经营成本 ..................................12
4  eNeT硅谷动力网上商城案例分析 ...................13
4.1网站简介 .......................................13
4.2  行业分析研究 .................................13
4.3 运营策略分析.................................. 14
5 总结 ............................................15
参考文献 ..........................................17
致   谢 ...........................................18

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