摘要：近年来，跨境电子商务作为一种新产业在全球格局下快速发展，使得众多企业相继进入，可见市场潜力巨大。在此宏观背景下，企业想要在此竞争环境下有所突破，创新营销模式是非常必要的，传统企业在跨境电商的冲击下，他们的实体商城、直营品牌店铺等多种形式的线下实体企业客流日渐减少，营业额也日趋下滑，企业难以维持，如此之下，许多中小企业就面临亏损和倒闭的可能。想要改变现状，企业需拿出自己的创新，来获取市场份额。转变可以是营销策略、营销模式或者营销渠道，成功加入到跨境电子商务的行列中，不断探索，不断学习，企业才能提升品牌竞争力。因此，本文首先对企业营销模式做了简要概况，然后对我国跨境电商发展现状及其对我国企业营销创新进行分析。接着本文选取苏宁易购为具体的案例，分析在跨境电商背景下企业营销转变和所面临的问题，提出建议。78829

毕业论文关键词： 企业营销模式；营销模式创新；跨境电子商务

Regarding on the Innovation research of Enterprise Marketing Model under the Background of Cross - border E - commerce

Abstract：In recent years, cross-border e-commerce as a new industry in the global pattern of rapid development, many enterprises have entered in it, market potential is huge 。In this context, companies want to make a breakthrough in this the competitive environment。 It is necessary to change marketing model。 In the impact of cross-border electricity business, the traditional enterprise’s physical stores, direct brand stores are continuing to decline, turnover is also declining, companies are difficult to maintain, so many small and medium enterprises face the possibility of loss and closure。 In order to change the current situation, companies need to change their own innovation to gain market share。 Enterprises can change the marketing strategy, marketing model or marketing channels, continue to exploring and keep learning, successfully to join the ranks of cross-border e-commerce, company can improve their brand competitive strength。 So, paper first briefly introduces the enterprise marketing model,   analyze the current situation of China's cross-border power business and its marketing innovation in China。 Then I selected a specific case, analysis the problems of enterprise under the cross-border electricity business and make a suggestion。

Keywords: enterprise marketing model; marketing innovation; cross-border electricity business

目 录

一、 绪论 1

（一） 研究背景及意义 1

（二） 研究过程、内容与方法 1

1、 研究过程 1

2、 研究内容 2

3、 研究方法 2

二、 文献综述 3

(一) 基于跨境电商发展现状的研究 3

(二) 基于企业营销模式创新的相关研究 3

(三) 总结性评述 4

三、 跨境电子商务发展概况与现状分析 4

(一) 跨境电子商务发展概况