萌购垂直跨境电商平台商业模式研究
摘要随着中国经济发展，国内消费者消费需求逐渐旺盛，而跨境进口零售电商企业仍处于发展早期。进口电商市场中，线上零售占比逐渐提高，2014年开始大量内贸电商和创业企业进入跨境进口零售电商市场，在用户需求的引导下，不少未被发掘的垂直领域给电商平台了发展机会。本文以萌购跨境电商平台为例，采用研究文献、分析数据、实地调查的研究方法，基于魏朱六要素商业模式模型，结合跨境电商的行业现状，通过定位、业务系统、关键资源能力、盈利模式、自由现金流结构、企业价值六个要素对萌购跨境电商平台的商业模式逐步分析。旨在研究目前国内垂直类跨境电商平台成功的商业模式，为其他同类型跨境电商企业提供成功案例和相关依据。72126
Abstract：With the development of China's economy, the domestic of consumer demand is gradually strong, but the Cross-border Retail Electricity Suppliers are still in the early development of the enterprise。 In the import electricity market, the online retail accounted for a gradual increase, in 2014, a large number of domestic electricity supplier and business enterprises enter the market of imported cross-border retail electricity supplier, under the guidance of user needs, many vertical areas of untapped are great opportunities to electronic business platform。 This paper takes the Moe cross-border business platform as an example, research methods of literature, analysis data and field survey were adopted, based on the Six Elements of Wei Zhu business model model, combined with the current situation of cross-border electricity suppliers。 Through the six elements of the business model, which are positioning, business systems, key resource capacity, profit model, free cash flow and corporate value, step by step analysis the business model of Moe cross-border business platform。 The aim is to study the successful business model of the current vertical cross-border electricity suppliers in China, and provide successful cases and related basis for other types of cross-border electricity suppliers。
Keyword: Electronic Commerce; Cross-border Electronic Business platform; Business model
目 录
1引言 4
1。1选题背景 4
1。2选题意义 4
1。3研究内容 4
2理论综述 5
2。1跨境电商平台 5
2。1。1跨境电商平台的定义 5
2。1。2跨境电商平台的分类 5
2。1。3垂直跨境电商平台 5
2。2跨境电商平台的商业模式 6
2。2。1商业模式的定义 6
2。2。2魏朱六要素商业模式模型 6
2。2。3互联网企业的商业模式 7
2。2。4跨境电商的商业模式 9
2。3跨境电商行业分析 10
3跨境电商平台概况及商业模式分析——以“萌购”为例 15
3。1萌购跨境电商平台的概况 15
3。2萌购跨境电商平台的发展阶段 15
3。2。1萌购跨境电商平台雏形阶段 15
3。2。2萌购跨境电商平台初步发展阶段