摘要近年来,随着全球经济一体化的进程，全球贸易市场急速发展与互联网的兴起，传统外贸竞争力越来越小，越来越多的企业转型将目光投向跨境电商平台。目前，国内以Alibaba为典型代表的B2B跨境电商平台发展迅速，已经相当成熟，它们为传统中小企业的跨境贸易打开了一扇新的大门。但当前跨境电商平台的普遍现状是流量越来越贵，转化率却越来越差，转化率是网站综合运营实力的体现。如何将引入企业跨境电商平台的流量转化为最终的订单是商家们最需要解决的问题之一。基于当下研究背景，本论文以国内外主要跨境电商平台转化率情况为切入点，收集数据对跨境电商平台转化率影响因素进行实证与定量分析，研究主要影响因素和影响因素间的相互作用。并提出针对性解决方案和跨境电商平台转化率的提升策略，对实际应用有一定借鉴作用，促进跨境电子商务平台甚至跨境电商的进一步发展。88359

毕业论文关键词：B2B跨境电商网站;转化率;阿里巴巴国际站

Abstract In recent years, with the global economic integration process, the rapid development of the global trade market and the rise of the Internet, the traditional foreign trade competitiveness is getting smaller and smaller, more and more business transformation will look to cross-border electricity business platform。 At present, the domestic B2B cross-border electricity business platform, which is typical of Alibaba, has developed rapidly and has been quite mature。 They have opened a new door for the cross-border trade of traditional small and medium-sized enterprises。 But the current cross-border electricity business platform is the prevalence of traffic is getting more expensive, the conversion rate is getting worse, the conversion rate is the embodiment of the integrated operating strength of the site。 How to introduce the flow of enterprise cross-border electricity business platform into the final order is the business people need to solve one of the problems。 Based on the current research background, this paper takes the transformation rate of the main cross-border electricity business platform at home and abroad as the breakthrough point, and collects the data to analyze the influencing factors of the conversion rate of the cross-border electricity business platform, and studies the main influencing factors and influencing factors interaction。 And proposed targeted solutions and cross-border electricity business platform conversion rate of the promotion strategy, the practical application of a certain reference to promote cross-border e-commerce platform and even the further development of cross-border electricity business。

Keywords: B2B cross - border telecom website；Conversion rate；Alibaba International Station

目录

一、引言 1

（一）研究背景与意义 1

（二）国内外研究现状 1

二、跨境电子商务与转化率 1

（一）B2B跨境电子商务From优Y尔E论W文W网wWw.YouERw.com 加QQ75201,8766 与转化率概念 1

（二）电子商务转化的特征——漏斗模型 2

三、影响B2B跨境电商平台转化率的相关因素 2

（一）马太效应 3

（二）长尾理论 3

（三）影响因素分析 3

四、B2B跨境电商转化率的提升策略 7

（一）优化搜索信息 8

（二）优化浏览信息