摘要
隨著時代的發展和電子信息技術的飛速發展，電子商務作為一種新型的商業模式和企業運營方式，逐漸發展應用到經濟社會的各個領域。電子商務平臺的運營依賴于貿易方面的諸多數據，通過信息交換和數據互聯，突破了傳統的時間和地域的限制，甚至是突破了國界的限制。同時電子商務平臺也能提高企業的管理運營效率，在物質流轉和資金鏈方面的都加快了周期性的循環，有效的降低了企業的運營成本，為企業的快速健康發展提供助力，也間接的增強了企業在新形勢下的綜合競爭力。電子商務平臺的低成本運營模式使得傳統型企業能夠依靠它最大限度的利用一切可利用資源，獲取巨大的利潤，為實現企業的飛速發展奠定基礎。相比國外的先進電子商務經驗，我國的電子商務尚且處于初級階段，無論是思想、技術，還是人才隊伍等方面均處于摸索階段。因此，研究我國中小企業的電子商務運營平臺，探索企業電子商務工作存在的問題以及相應的對策方法，就具有巨大的理論意義和實踐意義。此外，如何在我國中小企業中實施電子商務以緊跟時代步伐而不被市場淘汰，如何解決發展電子商務平臺中存在的問題，是企業和學術界迫切需要解決的問題。
本文首先分析了目前我國中小型貿易企業的發展背景并總結了國內外研究現狀引出本論文的主題，接著介紹了與本論文有關的相關基礎理論，包括電子商務理論和對外貿易理論，電子商務理論主要是從電子商務定義、特性、基本模式以及電子商務平臺發展現狀進行了闡述。并深入分析了中小貿易企業開展電子商務平臺運營的優勢與存在的問題。然后以 E 進口葡萄酒公司為例，就電子商務平臺對其的影響進行分析。最后對我國中小貿易企業發展電子商務平臺的應對策略提出了幾點建議。通過本論文的分析，探討電子商務平臺在中小貿易企業中的應用，為中小貿易企業生存及發展之路做出了理論和實踐的探索。
電子商務就是通過網絡信息化技術實現企業的商品流轉和市場營銷以及企業的日常運營管理等經濟活動。電子商務平臺的技術特征包括網絡化特征、時空無限、業務范圍擴大以及便利性和協調性等。中小企業應用電子商務能夠實現企業的跨越式發展，極大的發揮中小企業在國民經濟中的重要地位：中小企業能夠增加就業崗位，穩定社會；中小企業能夠助推國民經濟的發展；中小企業能夠培育出杰出的企業管理者；中小企業在推動整個社會技術進步發揮重要作用；中小企業在國際貿易中的作用不斷加強。電子商務平臺的應用能夠極大的擴展企業的營銷手段，創新企業的營銷手段；中小企業可以降低企業運營成本，包括采購成本、營銷成本、管理成本、服務成本和溝通聯系成本等；電子商務平臺能夠幫助企業提高其業務能力和效率。
我國中小企業開展電子商務平臺運營還存在較多問題，制約了電子商務模式在中小企業的開展和應用。首先是缺少電子商務觀念，相關的法制建設也比較薄弱。其次電子商務平臺安全和物流體系跟不上電子商務的快速發展。電子商務平臺的交易安全問題主要來自各種網絡犯罪和計算機病毒木馬，網絡安全問題是電子商務面臨的最大威脅。此外，我國中小企業發展的信息網絡化基礎比較薄弱，電子商務高級專業人才稀缺，企業在電子商務投資的能力欠缺。本文還結合 E 公司實際情況，分析了企業電子商務平臺運營的中存在的問題，并提出了一些改善建議。
本文還提出了中小企業開展電子商務平臺運營的對策建議。要解決中小企業在電子商務平臺運營方面的問題，要從物流配送體系和支付結算系統的完善入手，這是電子商務能否順利的運營先決條件。其次要加強企業信息化基礎的建設，這是電子商務平臺得以實現的物質基礎。三是強化企業電子商務意識，只有建立了電子商務的意識，才能積極的在企業中開展電子商務，才能將電子商務落到實處。四是加強人才隊伍建設，要從人才引進和培養兩方面加以強化。
五是完善法律制度的建設，這是正確健康實施電子商務的制度性保障。
關鍵詞：
中小企業；電子商務；貿易；運營平臺
Abstract
With the rapid development of the times and the development of electronicinformation technology, e-commerce as a new business model and the way businessesoperate, and gradually applied to all areas of economic development of society.
E-commerce operations depend on a lot of data trade, the exchange of informationand data through the Internet, breaking the traditional time and geographicalconstraints, and even beyond the limits of national boundaries. While e-commercecan improve enterprise management and operation efficiency, in terms of materialflow and capital chain have accelerated the periodic cycle, effectively reducing thecost of doing business, provide the impetus for the rapid and healthy development ofenterprises, but also indirectly enhanced enterprises in the new situation of overallcompetitiveness. Low-cost e-commerce business model allows companies to rely onits traditional maximize the use of all available resources, access to huge profits, tolay the foundation for the realization of the rapid development of enterprises.
Compared to the advanced experience of foreign e-commerce, China's e-commerce isstill in its infancy, both ideas, technology, or personnel, etc. are in the exploratorystage. Therefore, the study of China's e-commerce operations of SMEs, to explore thework of enterprise e-commerce problems and countermeasures method, it has greattheoretical and practical significance. In addition, how to implement e-commerce tokeep up the pace without being out of the market, how to solve the problems in thedevelopment of e-commerce in Chinese SMEs, industry and academia is an urgentneed to address the problem.
This article first analysis of the current our country small and medium-sizedtrade enterprise's development background and summarizes the research status athome and abroad lead to the theme of this paper, and then introduces the related basictheories related to this paper, including electronic commerce theory and the theory offoreign trade, e-commerce theory mainly from the electronic commerce definitions,characteristics, basic models and expatiates on the current situation of thedevelopment of e-commerce platform. And in-depth analysis of the trade, small andmedium enterprises to carry out the electronic commerce platform operatingadvantages and existing problems. Then E imported wine company, for example, theinfluence of e-commerce platform for the analysis. Finally, our country small andmedium-sized enterprises to develop e-commerce trade platform strategy putsforward some Suggestions. Through analysis, this paper studies the application ofe-commerce platform in the trade, small and medium enterprises, for small andmedium-sized trade enterprise survival and development has made the exploration oftheory and practice.
E-commerce is through the network information technology to reach thecompany's commodity circulation and marketing and the daily operations of theenterprise management, and other economic activities. The technical features of thee-commerce platform including network characteristics, space and time infinite,business scope expanding, and convenience and coordination, etc. Small andmedium-sized enterprise electronic commerce application can achieve the leapfrogdevelopment of the enterprise, greatly exert the important position of small andmedium-sized enterprises in the national economy, small and medium enterprises tocreate jobs and social stability; Small and medium-sized enterprises can boost thedevelopment of the national economy; Small and medium-sized enterprises tocultivate outstanding enterprise managers; Small and medium-sized enterprises inpromoting technology play an important role in the whole society; The role of smalland medium-sized enterprises in international trade continuously strengthen. Theapplication of e-commerce platform can greatly extended enterprise marketing,innovation enterprise marketing; Small and medium-sized enterprises can reduceoperating costs, including purchasing cost, marketing cost and management cost,service cost and communication cost, etc. ;E-commerce platform can help enterprisesto improve their business ability and efficiency.
Our country small and medium-sized enterprises to develop e-commerceplatform operation still exist many issues, has restricted the electronic commercemode in small and medium-sized enterprise development and the application. First isthe lack of e-commerce concept, related legal system construction is also relativelyweak. Second e-commerce platform and logistic system to keep pace with the rapiddevelopment of electronic commerce. E-commerce platform of transaction securityproblem mainly from various Internet crime and computer virus, Trojan, networksecurity problem is the greatest threat to e-commerce. In addition, the development ofsmall and medium-sized enterprises in China's information network foundation isweak, senior professional talent scarcity, e-commerce enterprises lack of investmentin e-commerce ability. Also in combination with the practical situation of E company,this article analyzes the problems existing in the enterprise electronic commerceplatform operation, and puts forward some improvement Suggestions.
This article also puts forward the countermeasures of the operation of small andmedium-sized enterprises to develop e-commerce platform. To solve small andmedium-sized enterprises in e-commerce platform operating problems, from thelogistics distribution system and the improvement of the payments and settlementsystem, this is smooth operation of the electronic commerce prerequisites. Secondly,we must strengthen the construction of enterprise information foundation, this is thematerial basis of e-commerce platform are realized. Third, strengthen the awarenessof enterprise electronic commerce, only by establishing the consciousness of theelectronic commerce, can be positive in the enterprise to develop e-commerce, toimplement electronic commerce. Four is to strengthen the construction of talent team,from the two aspects of talent introduction and training to strengthen them. Five is toperfect the legal system construction, this is the correct health implement theinstitutional guarantee of electronic commerce.
Key Words:
Small and Medium-sized Enterprises;E-commerce;Trade;Operating Platform
目 錄
第 1 章緒論
1.1 研究背景及意義
1.2 國內外研究綜述
1.2.1 國外研究文獻綜述
1.2.2 國內研究文獻綜述
1.3 研究思路與結構安排
第 2 章中小企業發展電子商務平臺的理論基礎
2.1電子商務理論概述
2.1.1 電子商務的概念
2.1.2 電子商務的特性
2.1.3 電子商務的基本模式
2.2 中小企業的經濟價值和發展電子商務的意義
2.2.1 中小企業的界定
2.2.2 中小企業的經濟價值
2.2.3 中小企業開展電子商務的意義
第 3 章中小貿易企業開展電子商務運營平臺的優勢與問題分析
3.1 我國中小企業電子商務發展現狀
3.1.1 我國電子商務的發展現狀
3.1.2 我國中小企業電子商務的未來發展趨勢
3.2 中小貿易企業開展電子商務的優勢
3.2.1 電子商務可以提供有效的貿易平臺，創新營銷模式
3.2.2 電子商務降低了中小貿易企業的成本
3.2.3 提高中小貿易企業的業務機會和運作效率
3.2.4 增強中小企業應對市場挑戰和直面大企業大能力
3.2.5 電子商務有利于提升貿易企業的國際競爭力
3.3中小貿易企業開展電子商務存在的問題
3.3.1 電子商務應用觀念落后，相關法制不健全
3.3.2 企業電子交易的安全難以保證，物流配送尚不完善
3.3.3 企業信息化基礎薄弱
3.3.4 高級電子商務人才不足
3.3.5 資金短缺，在開展電子商務方面投資能力較弱
第 4 章 案例分析-E 進口葡萄酒公司電子商務運營平臺實踐
4.1E 公司的發展現狀與業務特征
4.2E 公司電子開展電子商務存在的問題
4.3E 公司電子商務運營平臺的完善路徑
第 5 章我國中小貿易企業發展電子商務的應對策略
5.1 轉變觀念，提高企業應用電子商務的意識
5.2 完善法律環境建設
5.3 建立完善的物流配送體系及支付結算方式
5.4 加強互聯網絡基礎建設
5.5 著力培養電子商務人才，提高人員從業素質
結論
參考文獻
致謝
隨著時代的發展和電子信息技術的飛速發展，電子商務作為一種新型的商業模式和企業運營方式，逐漸發展應用到經濟社會的各個領域。電子商務平臺的運營依賴于貿易方面的諸多數據，通過信息交換和數據互聯，突破了傳統的時間和地域的限制，甚至是突破了國界的限制。同時電子商務平臺也能提高企業的管理運營效率，在物質流轉和資金鏈方面的都加快了周期性的循環，有效的降低了企業的運營成本，為企業的快速健康發展提供助力，也間接的增強了企業在新形勢下的綜合競爭力。電子商務平臺的低成本運營模式使得傳統型企業能夠依靠它最大限度的利用一切可利用資源，獲取巨大的利潤，為實現企業的飛速發展奠定基礎。相比國外的先進電子商務經驗，我國的電子商務尚且處于初級階段，無論是思想、技術，還是人才隊伍等方面均處于摸索階段。因此，研究我國中小企業的電子商務運營平臺，探索企業電子商務工作存在的問題以及相應的對策方法，就具有巨大的理論意義和實踐意義。此外，如何在我國中小企業中實施電子商務以緊跟時代步伐而不被市場淘汰，如何解決發展電子商務平臺中存在的問題，是企業和學術界迫切需要解決的問題。
本文首先分析了目前我國中小型貿易企業的發展背景并總結了國內外研究現狀引出本論文的主題，接著介紹了與本論文有關的相關基礎理論，包括電子商務理論和對外貿易理論，電子商務理論主要是從電子商務定義、特性、基本模式以及電子商務平臺發展現狀進行了闡述。并深入分析了中小貿易企業開展電子商務平臺運營的優勢與存在的問題。然后以 E 進口葡萄酒公司為例，就電子商務平臺對其的影響進行分析。最后對我國中小貿易企業發展電子商務平臺的應對策略提出了幾點建議。通過本論文的分析，探討電子商務平臺在中小貿易企業中的應用，為中小貿易企業生存及發展之路做出了理論和實踐的探索。
電子商務就是通過網絡信息化技術實現企業的商品流轉和市場營銷以及企業的日常運營管理等經濟活動。電子商務平臺的技術特征包括網絡化特征、時空無限、業務范圍擴大以及便利性和協調性等。中小企業應用電子商務能夠實現企業的跨越式發展，極大的發揮中小企業在國民經濟中的重要地位：中小企業能夠增加就業崗位，穩定社會；中小企業能夠助推國民經濟的發展；中小企業能夠培育出杰出的企業管理者；中小企業在推動整個社會技術進步發揮重要作用；中小企業在國際貿易中的作用不斷加強。電子商務平臺的應用能夠極大的擴展企業的營銷手段，創新企業的營銷手段；中小企業可以降低企業運營成本，包括采購成本、營銷成本、管理成本、服務成本和溝通聯系成本等；電子商務平臺能夠幫助企業提高其業務能力和效率。
我國中小企業開展電子商務平臺運營還存在較多問題，制約了電子商務模式在中小企業的開展和應用。首先是缺少電子商務觀念，相關的法制建設也比較薄弱。其次電子商務平臺安全和物流體系跟不上電子商務的快速發展。電子商務平臺的交易安全問題主要來自各種網絡犯罪和計算機病毒木馬，網絡安全問題是電子商務面臨的最大威脅。此外，我國中小企業發展的信息網絡化基礎比較薄弱，電子商務高級專業人才稀缺，企業在電子商務投資的能力欠缺。本文還結合 E 公司實際情況，分析了企業電子商務平臺運營的中存在的問題，并提出了一些改善建議。
本文還提出了中小企業開展電子商務平臺運營的對策建議。要解決中小企業在電子商務平臺運營方面的問題，要從物流配送體系和支付結算系統的完善入手，這是電子商務能否順利的運營先決條件。其次要加強企業信息化基礎的建設，這是電子商務平臺得以實現的物質基礎。三是強化企業電子商務意識，只有建立了電子商務的意識，才能積極的在企業中開展電子商務，才能將電子商務落到實處。四是加強人才隊伍建設，要從人才引進和培養兩方面加以強化。
五是完善法律制度的建設，這是正確健康實施電子商務的制度性保障。
關鍵詞：
中小企業；電子商務；貿易；運營平臺
Abstract
With the rapid development of the times and the development of electronicinformation technology, e-commerce as a new business model and the way businessesoperate, and gradually applied to all areas of economic development of society.
E-commerce operations depend on a lot of data trade, the exchange of informationand data through the Internet, breaking the traditional time and geographicalconstraints, and even beyond the limits of national boundaries. While e-commercecan improve enterprise management and operation efficiency, in terms of materialflow and capital chain have accelerated the periodic cycle, effectively reducing thecost of doing business, provide the impetus for the rapid and healthy development ofenterprises, but also indirectly enhanced enterprises in the new situation of overallcompetitiveness. Low-cost e-commerce business model allows companies to rely onits traditional maximize the use of all available resources, access to huge profits, tolay the foundation for the realization of the rapid development of enterprises.
Compared to the advanced experience of foreign e-commerce, China's e-commerce isstill in its infancy, both ideas, technology, or personnel, etc. are in the exploratorystage. Therefore, the study of China's e-commerce operations of SMEs, to explore thework of enterprise e-commerce problems and countermeasures method, it has greattheoretical and practical significance. In addition, how to implement e-commerce tokeep up the pace without being out of the market, how to solve the problems in thedevelopment of e-commerce in Chinese SMEs, industry and academia is an urgentneed to address the problem.
This article first analysis of the current our country small and medium-sizedtrade enterprise's development background and summarizes the research status athome and abroad lead to the theme of this paper, and then introduces the related basictheories related to this paper, including electronic commerce theory and the theory offoreign trade, e-commerce theory mainly from the electronic commerce definitions,characteristics, basic models and expatiates on the current situation of thedevelopment of e-commerce platform. And in-depth analysis of the trade, small andmedium enterprises to carry out the electronic commerce platform operatingadvantages and existing problems. Then E imported wine company, for example, theinfluence of e-commerce platform for the analysis. Finally, our country small andmedium-sized enterprises to develop e-commerce trade platform strategy putsforward some Suggestions. Through analysis, this paper studies the application ofe-commerce platform in the trade, small and medium enterprises, for small andmedium-sized trade enterprise survival and development has made the exploration oftheory and practice.
E-commerce is through the network information technology to reach thecompany's commodity circulation and marketing and the daily operations of theenterprise management, and other economic activities. The technical features of thee-commerce platform including network characteristics, space and time infinite,business scope expanding, and convenience and coordination, etc. Small andmedium-sized enterprise electronic commerce application can achieve the leapfrogdevelopment of the enterprise, greatly exert the important position of small andmedium-sized enterprises in the national economy, small and medium enterprises tocreate jobs and social stability; Small and medium-sized enterprises can boost thedevelopment of the national economy; Small and medium-sized enterprises tocultivate outstanding enterprise managers; Small and medium-sized enterprises inpromoting technology play an important role in the whole society; The role of smalland medium-sized enterprises in international trade continuously strengthen. Theapplication of e-commerce platform can greatly extended enterprise marketing,innovation enterprise marketing; Small and medium-sized enterprises can reduceoperating costs, including purchasing cost, marketing cost and management cost,service cost and communication cost, etc. ;E-commerce platform can help enterprisesto improve their business ability and efficiency.
Our country small and medium-sized enterprises to develop e-commerceplatform operation still exist many issues, has restricted the electronic commercemode in small and medium-sized enterprise development and the application. First isthe lack of e-commerce concept, related legal system construction is also relativelyweak. Second e-commerce platform and logistic system to keep pace with the rapiddevelopment of electronic commerce. E-commerce platform of transaction securityproblem mainly from various Internet crime and computer virus, Trojan, networksecurity problem is the greatest threat to e-commerce. In addition, the development ofsmall and medium-sized enterprises in China's information network foundation isweak, senior professional talent scarcity, e-commerce enterprises lack of investmentin e-commerce ability. Also in combination with the practical situation of E company,this article analyzes the problems existing in the enterprise electronic commerceplatform operation, and puts forward some improvement Suggestions.
This article also puts forward the countermeasures of the operation of small andmedium-sized enterprises to develop e-commerce platform. To solve small andmedium-sized enterprises in e-commerce platform operating problems, from thelogistics distribution system and the improvement of the payments and settlementsystem, this is smooth operation of the electronic commerce prerequisites. Secondly,we must strengthen the construction of enterprise information foundation, this is thematerial basis of e-commerce platform are realized. Third, strengthen the awarenessof enterprise electronic commerce, only by establishing the consciousness of theelectronic commerce, can be positive in the enterprise to develop e-commerce, toimplement electronic commerce. Four is to strengthen the construction of talent team,from the two aspects of talent introduction and training to strengthen them. Five is toperfect the legal system construction, this is the correct health implement theinstitutional guarantee of electronic commerce.
Key Words:
Small and Medium-sized Enterprises;E-commerce;Trade;Operating Platform
目 錄
第 1 章緒論
1.1 研究背景及意義
1.2 國內外研究綜述
1.2.1 國外研究文獻綜述
1.2.2 國內研究文獻綜述
1.3 研究思路與結構安排
第 2 章中小企業發展電子商務平臺的理論基礎
2.1電子商務理論概述
2.1.1 電子商務的概念
2.1.2 電子商務的特性
2.1.3 電子商務的基本模式
2.2 中小企業的經濟價值和發展電子商務的意義
2.2.1 中小企業的界定
2.2.2 中小企業的經濟價值
2.2.3 中小企業開展電子商務的意義
第 3 章中小貿易企業開展電子商務運營平臺的優勢與問題分析
3.1 我國中小企業電子商務發展現狀
3.1.1 我國電子商務的發展現狀
3.1.2 我國中小企業電子商務的未來發展趨勢
3.2 中小貿易企業開展電子商務的優勢
3.2.1 電子商務可以提供有效的貿易平臺，創新營銷模式
3.2.2 電子商務降低了中小貿易企業的成本
3.2.3 提高中小貿易企業的業務機會和運作效率
3.2.4 增強中小企業應對市場挑戰和直面大企業大能力
3.2.5 電子商務有利于提升貿易企業的國際競爭力
3.3中小貿易企業開展電子商務存在的問題
3.3.1 電子商務應用觀念落后，相關法制不健全
3.3.2 企業電子交易的安全難以保證，物流配送尚不完善
3.3.3 企業信息化基礎薄弱
3.3.4 高級電子商務人才不足
3.3.5 資金短缺，在開展電子商務方面投資能力較弱
第 4 章 案例分析-E 進口葡萄酒公司電子商務運營平臺實踐
4.1E 公司的發展現狀與業務特征
4.2E 公司電子開展電子商務存在的問題
4.3E 公司電子商務運營平臺的完善路徑
第 5 章我國中小貿易企業發展電子商務的應對策略
5.1 轉變觀念，提高企業應用電子商務的意識
5.2 完善法律環境建設
5.3 建立完善的物流配送體系及支付結算方式
5.4 加強互聯網絡基礎建設
5.5 著力培養電子商務人才，提高人員從業素質
結論
參考文獻
致謝
