基于B2B和C2C商务模式的广告传播研究(1)

I本科毕业设计论文题目：基于B2B和C2C商务模式的广告传播研究院、系：人文学院学科专业：广告学学生：胡娜学号：040905117指导教师：徐光明2008年6月I摘要“足不出户知天下”、“地球村”、“全球化”，一切的词语都不再流行。互联网时代，经济、社会都呈现高速发展态势，“国际化思考”变得平常。电子商务（Electroniccommerce,EC）都有历史可行了，书店里关于电子商务的文字是否可以用“兆”作为单位？不断变化的国际形式，经济的全球化要求，电子商务就快速的经济要求做除了快速的反应，有了它发展壮大的热土。在当前情况下，B2B和C2C两种模式是市场发展的主流，B2B模式占电子商务市场收益份额的80%，位列第一；C2C以它的市场参与率，和庞大的消费人群也成为主流市场。本文从介绍B2B和C2C电子商务的基本知识，以及分析当前B2B和C2C的国内外市场发展情况入手，辅之以中国本土的阿里巴巴、淘宝的成功案例，分析他们成长的历程，和它们独特的产品营销手段；综合考虑各方面市场因素，如广告市场的发展变化，商务受众的变化；对B2B和C2C的电子商务模式在有效的广告传播上，从营销、媒介、公关、广告讯息等方面做综合的探讨。得出B2B和C2C商务模式在推广宣传上的一些有效结论。最后部分，补充部分对B2B和C2C商务模式传播有影响的参与因素的角色分析。暨希望于研究可以做到综合、全面、实效。关键词：电子商务B2BC2C广告传播IIAbstractHomesthattheworld,theglobalvillageandglobalization,allthewordsarenolongerpopular.TheageoftheInternet,economicandsocialsituationhaveshownrapiddevelopment,internationalthinking,hasbecomenormal.E-commerce(Electroniccommerce,EC)haveahistoryfeasible,bookstores,e-commerceonwhetherthetextcanbeusedMillionastheunit？Theever-changinginternationalformofeconomicglobalizationrequires,e-commerceontherapideconomicaskedtodoinadditiontorapidresponse,withthehotlandforitsdevelopmentandgrowth.Inthecurrentcircumstances,B2BandC2Cmarkettwomodelsisthemainstreamofdevelopment,B2Be-commercemodelofthemarketsharegainsof80%,rankedfirst;C2Ctoitsmarketparticipationrates,andhugecrowdshavebecomethemainstreamconsumerMarket.ThisarticlefromtheB2BandC2ConthebasicknowledgeandanalysisofthecurrentB2BandC2Cofstartwithdomesticandinternationalmarketdevelopment,supplementedbylocalChineseAlibabaandTaobao'ssuccessstories,analysisoftheirgrowthprocess,andtheiruniqueProductmarketingtools,comprehensiveconsiderationtovariousaspectsofmarketfactors,suchaschangesinthedevelopmentoftheadvertisingmarket,thebusinessaudiencechangestotheB2BandC2CmodelsintheeffectivedisseminationofAdvertising,fromMarketing,Media,PublicRelations,AdvertisingMessagesandsoon.ThatB2BandC2Cmodelinthepromotionofeffectiveadvocacyonanumberofconclusions.Thelastpart,addedsomeoftheB2BandC2Cmodeldisseminationofinfluentialfactorsinvolvedintheanalysisoftherole.Theend,Ihopethatthiswordcanbedoingintheintegrated,comprehensiveandactualeffect.Keywords:B2BC2Ce-commerceadvertisingCommunicationI目录中文摘要..............................................................................错误!未定义书签。英文摘要:...................................................II绪论.................................................................1第一章B2B和C2C商务模式概况.................................31.1B2B国内外发展情况...............................................31.2C2C国内外发展情况...............................................41.3B2B和C2C可能出现问题...........................................6第二章B2B和C2C的一些影响因素...............................72.1宏观经济情况.....................................................72.1.1国际情况.....................................................72.1.2国内情况.....................................................82.2广告发展情况.....................................................92.4媒介发展情况..................................................92.4广告传播方式的发展情况........................................92.4广告投放的变化...............................................112.3消费习惯的变化..................................................112.4B2B和C2C的广告市场............................................12第三章案例................................................133.1阿里巴巴与Dell的B2B...........................................133.1.1阿里巴巴的成功.............................................13Dell里的垂直B2B模式.............................................153.2Ebay和淘宝的C2C................................................163.2.1国际化的EBAY...............................................163.2.2本土化的淘宝................................................173.3小结：..........................................................193.4汶川地震中可能的电子商务的思考..................................19II第四章.营销策略.............................................214.1广告传播的目标..................................................214.2产品策略........................................................214.2.1产品说明....................................................224.3目标受众........................................................224.3.1B2B受众分析.................................................224.3.2C2C受众分析.................................................234.4广告讯息........................................................234.5媒介策略........................................................244.5.1B2B的媒介选择策略：.........................................254.5.2C2C商务模式的媒介策略：.....................................254.6公关............................................................264.7营销小结........................................................284.8打造商务品牌....................................................30第五章广告相关角色.........................................315.1广告主..........................................................315.2广告代理商.....................................................315.3广告人.........................................................325.4物流系统.......................................................325.5直接销售........................................................33第六章结语.......