论文总字数：19903字

摘 要

电商模式发展至今，各种新电商模式开始兴起，各类新兴销售渠道如雨后春笋般涌现。这对传统企业电商业务的生存与发展产生了极大的挑战：一是在传统电商平台获取流量成本越来越高，传统企业的营销渠道越来越窄；二是面对不断更迭的媒体渠道和电商平台，无法清晰判别如何去选择。三是企业缺乏专业的运营人才，如何以最小的投入换来最大的效益，需要专业的判断。竞争加剧、流量见顶，电商企业的进一步发展遇到了瓶颈。

本课题着眼于当前社会背景下，电商代运营企业的市场需求日益增长，而电商代运营企业的发展状况参差不齐，电商代运营企业的业务优化方向亟待探索。我们通过设计问卷并根据回收问卷数据、问卷样本描述分别得出了影响企业是否会选择电商代运营业务的因素。并且，在对案例企业——云创智慧运营策略的SWOT分析中，本课题从优势、劣势、机会和威胁四个方面对企业的运营策略进行了详细地剖析。

综合针对案例企业——云创智慧运营策略的SWOT分析结果与问卷调查结果，本文实现了以下目标：分析电商代运营企业的运营策略，调查并分析潜在电商代运营客户的需求，为电商代运营企业提供发展建议。

关键词：电子商务代运营 发展建议 运营策略 SWOT分析

Analysis and Research on the Operational Strategies of B2B E-Commerce Agents——Taking Yunchuang Smart Business Management Company Limited as an Example

Abstract

Since the development of the e-commerce model, various new e-commerce models have begun to emerge, and various emerging sales channels have sprung up. This has brought great challenges to the survival and development of traditional enterprises. First, the cost of obtaining traffic on traditional e-commerce platforms is getting higher and higher, and the marketing channels of traditional enterprises are getting narrower; Media channels and e-commerce platforms cannot clearly determine how to choose. The third is that the enterprise lacks professional operation personnel. How to get the maximum benefit with the smallest investment requires professional judgment. Competition has intensified and traffic has peaked, and further development of e-commerce companies has encountered bottlenecks.

This topic focuses on the current social background, the market demand of e-commerce operators is increasing, and the development of e-commerce operators is uneven, and the direction of business optimization for e-commerce operators is urgent to be explored. In addition, in the SWOT analysis of the case company-Yunchuang Smart Operation Strategy, this topic analyzes the company's operation strategy in detail from four aspects: advantages, disadvantages, opportunities and threats.

Combining the SWOT analysis results and questionnaire survey results of the case company, Yunchuang Smart Operation Strategy, this paper achieves the following goals: analysis of the operation strategy of e-commerce on behalf of operating companies, investigation and analysis of the needs of potential e-commerce operators Business development operators provide development advice.

Keywords: e-commerce generation operation, development suggestions, operation strategy, SWOT analysis

目录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究背景与问题提出 1

1.1.1 研究背景 1

1.1.2 问题提出 1

1.2 研究意义 2

1.3 研究内容与方法 2

第二章 电商代运营模式的相关研究 4

2.1 电商代运营 4

2.1.1 电商代运营的概念 4

2.1.2 电商代运营发展现状 4

2.2 电商代运营文献综述 5

第三章 云创智慧公司电商代运营策略分析 7

3.1 江苏云创智慧商业管理有限公司简介 7

3.1.1 组织结构 7

3.1.2 绩效考评 7

3.1.3 工资福利体系 7

3.1.4 人文关怀 8

3.2 云创智慧新零售业务概述 8

3.2.1 平台电商 8

3.2.2 内容电商 9

3.2.3 社交电商 9

3.2.4 社区团购 10

3.3 云创智慧校企合作业务概述 11

3.4 云创智慧竞争形势SWOT分析 12

3.4.1 优势分析 12

3.4.2 劣势分析 13

3.4.3 机会分析 13

3.4.4 威胁分析 14

3.4.5 总结 15

第四章 潜在客户电商代运营意向调查问卷分析 16

4.1 问卷设计、发放与回收 16

4.1.1 调查目的 16

4.1.2 问卷设计 16

4.1.3 问卷调查结果分析 17

第五章 云创智慧运营策略优化建议 22

5.1 宣传策略升级 22

5.2 人才战略升级 22

5.3 零售策略创新 23

结束语 24

参考文献 25

致谢 28

附录 29

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