【硕士论文】基于b2b和c2c商务模式的广告传播研究.doc

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
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常。电子商务(merce, 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 B2B C2C 广告传播

Abstract
"Homes that the world", the "global village" and "globalization", all the words are no longer popular. The age of the , economic and social situation have shown rapid development, "international thinking," has e normal. merce (merce, EC) have a history feasible, bookstores, merce on whether the text can be used "Million" as the unit?
The ever-changing international form of economic globalization requires, merce on the rapid economic asked to do in addition to rapid response, with the hot land for its development and growth. In the current circumstances, B2B and C2C market two models is the mainstream of development, B2B merce model of the market share gains of 80%, ranked first; C2C to its market participation rates, and huge crowds have e the mainstream consumer Market. This article from the B2B and C2C on the basic knowledge and analysis of the current B2B and C2C of start with domestic and international market development, supplemented by local Chinese Alibaba and Taobao's ess stories, analysis of their growth process, and their unique Product marketing tools, comprehensive consideration to various aspects of market factors, such as changes in the development of the advertising market, the business audience changes to the B2B and C2C models in the effective dissemination of Advertising, from Marketing, Media, Public Relations,