摘 要
跨境电商平台作为全球贸易的重要载体，面临着商品同质化竞争的严峻挑战。这种同质化竞争主要源于供应链管理的相似性、消费者需求的趋同性、市场竞争的激烈性以及品牌建设不足等多方面因素。在供应链管理方面，众多跨境电商平台往往采用相似的供应链策略，导致市场上相同类型商品的大量涌现，缺乏差异性。消费者需求的趋同性也使得商家倾向于生产满足大众需求的商品，忽视了个性化需求。市场竞争的激烈性促使商家为争夺市场份额而采取模仿成功商品的策略，进一步加剧了商品同质化。同时，品牌建设不足使得商家难以在商品同质化竞争中脱颖而出，消费者难以形成对品牌的忠诚度。为了应对商品同质化竞争，跨境电商平台需要探索有效的营销路径。这包括通过市场细分和定位策略，精准把握目标消费者的需求和偏好，提供个性化的产品和服务。同时，加强产品创新和品牌建设，通过独特的产品设计和品牌故事，塑造差异化的品牌形象，提升消费者认知度和忠诚度。此外，优化营销策略，采用创新的营销手段，如社交媒体营销、内容营销等，提高品牌曝光度和市场占有率。通过这些措施，跨境电商平台可以在激烈的竞争中脱颖而出，实现可持续发展。
关键词：跨境电商平台；商品同质化；供应链管理
Abstract
As an important carrier of global trade, the cross-border e-commerce platform is faced with the severe challenge of commodity homogenization competition. This kind of homogeneous competition mainly comes from the various factors, such as the similarity of supply chain management, the convergence of consumer demand, the fierce market competition and the lack of brand building. In terms of supply chain management, many cross-border e-commerce platforms often adopt similar supply chain strategies, leading to the large number of the same type of goods in the market and the lack of differences. The convergence of consumer demand also makes businesses tend to produce goods that meet the needs of the public, ignoring personalized needs. The fierce market competition encourages merchants to adopt the strategy of imitating successful goods to compete for market share, which further aggravates the homogenization of goods. At the same time, the lack of brand construction makes it difficult for merchants to stand out in the commodity homogenization competition, and it is difficult for consumers to form brand loyalty. In order to cope with the homogeneous competition of commodities, cross-border e-commerce platforms need to explore effective marketing paths. This includes accurately grasping the needs and preferences through market segmentation and positioning strategies of target consumers, and providing personalized products and services. At the same time, strengthen product innovation and brand building, through unique product design and brand stories, build a differentiated brand image, enhance consumer awareness and loyalty. In addition, optimize marketing strategies and adopt innovative marketing methods, such as social media marketing, content marketing, etc., to improve brand exposure and market share. Through these measures, cross-border e-commerce platforms can stand out in the fierce competition and achieve sustainable development.
Keywords: Cross-border e-commerce platform; commodity homogenization; supply chain management
目录
摘 要 I
Abstract II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 1
第2章 跨境电商平台相关概述 3
2.1 跨境电商平台的定义 3
2.2 跨境电商平台的特点 3
2.2.1 全球性 3
2.2.2 便利性 3
2.3 跨境电商平台的主要类型 4
2.3.1 B2B跨境电商平台 4
2.3.2 B2C跨境电商平台 4
第3章 商品同质化竞争对跨境电商平台的影响 6
3.1 对平台利润的影响 6
3.2 对品牌发展的影响 6
3.3 对消费者选择的影响 6
第4章 跨境电商平台中商品同质化竞争的原因 8
4.1 供应链管理的相似性 8
4.2 消费者需求的趋同性 8
4.3 市场竞争的激烈性 8
4.4 品牌建设不足 9
第5章 商品同质化竞争的营销路径探索 10
5.1 建立多元化的供应商体系 10
5.2 深入了解消费者偏好 10
5.3 拓展市场份额 10
5.4 加强品牌定位和形象塑造 11
结 论 12
参考文献 13
