摘要随着国家经济的不断发展与科技的日益进步,国际贸易的规模不断扩大。依托于互联网的电子商务也得到了人们的越来越多的关注。“海淘”,又称海外代购，一种充满特点的电子商务应用模式,在这种大的背景下应运而生,并且在中国逐渐迅速发展起来。46770

电子商务海外代购一般是指海外代购商抓住了互联网作为媒介，为消费者从境外购买国外商品邮寄或携带回国内，是从 B2C 电子商务中产生的一个细分市场。随着网络的逐渐普及，近几年来，我国网上零售市场发展迅速，而我国电商海外代购的增长速度更是远高于此，各种各样的海外代购网站和海外代购店铺如雨后春笋一般在互联网上兴起。

本文主要研究的事群体经济下电子商务海外代购市场的营销策略，通过结合聚美优品“极速免税店”的案例来分析海外代购行业在市场的营销策略的方式及其目标市场的选择。

Abstract : In recent years, with the continuous improvement of China total economic output continues to increase, the economic level and the economic structure has gradually improved, and at the same time, more closely with the world economy and international trade, expanding the size of. Electronic commerce based on Internet has been more and more people attention. "Sea washes", also known as overseas purchasing, a full of the characteristics of electronic commerce application mode emerge as the times require, in this context, and in the China gradually developed rapidly.

E-commerce generally refers to the overseas purchasing  to seize the Internet as a medium for consumers, from abroad to buy foreign goods by mail or bring back to China, is a market segment is produced from B2C in electronic commerce. With the popularization of the network, in recent years, the rapid development of China online retail market, while China electricity supplier overseas purchasing growth rate is far higher than this, a variety of overseas purchasing website and overseas purchasing shops such as bamboo shoots after a spring rain the general rise in the internet.

This paper mainly studies the economic work group under electronic commerce overseas purchasing market marketing strategy, through a combination of JumeiYoupin extreme duty free shop" case analysis of overseas purchasing industry in the marketing strategy and target market selection.

毕业论文关键字：群体经济 ；电子商务 ；海外代购 ；营销策略 

Keyword：Population economy; electronic-commerce; overseas purchasing; marketing strategy

目   录

1 引言 4

1.1 研究意义及背景 4

1.2 研究内容 4

1.3研究需要解决的问题 5

1.4 技术路线图 5

2. 文献综述 6

2.1 与营销策略有关的研究 6

2.1.1 STP营销理论 6

2.1.2 市场营销理论 7

2.2 与海外代购有关的研究 8

2.3 研究方法概述 9

2.3.1 文献研究法 9

2.3.2 案例研究法 9

2.3.3 环境研究法 9

3、基于群体经济下的电商海外代购代购营销策略研究 10

3.1 以聚美优品“极速免税店”为代表的海外代购营销策略分析 10