摘要
随着时代的发展和电子信息技术的飞速发展，电子商务作为一种新型的商业模式和企业运营方式，逐渐发展应用到经济社会的各个领域。电子商务平台的运营依赖于贸易方面的诸多数据，通过信息交换和数据互联，突破了传统的时间和地域的限制，甚至是突破了国界的限制。同时电子商务平台也能提高企业的管理运营效率，在物质流转和资金链方面的都加快了周期性的循环，有效的降低了企业的运营成本，为企业的快速健康发展提供助力，也间接的增强了企业在新形势下的综合竞争力。电子商务平台的低成本运营模式使得传统型企业能够依靠它最大限度的利用一切可利用资源，获取巨大的利润，为实现企业的飞速发展奠定基础。相比国外的先进电子商务经验，我国的电子商务尚且处于初级阶段，无论是思想、技术，还是人才队伍等方面均处于摸索阶段。因此，研究我国中小企业的电子商务运营平台，探索企业电子商务工作存在的问题以及相应的对策方法，就具有巨大的理论意义和实践意义。此外，如何在我国中小企业中实施电子商务以紧跟时代步伐而不被市场淘汰，如何解决发展电子商务平台中存在的问题，是企业和学术界迫切需要解决的问题。
本文首先分析了目前我国中小型贸易企业的发展背景并总结了国内外研究现状引出本论文的主题，接着介绍了与本论文有关的相关基础理论，包括电子商务理论和对外贸易理论，电子商务理论主要是从电子商务定义、特性、基本模式以及电子商务平台发展现状进行了阐述。并深入分析了中小贸易企业开展电子商务平台运营的优势与存在的问题。然后以 E 进口葡萄酒公司为例，就电子商务平台对其的影响进行分析。最后对我国中小贸易企业发展电子商务平台的应对策略提出了几点建议。通过本论文的分析，探讨电子商务平台在中小贸易企业中的应用，为中小贸易企业生存及发展之路做出了理论和实践的探索。
电子商务就是通过网络信息化技术实现企业的商品流转和市场营销以及企业的日常运营管理等经济活动。电子商务平台的技术特征包括网络化特征、时空无限、业务范围扩大以及便利性和协调性等。中小企业应用电子商务能够实现企业的跨越式发展，极大的发挥中小企业在国民经济中的重要地位：中小企业能够增加就业岗位，稳定社会；中小企业能够助推国民经济的发展；中小企业能够培育出杰出的企业管理者；中小企业在推动整个社会技术进步发挥重要作用；中小企业在国际贸易中的作用不断加强。电子商务平台的应用能够极大的扩展企业的营销手段，创新企业的营销手段；中小企业可以降低企业运营成本，包括采购成本、营销成本、管理成本、服务成本和沟通联系成本等；电子商务平台能够帮助企业提高其业务能力和效率。
我国中小企业开展电子商务平台运营还存在较多问题，制约了电子商务模式在中小企业的开展和应用。首先是缺少电子商务观念，相关的法制建设也比较薄弱。其次电子商务平台安全和物流体系跟不上电子商务的快速发展。电子商务平台的交易安全问题主要来自各种网络犯罪和计算机病毒木马，网络安全问题是电子商务面临的最大威胁。此外，我国中小企业发展的信息网络化基础比较薄弱，电子商务高级专业人才稀缺，企业在电子商务投资的能力欠缺。本文还结合 E 公司实际情况，分析了企业电子商务平台运营的中存在的问题，并提出了一些改善建议。
本文还提出了中小企业开展电子商务平台运营的对策建议。要解决中小企业在电子商务平台运营方面的问题，要从物流配送体系和支付结算系统的完善入手，这是电子商务能否顺利的运营先决条件。其次要加强企业信息化基础的建设，这是电子商务平台得以实现的物质基础。三是强化企业电子商务意识，只有建立了电子商务的意识，才能积极的在企业中开展电子商务，才能将电子商务落到实处。四是加强人才队伍建设，要从人才引进和培养两方面加以强化。
五是完善法律制度的建设，这是正确健康实施电子商务的制度性保障。
关键词：
中小企业；电子商务；贸易；运营平台
Abstract
With the rapid development of the times and the development of electronicinformation technology, e-commerce as a new business model and the way businessesoperate, and gradually applied to all areas of economic development of society.
E-commerce operations depend on a lot of data trade, the exchange of informationand data through the Internet, breaking the traditional time and geographicalconstraints, and even beyond the limits of national boundaries. While e-commercecan improve enterprise management and operation efficiency, in terms of materialflow and capital chain have accelerated the periodic cycle, effectively reducing thecost of doing business, provide the impetus for the rapid and healthy development ofenterprises, but also indirectly enhanced enterprises in the new situation of overallcompetitiveness. Low-cost e-commerce business model allows companies to rely onits traditional maximize the use of all available resources, access to huge profits, tolay the foundation for the realization of the rapid development of enterprises.
Compared to the advanced experience of foreign e-commerce, China's e-commerce isstill in its infancy, both ideas, technology, or personnel, etc. are in the exploratorystage. Therefore, the study of China's e-commerce operations of SMEs, to explore thework of enterprise e-commerce problems and countermeasures method, it has greattheoretical and practical significance. In addition, how to implement e-commerce tokeep up the pace without being out of the market, how to solve the problems in thedevelopment of e-commerce in Chinese SMEs, industry and academia is an urgentneed to address the problem.
This article first analysis of the current our country small and medium-sizedtrade enterprise's development background and summarizes the research status athome and abroad lead to the theme of this paper, and then introduces the related basictheories related to this paper, including electronic commerce theory and the theory offoreign trade, e-commerce theory mainly from the electronic commerce definitions,characteristics, basic models and expatiates on the current situation of thedevelopment of e-commerce platform. And in-depth analysis of the trade, small andmedium enterprises to carry out the electronic commerce platform operatingadvantages and existing problems. Then E imported wine company, for example, theinfluence of e-commerce platform for the analysis. Finally, our country small andmedium-sized enterprises to develop e-commerce trade platform strategy putsforward some Suggestions. Through analysis, this paper studies the application ofe-commerce platform in the trade, small and medium enterprises, for small andmedium-sized trade enterprise survival and development has made the exploration oftheory and practice.
E-commerce is through the network information technology to reach thecompany's commodity circulation and marketing and the daily operations of theenterprise management, and other economic activities. The technical features of thee-commerce platform including network characteristics, space and time infinite,business scope expanding, and convenience and coordination, etc. Small andmedium-sized enterprise electronic commerce application can achieve the leapfrogdevelopment of the enterprise, greatly exert the important position of small andmedium-sized enterprises in the national economy, small and medium enterprises tocreate jobs and social stability; Small and medium-sized enterprises can boost thedevelopment of the national economy; Small and medium-sized enterprises tocultivate outstanding enterprise managers; Small and medium-sized enterprises inpromoting technology play an important role in the whole society; The role of smalland medium-sized enterprises in international trade continuously strengthen. Theapplication of e-commerce platform can greatly extended enterprise marketing,innovation enterprise marketing; Small and medium-sized enterprises can reduceoperating costs, including purchasing cost, marketing cost and management cost,service cost and communication cost, etc. ;E-commerce platform can help enterprisesto improve their business ability and efficiency.
Our country small and medium-sized enterprises to develop e-commerceplatform operation still exist many issues, has restricted the electronic commercemode in small and medium-sized enterprise development and the application. First isthe lack of e-commerce concept, related legal system construction is also relativelyweak. Second e-commerce platform and logistic system to keep pace with the rapiddevelopment of electronic commerce. E-commerce platform of transaction securityproblem mainly from various Internet crime and computer virus, Trojan, networksecurity problem is the greatest threat to e-commerce. In addition, the development ofsmall and medium-sized enterprises in China's information network foundation isweak, senior professional talent scarcity, e-commerce enterprises lack of investmentin e-commerce ability. Also in combination with the practical situation of E company,this article analyzes the problems existing in the enterprise electronic commerceplatform operation, and puts forward some improvement Suggestions.
This article also puts forward the countermeasures of the operation of small andmedium-sized enterprises to develop e-commerce platform. To solve small andmedium-sized enterprises in e-commerce platform operating problems, from thelogistics distribution system and the improvement of the payments and settlementsystem, this is smooth operation of the electronic commerce prerequisites. Secondly,we must strengthen the construction of enterprise information foundation, this is thematerial basis of e-commerce platform are realized. Third, strengthen the awarenessof enterprise electronic commerce, only by establishing the consciousness of theelectronic commerce, can be positive in the enterprise to develop e-commerce, toimplement electronic commerce. Four is to strengthen the construction of talent team,from the two aspects of talent introduction and training to strengthen them. Five is toperfect the legal system construction, this is the correct health implement theinstitutional guarantee of electronic commerce.
Key Words:
Small and Medium-sized Enterprises;E-commerce;Trade;Operating Platform
目 录
第 1 章绪论
1.1 研究背景及意义
1.2 国内外研究综述
1.2.1 国外研究文献综述
1.2.2 国内研究文献综述
1.3 研究思路与结构安排
第 2 章中小企业发展电子商务平台的理论基础
2.1电子商务理论概述
2.1.1 电子商务的概念
2.1.2 电子商务的特性
2.1.3 电子商务的基本模式
2.2 中小企业的经济价值和发展电子商务的意义
2.2.1 中小企业的界定
2.2.2 中小企业的经济价值
2.2.3 中小企业开展电子商务的意义
第 3 章中小贸易企业开展电子商务运营平台的优势与问题分析
3.1 我国中小企业电子商务发展现状
3.1.1 我国电子商务的发展现状
3.1.2 我国中小企业电子商务的未来发展趋势
3.2 中小贸易企业开展电子商务的优势
3.2.1 电子商务可以提供有效的贸易平台，创新营销模式
3.2.2 电子商务降低了中小贸易企业的成本
3.2.3 提高中小贸易企业的业务机会和运作效率
3.2.4 增强中小企业应对市场挑战和直面大企业大能力
3.2.5 电子商务有利于提升贸易企业的国际竞争力
3.3中小贸易企业开展电子商务存在的问题
3.3.1 电子商务应用观念落后，相关法制不健全
3.3.2 企业电子交易的安全难以保证，物流配送尚不完善
3.3.3 企业信息化基础薄弱
3.3.4 高级电子商务人才不足
3.3.5 资金短缺，在开展电子商务方面投资能力较弱
第 4 章 案例分析-E 进口葡萄酒公司电子商务运营平台实践
4.1E 公司的发展现状与业务特征
4.2E 公司电子开展电子商务存在的问题
4.3E 公司电子商务运营平台的完善路径
第 5 章我国中小贸易企业发展电子商务的应对策略
5.1 转变观念，提高企业应用电子商务的意识
5.2 完善法律环境建设
5.3 建立完善的物流配送体系及支付结算方式
5.4 加强互联网络基础建设
5.5 着力培养电子商务人才，提高人员从业素质
结论
参考文献
致谢
