隨著時(shí)代的發(fā)展和電子信息技術(shù)的飛速發(fā)展,，電子商務(wù)作為一種新型的商業(yè)模式和企業(yè)運(yùn)營方式，逐漸發(fā)展應(yīng)用到經(jīng)濟(jì)社會(huì)的各個(gè)領(lǐng)域,。電子商務(wù)平臺的運(yùn)營依賴于貿(mào)易方面的諸多數(shù)據(jù),，通過信息交換和數(shù)據(jù)互聯(lián)，突破了傳統(tǒng)的時(shí)間和地域的限制,，甚至是突破了國界的限制,。同時(shí)電子商務(wù)平臺也能提高企業(yè)的管理運(yùn)營效率，在物質(zhì)流轉(zhuǎn)和資金鏈方面的都加快了周期性的循環(huán),，有效的降低了企業(yè)的運(yùn)營成本,，為企業(yè)的快速健康發(fā)展提供助力，也間接的增強(qiáng)了企業(yè)在新形勢下的綜合競爭力,。電子商務(wù)平臺的低成本運(yùn)營模式使得傳統(tǒng)型企業(yè)能夠依靠它最大限度的利用一切可利用資源,，獲取巨大的利潤，為實(shí)現(xiàn)企業(yè)的飛速發(fā)展奠定基礎(chǔ),。相比國外的先進(jìn)電子商務(wù)經(jīng)驗(yàn),，我國的電子商務(wù)尚且處于初級階段,，無論是思想、技術(shù),，還是人才隊(duì)伍等方面均處于摸索階段,。因此，研究我國中小企業(yè)的電子商務(wù)運(yùn)營平臺,，探索企業(yè)電子商務(wù)工作存在的問題以及相應(yīng)的對策方法,，就具有巨大的理論意義和實(shí)踐意義。此外,，如何在我國中小企業(yè)中實(shí)施電子商務(wù)以緊跟時(shí)代步伐而不被市場淘汰,，如何解決發(fā)展電子商務(wù)平臺中存在的問題，是企業(yè)和學(xué)術(shù)界迫切需要解決的問題,。

本文首先分析了目前我國中小型貿(mào)易企業(yè)的發(fā)展背景并總結(jié)了國內(nèi)外研究現(xiàn)狀引出本論文的主題,，接著介紹了與本論文有關(guān)的相關(guān)基礎(chǔ)理論，包括電子商務(wù)理論和對外貿(mào)易理論,，電子商務(wù)理論主要是從電子商務(wù)定義,、特性、基本模式以及電子商務(wù)平臺發(fā)展現(xiàn)狀進(jìn)行了闡述,。并深入分析了中小貿(mào)易企業(yè)開展電子商務(wù)平臺運(yùn)營的優(yōu)勢與存在的問題,。然后以 E 進(jìn)口葡萄酒公司為例，就電子商務(wù)平臺對其的影響進(jìn)行分析,。最后對我國中小貿(mào)易企業(yè)發(fā)展電子商務(wù)平臺的應(yīng)對策略提出了幾點(diǎn)建議,。通過本論文的分析，探討電子商務(wù)平臺在中小貿(mào)易企業(yè)中的應(yīng)用,，為中小貿(mào)易企業(yè)生存及發(fā)展之路做出了理論和實(shí)踐的探索,。

電子商務(wù)就是通過網(wǎng)絡(luò)信息化技術(shù)實(shí)現(xiàn)企業(yè)的商品流轉(zhuǎn)和市場營銷以及企業(yè)的日常運(yùn)營管理等經(jīng)濟(jì)活動(dòng)。電子商務(wù)平臺的技術(shù)特征包括網(wǎng)絡(luò)化特征,、時(shí)空無限,、業(yè)務(wù)范圍擴(kuò)大以及便利性和協(xié)調(diào)性等。中小企業(yè)應(yīng)用電子商務(wù)能夠?qū)崿F(xiàn)企業(yè)的跨越式發(fā)展,，極大的發(fā)揮中小企業(yè)在國民經(jīng)濟(jì)中的重要地位：中小企業(yè)能夠增加就業(yè)崗位,，穩(wěn)定社會(huì)；中小企業(yè)能夠助推國民經(jīng)濟(jì)的發(fā)展,；中小企業(yè)能夠培育出杰出的企業(yè)管理者,；中小企業(yè)在推動(dòng)整個(gè)社會(huì)技術(shù)進(jìn)步發(fā)揮重要作用；中小企業(yè)在國際貿(mào)易中的作用不斷加強(qiáng),。電子商務(wù)平臺的應(yīng)用能夠極大的擴(kuò)展企業(yè)的營銷手段,，創(chuàng)新企業(yè)的營銷手段；中小企業(yè)可以降低企業(yè)運(yùn)營成本，包括采購成本,、營銷成本,、管理成本、服務(wù)成本和溝通聯(lián)系成本等,；電子商務(wù)平臺能夠幫助企業(yè)提高其業(yè)務(wù)能力和效率,。

我國中小企業(yè)開展電子商務(wù)平臺運(yùn)營還存在較多問題，制約了電子商務(wù)模式在中小企業(yè)的開展和應(yīng)用,。首先是缺少電子商務(wù)觀念，相關(guān)的法制建設(shè)也比較薄弱,。其次電子商務(wù)平臺安全和物流體系跟不上電子商務(wù)的快速發(fā)展,。電子商務(wù)平臺的交易安全問題主要來自各種網(wǎng)絡(luò)犯罪和計(jì)算機(jī)病毒木馬，網(wǎng)絡(luò)安全問題是電子商務(wù)面臨的最大威脅,。此外,，我國中小企業(yè)發(fā)展的信息網(wǎng)絡(luò)化基礎(chǔ)比較薄弱，電子商務(wù)高級專業(yè)人才稀缺,，企業(yè)在電子商務(wù)投資的能力欠缺,。本文還結(jié)合 E 公司實(shí)際情況，分析了企業(yè)電子商務(wù)平臺運(yùn)營的中存在的問題,，并提出了一些改善建議,。

本文還提出了中小企業(yè)開展電子商務(wù)平臺運(yùn)營的對策建議。要解決中小企業(yè)在電子商務(wù)平臺運(yùn)營方面的問題,，要從物流配送體系和支付結(jié)算系統(tǒng)的完善入手,，這是電子商務(wù)能否順利的運(yùn)營先決條件。其次要加強(qiáng)企業(yè)信息化基礎(chǔ)的建設(shè),，這是電子商務(wù)平臺得以實(shí)現(xiàn)的物質(zhì)基礎(chǔ),。三是強(qiáng)化企業(yè)電子商務(wù)意識，只有建立了電子商務(wù)的意識,，才能積極的在企業(yè)中開展電子商務(wù),，才能將電子商務(wù)落到實(shí)處。四是加強(qiáng)人才隊(duì)伍建設(shè),，要從人才引進(jìn)和培養(yǎng)兩方面加以強(qiáng)化,。

五是完善法律制度的建設(shè)，這是正確健康實(shí)施電子商務(wù)的制度性保障,。

關(guān)鍵詞：

中小企業(yè),；電子商務(wù)；貿(mào)易,；運(yùn)營平臺

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 錄

第 1 章緒論

1.1 研究背景及意義

1.2 國內(nèi)外研究綜述

1.2.1 國外研究文獻(xiàn)綜述

1.2.2 國內(nèi)研究文獻(xiàn)綜述

1.3 研究思路與結(jié)構(gòu)安排

第 2 章中小企業(yè)發(fā)展電子商務(wù)平臺的理論基礎(chǔ)

2.1電子商務(wù)理論概述

2.1.1 電子商務(wù)的概念

2.1.2 電子商務(wù)的特性

2.1.3 電子商務(wù)的基本模式

2.2 中小企業(yè)的經(jīng)濟(jì)價(jià)值和發(fā)展電子商務(wù)的意義

2.2.1 中小企業(yè)的界定

2.2.2 中小企業(yè)的經(jīng)濟(jì)價(jià)值

2.2.3 中小企業(yè)開展電子商務(wù)的意義

第 3 章中小貿(mào)易企業(yè)開展電子商務(wù)運(yùn)營平臺的優(yōu)勢與問題分析

3.1 我國中小企業(yè)電子商務(wù)發(fā)展現(xiàn)狀

3.1.1 我國電子商務(wù)的發(fā)展現(xiàn)狀

3.1.2 我國中小企業(yè)電子商務(wù)的未來發(fā)展趨勢

3.2 中小貿(mào)易企業(yè)開展電子商務(wù)的優(yōu)勢

3.2.1 電子商務(wù)可以提供有效的貿(mào)易平臺,，創(chuàng)新營銷模式

3.2.2 電子商務(wù)降低了中小貿(mào)易企業(yè)的成本

3.2.3 提高中小貿(mào)易企業(yè)的業(yè)務(wù)機(jī)會(huì)和運(yùn)作效率

3.2.4 增強(qiáng)中小企業(yè)應(yīng)對市場挑戰(zhàn)和直面大企業(yè)大能力

3.2.5 電子商務(wù)有利于提升貿(mào)易企業(yè)的國際競爭力

3.3中小貿(mào)易企業(yè)開展電子商務(wù)存在的問題

3.3.1 電子商務(wù)應(yīng)用觀念落后，相關(guān)法制不健全

3.3.2 企業(yè)電子交易的安全難以保證,，物流配送尚不完善

3.3.3 企業(yè)信息化基礎(chǔ)薄弱

3.3.4 高級電子商務(wù)人才不足

3.3.5 資金短缺,，在開展電子商務(wù)方面投資能力較弱

第 4 章 案例分析-E 進(jìn)口葡萄酒公司電子商務(wù)運(yùn)營平臺實(shí)踐

4.1E 公司的發(fā)展現(xiàn)狀與業(yè)務(wù)特征

4.2E 公司電子開展電子商務(wù)存在的問題

4.3E 公司電子商務(wù)運(yùn)營平臺的完善路徑

第 5 章我國中小貿(mào)易企業(yè)發(fā)展電子商務(wù)的應(yīng)對策略

5.1 轉(zhuǎn)變觀念,，提高企業(yè)應(yīng)用電子商務(wù)的意識

5.2 完善法律環(huán)境建設(shè)

5.3 建立完善的物流配送體系及支付結(jié)算方式

5.4 加強(qiáng)互聯(lián)網(wǎng)+絡(luò)基礎(chǔ)建設(shè)

5.5 著力培養(yǎng)電子商務(wù)人才，提高人員從業(yè)素質(zhì)