海外代购网站的盈利模式分析

摘要

随着互联网和国际物流的迅速发展，通过海外网站购买商品的“海淘族”逐渐增多。然而，由于语言、支付方式等问题，很多消费者未能体验海淘带来的乐趣，于是网络海外代购行业便悄然诞生。网络海外代购，一般是指国内的经销商与海外代购商合作，通过互联网帮助买家从境外购买商品寄（带）回国内，从中赚取费用的服务。

本文首先介绍了在金融危机下逆势上扬的网络海外代购的特点、在国内外的发展状况、C2C以及B2C运作方式；其次，以行业内两个比较有代表性的网站——淘宝全球购和美国购物网为例，概括当前两个网站各自的盈利模式：前者主要包括支付宝/余额宝收入、广告收入、增值业务收入、商品价格差收入等七个部分；后者主要包括合作商家、物流运输方的价格折扣、服务费收入、汇率差价收入等三个部分。进而以优势、劣势、机会、威胁等方面作为切入点，分别对淘宝全球购和美国购物网的盈利模式进行分析，并就优化盈利模式提出了相应的策略；最后，对文章进行总结和对网络海外代购进行展望，希望本文能为相关行业的经营者开拓新的盈利模式提供一些启发。

关键词：网络海外代购；C2C;B2C;淘宝全球购；美国购物网；盈利模式

Abstract

With the rapid development of Internet and International Logistics, the number of people shopping on foreign websites which called Overseas shoppers”is increasing. However, due to issues such as language and methods of payment, many consumers fail to experience fun of overseas purchasing, so online overseas purchase industry was born. Online overseas purchase generally refers to domestic dealers to cooperate with overseas residents, helps buyers buy goods sent from overseas via the Internet, which earns fees from services.

Firstly, this study gives an introduction of overseas purchase as well as its development and the model of C2C&B2C when facing financial crisis.Secondly, based on the examples of two representative web sites—Global Taobao and USAShop within the industry, this study introduces the profit model of them: the former one includes Alipay/YuE bao, advertising revenue, the value-added service, the price difference and so on; the latter one includes the price discounts by the business partners and the logistics partners, fee, exchange rate adjustment and so on. And accordingly proposes practical measures to improve the profit model. In the end, this study is summarized and the future development of online overseas purchasing is discussed.

Keywords：Online Overseas Purchasing; Consumer to Consumer; Business to Consumer; Global Taobao; USAShop; The Profit Model

目录

摘要 .......................................................................................................... I Abstract .................................................................................................... II

第1章绪论 (i)

i.i选题背景及研究意义 (i)

1.2研究涉及的相关理论 (1)

1.2.1电子商务理论 (1)

1.2.2盈利模式理论 (2)

1.3国内外研究现状 (2)

1.4研究内容及研究方法 (4)

1.4.1研究内容 (4)

1.4.2研究方法 (4)

第二章网络海外代购概况 (5)

2.1网络海外代购概述 (5)

2. 1. 1网络海外代购的发展及现状 (5)

2. 1.2网络海外代购的特点 (5)

2.2网络海外代购的运作方式 (6)

2.2. 1私人海外网络代购模式（C2C) (6)

2. 2. 2专业网站的海外代购模式（B2C) (6)

2.3国内外知名代购网站概况 (6)

2.4本章小结 (7)

第三章基于C2C下的盈利模式分析，以淘宝全球购为例 (8)

3.1淘宝全球购概述 (8)

3.2淘宝全球购盈利模式介绍 (8)

3.2.1淘宝全球购网站盈利模式介绍 (8)

3.2.2淘宝全球购商家盈利模式介绍 (10)

3.3淘宝全球购盈利模式分析 (12)

3. 3. 1优势分析 (12)

3. 3.2存在问题分析 (12)