摘要

近年来，随着中国经济战略结构的快速完善，电子商务凭借着优异的成绩成为中国经济发展中十分重要的一员，中国正在领先世界逐步步入无现金社会。相比运营成本过高的线下经营，人们越来越倾向于选择在线购物，既减少了资金成本，也降低了空间与时间成本，足不出户地购物俨然已经成为主流。从全球范围看，各国电子商务的发展存在较大的差异。

中美电子商务在市场环境、营销策略，消费者行为、支付系统、物流系统等方面存在较大的差异。价值观、消费者习惯、地理特点及公司文化是造成差异的主要原因。中国可以采取一系列措施，促进电子商务的完善。

关键词：电子商务;对比分析；跨文化

Contents

Abstract I

摘要 II

Introduction  1

1.E-commerce 2

1.1 Definition of e-commerce 2

1.2 Main components of e-commerce 3

2. Differences between Chinese and American e-commerce 3

2.1 Marketing environment 3

2.1.1 Government functions 4

2.1.2 Regulatory policy and tax policy 4

2.2 Marketing strategy 5

2.2.1 Website design style 5

2.2.2 Member benefits 6

2.3 Consumer behavior 6

2.4 Payment systems 7

2.5 Logistics systems 8

2.6 Evaluation systems 9

3. Reasons for the differences from a cross-cultural perspective 10

3.1 Cultural values 10

3.2 Consumer psychology and habit 11

3.3 Lifestyles 12

3.4 Geographical features 13

3.5 Corporate cultures and services 13

4. Suggestions on promoting Chinese e-commerce development 15

4.1 Strengthening market supervision 15

4.2 Encouraging strategic innovation 16

4.3 Conducting more surveys on stores 16

4.4 Improving operation platforms 17

Conclusion 17

References 18