本文以宁波NKM公司为研究对象，按照提出问题、分析问题、解决问题的研究思路，对其开展服装B2C业务进行研究。本文共分为五个部分，第一部分阐述了研究的背景，研究思路和方法。第二部分对相关的电子商务理论和分析工具进行了综合归纳。第三部分结合NKM公司的实际，利用相应的理论工具对其开展电子商务活动的策略进行了分析研究。首先在分析的基础上，提出了NKM公司开展B2C电子商务活动的目标和规划，然后对NKM公司所选择的B2C模式作了详细说明。第四部分是即定策略实施过程的研究，主要解决的是NKM公司B2C电子商务模式中物流配送、网上支付和网站设计等几个关键环节的操作问题。最后一部分在总结论文整体论述的基础上得出了相应的结论。
关键词：B2C、电子商务、网络营销、网站设计
ABSTRACT
This paper takes the Ningbo NKM company as the research object, conducts the research about the B2C e-commerce according to proposed the question, analyzes the question and solves the question mentality. This paper consists of five parts. The first part elaborates the research background,The second part has carried on the synthesis induction to the related e-commerce theory and the analysis tool. Combined with the reality of NKM Corporation, the third part uses the corresponding theoretical tools to carry on the analysis and research. First, based on the analysis, this part proposes the goal and plan of NKM Corporation's B2C e-commerce strategy. Then it describes the B2C e-commerce pattern chosen by NKM Corporation in detail. The fourth part studys the implementation strategy, mainly solving the several essential problems about logistics, payment, and the website design in the NKM Corporation's B2C e-commerce pattern. The last part draws the conclusions based on the summary of the whole paper.
KEYWORDS：B2C ,E-commerce, Network Marketing,Website Design
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