本文選題：電子商務(wù)　切入點(diǎn)：物流　出處：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的不斷升級(jí)完善,其用戶數(shù)量群日益擴(kuò)大,據(jù)統(tǒng)計(jì),2013年世界擁有超7億的網(wǎng)絡(luò)用戶量,此人數(shù)甚至多過(guò)地球總?cè)藬?shù)的10%。目前,我國(guó)擁有七千八百萬(wàn)網(wǎng)民,網(wǎng)民數(shù)量世界第二。逐漸成熟的網(wǎng)絡(luò)技術(shù),為迅速壯大的網(wǎng)上用戶群提供軟性技術(shù)支持,有力促進(jìn)了電子商務(wù)的成長(zhǎng),電子商務(wù)正在向全球增速最快的大型經(jīng)濟(jì)行業(yè)發(fā)展。2003年以來(lái),隨之我國(guó)經(jīng)濟(jì)的穩(wěn)步發(fā)展和網(wǎng)絡(luò)的普及率提升,我國(guó)電子商務(wù)銷售額逐年穩(wěn)步攀升。2013年,我國(guó)電子商務(wù)貿(mào)易總額為6.25萬(wàn)億元,同比增長(zhǎng)27%；網(wǎng)絡(luò)交易額達(dá)1.32萬(wàn)億元,同比增長(zhǎng)64.7%。電子商務(wù)的迅速發(fā)展推動(dòng)著與其緊密相關(guān)的物流業(yè)、制造業(yè)、服務(wù)業(yè)和零售業(yè)等產(chǎn)業(yè)的改變,直至推動(dòng)整個(gè)供應(yīng)鏈體系的全新調(diào)整,電子商務(wù)已成為推動(dòng)我國(guó)經(jīng)濟(jì)發(fā)展的新動(dòng)力。隨著商業(yè)競(jìng)爭(zhēng)的加劇,物流水平成為決定電子商務(wù)服務(wù)質(zhì)量與經(jīng)營(yíng)成本的關(guān)鍵,電商企業(yè)基于自身成本優(yōu)化、服務(wù)質(zhì)量提升等原因,紛紛斥資自建物流體系。同時(shí),物流企業(yè)為了拓展業(yè)務(wù)、提升企業(yè)競(jìng)爭(zhēng)力,也開始向電商行業(yè)拓展業(yè)務(wù)。電商與物流行業(yè)二者開始業(yè)務(wù)滲透。 S公司為國(guó)內(nèi)綜合排名及業(yè)務(wù)占比名列前茅的物流企業(yè),現(xiàn)已積累了二十多年的物流配送經(jīng)驗(yàn),擁有幾十萬(wàn)員工和龐大健全的物流配送資源,現(xiàn)已建立了海內(nèi)外上萬(wàn)個(gè)覆蓋范圍廣泛的服務(wù)網(wǎng)點(diǎn)�；陔娚膛c物流行業(yè)相互滲透的背景,為提升企業(yè)市場(chǎng)綜合競(jìng)爭(zhēng)力,同時(shí)為了發(fā)展企業(yè)多元化業(yè)務(wù),整合企業(yè)資源,降低企業(yè)運(yùn)營(yíng)管理成本,形成規(guī)模及資源整合效應(yīng),S物流公司全資組建S電商公司進(jìn)軍電商行業(yè)。S公司在制定其電商經(jīng)營(yíng)策略時(shí),避開現(xiàn)有電商企業(yè)競(jìng)爭(zhēng)激烈的常規(guī)市場(chǎng),結(jié)合主營(yíng)物流配送業(yè)務(wù)優(yōu)勢(shì)資源,選擇進(jìn)入競(jìng)爭(zhēng)較弱且物流配送時(shí)效要求較高的的細(xì)分生鮮電商市場(chǎng),以進(jìn)口食品和全球生鮮美食銷售為主,以線上網(wǎng)站平臺(tái)和線下銷售員跟進(jìn)銷售并行的商業(yè)模式運(yùn)行。由于生鮮電商在我國(guó)起步較晚,目前為電商新興產(chǎn)業(yè),整體市場(chǎng)環(huán)境較不成熟,目前尚處在摸索試驗(yàn)階段,國(guó)內(nèi)外均暫無(wú)成功案例可循。同時(shí),由于我國(guó)冷鏈物流的建設(shè)目前尚不健全,與歐美等國(guó)家民眾的生鮮產(chǎn)品消費(fèi)習(xí)慣存在很大差異性,使我國(guó)生鮮電商發(fā)展的研究存在獨(dú)特性。目前,國(guó)內(nèi)外暫無(wú)此類物流企業(yè)創(chuàng)辦生鮮電商企業(yè)的研究。 本文采用理論與實(shí)踐結(jié)合,以大量的文獻(xiàn)資料、商業(yè)評(píng)論為參考,以實(shí)際調(diào)研取數(shù)和切身體驗(yàn)式研究,運(yùn)用PEST和SWOT分析法,試圖通過(guò)對(duì)S物流公司旗下S電商公司經(jīng)營(yíng)管理現(xiàn)狀進(jìn)行系統(tǒng)分析,總結(jié)其開展電商業(yè)務(wù)的優(yōu)劣勢(shì),為物流企業(yè)向電商行業(yè)拓展業(yè)務(wù)提供可參考案例模板。同時(shí),結(jié)合S電商公司的營(yíng)銷環(huán)境分析、市場(chǎng)定位、競(jìng)爭(zhēng)對(duì)手情況以及SWOT分析,梳理出S電商公司現(xiàn)有經(jīng)營(yíng)管理中存在的問(wèn)題,并針對(duì)S電商公司在人力資源管理和營(yíng)銷管理中面臨的問(wèn)題,提出未來(lái)改善調(diào)整建議。隨著電子商務(wù)未來(lái)的蓬勃發(fā)展,S電商公司將面臨更為成熟的競(jìng)爭(zhēng)者和前所未有的挑戰(zhàn),S電商公司的管理體系和營(yíng)銷策略向著更有利于競(jìng)爭(zhēng)和發(fā)展的模式調(diào)整已成為必然。在這種情況下,基于數(shù)據(jù)和綜合分析而總結(jié)出的改善建議,能為S電商公司良性調(diào)整后期經(jīng)營(yíng)管理策略提供參考,能幫助S公司健全完善其現(xiàn)有經(jīng)營(yíng)管理模式,使S電商公司業(yè)務(wù)能更好的滿足市場(chǎng)需求,提升其市場(chǎng)綜合競(jìng)爭(zhēng)力,更為有效地迎接電子商務(wù)越來(lái)越激烈的挑戰(zhàn)和競(jìng)爭(zhēng)。
[Abstract]:The Internet technology upgrade, the number of users group is increasing, according to statistics, in 2013 the world has over 700 million Internet users, the number of even more than the total number of 10%. on earth at present, China has seventy-eight million Internet users, the number of Internet users in the world. Second gradually mature network technology, provide technical support for the rapid soft the growth of Internet users, to promote the growth of electronic commerce, electronic commerce is the world's fastest growing large economy development of the industry.2003 years, with the popularization of China's economy and the steady development of network rate increase, China's e-commerce sales climbed steadily in.2013, the total trade volume of e-commerce in China is 6 trillion and 250 billion yuan, an increase of 27%; net transactions amounted to 1 trillion and 320 billion yuan, an increase of 64.7%. rapid development of e-commerce to promote their work is closely related to the logistics industry, manufacturing industry, service Retail and other industries, and promote a new adjustment until the whole supply chain system, e-commerce has become a new driving force to promote the economic development of our country. With the intensification of competition, the level of logistics becomes the key of e-commerce service quality and operation cost, electricity supplier enterprises cost optimization based on service quality improvement the reason, have spent self built logistics system. At the same time, logistics enterprises in order to expand their business, improve the competitiveness of enterprises, also began to expand their business to the electricity supplier industry. Business and logistics industry two start business penetration.
S company is a domestic ranking and business accounted for the top logistics enterprises, has accumulated more than 20 years of experience in logistics and distribution, with hundreds of thousands of employees and huge sound logistics resources, has been established at home and abroad covering a wide range of tens of thousands of service outlets. Based on business and logistics industry mutual penetration of the background, to enhance the comprehensive at the same time, the market competitiveness of enterprises, in order to develop diversified business enterprises, integration of enterprise resources, reduce the cost of enterprise operation management, resource integration and the formation of scale effect, S logistics company wholly-owned established S electric company into electricity supplier industry of.S company in the development of its business strategy, to avoid the conventional market existing electricity supplier business competition, combined with the main logistics distribution business resources, choose to enter the competition is weak and logistics aging demanding segments of fresh electricity market, imported food The global goods and fresh delicacy sales, in line on the web platform and offline sales staff to follow up the sales business mode. Because the parallel fresh electricity supplier in China started late, the current electricity supplier for emerging industries, the overall market environment is not mature, is still at the fumble stage, both at home and abroad the successful case to follow. At the same time, due to the construction of cold chain logistics in China is still not perfect, there is a big difference between Europe and the United States and other countries for fresh product consumption habits, make research on China's development of fresh electricity supplier existence uniqueness. At present, the domestic and foreign research is not fresh business enterprise founded the logistics enterprises.
This paper adopts the combination of theory and practice, to a large number of documents, business review as a reference to the actual research of the number and the personal experience, the use of PEST and SWOT analysis, tries to carry on the system analysis to the current situation of business management of S logistics company's S Electric Company, summarized the advantages and disadvantages of carrying out business. For the logistics enterprises to expand business electricity supplier industry provides a reference case template. At the same time, combined with the analysis of S company's marketing environment, business market positioning, competitors and SWOT analysis to sort out the existing management problems in the electricity supplier company S, and the S electric company in the human resources management and marketing management problems and put forward future improvement adjustment suggestions. With e-commerce booming in the future, S electric company will face more mature competitors and hitherto unknown challenge, management S electricity supplier company Mode adjustment system and marketing strategy more favorable toward competition and development has become inevitable. In this case, and summarizes the data based on comprehensive analysis and improvement suggestions, can provide reference for the electricity supplier company S benign adjustment of the later period management strategy can help S company to strengthen and perfect the existing management mode, the electricity supplier S the business of the company to better meet market demand, enhance the comprehensive competitiveness of the market, more effectively meet the e-commerce increasingly fierce challenge and competition.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F724.6

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