京東商城的競(jìng)爭(zhēng)戰(zhàn)略研究
發(fā)布時(shí)間：2018-09-17 08:36
【摘要】：B2C是電子商務(wù)的一種模式,直接面向消費(fèi)者銷售產(chǎn)品和服務(wù)。這種形式的電子商務(wù)一般以網(wǎng)絡(luò)零售業(yè)為主,主要借助于互聯(lián)網(wǎng)開(kāi)展在線銷售活動(dòng)。2013年網(wǎng)絡(luò)零售企業(yè)紛紛通過(guò)“價(jià)格戰(zhàn)”搶占市場(chǎng)占有率,網(wǎng)絡(luò)零售市場(chǎng)格局逐漸清晰。電商大佬如天貓、京東商城、蘇寧易購(gòu)等占據(jù)了B2C市場(chǎng)的大多份額。 本文研究的意義,一是從戰(zhàn)略管理的相關(guān)理論出發(fā),充分運(yùn)用戰(zhàn)略管理各種分析工具,結(jié)合大量數(shù)據(jù)資料,對(duì)B2C行業(yè)進(jìn)行深入分析,從而便于人們更加全面了解、認(rèn)識(shí)B2C產(chǎn)業(yè)。二是京東商城擁有員工兩萬(wàn)余人,承擔(dān)著巨大的社會(huì)責(zé)任,希望本文的研究能對(duì)京東商城發(fā)展能起到有益指導(dǎo)。三是B2C電子商務(wù)產(chǎn)業(yè)的整體競(jìng)爭(zhēng)格局還不完全明朗,各個(gè)B2C企業(yè)或多或少的存在與京東商城同樣的問(wèn)題,希望本文對(duì)相關(guān)企業(yè)能起到有益借鑒。 本文以京東商城的競(jìng)爭(zhēng)戰(zhàn)略為研究對(duì)象,以SWOT分析為整體分析框架,首先綜合運(yùn)用PEST、五力模型等分析工具,對(duì)中國(guó)B2C行業(yè)進(jìn)行系統(tǒng)分析,包括宏觀環(huán)境分析、行業(yè)基本經(jīng)濟(jì)特性分析、行業(yè)環(huán)境分析、行業(yè)競(jìng)爭(zhēng)狀況分析等,并進(jìn)而明確了行業(yè)關(guān)鍵成功因素。其次,基于對(duì)京東商城相關(guān)資料的歸納、整理,對(duì)京東商城資源能力的優(yōu)劣勢(shì)進(jìn)行了分析說(shuō)明,得出京東商城的核心競(jìng)爭(zhēng)力。在分析得出京東商城內(nèi)部?jī)?yōu)勢(shì)、劣勢(shì),外部機(jī)會(huì)、威脅后,運(yùn)用SOWT分析工具,明確了京東商城的競(jìng)爭(zhēng)戰(zhàn)略。 本文研究得出了京東商城的核心競(jìng)爭(zhēng)力、優(yōu)劣勢(shì)、外部機(jī)會(huì)和威脅,并定位和選擇了京東商城的競(jìng)爭(zhēng)戰(zhàn)略。本文研究總結(jié)出的京東商城三大核心競(jìng)爭(zhēng)力是：品牌價(jià)值、供應(yīng)鏈系統(tǒng)、用戶體驗(yàn)。京東商城的優(yōu)勢(shì)主要是三大核心競(jìng)爭(zhēng)力；劣勢(shì)是沒(méi)有實(shí)體門店的體驗(yàn)、對(duì)價(jià)格依賴性高、商業(yè)模式缺乏創(chuàng)新及追求規(guī)模后續(xù)乏力。京東商城外部的主要機(jī)會(huì)是國(guó)家政策對(duì)電子商務(wù)行業(yè)的支持、B2C電子商務(wù)模式需求的日漸強(qiáng)烈、信息技術(shù)的發(fā)展以及靈活多變的經(jīng)營(yíng)模式；而京東面臨的外部威脅同樣存在：電子商務(wù)相關(guān)法律法規(guī)的不健全、互聯(lián)網(wǎng)的安全問(wèn)題、宏觀經(jīng)濟(jì)的不穩(wěn)定性及電子商務(wù)產(chǎn)品價(jià)格的透明性。根據(jù)對(duì)京東商城的SWOT分析,本文對(duì)京東商城競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行了定位和選擇,即選擇差異化戰(zhàn)略更能發(fā)揮其競(jìng)爭(zhēng)優(yōu)勢(shì)。 本文創(chuàng)新點(diǎn)主要有：本文在中國(guó)互聯(lián)網(wǎng)正式邁入移動(dòng)互聯(lián)時(shí)代的第一年,首次提出了B2C企業(yè)的競(jìng)爭(zhēng)戰(zhàn)略。確定了京東商城的競(jìng)爭(zhēng)戰(zhàn)略重點(diǎn),制定了競(jìng)爭(zhēng)戰(zhàn)略措施及保障措施。在研究方法的角度看,本文運(yùn)用了文獻(xiàn)研究法、案例分析法以及比較分析法,在理解中國(guó)互聯(lián)網(wǎng)電子商務(wù)B2C模式的情況下,了解京東商城的發(fā)展的現(xiàn)狀及影響因素。
[Abstract]:B-2 C is a mode of e-commerce, selling products and services directly to consumers. This form of electronic commerce is generally based on online retailing, mainly with the help of the Internet to carry out online sales activities. In 2013, online retailing enterprises seized the market share through the "price war", and the pattern of online retail market gradually became clear. E-commerce magnates such as Tmall, JingDong Mall, SUNING and so on occupied most of the B-2C market share. The significance of this study is to make full use of all kinds of analysis tools of strategic management and combine a large amount of data to deeply analyze B2C industry, so as to facilitate people to understand and understand B2C industry more comprehensively. Second, JingDong Mall has more than 20,000 employees and bears enormous social responsibility. I hope the research in this paper can give beneficial guidance to the development of JingDong Mall. Third, the overall competition pattern of B2C e-commerce industry is not completely clear. Each B2C enterprise has more or less the same problem as JingDong Mall. This paper takes the competition strategy of JingDong Mall as the research object, takes the SWOT analysis as the whole analysis frame, first synthetically uses the PEST, five forces model and so on analysis tool, carries on the system analysis to the Chinese B2C industry, including the macroscopic environment analysis. The basic economic characteristics of the industry, industry environment analysis, industry competition analysis and so on, and then identified the key success factors of the industry. Secondly, based on the related materials of JingDong Mall, the author analyzes and explains the advantages and disadvantages of JingDong Mall's resource ability, and draws the conclusion of the core competitive power of JingDong Mall. After analyzing the inner strengths, weaknesses, external opportunities and threats of JingDong Mall, the paper makes clear the competitive strategy of JingDong Mall by using SOWT analysis tool. This paper studies the core competitiveness, advantages and disadvantages, external opportunities and threats of JingDong Mall, and locates and selects the competitive strategy of JingDong Mall. This paper summarizes the three core competitiveness of JingDong Mall: brand value, supply chain system, user experience. JingDong Mall's advantages are mainly three core competitiveness; the disadvantage is that there is no physical store experience, high dependence on price, lack of innovation in business model and lack of subsequent weakness in the pursuit of scale. The main opportunities outside JingDong Mall are the increasing demand of national policies for e-commerce industry, the development of information technology and the flexible business model. There are also external threats to JingDong: imperfect laws and regulations related to e-commerce, Internet security, macroeconomic instability and transparency of e-commerce product prices. Based on the SWOT analysis of JingDong Mall, this paper makes a positioning and selection of the competitive strategy of JingDong Mall, that is to say, the choice of differentiation strategy can give play to its competitive advantage. The innovations of this paper are as follows: in the first year of China's Internet entering the era of mobile interconnection, this paper first put forward the competitive strategy of B2C enterprises. Has determined JingDong the competition strategy key point, has formulated the competition strategy measure and the safeguard measure. From the point of view of research methods, this paper uses literature research, case analysis and comparative analysis to understand the current situation and influencing factors of the development of JingDong Mall under the condition of understanding the B2C model of Internet e-commerce in China.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F271
本文編號(hào)：2245314
[Abstract]:B-2 C is a mode of e-commerce, selling products and services directly to consumers. This form of electronic commerce is generally based on online retailing, mainly with the help of the Internet to carry out online sales activities. In 2013, online retailing enterprises seized the market share through the "price war", and the pattern of online retail market gradually became clear. E-commerce magnates such as Tmall, JingDong Mall, SUNING and so on occupied most of the B-2C market share. The significance of this study is to make full use of all kinds of analysis tools of strategic management and combine a large amount of data to deeply analyze B2C industry, so as to facilitate people to understand and understand B2C industry more comprehensively. Second, JingDong Mall has more than 20,000 employees and bears enormous social responsibility. I hope the research in this paper can give beneficial guidance to the development of JingDong Mall. Third, the overall competition pattern of B2C e-commerce industry is not completely clear. Each B2C enterprise has more or less the same problem as JingDong Mall. This paper takes the competition strategy of JingDong Mall as the research object, takes the SWOT analysis as the whole analysis frame, first synthetically uses the PEST, five forces model and so on analysis tool, carries on the system analysis to the Chinese B2C industry, including the macroscopic environment analysis. The basic economic characteristics of the industry, industry environment analysis, industry competition analysis and so on, and then identified the key success factors of the industry. Secondly, based on the related materials of JingDong Mall, the author analyzes and explains the advantages and disadvantages of JingDong Mall's resource ability, and draws the conclusion of the core competitive power of JingDong Mall. After analyzing the inner strengths, weaknesses, external opportunities and threats of JingDong Mall, the paper makes clear the competitive strategy of JingDong Mall by using SOWT analysis tool. This paper studies the core competitiveness, advantages and disadvantages, external opportunities and threats of JingDong Mall, and locates and selects the competitive strategy of JingDong Mall. This paper summarizes the three core competitiveness of JingDong Mall: brand value, supply chain system, user experience. JingDong Mall's advantages are mainly three core competitiveness; the disadvantage is that there is no physical store experience, high dependence on price, lack of innovation in business model and lack of subsequent weakness in the pursuit of scale. The main opportunities outside JingDong Mall are the increasing demand of national policies for e-commerce industry, the development of information technology and the flexible business model. There are also external threats to JingDong: imperfect laws and regulations related to e-commerce, Internet security, macroeconomic instability and transparency of e-commerce product prices. Based on the SWOT analysis of JingDong Mall, this paper makes a positioning and selection of the competitive strategy of JingDong Mall, that is to say, the choice of differentiation strategy can give play to its competitive advantage. The innovations of this paper are as follows: in the first year of China's Internet entering the era of mobile interconnection, this paper first put forward the competitive strategy of B2C enterprises. Has determined JingDong the competition strategy key point, has formulated the competition strategy measure and the safeguard measure. From the point of view of research methods, this paper uses literature research, case analysis and comparative analysis to understand the current situation and influencing factors of the development of JingDong Mall under the condition of understanding the B2C model of Internet e-commerce in China.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F271
【參考文獻(xiàn)】
相關(guān)期刊論文 前6條
1 王永剛;;淺議京東商城的核心競(jìng)爭(zhēng)力[J];電子商務(wù);2012年09期
2 付亮;于立娟;陳幽君;秦雯;;2012-2013年移動(dòng)互聯(lián)網(wǎng)發(fā)展趨勢(shì)綜述[J];互聯(lián)網(wǎng)天地;2013年02期
3 劉琪;;2013年中國(guó)電商趨勢(shì)解讀[J];IT經(jīng)理世界;2013年02期
4 王樂(lè)鵬;李春麗;王穎;;當(dāng)當(dāng)網(wǎng)電商發(fā)展戰(zhàn)略面臨問(wèn)題及對(duì)策[J];科技廣場(chǎng);2013年08期
5 陳娜;曹芳華;;京東商城:垂直電子商務(wù)的勝利[J];銷售與市場(chǎng)(評(píng)論版);2010年05期
6 賴雯雯;;B2C電子商務(wù)發(fā)展策略與服務(wù)模式研究[J];科技創(chuàng)新導(dǎo)報(bào);2011年18期
，本文編號(hào)：2245314
本文鏈接：http://sikaile.net/guanlilunwen/gongyinglianguanli/2245314.html
最近更新
教材專著
