發(fā)布時間：2018-03-09 00:18

  本文選題：網(wǎng)絡零售業(yè)　切入點：市場結(jié)構(gòu)　出處：《河北經(jīng)貿(mào)大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,人們對互聯(lián)網(wǎng)的認可度也越來越高,企業(yè)通過網(wǎng)絡進行交易愈加頻繁,我國網(wǎng)絡零售業(yè)也逐漸擴展到C2C和B2C領域。2015年,我國B2C網(wǎng)絡零售市場規(guī)模首次超過C2C網(wǎng)絡零售,為社會發(fā)展所帶來的經(jīng)濟效益不容忽視,B2C領域也逐漸成為我國未來網(wǎng)絡零售市場發(fā)展的主流。本文嘗試運用產(chǎn)業(yè)組織理論中的SCP范式對我國網(wǎng)絡零售業(yè)的發(fā)展情況進行研究。首先,本文用行業(yè)集中度、產(chǎn)品差異化、進入與退出壁壘三個指標對網(wǎng)絡零售業(yè)的市場結(jié)構(gòu)進行衡量。經(jīng)過分析,我國B2C網(wǎng)絡零售市場逐漸形成大中小網(wǎng)絡零售企業(yè)共存,以天貓商城、京東商城為雙寡頭主導的市場格局。在經(jīng)營范圍上網(wǎng)絡零售企業(yè)彼此效仿,差異化較小,存在嚴重的同質(zhì)化現(xiàn)象,由于淘寶、京東等早期在位的網(wǎng)絡零售企業(yè)在市場份額的競爭中已經(jīng)占據(jù)了一定的有利地位,從而在一定程度上對潛在進入企業(yè)形成了較高的進入壁壘。針對我國目前網(wǎng)絡零售業(yè)發(fā)展特征,發(fā)現(xiàn)其存在較高的流量壁壘,并且這也是對新進企業(yè)影響最大的進入壁壘之一。而由于資金專用性及風險投資的影響,退出壁壘則相對較低。其次,從網(wǎng)絡零售業(yè)市場行為來看,由于網(wǎng)絡零售企業(yè)存在著嚴重的同質(zhì)化,價格競爭成為主要競爭方式,一味的采取模仿策略則會形成“強者越強”的局面,而采取差異化行為在一定程度上可以有效改善企業(yè)在競爭中的不利局勢。當前網(wǎng)絡零售企業(yè)的合作與并購行為,也會使市場集中度進一步提高,但對于跨領域并購,則會促進市場競爭,在一定程度上降低市場集中度。我國網(wǎng)絡零售企業(yè)無論是價格行為還是非價格行為,在一定程度上決定了企業(yè)利潤率的獲得,從而影響市場績效,同時又受到利潤率和市場規(guī)模的影響,利潤率的高低會對企業(yè)選擇何種盈利模式和價格策略造成直接影響。最后,本文在對我國網(wǎng)絡零售業(yè)市場結(jié)構(gòu)、市場行為研究的基礎上,我國網(wǎng)絡零售市場績效進行衡量。通過從利潤率、產(chǎn)業(yè)規(guī)模結(jié)構(gòu)效率、產(chǎn)業(yè)技術(shù)進步等方面分析發(fā)現(xiàn),我網(wǎng)絡零售業(yè)存在較高的規(guī)模結(jié)構(gòu)效率,并且只有淘寶網(wǎng)等少數(shù)幾家網(wǎng)絡零售企業(yè)實現(xiàn)了盈利,大多數(shù)企業(yè)存在利潤率水平較低的現(xiàn)象,甚至許多網(wǎng)絡零售企業(yè)仍處于虧損狀態(tài)。網(wǎng)絡零售業(yè)發(fā)展時間較短,屬于新興行業(yè),在發(fā)展過程中難免伴隨著一些問題的產(chǎn)生。例如價格欺騙、信譽虛假、惡性競爭等問題都與人們生活息息相關(guān),如何確保網(wǎng)絡零售業(yè)這一新興行業(yè)健康發(fā)展理應得到重視。本文以SCP理論來分析我國目前網(wǎng)絡零售業(yè)發(fā)展現(xiàn)狀,發(fā)現(xiàn)其存在的問題并把握我國目前網(wǎng)絡零售業(yè)發(fā)展規(guī)律,為將來提出相關(guān)對策規(guī)范其健康發(fā)展奠定基礎。
[Abstract]:With the rapid development of Internet technology, people's recognition of the Internet is becoming more and more high, enterprises trade through the network more and more frequently, our country's network retailing gradually extends to C2C and B2C fields. In 2015, our country's network retail trade also gradually expanded to the field of C2C and B2C. For the first time, the scale of B2C online retail market in China exceeds that of C2C online retail market. The economic benefits brought by social development can not be ignored and the field of B2C has gradually become the mainstream of the future development of our country's network retailing market. This paper tries to apply the SCP paradigm of industrial organization theory to the development of our country's network retailing. First of all, This paper measures the market structure of network retailing by three indexes: industry concentration degree, product differentiation, entry barrier and exit barrier. After analysis, the B2C network retail market in China gradually forms the coexistence of large, medium and small network retailing enterprises. In the business scope of network retail enterprises emulate each other, the difference is small, there is a serious homogenization phenomenon, because of Taobao, Early online retail enterprises, such as JingDong, have occupied a certain favorable position in the competition for market share. Therefore, to some extent, it forms a higher entry barrier for potential entry enterprises. In view of the characteristics of the development of network retailing in China, it is found that there are high flow barriers. And this is also one of the most important barriers to entry for new entrants. However, due to the impact of capital specificity and venture capital, the exit barrier is relatively low. Secondly, judging from the market behavior of online retailing, Because of the serious homogeneity of network retailing enterprises, price competition becomes the main way of competition, and blindly adopting imitation strategy will form the situation of "the stronger the stronger the stronger". To some extent, adopting differentiation behavior can effectively improve the unfavorable situation of enterprises in competition. The current cooperation and merger behavior of online retailing enterprises will also further increase the market concentration, but for cross-domain mergers and acquisitions, It will promote market competition and reduce market concentration to a certain extent. Whether price behavior or non-price behavior, network retailing enterprises in our country, to a certain extent, determine the gain of profit margin, thus affecting market performance. At the same time, it is influenced by the profit rate and market scale. The profit margin will directly affect the profit model and price strategy of enterprises. Finally, this paper studies the market structure and market behavior of our country's network retailing industry. Through analyzing the profit margin, the efficiency of industrial scale structure and the progress of industry technology, we find that our network retailing industry has high scale structure efficiency. And only a few online retailing enterprises, such as Taobao, have made profits, most of them have low profit margins, even many online retailing enterprises are still in a state of loss. As a new industry, problems inevitably arise in the process of development, such as price fraud, false reputation, vicious competition and so on, which are closely related to people's lives. How to ensure the healthy development of network retailing industry should be paid more attention to. This paper analyzes the current situation of network retailing industry in our country with SCP theory, finds out the existing problems and grasps the law of development of network retail trade in our country at present. It will lay a foundation for the healthy development of related countermeasures in the future.
【學位授予單位】：河北經(jīng)貿(mào)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.2

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