本文選題：網(wǎng)絡(luò)零售業(yè)　切入點(diǎn)：市場(chǎng)結(jié)構(gòu)　出處：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,人們對(duì)互聯(lián)網(wǎng)的認(rèn)可度也越來(lái)越高,企業(yè)通過(guò)網(wǎng)絡(luò)進(jìn)行交易愈加頻繁,我國(guó)網(wǎng)絡(luò)零售業(yè)也逐漸擴(kuò)展到C2C和B2C領(lǐng)域。2015年,我國(guó)B2C網(wǎng)絡(luò)零售市場(chǎng)規(guī)模首次超過(guò)C2C網(wǎng)絡(luò)零售,為社會(huì)發(fā)展所帶來(lái)的經(jīng)濟(jì)效益不容忽視,B2C領(lǐng)域也逐漸成為我國(guó)未來(lái)網(wǎng)絡(luò)零售市場(chǎng)發(fā)展的主流。本文嘗試運(yùn)用產(chǎn)業(yè)組織理論中的SCP范式對(duì)我國(guó)網(wǎng)絡(luò)零售業(yè)的發(fā)展情況進(jìn)行研究。首先,本文用行業(yè)集中度、產(chǎn)品差異化、進(jìn)入與退出壁壘三個(gè)指標(biāo)對(duì)網(wǎng)絡(luò)零售業(yè)的市場(chǎng)結(jié)構(gòu)進(jìn)行衡量。經(jīng)過(guò)分析,我國(guó)B2C網(wǎng)絡(luò)零售市場(chǎng)逐漸形成大中小網(wǎng)絡(luò)零售企業(yè)共存,以天貓商城、京東商城為雙寡頭主導(dǎo)的市場(chǎng)格局。在經(jīng)營(yíng)范圍上網(wǎng)絡(luò)零售企業(yè)彼此效仿,差異化較小,存在嚴(yán)重的同質(zhì)化現(xiàn)象,由于淘寶、京東等早期在位的網(wǎng)絡(luò)零售企業(yè)在市場(chǎng)份額的競(jìng)爭(zhēng)中已經(jīng)占據(jù)了一定的有利地位,從而在一定程度上對(duì)潛在進(jìn)入企業(yè)形成了較高的進(jìn)入壁壘。針對(duì)我國(guó)目前網(wǎng)絡(luò)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(duì)新進(jìn)企業(yè)影響最大的進(jìn)入壁壘之一。而由于資金專用性及風(fēng)險(xiǎn)投資的影響,退出壁壘則相對(duì)較低。其次,從網(wǎng)絡(luò)零售業(yè)市場(chǎng)行為來(lái)看,由于網(wǎng)絡(luò)零售企業(yè)存在著嚴(yán)重的同質(zhì)化,價(jià)格競(jìng)爭(zhēng)成為主要競(jìng)爭(zhēng)方式,一味的采取模仿策略則會(huì)形成“強(qiáng)者越強(qiáng)”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(jìng)爭(zhēng)中的不利局勢(shì)。當(dāng)前網(wǎng)絡(luò)零售企業(yè)的合作與并購(gòu)行為,也會(huì)使市場(chǎng)集中度進(jìn)一步提高,但對(duì)于跨領(lǐng)域并購(gòu),則會(huì)促進(jìn)市場(chǎng)競(jìng)爭(zhēng),在一定程度上降低市場(chǎng)集中度。我國(guó)網(wǎng)絡(luò)零售企業(yè)無(wú)論是價(jià)格行為還是非價(jià)格行為,在一定程度上決定了企業(yè)利潤(rùn)率的獲得,從而影響市場(chǎng)績(jī)效,同時(shí)又受到利潤(rùn)率和市場(chǎng)規(guī)模的影響,利潤(rùn)率的高低會(huì)對(duì)企業(yè)選擇何種盈利模式和價(jià)格策略造成直接影響。最后,本文在對(duì)我國(guó)網(wǎng)絡(luò)零售業(yè)市場(chǎng)結(jié)構(gòu)、市場(chǎng)行為研究的基礎(chǔ)上,我國(guó)網(wǎng)絡(luò)零售市場(chǎng)績(jī)效進(jìn)行衡量。通過(guò)從利潤(rùn)率、產(chǎn)業(yè)規(guī)模結(jié)構(gòu)效率、產(chǎn)業(yè)技術(shù)進(jìn)步等方面分析發(fā)現(xiàn),我網(wǎng)絡(luò)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(luò)零售企業(yè)實(shí)現(xiàn)了盈利,大多數(shù)企業(yè)存在利潤(rùn)率水平較低的現(xiàn)象,甚至許多網(wǎng)絡(luò)零售企業(yè)仍處于虧損狀態(tài)。網(wǎng)絡(luò)零售業(yè)發(fā)展時(shí)間較短,屬于新興行業(yè),在發(fā)展過(guò)程中難免伴隨著一些問(wèn)題的產(chǎn)生。例如價(jià)格欺騙、信譽(yù)虛假、惡性競(jìng)爭(zhēng)等問(wèn)題都與人們生活息息相關(guān),如何確保網(wǎng)絡(luò)零售業(yè)這一新興行業(yè)健康發(fā)展理應(yīng)得到重視。本文以SCP理論來(lái)分析我國(guó)目前網(wǎng)絡(luò)零售業(yè)發(fā)展現(xiàn)狀,發(fā)現(xiàn)其存在的問(wèn)題并把握我國(guó)目前網(wǎng)絡(luò)零售業(yè)發(fā)展規(guī)律,為將來(lái)提出相關(guān)對(duì)策規(guī)范其健康發(fā)展奠定基礎(chǔ)。
[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(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.2

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 康瑞珍;張春香;;對(duì)我國(guó)網(wǎng)絡(luò)零售中的問(wèn)題思考[J];重慶電子工程職業(yè)學(xué)院學(xué)報(bào);2011年04期

2 胡永銓;謝云蕾;;基于國(guó)際比較的中國(guó)網(wǎng)絡(luò)零售市場(chǎng)特征研究[J];商業(yè)研究;2012年03期

3 甘興;池憶;李敏;楊曉;;網(wǎng)絡(luò)零售支付現(xiàn)狀及其優(yōu)化策略研究[J];東方企業(yè)文化;2013年05期

4 蘇雪燕;;2020年網(wǎng)絡(luò)零售可能推動(dòng)中國(guó)個(gè)人消費(fèi)增長(zhǎng)4%～7%[J];商場(chǎng)現(xiàn)代化;2013年09期

5 ;網(wǎng)絡(luò)零售助推相關(guān)價(jià)值鏈產(chǎn)業(yè)大發(fā)展[J];商學(xué)院;2013年05期

6 ;網(wǎng)絡(luò)零售──到底賣什么[J];中國(guó)電子出版;1999年04期

7 張鵬 ,曲曉東;透視“8848”——網(wǎng)絡(luò)零售企業(yè)初探[J];IT經(jīng)理世界;1999年13期

8 ;中國(guó)已成為世界最大的網(wǎng)絡(luò)零售市場(chǎng)[J];中亞信息;2014年04期

9 王國(guó)順;何芳菲;;實(shí)體零售與網(wǎng)絡(luò)零售的協(xié)同形態(tài)及演進(jìn)[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2013年06期

10 李永發(fā);;中國(guó)網(wǎng)絡(luò)零售生態(tài)系統(tǒng)的擴(kuò)容[J];貴陽(yáng)學(xué)院學(xué)報(bào)(自然科學(xué)版);2013年04期

相關(guān)會(huì)議論文 前1條

1 沈紅兵;;略論跨國(guó)網(wǎng)絡(luò)零售的特點(diǎn)、分類與主要障礙[A];第五屆中國(guó)中部商業(yè)經(jīng)濟(jì)論壇論文集[C];2011年

相關(guān)重要報(bào)紙文章 前10條

1 陳健健;明年網(wǎng)絡(luò)零售會(huì)掀高潮？[N];國(guó)際商報(bào);2002年

2 本報(bào)記者 陳健健;2003年網(wǎng)絡(luò)零售會(huì)掀高潮嗎？[N];通信信息報(bào);2002年

3 記者 徐朝暉;我市網(wǎng)絡(luò)零售居全省第二位[N];金華日?qǐng)?bào);2013年

4 馬可佳;網(wǎng)絡(luò)零售助推經(jīng)濟(jì)轉(zhuǎn)型[N];中國(guó)聯(lián)合商報(bào);2013年

5 重慶市人民政府;重慶市人民政府關(guān)于促進(jìn)網(wǎng)絡(luò)零售產(chǎn)業(yè)加快發(fā)展的意見(jiàn)[N];國(guó)際商報(bào);2013年

6 記者 陽(yáng)p喩，

本文編號(hào)：1586181