本文選題：電子商務(wù) + B2B�。� 參考：《首都經(jīng)濟貿(mào)易大學》2013年碩士論文

【摘要】：隨著我國電子商務(wù)的快速增長,電子商務(wù)將成為中國網(wǎng)絡(luò)經(jīng)濟未來增長的主動力。2010年中國網(wǎng)絡(luò)購物市場交易規(guī)模接近5000億,達4980.0億元,占到社會消費品零售總額的3.2%。同時,網(wǎng)絡(luò)購物用戶規(guī)模達到1.48億,在網(wǎng)民中的滲透率達30.8%。可見,2010年中國網(wǎng)絡(luò)購物市場延續(xù)用戶規(guī)模、交易規(guī)模的雙增長態(tài)勢。網(wǎng)絡(luò)購物的商品種類也在進一步豐富中,其中IT數(shù)碼產(chǎn)品網(wǎng)購市場正快速發(fā)展。隨著中國網(wǎng)絡(luò)購物市場快速發(fā)展,網(wǎng)上購買IT數(shù)碼產(chǎn)品逐漸成為現(xiàn)在人的一種消費習慣,打造IT數(shù)碼在線銷售渠道存在巨大的市場空間。 目前,電子商務(wù)已進入了渠道競爭的階段,傳統(tǒng)IT企業(yè)非常重視在線銷售渠道。根據(jù)各家IT企業(yè)公司的網(wǎng)站資料顯示,戴爾、惠普、微軟、甲骨文以及聯(lián)想等IT企業(yè)不僅入駐第三方電子商務(wù)平臺,還自建了網(wǎng)上商城或采用電話直銷等方式進行產(chǎn)品的銷售。近年來,企業(yè)用戶急速增長,通過電子商務(wù)平臺進行企業(yè)級IT產(chǎn)品的采購已經(jīng)是一種趨勢和必然,因此企業(yè)級IT產(chǎn)品的銷售已經(jīng)在第三方電子商務(wù)平臺上凸顯。以典型的在第三方電子商務(wù)平臺京東商城為例,近年來,京東商城進一步增加了服務(wù)器產(chǎn)品的品牌和種類,價格從幾千元至2萬元不等,品牌主要為惠普和聯(lián)想；據(jù)京東商城銷售人員反饋,目前服務(wù)器產(chǎn)品的銷售主要針對商城的簽約合作客戶(VIP客戶),2010-2011年問平均每個銷售人員售出30-40臺服務(wù)器產(chǎn)品,相對去年同比有一定的增長。 MMM公司是一家具有百年歷史的全球信息產(chǎn)業(yè)領(lǐng)先企業(yè),以“成就客戶、創(chuàng)新為要、誠信負責”的價值觀為基礎(chǔ),提供領(lǐng)先的硬件,軟件,IT服務(wù)和企業(yè)咨詢服務(wù),與具有遠見的大型企業(yè)、成長型企業(yè)、組織和個人合作創(chuàng)新,共建智慧的地球,推動文明不斷進步。旗下的企業(yè)級IT產(chǎn)品包括硬件、軟件和IT服務(wù)(維保)。其中硬件產(chǎn)品分為服務(wù)器和存儲設(shè)備,本次研究所涉及的服務(wù)器產(chǎn)品有System p (p系列)和System x(x系列),存儲設(shè)備有磁盤系統(tǒng)、磁帶系統(tǒng)、存儲區(qū)域網(wǎng)絡(luò)和網(wǎng)絡(luò)連接存儲。而本次研究的軟件產(chǎn)品包括Information management信息管理軟件(DB2, Informix, InforSphere)、 Lotus軟件(協(xié)作)、Rational軟件(軟件生命周期管理)、 Tivoli軟件(整合服務(wù)管理)、WebSphere軟件(業(yè)務(wù)整合與優(yōu)化)。 論文以MMM公司目前所處的宏觀環(huán)境、中觀環(huán)境和微觀環(huán)境分別為研究對象,運用戰(zhàn)略管理及營銷管理及管銷管理理論,理論聯(lián)系實際的方法,全面分析了整個中國電子商務(wù)行業(yè)的發(fā)展現(xiàn)狀,并得出適合MMM公司發(fā)展的策略,以及具體可學習和借鑒的地方。 通過PEST模型來分析目前中國電子商務(wù)的整體宏觀環(huán)境,以進一步了解該行業(yè)未來發(fā)展的態(tài)勢及健康度；同時對比分析中美電子商務(wù)企業(yè)TOP10排名,以及現(xiàn)有傳統(tǒng)企業(yè)拓展電子商務(wù)的策略,來關(guān)注傳統(tǒng)企業(yè)轉(zhuǎn)型做電子商務(wù)的必要性。 另外,深入分析中國電子商務(wù)的中觀環(huán)境,包括目前電子商務(wù)的市場規(guī)模和競爭格局,以及目前市面上那些標桿電子商務(wù)企業(yè)的具體表現(xiàn),例如企業(yè)定位、產(chǎn)品組成、市場營銷、供應(yīng)鏈布局及SWOT分析,以挖掘他們的關(guān)鍵成功因素,并找出適合MMM公司借鑒和學習的地方。 最后,進一步對電子商務(wù)的微觀環(huán)境進行深入分析,包括對MMM公司的競爭對手企業(yè)和目標企業(yè)用戶群體這兩個維度的分析。正所謂“知己知彼,百戰(zhàn)不殆”,掌握競爭對手企業(yè)對電子渠道的戰(zhàn)略定位,有利于檢驗企業(yè)自身定位的合理性；同時,了解競爭對手企業(yè)的組織結(jié)構(gòu),有利于合理安排企業(yè)自身的部門架構(gòu)和KPI考核制度等；以及把握競爭對手企業(yè)在網(wǎng)上渠道布局上所采用的措施和行動,有利于充分準備企業(yè)自身的供應(yīng)鏈布局。另外,掌握企業(yè)自身的目標企業(yè)用戶群體屬性和特征,可以在市場預(yù)熱期內(nèi)有針對性的進行拓展；了解他們目前采購企業(yè)級IT產(chǎn)品的采購流程和滿意度,以及對電子渠道采購的接受度和具體需求,可以更有效、更友好的開展渠道拓展和相關(guān)營銷活動,這樣更有利于把握住目標企業(yè)用戶群體,防止流失。 文中分析了良好宏觀經(jīng)濟情況下電子商務(wù)行業(yè)的迅速發(fā)展,挖掘了該行業(yè)中標桿電子商務(wù)企業(yè)的關(guān)鍵成功因素,深入了解了競爭對手企業(yè)對電子渠道的定位、組織架構(gòu)和網(wǎng)上渠道布局,把握了企業(yè)用戶的屬性特征和潛在消費需求,同時也列舉了拓展電子渠道會面臨的主要間題,進而全方位的、立體的對MMM公司拓展電子商務(wù)策略進行了觀察和分析。同時筆者認為,整個互聯(lián)網(wǎng)行業(yè)正在高速發(fā)展,大浪淘沙,前仆后繼,究竟最后誰能夠屹立于浪潮之巔,還有大量的工作需要開展,除了MMM公司企業(yè)自身對電子渠道的重視和相關(guān)布局外,還包括對整個互聯(lián)網(wǎng)行業(yè)及電子商務(wù)領(lǐng)域發(fā)展現(xiàn)狀有效的、持續(xù)的市場調(diào)研和監(jiān)測數(shù)據(jù),為此,MMM公司在工作中應(yīng)加強與同行業(yè)者的交流,與上下游相關(guān)企業(yè)的合作溝通,并積極參與行業(yè)論壇或國家相關(guān)政策的研討制定等。
[Abstract]:With the rapid growth of China's electronic commerce, e-commerce will become the initiative of the future growth of China's network economy in.2010, China's network shopping market transaction scale is close to 500 billion, up to 498 billion yuan, accounting for 3.2%. of the total retail sales of social consumer goods, and the network shopping user regulation reached 148 million, the permeability of Internet users reached 30.8%.. In 2010, the Internet shopping market in China continues to expand the size of the user and the size of the transaction. The variety of the online shopping is also further enriched. The IT digital product market is developing rapidly. With the rapid development of the Chinese online shopping market, the purchase of IT number code products on the Internet has gradually become a consumer habit, There is a huge market space to build IT digital online sales channel.
At present, e-commerce has entered the stage of channel competition. Traditional IT enterprises attach great importance to online marketing channels. According to the web site data of various IT companies, IT enterprises such as DELL, HP, Microsoft, Oracle and Lenovo not only enter the third party e-commerce platform, but also build online business city or use telephone direct selling. Sales of products. In recent years, enterprise users have increased rapidly. The purchase of enterprise class IT products through e-commerce platform has been a trend and necessity. Therefore, the sales of enterprise class IT products have been highlighted on the third party e-commerce platform. In the case of the typical third party electronic business platform Jingdong mall as an example, in recent years, Jingdong mall Further increase the brand and type of server products, the price range from thousands to 20 thousand yuan, the brand is mainly HP and Lenovo; according to the Jingdong salesman feedback, the current sales of the server products are mainly for the contract and cooperative customers (VIP customers) of the mall, and the average sales staff are sold on average of 30-40 servers in 2010-2011 years. Products, compared to last year, have a certain increase.
MMM is a leading global information industry leading enterprise with a history of 100 years. It provides the leading hardware, software, IT services and enterprise consulting services on the basis of the values of "achieving customer, innovation and honesty and responsibility", and co - innovating with the visionary large enterprises, growth enterprises, organizations and individuals to build the earth of wisdom. The enterprise class IT products include hardware, software and IT services (Wei Bao). The hardware products are divided into servers and storage devices. The server products involved in this study are System P (P Series) and System x (X Series), and storage devices have magnetic disk system, tape system, storage area network and network connection storage. The software products of this study include Information management information management software (DB2, Informix, InforSphere), Lotus software (collaboration), Rational software (software life cycle management), Tivoli software (Integrated Service Management), WebSphere software (business integration and Optimization).
Based on the macro environment, meso environment and micro environment of MMM company, this paper uses strategic management, marketing management, management theory, theory and practical methods to analyze the development status of the whole Chinese e-commerce industry, and obtain the strategies suitable for the development of MMM company, and the specific study. A place to learn and learn from.
The PEST model is used to analyze the overall macro environment of e-commerce in China so as to further understand the situation and health of the future development of the industry. At the same time, it compares and analyzes the TOP10 ranking of China and the United States e-commerce enterprises and the strategies of the existing traditional enterprises to expand e-commerce to pay attention to the necessity of the traditional enterprises' transformation of e-commerce.
In addition, it analyzes the medium environment of e-commerce in China, including the market scale and competition pattern of current e-commerce, as well as the specific performance of the benchmarking e-business enterprises on the market, such as enterprise positioning, product composition, marketing, supply chain layout and SWOT analysis, in order to dig out their key success factors and find out the appropriate factors. Where MMM is used for reference and study.
Finally, we further analyze the micro environment of e-commerce, including the analysis of the two dimensions of the competitors and the user groups of the target enterprises of MMM company. It is called "know oneself and the other", and grasp the strategic positioning of the competitor's enterprise to the electronic channel, which is beneficial to the inspection of the rationality of the enterprise's own positioning. At the same time, understanding the organizational structure of the competitors is beneficial to the rational arrangement of the enterprise's own department structure and the KPI assessment system, as well as the measures and actions adopted by the competitors in the distribution of the network channels, which is conducive to the full preparation of the supply chain layout of the enterprise itself. In addition, to master the enterprise's own target enterprise use. The attribute and characteristics of the household group can be expanded in the market preheating period. To understand the purchasing process and satisfaction of the IT products at the enterprise level, and the acceptance and specific needs of the electronic channel procurement, it can be more effective and friendly to carry out the channel expansion and related marketing activities, which is more conducive to the grasp of the market. The target enterprise user group, prevent the loss.
This paper analyzes the rapid development of e-commerce industry in a good macro-economic situation, excavates the key success factors of the benchmarking e-business enterprise in the industry, deeply understands the positioning of the electronic channel, the organization structure and the distribution of the network channel, and grasps the attribute characteristics and the potential consumption demand of the enterprise users. It also enumerates the main questions that the electronic channel will face, and then observes and analyses the strategy of expanding the electronic commerce of MMM company in all directions. At the same time, I think that the whole Internet industry is developing at a high speed, and it is the last who can stand on the top of the tide, and there is a great deal of work. In addition to the importance and layout of MMM company's own electronic channels, it also includes the effective and continuous market research and monitoring data for the development of the whole Internet industry and the field of electronic commerce. For this reason, MMM company should strengthen communication with the same industry, communicate with the upstream and downstream related enterprises and accumulate in the work. Very involved in industry forums or national related policy research and formulation.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.63;F724.6

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