本文關(guān)鍵詞：中國(guó)B2C電子商務(wù)企業(yè)的發(fā)展路徑研究　出處：《上海外國(guó)語(yǔ)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 電子商務(wù) B2C 價(jià)值鏈 競(jìng)爭(zhēng)優(yōu)勢(shì) 核心競(jìng)爭(zhēng)力

【摘要】：中國(guó)電子商務(wù)企業(yè)最早出現(xiàn)于以8848為代表的20世紀(jì)90年代，但直到2009年麥考林和當(dāng)當(dāng)網(wǎng)先后上市才出現(xiàn)中國(guó)電商行業(yè)的大發(fā)展。從2010年到2012年，中國(guó)電子商務(wù)行業(yè)經(jīng)歷了大起大落的歷史性發(fā)展階段。2012年，接近40%的電商企業(yè)銷(xiāo)售額出現(xiàn)負(fù)增長(zhǎng)，增長(zhǎng)超過(guò)100%的企業(yè)不足三成，這與2011年以前電商企業(yè)動(dòng)輒3倍，5倍甚至10倍的年增長(zhǎng)率形成鮮明對(duì)比。大部分電商企業(yè)陷入“縮減市場(chǎng)投放-流量下降-收入下降；增加市場(chǎng)投放-虧損增加”的惡性循環(huán)。電子商務(wù)是典型的平臺(tái)經(jīng)濟(jì)，但在我國(guó)這樣的新興市場(chǎng)卻遭遇由于消費(fèi)者價(jià)格敏感、競(jìng)爭(zhēng)同質(zhì)而導(dǎo)致的供應(yīng)鏈利潤(rùn)降低，無(wú)法盈利的尷尬。整體來(lái)看，在現(xiàn)階段除個(gè)別業(yè)務(wù)模式獨(dú)特的企業(yè)外，大部分電子商務(wù)公司都陷入了贏利模式不清晰，增長(zhǎng)動(dòng)力缺乏或者定位不清晰的困境。 本文旨在通過(guò)對(duì)中國(guó)電子商務(wù)行業(yè)的實(shí)證分析，并參照成熟市場(chǎng)上成功的電子商務(wù)案例，從商業(yè)流通行業(yè)價(jià)值鏈的角度，深入剖析現(xiàn)階段中國(guó)電子商務(wù)行業(yè)經(jīng)營(yíng)中常見(jiàn)的“困局”，重點(diǎn)分析在一些代表性的電子商務(wù)企業(yè)的運(yùn)營(yíng)實(shí)踐中，哪些行為符合增加產(chǎn)業(yè)鏈價(jià)值，哪些行為屬于不對(duì)產(chǎn)業(yè)鏈形成增值，，甚至對(duì)所在產(chǎn)業(yè)價(jià)值鏈形成“負(fù)增值”。本文認(rèn)為成功的B2C電商企業(yè)必須能夠?qū)λ诋a(chǎn)業(yè)的價(jià)值鏈進(jìn)行實(shí)質(zhì)性的優(yōu)化，判斷的標(biāo)準(zhǔn)是符合以下的“黃金三法則”：（1）能夠通過(guò)縮短流通環(huán)節(jié)，降低流通環(huán)節(jié)的運(yùn)營(yíng)成本或者提供更多的增值服務(wù)，為終端消費(fèi)者節(jié)省費(fèi)用或者享受到更多的價(jià)值。（2）價(jià)值鏈的優(yōu)化應(yīng)該符合產(chǎn)業(yè)鏈供應(yīng)商的長(zhǎng)期利益，不應(yīng)以破壞上游供應(yīng)商的價(jià)值為代價(jià)。（3）企業(yè)本身經(jīng)過(guò)充分的市場(chǎng)競(jìng)爭(zhēng)，所形成的價(jià)值鏈優(yōu)化競(jìng)爭(zhēng)優(yōu)勢(shì)是可持續(xù)并且有壁壘的。 最后，從產(chǎn)業(yè)價(jià)值鏈的角度對(duì)現(xiàn)有電子商務(wù)企業(yè)經(jīng)營(yíng)的困局進(jìn)行診斷，并提出初步的建議和行業(yè)格局預(yù)測(cè)。
[Abstract]:Chinese e-commerce enterprises first appeared in 1990s, represented by 8848. However, it was not until 2009 that Mecoxlane and Dangdang listed one after the other. From 2010 to 2012, there was a great development of China's e-commerce industry. In 2012, nearly 40% of e-commerce enterprises showed negative growth in sales, and less than 30% of enterprises with growth of more than 100%. This contrasts with the annual growth rate of 3 times or even 10 times that of e-commerce enterprises before 2011. E-commerce is a typical platform economy, but in our country, emerging markets are confronted with consumer price sensitivity. The same quality of competition leads to the reduction of supply chain profits and the embarrassment of being unable to make profits. Overall, in addition to individual business models, most e-commerce companies are caught in a profit model that is not clear at the present stage. Lack of momentum for growth or unclear positioning of the dilemma. The purpose of this paper is to analyze the value chain of the commercial circulation industry from the perspective of the value chain of the commercial circulation industry through the empirical analysis of the e-commerce industry in China and referring to the successful e-commerce cases in the mature market. This paper deeply analyzes the common "dilemma" in the management of e-commerce industry in China at the present stage, and focuses on the analysis of which behaviors accord with the added value of the industrial chain in the operation practice of some representative e-commerce enterprises. Which behaviors do not add value to the industrial chain, or even form "negative value-added" to the industrial value chain? this paper holds that successful B2C e-commerce enterprises must be able to substantially optimize the value chain of their industries. The criterion of judgment is that the following "Golden Rule": 1) can reduce the operating costs of circulation links or provide more value-added services by shortening circulation links. The optimization of the value chain should be in line with the long-term interests of the suppliers of the industrial chain. Enterprises should not destroy the value of upstream suppliers at the cost of sufficient market competition, resulting in the value chain optimization competitive advantage is sustainable and has barriers. Finally, from the angle of industrial value chain, the paper makes a diagnosis of the difficulties existing in the management of e-commerce enterprises, and puts forward some preliminary suggestions and industry pattern prediction.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)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

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