發(fā)布時(shí)間：2018-03-19 12:53

  本文選題：文房四寶　切入點(diǎn)：電子商務(wù)　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)以來,電子商務(wù)快速發(fā)展的浪潮席卷我國,我國的電子商務(wù)應(yīng)用呈現(xiàn)常規(guī)化的態(tài)勢。在互聯(lián)網(wǎng)大浪的推動下,很多傳統(tǒng)行業(yè)正在經(jīng)受電子商務(wù)的沖擊,文房四寶行業(yè)便是其中之一。文房四寶是對筆、墨、紙、硯及其他文房雜項(xiàng)用具包括畫印泥、篆刻工具、拓印工具、鎮(zhèn)尺、筆架、國畫顏料等的總稱,傳承著我國歷史文化和現(xiàn)代文明的。然而,近年來,市場發(fā)展停滯不前、傳統(tǒng)工藝瀕臨失傳、專業(yè)人才青黃不接是我國目前文房四寶行業(yè)面臨的現(xiàn)狀,行業(yè)賴以生存的環(huán)境正在發(fā)生巨大變化。依靠自身優(yōu)勢發(fā)展電子商務(wù)是文房四寶企業(yè)適應(yīng)時(shí)代潮流和市場需要的必然選擇。通過分析文房四寶行業(yè)的發(fā)展現(xiàn)狀、電商現(xiàn)狀及趨勢,結(jié)合當(dāng)前電子商務(wù)的發(fā)展應(yīng)用,利用戰(zhàn)略管理理論工具,研究文房四寶企業(yè)如何選擇和實(shí)施電子商務(wù)戰(zhàn)略是本文的研究目的。本文以M公司為例,結(jié)合自身資源和能力,運(yùn)用SWOT工具總結(jié)了 M公司的優(yōu)劣勢、機(jī)遇和威脅;對文房四寶企業(yè)發(fā)展電子商務(wù)的外部環(huán)境和競爭態(tài)勢的分析則運(yùn)用了 PEST分析、波特五力等戰(zhàn)略分析工具。本文為M公司發(fā)展戰(zhàn)略和競爭戰(zhàn)略的選擇提出了建議,制定了公司的總體發(fā)展戰(zhàn)略目標(biāo)和階段性目標(biāo)。通過分析目標(biāo)市場,認(rèn)為更適合M公司的電子商務(wù)為B2B、B2C模式。競爭戰(zhàn)略依據(jù)公司的實(shí)際情形,則應(yīng)選擇適宜差異化和低成本戰(zhàn)略。在此基礎(chǔ)上,文章構(gòu)建了M公司電子商務(wù)戰(zhàn)略實(shí)施體系,指明了公司電子商務(wù)戰(zhàn)略實(shí)施的重點(diǎn)和階段性步驟措施。最后,從支付體系、人才培養(yǎng)、CRM幾方面提出保障性措施。
[Abstract]:Since twentieth Century, the rapid development of e-commerce is sweeping China, the application of electronic commerce in China showed regular trend. In the promotion of Internet waves, many traditional industries are experiencing the impact of e-commerce industry, the "scholar's four jewels" is one of them. The "scholar's four jewels" of pen, ink, paper, ink and other miscellaneous equipment room including painting inkpad, carving tools, rubbing tools, paper weight, penholder, general painting pigment, inheritance of Chinese historical culture and modern civilization. However, in recent years, the development of the market is stagnant, the traditional technology is on the verge of extinction, professional temporary shortage is China's current status of the "scholar's four jewels" facing the industry, the industry environment is great changes have taken place in the development of electronic commerce. Its advantage is to rely on the "scholar's four jewels" enterprises must adapt to the trend of the times and the needs of the market. Through the analysis of the "scholar's four jewels" industry The current situation of the development, status quo and trend of the electricity supplier, with the development of the current electronic commerce application, the use of strategic management theory, research the "scholar's four jewels" enterprise how to choose and implement the strategy of e-commerce is the purpose of this research. This paper takes M company as an example, combined with its own resources and ability to use SWOT tools, summarizes the strengths and weaknesses of M company. Opportunities and threats; analysis of the development of electronic commerce the "scholar's four jewels" enterprise external environment and competitive situation of the use of PEST analysis, Potter five strategic analysis tools. This paper proposes suggestions for M company's development strategy and competitive strategy, develop the overall development strategy and stage goal of the company. Through the analysis of the target market. It is believed that the B2C mode is more suitable for e-commerce company M B2B, the actual situation. According to the company's competitive strategy, should choose suitable differentiation and low-cost strategy based. On the basis of this, the article constructs the implementation system of M e-commerce strategy, points out the key points and steps of the implementation of e-commerce strategy. Finally, it puts forward safeguard measures from the aspects of payment system, personnel training and CRM.

【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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