本文選題：電視購物　切入點：電子商務　出處：《華南理工大學》2015年碩士論文

【摘要】：2014年11月,在中國烏鎮(zhèn)首屆世界互聯(lián)網(wǎng)大會上國家總理李克強,在大會致辭中明確指出:移動互聯(lián)網(wǎng)是萬眾創(chuàng)新、大眾創(chuàng)業(yè)的全新工具。其中“大眾創(chuàng)業(yè)、萬眾創(chuàng)新”正是此次政府工作報告中的重要主題,被稱作中國經(jīng)濟提質增效升級的“新引擎”,可見其重要作用。移動互聯(lián)電子商務擁有:更廣闊的市場、更快速的流通和低廉的價格、更符合時代的要求、更能體現(xiàn)個性化的購物過程。移動互聯(lián)網(wǎng)及電子商務的發(fā)展不只是關系到企業(yè)發(fā)展的競爭能力,同時演變成為了國家的綜合實力的一個重要方面。電子商務的在企業(yè)及國家實力建設中顯得越來越重要,它的重要性也已經(jīng)獲得廣泛的共識,研究互聯(lián)網(wǎng)時代電子商務的運營和管理方法具有實際應用價值。面對市場競爭的加劇,越來越多的傳統(tǒng)企業(yè)開始考慮互聯(lián)網(wǎng)電子商務轉型,以利用互聯(lián)網(wǎng)特有的經(jīng)濟特征來尋求適合企業(yè)發(fā)展的運營方式。本文以傳統(tǒng)企業(yè)電視購物行業(yè),在排名國內第三大的北京家有購物集團在電子商務戰(zhàn)略上的轉型為案例,通過總結國內外關于商業(yè)模式、戰(zhàn)略管理和電子商務相關理論研究的基礎上,以對惠家有公司電子商務的外部環(huán)境與內部條件進行分析,形成北京惠家有公司電子商務業(yè)務發(fā)展的策略,并提出詳細的實施策略和細則,最后對北京惠家有公司總體發(fā)展戰(zhàn)略、戰(zhàn)略實施進行了論述和下一步發(fā)展的建議。對本在論述北京惠家有公司電子商務的業(yè)務發(fā)展策略,通過這個案例分析,為電視購物同行以及其他傳統(tǒng)企業(yè)及在電子商務的商業(yè)發(fā)展探索中,提出一些共享資料和參考幫助。
[Abstract]:In November 2014, Premier Li Keqiang made it clear in his speech at the first World Internet Conference in Wuzhen, China, that the mobile Internet is a brand new tool for mass innovation and entrepreneurship. The key theme of this government work report, known as the "new engine" for upgrading the quality and efficiency of China's economy, clearly plays an important role. Mobile Internet e-commerce has a broader market. Faster circulation and lower prices, more in line with the requirements of the times, more can reflect the personalized shopping process. The development of mobile Internet and e-commerce is not only related to the competitiveness of enterprise development, At the same time, it has become an important aspect of the comprehensive strength of a country. Electronic commerce is becoming more and more important in the construction of enterprises and national strength, and its importance has also gained a broad consensus. It is of practical value to study the operation and management methods of e-commerce in the Internet era. In the face of the intensification of market competition, more and more traditional enterprises begin to consider the transformation of Internet e-commerce. In order to use the unique economic characteristics of the Internet to seek a suitable operation mode for the development of enterprises, this paper takes the traditional enterprise TV shopping industry as a case study, and the transformation of e-commerce strategy of Beijing Jiayou shopping group, which ranks the third largest in China, as a case study. On the basis of summarizing domestic and foreign theories about business model, strategic management and electronic commerce, this paper analyzes the external environment and internal conditions of Huijia company's electronic commerce. To form a strategy for the development of e-commerce business in Beijing Huijia Company, and to put forward detailed implementation strategies and details. Finally, the overall development strategy of the Beijing Huijia Company is put forward. The implementation of the strategy is discussed and suggestions for the next development are made. Through this case analysis, this paper discusses the business development strategy of Beijing Huijiayou Co., Ltd. For the TV shopping peer and other traditional enterprises and in the e-commerce business development exploration, some information and reference help.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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