發(fā)布時(shí)間：2018-06-09 20:37

  本文選題：網(wǎng)絡(luò)零售業(yè) + 市場結(jié)構(gòu)　； 參考：《蘭州財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：我國網(wǎng)絡(luò)零售業(yè)發(fā)展迅猛,網(wǎng)絡(luò)購物逐漸成為人們?nèi)粘Ｉ钪匾馁徫镄问?網(wǎng)絡(luò)零售對(duì)于擴(kuò)大內(nèi)需、促進(jìn)產(chǎn)業(yè)結(jié)構(gòu)轉(zhuǎn)型具有深遠(yuǎn)的意義,成為經(jīng)濟(jì)增長新的突破口。本文在前人研究的基礎(chǔ)上研究基于SCP范式分析網(wǎng)絡(luò)零售市場的組織現(xiàn)狀,并討論了影響市場績效的影響因素,對(duì)網(wǎng)絡(luò)零售業(yè)研究有一些補(bǔ)充。首先研究我國網(wǎng)絡(luò)零售市場組織的現(xiàn)狀。市場結(jié)構(gòu)上,我國網(wǎng)絡(luò)零售業(yè)B2C超過C2C占據(jù)主要地位,以CR4和赫爾芬達(dá)-赫希曼指數(shù)測算的網(wǎng)絡(luò)零售業(yè)市場集中度很高,同時(shí)也因?yàn)橘Y金壁壘高使得網(wǎng)絡(luò)零售業(yè)的進(jìn)入壁壘很高。由于網(wǎng)絡(luò)零售業(yè)的“輕資產(chǎn)”的特點(diǎn)使得行業(yè)退出壁壘較低。在網(wǎng)絡(luò)零售業(yè)發(fā)展初期,網(wǎng)絡(luò)零售商類型較為單一,差異化較大,隨著規(guī)模擴(kuò)大逐漸發(fā)展為綜合化差異化開始縮小,近些年因?yàn)榧?xì)分領(lǐng)域的逐漸發(fā)展,差異化又開始逐漸擴(kuò)大。在市場行為方面,低價(jià)競爭是主要的價(jià)格行為,在廣告方面,網(wǎng)絡(luò)零售商紛紛在廣告費(fèi)用上花重金來給自己的品牌宣傳,網(wǎng)絡(luò)零售業(yè)的兼并行為也成為市場行為的重要部分,橫向兼并使得網(wǎng)絡(luò)零售商兼并同類型的電商增加自身的市場份額,產(chǎn)生規(guī)模效應(yīng),縱向兼并使得網(wǎng)絡(luò)零售商在整個(gè)網(wǎng)絡(luò)零售產(chǎn)業(yè)鏈上更具競爭力,降低成本,包括兼并快遞企業(yè)等。市場績效方面,近些年網(wǎng)絡(luò)零售業(yè)的交易總額不斷大幅度提高,占據(jù)社會(huì)消費(fèi)品零售總額的比例也在不斷的提高,網(wǎng)絡(luò)零售商利潤率普遍較低,技術(shù)進(jìn)步對(duì)于網(wǎng)絡(luò)零售業(yè)發(fā)展有很大推動(dòng),然后基于數(shù)據(jù)包絡(luò)分析法對(duì)我國網(wǎng)絡(luò)零售業(yè)企業(yè)效率進(jìn)行測度分析,結(jié)果表明我國網(wǎng)絡(luò)零售企業(yè)管理和技術(shù)水平、企業(yè)規(guī)模效率、綜合資源配置效率較高。然后分析了我國網(wǎng)絡(luò)零售業(yè)市場績效的影響因素,通過多元回歸模型分析出網(wǎng)絡(luò)零售業(yè)市場績效和貨物周轉(zhuǎn)量、互聯(lián)網(wǎng)寬帶接入用戶數(shù)、市場行為移動(dòng)終端使用占比顯著正相關(guān),和人均支出、市場集中度CR4沒有顯著相關(guān)關(guān)系。然后利用灰色關(guān)聯(lián)度法研究網(wǎng)絡(luò)零售業(yè)市場結(jié)構(gòu)、市場行為中10個(gè)因素對(duì)于市場績效的關(guān)聯(lián)度排行。關(guān)聯(lián)度序列依次為:第三方互聯(lián)網(wǎng)在線支付規(guī)模、電商網(wǎng)絡(luò)廣告投入、快遞業(yè)務(wù)總量、移動(dòng)客戶端網(wǎng)絡(luò)零售占比、互聯(lián)網(wǎng)寬帶接入用戶數(shù)、網(wǎng)絡(luò)零售業(yè)中B2C類型占比、貨運(yùn)周轉(zhuǎn)量、市場集中度CR4、電子商務(wù)并購總額、電子商務(wù)PE/VC總額。最后,本文研究指出,提升我國網(wǎng)絡(luò)零售市場績效,相關(guān)部門應(yīng)加大市場監(jiān)管力度、大力發(fā)展農(nóng)村電商和跨境電商。
[Abstract]:With the rapid development of our country's network retailing, online shopping has gradually become an important shopping form in people's daily life. It is of far-reaching significance to expand domestic demand and promote the transformation of industrial structure, and it has become a new breakthrough in economic growth. On the basis of previous studies, this paper analyzes the organizational status of online retail market based on SCP paradigm, and discusses the influencing factors of market performance, which is complementary to the research on online retailing. Firstly, the present situation of network retail market organization in China is studied. In the market structure, the B2C of our country's network retail trade occupies the main position, and the market concentration degree of the network retail trade measured by CR4 and Hull Fanta-Hirschmann index is very high. At the same time, because of the high capital barrier, the entry barrier of network retailing is very high. Because of the "light assets" characteristic of the network retail trade, the industry exit barrier is lower. In the early stage of the development of network retailing, the types of network retailers are relatively single and the differentiation is large. With the expansion of the scale, the differentiation is gradually reduced to the comprehensive differentiation. In recent years, because of the gradual development of the subdivision field, the differentiation began to expand gradually. In terms of market behavior, low price competition is the main price behavior. In advertising, online retailers spend a lot of money on advertising expenses to promote their own brands. The merger behavior of online retailing has also become an important part of market behavior. Horizontal mergers make online retailers to increase their own market share and produce scale effect. Vertical mergers make online retailers more competitive and lower costs in the entire online retail industry chain. Including the merger of express delivery enterprises and so on. In terms of market performance, in recent years, the total transaction volume of online retailing has been greatly increased, and the proportion of the total retail sales of social consumer goods has also been increasing, and the profit margins of online retailers are generally low. The technological progress has greatly promoted the development of network retailing, and then based on the data envelopment analysis method, the paper measures and analyzes the efficiency of our country's network retailing enterprises. The results show that the management and technology level of our country's network retailing enterprises, the scale efficiency of enterprises, and so on. Comprehensive resource allocation efficiency is high. Then it analyzes the influencing factors of the market performance of our country's network retailing industry, analyzes the market performance of network retailing industry, the turnover of goods and the number of Internet broadband access users through the multiple regression model. There is a significant positive correlation between the proportion of mobile terminals used in market behavior and per capita expenditure and market concentration CR4. Then the grey correlation degree method is used to study the market structure of network retailing, and the correlation degree of 10 factors to the market performance is ranked in the market behavior. The related degree sequence is as follows: third party Internet online payment scale, e-commerce network advertising investment, express service total, mobile client network retail proportion, Internet broadband access user number, network retail type B2C ratio. Freight turnover, market concentration CR4, e-commerce M & A total, E-commerce PEP / VC total. Finally, this paper points out that to improve the performance of China's online retail market, relevant departments should strengthen market supervision and vigorously develop rural e-commerce and cross-border e-commerce.
【學(xué)位授予單位】：蘭州財(cái)經(jīng)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

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本文編號(hào)：2000751