【摘要】：近兩年隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展，中國電子商務(wù)已經(jīng)開始快速普及，這種趨勢可以在易觀國際于2012年7月24日發(fā)布的《2012年第二季度中國網(wǎng)上零售市場季度監(jiān)測》中看到，中國的網(wǎng)上零售市場交易總額僅僅在2012年的第二季度就已經(jīng)達(dá)到了2788億元，，而2012年上半年總計(jì)達(dá)4976億元。統(tǒng)計(jì)顯示，二季度市場交易額較一季度的2188億元，環(huán)比增長27.4%，同比增長45%，其中B2C交易額逼近千億元。 SU公司是一家經(jīng)營健康食品的新成立公司，主要經(jīng)營提供堅(jiān)果干果類健康食品，休閑零食，并提供免費(fèi)送貨上門，貨到付款的的配送服務(wù)。隨著周邊越來越多的同類店鋪的開設(shè)，競爭壓力也越來越大，為擺脫困境，筆者作為公司聯(lián)合創(chuàng)始人之一，嘗試將傳統(tǒng)銷售與電子商務(wù)結(jié)合作為生存和發(fā)展的一個(gè)重要方向，通過研究和分析電子商務(wù)，制定公司的電子商務(wù)發(fā)展戰(zhàn)略和目標(biāo)，力爭打造新的競爭優(yōu)勢，而這種新的競爭優(yōu)勢的核心為健康食品B2C。 本文首先調(diào)研和學(xué)習(xí)了國內(nèi)外休閑食品企業(yè)B2C的發(fā)展現(xiàn)狀以及電子商務(wù)的發(fā)展戰(zhàn)略和理論，分析了SU公司面臨的機(jī)遇和挑戰(zhàn)，以及在發(fā)展中出現(xiàn)的重要問題，并強(qiáng)調(diào)電子商務(wù)戰(zhàn)略在公司發(fā)展中的重要性。 其次從公司的內(nèi)部環(huán)境和外部環(huán)境分析入手，并以SU公司電子商務(wù)戰(zhàn)略的提出、制定、實(shí)施、評(píng)價(jià)作為整體的框架，對(duì)健康食品行業(yè)進(jìn)行微觀環(huán)境的五力分析，宏觀環(huán)境分析，電子商務(wù)價(jià)值鏈分析以及EFE、SWOT、GSM矩陣分析等多種科學(xué)方法研究。以這些研究分析為基礎(chǔ)，提出通過電子商務(wù)與傳統(tǒng)核心競爭優(yōu)勢相結(jié)合，同時(shí)以目標(biāo)集中戰(zhàn)略和差異化戰(zhàn)略來構(gòu)建公司的核心競爭力。 最后，利用電子商務(wù)平臺(tái)和公司信息化平臺(tái)相結(jié)合來保障SU公司電子商務(wù)發(fā)展戰(zhàn)略的順利實(shí)施。 本文是將電子商務(wù)垂直B2C與傳統(tǒng)食品行業(yè)相結(jié)合的一次全新的、深入的探索，并且希望研究結(jié)果能為其他的食品行業(yè)企業(yè)制定電子商務(wù)發(fā)展戰(zhàn)略提供借鑒。
[Abstract]:In the past two years, with the development of Internet technology, e-commerce in China has begun to spread rapidly. This trend can be seen in the second quarter of 2012 China online Retail Market Quarterly Monitor released by Analysys International on July 24, 2012. China's online retail market totaled 278.8 billion yuan in the second quarter of 2012 alone, up from 497.6 billion yuan in the first half of 2012. Statistics show that the market turnover in the second quarter was 218.8 billion yuan compared with 218.8 billion yuan in the first quarter, an increase of 27.4 yuan in the second quarter, and an increase of 45% over the same period last year. Among them, the volume of B2C transactions is close to 100 billion yuan. Su Company is a newly established company dealing in healthy food. Mainly engaged in the provision of nuts, dried fruit health food, snack, and free delivery of goods to the home, delivery of payment services. With the opening of more and more similar stores around, the competition pressure is increasing. In order to get rid of the predicament, the author, as one of the co-founders of the company, tries to combine traditional sales with e-commerce as an important direction for survival and development. Through the research and analysis of electronic commerce, the development strategy and goal of electronic commerce of the company are formulated, and strive to create new competitive advantage, and the core of this new competitive advantage is healthy food B2C. Firstly, this paper investigates and studies the development status of B2C, the development strategy and theory of e-commerce, analyzes the opportunities and challenges faced by Su, and the important problems in the development. And emphasize the importance of e-commerce strategy in the development of the company. Secondly, starting with the analysis of the internal and external environment of the company, and taking the proposal, formulation, implementation and evaluation of Su company's e-commerce strategy as the overall framework, the paper analyzes the five forces of the micro environment and the macro environment of the health food industry. E-commerce value chain analysis and EFE / SWOTU GSM matrix analysis and other scientific methods. On the basis of these research and analysis, this paper proposes to combine the traditional core competitive advantage with electronic commerce, and at the same time to construct the core competitiveness of the company by means of the goal concentration strategy and the differentiation strategy. Finally, using the combination of e-commerce platform and information platform to ensure the smooth implementation of Su e-commerce development strategy. This paper is a new and deep exploration which combines the vertical B2C of e-commerce with the traditional food industry, and hopes that the research results can provide reference for other food industry enterprises to formulate e-commerce development strategy.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F724.6;F426.82

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