【摘要】：當(dāng)今世界是互聯(lián)網(wǎng)的世界,互聯(lián)網(wǎng)改變了人們的生活方式,同時(shí)也沖擊著各行各業(yè)�；ヂ�(lián)網(wǎng)的不斷完善,對(duì)傳統(tǒng)的營(yíng)銷模式來說既是打擊也是機(jī)遇。隨著電子商務(wù)的不斷發(fā)展與完善,其營(yíng)銷理念逐漸深入基層廣大消費(fèi)者,甚至一些年輕的消費(fèi)者已經(jīng)離不開網(wǎng)絡(luò)購(gòu)物,衣食住行都能夠通過網(wǎng)絡(luò)購(gòu)物解決。淘寶網(wǎng)作為國(guó)內(nèi)電子商務(wù)的領(lǐng)頭羊,以提供具有本土特色的電子商務(wù)平臺(tái)服務(wù)為宗旨,一直在不斷的發(fā)展及完善。在淘寶網(wǎng)上,店鋪是有信譽(yù)等級(jí)的,大體分為新店鋪、鉆石店鋪和皇冠店鋪,信譽(yù)等級(jí)越高的店鋪越能夠得到消費(fèi)者的信任和青睞。新店往往因?yàn)樾抛u(yù)等級(jí)低而無人問津,LN店鋪正是其中的典型代表,面臨著開店時(shí)間短、信譽(yù)等級(jí)低、產(chǎn)品種類有限等一系列問題。LN新店鋪主營(yíng)化妝品,面對(duì)淘寶現(xiàn)存的化妝品皇冠店鋪以及天貓各大品牌旗艦店,如何才能受到更多消費(fèi)者的青睞并迅速發(fā)展成皇冠店鋪,是目前LN新店面臨的巨大難題。因此,要認(rèn)清店鋪的競(jìng)爭(zhēng)戰(zhàn)略,必須對(duì)店鋪的優(yōu)勢(shì)和劣勢(shì)進(jìn)行客觀分析,抓住外部機(jī)遇和規(guī)避風(fēng)險(xiǎn),為店鋪的快速發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ),這是本文的研究宗旨。本文先從LN新店的外部環(huán)境著手,運(yùn)用PEST分析方法和波特五力模型,分別對(duì)店鋪所處的外部環(huán)境和競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,并分析店鋪的優(yōu)勢(shì)與劣勢(shì),提出店鋪的發(fā)展目標(biāo),為店鋪的競(jìng)爭(zhēng)戰(zhàn)略的制定做好鋪墊。其次采用SWOT分析法找出店鋪在競(jìng)爭(zhēng)環(huán)境中的優(yōu)勢(shì)和劣勢(shì),以及機(jī)遇和威脅,與店鋪實(shí)際情況相結(jié)合,制定合適店鋪發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略,最后對(duì)競(jìng)爭(zhēng)戰(zhàn)略的實(shí)施進(jìn)行探討。
[Abstract]:Today's world is the world of the Internet, the Internet has changed people's way of life, but also impact a variety of industries. The continuous improvement of the Internet is both a blow and an opportunity to the traditional marketing model. With the continuous development and improvement of electronic commerce, its marketing concept has gradually penetrated into the grassroots consumers, even some young consumers have been inseparable from online shopping, clothing, food, housing and transportation can be resolved through online shopping. Taobao, as the leader of e-commerce in China, has been continuously developing and perfecting its aim of providing e-commerce platform with local characteristics. On Taobao, the shops are classified into new shops, diamond shops and crown shops. The higher the reputation level is, the more customers can trust and favor them. New stores are often ignored because of their low reputation, and LN stores are typical of them. They face a series of problems, such as short opening time, low reputation grade, limited product types and so on. In the face of Taobao's existing cosmetics crown stores and Tmall's flagship stores, how to be favored by more consumers and rapidly develop into crown stores is a huge problem facing the new LN store. Therefore, in order to recognize the competitive strategy of shops, we must objectively analyze the advantages and disadvantages of shops, seize the external opportunities and avoid risks, and lay a solid foundation for the rapid development of shops, which is the purpose of this paper. Starting from the external environment of LN new store, using PEST analysis method and Porter's five-force model, this paper analyzes the external environment and competitive environment of the store, and analyzes the advantages and disadvantages of the store, and puts forward the development goal of the store. Shop for the establishment of a competitive strategy to do a good job. Secondly, SWOT analysis method is used to find out the advantages and disadvantages of shops in the competitive environment, as well as opportunities and threats, combined with the actual situation of the store, to formulate a suitable competition strategy for the development of stores, and finally to explore the implementation of the competition strategy.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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