【摘要】：電子商務(wù)的崛起和網(wǎng)絡(luò)購(gòu)物的興起帶來(lái)人們的消費(fèi)購(gòu)物方式的改變。我國(guó)的零售網(wǎng)購(gòu)市場(chǎng)交易額年年攀升。電子商務(wù)是時(shí)代大趨勢(shì)。電商大戰(zhàn)全面開打。目前,淘寶和京東領(lǐng)跑國(guó)內(nèi)網(wǎng)購(gòu)市場(chǎng)。雖然京東商城營(yíng)業(yè)額年年攀升,一躍成為全國(guó)電商行業(yè)的老二,但幾乎沒盈利。由于大量拼廣告,殺價(jià)格,利潤(rùn)很少。同時(shí),電商逐年快速成長(zhǎng),陸續(xù)吸引了許多新的創(chuàng)業(yè)者和投資者涉足該領(lǐng)域,各種電商平臺(tái)以各種不同的商業(yè)模式如雨后春筍般崛起,突顯出“商有商道,唯有電商無(wú)道”。在這樣的時(shí)代背景下,如何善用新的商業(yè)模式,如何創(chuàng)新管理,顯得尤為必要。本文通過案例分析法,探討一家新創(chuàng)立的跨境電商e趣商城的商業(yè)模式,用OsterwalderPigneur提出的商業(yè)模式的九要素分析了e趣商城的商業(yè)模式、經(jīng)營(yíng)特色和未來(lái)發(fā)展規(guī)劃等,并以國(guó)內(nèi)電商巨頭京東商城作為比較對(duì)象,得出e趣商城的商業(yè)模式具有以下差異化核心競(jìng)爭(zhēng)力,會(huì)推動(dòng)e趣商城走向成功：1.e趣商城借用直銷制度招募代理商,先招攬2萬(wàn)名代理商業(yè)務(wù)團(tuán)隊(duì),通過代理商協(xié)助推廣商城和引進(jìn)廠商進(jìn)駐商城來(lái)打造共贏的商業(yè)模式；2.以快樂購(gòu)物為主題的全場(chǎng)商品“幸運(yùn)一折購(gòu)”,購(gòu)物前贏大獎(jiǎng)的創(chuàng)新購(gòu)物模式；3.以服務(wù)為中心吸引網(wǎng)上開店創(chuàng)業(yè)的B2C模式為店家提供上萬(wàn)種優(yōu)質(zhì)免費(fèi)商品；獨(dú)特C2C模式讓店家綁定消費(fèi)者；020模式則為網(wǎng)店店主提供免費(fèi)配套服務(wù),提供售前體驗(yàn)、售后服務(wù)和物流配送服務(wù),解決電商最后一里路；0元網(wǎng)創(chuàng),前三個(gè)月免費(fèi)試營(yíng)業(yè),不用打廣告引流量,不備商品也能賺錢,不用花錢裝修,就能開一家網(wǎng)店；4.e趣商城通過福建平潭自貿(mào)區(qū),將臺(tái)灣產(chǎn)品以平價(jià)進(jìn)駐e趣商城,打造國(guó)內(nèi)臺(tái)灣產(chǎn)品平價(jià)網(wǎng)購(gòu)平臺(tái)。此外,本文還分析了電商未來(lái)的發(fā)展趨勢(shì)會(huì)由現(xiàn)在的比價(jià)格、速度、便利和規(guī)模等方面朝從客戶訴求、服務(wù)客戶的溫度、給客戶講故事以及私人定制化等感性電商方面找到新的突破點(diǎn)。e趣商城著重于感性電商布局,擬采用結(jié)合產(chǎn)品價(jià)值和想法,用說故事的力量深入消費(fèi)者內(nèi)心,在訴求、溫度及故事方面下功夫。本文旨在通過研究分析e趣商城的商業(yè)模式為創(chuàng)業(yè)者提供創(chuàng)新的商業(yè)模式和策略供其參考,并為學(xué)術(shù)領(lǐng)域日后研究提供探討主題。
[Abstract]:The rise of e-commerce and the rise of internet shopping bring about the change of people's consumption and shopping mode. China's retail online shopping market transactions are rising year by year. E-commerce is the trend of the times. The e-commerce war began in full swing. At present, Taobao and JingDong lead the domestic online shopping market. JingDong Mall turnover climbed year after year, a jump into the national e-commerce industry number two, but almost no profit. As a result of a large number of advertising, killing the price, the profit is very small. At the same time, the rapid growth of e-commerce year by year has attracted many new entrepreneurs and investors to enter the field. Various e-commerce platforms have sprung up with a variety of different business models, highlighting that "business has business, only e-commerce has no way". In this background, how to make good use of the new business model, how to innovate management, it is particularly necessary. Through the case analysis, this paper discusses the business model of a new cross-border ecommerce E-interest mall, and analyzes the business model, management characteristics and future development plan of E-interest Mall by using the nine elements of the business model put forward by OsterwalderPigneur. And taking the domestic e-commerce giant JingDong Mall as the comparative object, it is concluded that the business model of E-interest Mall has the following differentiated core competitiveness, which will promote the success of E-interest Mall: 1. E interest Mall borrows direct marketing system to recruit agents. First soliciting 20, 000 agents business teams, through agents to help promote the mall and the introduction of manufacturers stationed in the mall to create a win-win business model; 2. Happy shopping as the theme of the overall merchandise "Lucky 90% discount purchase", before shopping won the grand prize innovation shopping model; 3. The B2C model, which focuses on services to attract online businesses, provides tens of thousands of high-quality free goods to store owners, while the unique C2C model allows stores to bind consumers. Model 020 provides free supporting services for shop owners, pre-sale experience, after-sales service and logistics distribution services, to solve the last mile of e-commerce; 0 yuan net creation, the first three months free trial business, do not hit advertising flow, unprepared goods can also make money, need not spend money decoration, can open an online store; 4. Through the Fujian Pingtan Free Trade Zone, EKM moves Taiwan products to e-Shop Mall at an affordable price to create a domestic Taiwan product parity online shopping platform. In addition, this paper also analyzes the future development trend of e-commerce from the current price, speed, convenience and scale to the temperature of customer demand and customer service. New breakthroughs have been found in perceptual e-commerce, such as storytelling and private customization. E-interest Mall focuses on the layout of emotional e-commerce, plans to combine product values and ideas, and uses the power of storytelling to penetrate consumers' hearts and aspirations. Work on temperature and story. The purpose of this paper is to provide innovative business models and strategies for entrepreneurs through the research and analysis of the business model of E-interest Mall, and to provide topics for future research in the academic field.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6

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