本文選題：淘寶 + G-MARKET　； 參考：《中國石油大學(xué)(華東)》2015年碩士論文

【摘要】：淘寶和G-MARKET已經(jīng)是中韓兩國具有代表的網(wǎng)絡(luò)市場。韓國和中國具有相似的文化圈,但考慮到環(huán)境差異的特點,淘寶和G-MARKET是在各國內(nèi)規(guī)模最大的電子商務(wù)網(wǎng)站,有著正在快速成長的趨勢,成為國際的關(guān)注。淘寶是以中國東方文化和中國消費者偏好為中心建立的網(wǎng)絡(luò)交易平臺,在中國諸多C2C交易平臺中脫穎而出并發(fā)展壯大,具有很強(qiáng)的影響力和大比例市場份額,坐上了中國電商網(wǎng)站的第一位,是值得深思和研究分析的;G-MARKET作為韓國最大電商網(wǎng)站,不管是在比較購物網(wǎng)站中從各個維度的比較篩選中能搜到其產(chǎn)品鏈接,還是在各大商場和路牌廣告能看到其明星代言廣告,它的消費者召集能力和宣傳廣度都值得研究和學(xué)習(xí)。本研究的電子商務(wù)的手段迅速崛起的OPEN MARKET為主題,寫出東洋儒教漢字文化圈的中國和韓國的互聯(lián)網(wǎng)OPEN MARKET的領(lǐng)頭企業(yè)G-MARKET和淘寶的特性和不同點,最后寫出OPEN MARKET成功的要素。淘寶作為中國C2C電子商務(wù)的主流模式已逐漸被廣大中國消費者接受和認(rèn)可,G-MARKET也是作為被廣大韓國消費者認(rèn)可,并在韓國電子商務(wù)中占據(jù)相當(dāng)大份額的主流模式。兩者在自己的國土領(lǐng)域都有著不能被取代的地位,但是隨著人們生活節(jié)奏的不斷加快、網(wǎng)絡(luò)技術(shù)的不斷發(fā)展以及競爭的日益激烈,淘寶模式應(yīng)不斷創(chuàng)新以適應(yīng)新的變化。隨著越來越多的傳統(tǒng)企業(yè)被吸引進(jìn)入B2C網(wǎng)絡(luò)零售領(lǐng)域,競爭會更加的激勵,如何在競爭者中脫穎而出,如何實現(xiàn)盈利,并維持自身的生存和發(fā)展,一方面取決于企業(yè)的綜合實力,另一方面商業(yè)模式也是一個重要的因素。通過對比兩個國家實力派的電子商務(wù)企業(yè),可以揚(yáng)長避短,幫助彼此在廣闊的市場中反省和發(fā)展自己,有利于彌補(bǔ)不足,提升自身的競爭力。為了研究兩者之間的差異性文化帶來的現(xiàn)狀差異特點,本文首先交代了電子商務(wù)的發(fā)展和中韓的對比來作為研究背景,然后陳述了相關(guān)理論基礎(chǔ),包括網(wǎng)上商城的發(fā)展現(xiàn)狀和網(wǎng)上/傳統(tǒng)零售業(yè)及O2O銷售模式的介紹;分析了兩者的發(fā)展現(xiàn)狀,從戰(zhàn)略環(huán)境、戰(zhàn)略選擇和競爭策略方面分析了戰(zhàn)略的差異,并在此運(yùn)用了SWOT分析法和4P分析法;然后對二者的企業(yè)運(yùn)作和成功要素差異進(jìn)行了比較,最后得到對韓國網(wǎng)上商城發(fā)展的啟示,即O2O銷售戰(zhàn)略的運(yùn)用,連接線上線下是最終電子商務(wù)應(yīng)該有的發(fā)展方向。文章的創(chuàng)新點在對兩者從發(fā)展現(xiàn)狀簡單對比到戰(zhàn)略層面的深入分析,搜集中韓兩個國家的相關(guān)文獻(xiàn),并進(jìn)行翻譯,運(yùn)用文獻(xiàn)總結(jié)和4P、SWOT分析等分析工具對二者進(jìn)行了詳盡對比,并根據(jù)二者的成功要素對韓國電子商務(wù)的發(fā)展趨勢進(jìn)行了簡單陳述,解決了目前尚無學(xué)者對二者進(jìn)行比較分析的研究空白,提出電商發(fā)展趨勢,為今后的研究做了一個良好的鋪墊和文獻(xiàn)整理。
[Abstract]:Taobao and G-MARKET has been represented by China and South Korea network market. South Korea and China share similar cultural circles, but considering the characteristics of environmental differences, Taobao and G-MARKET are the largest e-commerce websites in China, which are growing rapidly and have become international concern. Taobao is an online trading platform based on the oriental culture of China and the preference of Chinese consumers. It stands out and develops among many C2C trading platforms in China. It has strong influence and a large proportion of the market share. Sitting at the top of the Chinese ecommerce website, G-MARKET, which is worthy of deep thinking and research and analysis, is the largest e-commerce website in South Korea. Whether it is found in comparative shopping websites, it can find links to its products from the comparative screening of various dimensions. It is also worth studying and learning from the shopping malls and street signs where star endorsements can be seen, and its consumer convening power and publicity breadth are worth studying and learning. In this study, the rapid rise of electronic commerce means of open Mark as the theme, write the East Confucianism Chinese character culture circle of China and South Korea of the Internet openMARKET leading enterprise G-MARKET and Taobao characteristics and differences, and finally write out the elements of success of open Mark. Taobao, as the mainstream mode of C2C e-commerce in China, has been accepted and recognized by the majority of Chinese consumers. G-MARKET is also recognized by the majority of Korean consumers, and occupies a considerable share of the mainstream mode in Korean e-commerce. Both of them can not be replaced in their own land, but with the rapid pace of life, the continuous development of network technology and the increasingly fierce competition, Taobao mode should be constantly innovated to adapt to the new changes. With more and more traditional enterprises being attracted to the B2C online retail field, competition will be more incentive, how to stand out among competitors, how to achieve profit, and maintain their own survival and development, On the one hand depends on the comprehensive strength of the enterprise, on the other hand, the business model is also an important factor. By comparing the strength of the two countries' e-commerce enterprises, we can take advantage of their strengths and circumvent their weaknesses, help each other to reflect and develop themselves in the broad market, and help to make up for the shortcomings and enhance their competitiveness. In order to study the characteristics of the differences between the two cultures, this paper first describes the development of e-commerce and the contrast between China and South Korea as the research background, and then states the relevant theoretical basis. Including the development status of online shopping mall and the introduction of online / traditional retailing and O _ 2O sales model, the paper analyzes the development status of the two, and analyzes the strategic differences from the aspects of strategic environment, strategic choice and competition strategy. In this paper, SWOT analysis and 4P analysis are used, and then the differences between the two enterprises' operation and success factors are compared. Finally, the enlightenment to the development of Korean online Mall is obtained, that is, the use of O2O sales strategy. The connection line goes up and down is the final electronic commerce should have the development direction. The innovation of this paper lies in the in-depth analysis of the two countries from the current development situation to the strategic level, collecting and translating the relevant documents from China and South Korea, and making a detailed comparison between the two countries by means of literature summary and 4PU SWOT analysis and other analytical tools. According to the successful factors of the two, the paper simply states the development trend of electronic commerce in South Korea, resolves the blank of the research on the two, and puts forward the developing trend of the electronic commerce. For the future research to do a good bedding and literature collation.
【學(xué)位授予單位】：中國石油大學(xué)(華東)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.36

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