【摘要】：電子商務(wù)是社會經(jīng)濟和互聯(lián)網(wǎng)技術(shù)不斷發(fā)展的產(chǎn)物。20世紀90年代以來,作為新興行業(yè),其市場規(guī)模得到了迅速擴張。而無論新興行業(yè)或是傳統(tǒng)行業(yè),企業(yè)想要在競爭激烈的市場上占有一席之地,都離不開商務(wù)模式的支持。運行良好的商務(wù)模式可以實現(xiàn)供應(yīng)商、企業(yè)本身、目標客戶之間的有效溝通,產(chǎn)業(yè)鏈的每個環(huán)節(jié)高效運轉(zhuǎn),從而使企業(yè)在發(fā)展過程中事半功倍。亞馬遜成立二十多年來,始終在盈虧邊緣搖擺,卻又能在互聯(lián)網(wǎng)泡沫破滅的沖擊下,堅持以客戶為中心、創(chuàng)新為重的核心觀念,站穩(wěn)腳跟并不斷壯大,最終成為世界零售巨頭,崛起為貫通全產(chǎn)業(yè)鏈的生態(tài)集團,靠的就是其良好的商務(wù)模式。我國電商在近幾年經(jīng)歷了井噴式的發(fā)展,唯品會、京東、阿里巴巴等企業(yè)先后上市,競爭也日趨激烈。在此背景下,電商企業(yè)要尋求長久的發(fā)展,就必須秉持開放的態(tài)度,分析和學習亞馬遜的商務(wù)模式,有助于電商企業(yè)更好的制定自身的戰(zhàn)略。本文首先說明了亞馬遜的企業(yè)概況,包括其發(fā)展歷程、現(xiàn)狀及“以顧客為中心”和“技術(shù)為重”的核心價值觀,然后按組成要素詳細的從產(chǎn)品服務(wù)、客戶界面、基礎(chǔ)設(shè)施和財務(wù)構(gòu)成四個角度闡述了其商務(wù)模式,從中總結(jié)出其創(chuàng)新與不足之處。在分析了亞馬遜公司的商務(wù)模式之后,本文又闡明了我國電商行業(yè)的具體發(fā)展歷程及現(xiàn)狀。據(jù)亞馬遜的經(jīng)驗提出一些對我國電商有益的啟示,例如提升用戶體驗與加強品牌建設(shè)并重、重視技術(shù)創(chuàng)新并大力發(fā)展云計算業(yè)務(wù)、加強基礎(chǔ)設(shè)施建設(shè)以完善物流體系,秉持競爭與合作并存的理念加強戰(zhàn)略合作等,希望能夠在實際操作中帶來參考價值。
[Abstract]:E-commerce is the product of the continuous development of social economy and Internet technology. Since the 1990s, as a new industry, its market scale has been rapidly expanded. No matter the new industry or the traditional industry, enterprises want to have a place in the competitive market, can not be separated from the support of the business model. A well-run business model can achieve effective communication between suppliers, enterprises themselves, and target customers, and each link of the industrial chain runs efficiently, thus making the enterprise achieve twice the result with half the effort in the development process. After more than 20 years of existence, Amazon has been rocking on the edge of profit and loss, but under the impact of the bursting of the Internet bubble, it can adhere to the core concept of customer-centered, innovation-oriented, stand firm and grow steadily, and eventually become the world's retail giant. The rise of the ecological group through the entire industrial chain depends on its good business model. In recent years, e-commerce in China has experienced blowout development, VIPSHOP, JingDong, Alibaba and other enterprises have listed, the competition is becoming increasingly fierce. In this context, e-commerce enterprises to seek long-term development, we must maintain an open attitude, analysis and study of Amazon's business model, e-commerce enterprises to better formulate their own strategy. This paper first describes Amazon's enterprise profile, including its development history, current situation and the core values of "customer-centered" and "technology-oriented", and then details the product, service, customer interface according to the components. This paper expounds its business model from four angles of infrastructure and financial structure, and summarizes its innovation and deficiency. After analyzing the business model of Amazon, this paper clarifies the development course and current situation of e-commerce industry in China. According to Amazon's experience, some beneficial implications for e-commerce in China are put forward, such as enhancing the user experience and strengthening brand building, attaching importance to technological innovation and vigorously developing cloud computing business, strengthening infrastructure construction to improve the logistics system. To strengthen strategic cooperation with the concept of co-existence of competition and cooperation, we hope to bring reference value in practical operation.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.36

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