那些希望在全球范圍或在新的市場上運作的電子商務公司通常要經(jīng)常檢視其商業(yè)模式以更好地應對競爭或適應新的經(jīng)營環(huán)境。要做到這一點,這些公司需要在國際化或本土化的商業(yè)模式之間做出選擇。本研究正是在全球競爭的背景下,探討Jumia Market這一電子商務公司如何改進商業(yè)模式本土化策略,以更好地在喀麥隆經(jīng)營。具體而言,本研究是以Jumia Market為研究對象,對其商業(yè)模式本土化策略進行定性的案例研究。本研究建立在電子商務、商業(yè)模式、國際化和本土化等理論的基礎上。本文運用PEST分析和波特五力模型對Jumia Market在喀麥隆的電子商務經(jīng)營現(xiàn)狀進行了分析研究。同時,對該公司的內(nèi)部環(huán)境,及其商業(yè)模式現(xiàn)狀進行了分析。接下來,通過SWOT分析,識別其商業(yè)模式本土化調(diào)整的方向,找出可能的解決方案,并提出建議,以幫助該公司改善其商業(yè)模式的本土化戰(zhàn)略。本文研究不僅能夠給Jumia Market喀麥隆公司提供改進其商業(yè)模式的思路和具體策略,也能夠為其他的電子商務企業(yè)更好地在喀麥隆開展業(yè)務提供借鑒和啟發(fā)。 

【文章來源】：燕山大學河北省

【文章頁數(shù)】：82 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter1 INTRODUCTION
    1.1 BACKGROUND OF THE STUDY
    1.2 RESEARCH SIGNIFICANCE AND OBJECTIVE
    1.3 THE STRUCTURE OF THE THESIS
    1.4 RESEARCH METHODOLOGY
        1.4.1 Research Design
        1.4.2 Research Approach
        1.4.3 Research Questions
Chapter2 LITERATURE REVIEW
    2.1 INTRODUCTION TO E-COMMERCE
        2.1.1 Definition
        2.1.2 E-commerce history and applications
    2.2 BUSINESS TO CONSUMER（B2C）CHARACTERISTICS AND BUSINESS MODEL
        2.2.1 Characteristics of B2C e-commerce
        2.2.2 Business model of B2C e-commerce
    2.3 Introduction to Business Model
        2.3.1 Definition and History
        2.3.2 Business Model Components
    2.4 INTERNATIONALIZATION AND LOCALIZATION THEORIES
        2.4.1 Internationalization conceptual foundations
        2.4.2 Localization Conceptual foundation
    2.5 SUMMARY
Chapter3 JUMIA BUSINESS MODEL IN CAMEROON
    3.1 INTRODUCTION AND BACKGROUND OF THE COMPANY
    3.2 JUMIA BUSINESS MODEL IN CAMEROON
        3.2.1 The offering component of the business model
        3.2.2 The infrastructure component
        3.2.3 The customers component
        3.2.4 The finances component
    3.3 SUMMARY
Chapter4 JUMIA MARKET OPERATING ENVIRONMENT
    4.1 PEST ANALYSIS OF JUMIA MARKET IN CAMEROON
        4.1.1 Political factors
        4.1.2 Economic Factors
        4.1.3 Social Factors
        4.1.4 Technological Factors
    4.2 PORTER FIVE FORCES ANALYSIS
        4.2.1 Cameroonian B2C e-commerce market description
        4.2.2 B2C e-commerce consumer analysis-customers and suppliers
        4.2.3 Competitive environment analysis-rivalry
    4.3 CHALLENGES OF B2C E-COMMERCE IN CAMEROON
        4.3.1 The platform Issue
        4.3.2 The logistics issue
        4.3.3 The payment Issue
        4.3.4 Insufficient website maintenance and promotion
        4.3.5 Difficulties in reaching the right demographic and low purchasing power
    4.4 SUMMARY
Chapter5 JUMIA MARKET SWOT ANALYSIS AND RECOMMENDATIONS
    5.1 JUMIA SWOT ANALYSIS
        5.1.1 Strengths
        5.1.2 Weaknesses
        5.1.3 Opportunities
        5.1.4 Threats
    5.2 RECOMMENDATIONS FOR BUSINESS MODEL IMPROVEMENTS
        5.2.1 Suggested improvements on the offering component
        5.2.2 Suggested improvements on the infrastructure component
    5.3 SUMMARY
CONCLUSION
REFERENCES
TABLES AND FIGURES
ACKNOWLEDGEMENT



本文編號：2950391