Y公司的品質(zhì)電商平臺在2016年4月份上線,是國內(nèi)首家ODM（原始設(shè)計制造商）模式的電商公司。與天貓及京東這種品類齊全的電商公司不同,Y公司作為品質(zhì)電商,通過直接與大牌制造商合作,自行設(shè)計開發(fā)生活周邊商品,專注于高性價比及質(zhì)量,迎合了消費升級下對生活品質(zhì)有更高要求的新中產(chǎn)階層以及有理性消費觀的網(wǎng)購一代,在B2C電商市場中異軍突起,實現(xiàn)了用戶數(shù)和交易額的高速增長。另一方面,小米、阿里巴巴、京東等集團也意識到品質(zhì)電商的市場契機,在2017年陸續(xù)推出自己的品質(zhì)電商平臺,意圖填補自身不足及迎合消費者這方面的需求。除此以外,還有如必要這樣的獨立公司也進入了品質(zhì)電商市場。Y公司的業(yè)務(wù)現(xiàn)時在品質(zhì)電商行業(yè)占據(jù)較大的的份額,但出現(xiàn)了用戶數(shù)和銷售額增長放緩的問題,而其他品質(zhì)電商平臺的高速增長,對于Y公司帶來了一定程度的挑戰(zhàn)。本文試圖通過分析Y公司的所處的外部環(huán)境及內(nèi)部資源,對Y公司與主要的品質(zhì)電商行業(yè)競爭對手進行對比,并通過專家組評分的方式,運用定量戰(zhàn)略計劃矩陣,對三個備選戰(zhàn)略進行評價,最后得出差異化戰(zhàn)略為最合適的戰(zhàn)略的結(jié)論,同時為實施差異化戰(zhàn)略提出了部分戰(zhàn)略實施的建議。 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：91 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research Background and Significance
        1.1.1 Research Background
        1.1.2 Research Significance
    1.2 Research Frame and Methodology
        1.2.1 Research Frame
        1.2.2 Research Methodology
2 Literature Review
    2.1 Strategic Management Theories
        2.1.1 Cost-Leadership Strategy
        2.1.2 Differentiation Strategy
        2.1.3 Focused Strategy
    2.2 Strategic Management Tools
        2.2.1 External Factors Evaluation Matrix (EFE Matrix)
        2.2.2 Internal Factors Evaluation Matrix (IFE Matrix)
        2.2.3 SWOT analysis
        2.2.4 Quantitative Strategic Planning Matrix (QSPM)
    2.3 Concept Explanation
        2.3.1 Online Shopping
        2.3.2 B2C
        2.3.3 Quality E-Commerce
        2.3.4 Number of Monthly Independent Devices
3 Case Description
    3.1 Company Y’s Background and Introduction
        3.1.1 Company Y’s Backgound
        3.1.2 Company Y’s Business Model
        3.1.3 Company Y’s Current Situation
    3.2 The Challenge of Quality E-commerce Business of Company Y
4 Case Analysis
    4.1 Internal Analysis For Company Y by IFE Matrix
        4.1.1 Internal Advantage Analysis
        4.1.2 Internal Weakness Analysis
        4.1.3 Internal Factors Evaluation
    4.2 External Analysis For Company Y by EFE Matrix
        4.2.1 External Opportunities Analysis
        4.2.2 External Threats Analysis
        4.2.3 External Factors Evaluation
    4.3 Comparative analysis of Company Y and Its Main Competitors
        4.3.1 Comparison of the Status Quo between Company Y and major competitors
        4.3.2 Comparative Evaluation between Company Y and competitors
    4.4 Chapter Summary
5 Company Y's Competitive Strategy Selection and Implementation
    5.1 Company Y's Selection of competitive strategy
        5.1.1 QSPM Analysis Framework
        5.1.2 Competitive Strategy Selection Based on QSPM
    5.2 Implementation of Company Y's Differentiation Strategy
        5.2.1 Construct SWOT Analysis Matrix to Determine Competitive Strategy Implementation Measures
        5.2.2 Technology Differentiation
        5.2.3 Brand differentiation
        5.2.4 Layout differentiation
        5.2.5 Developing Scenario Marketing and Offline Experience Marketing
        5.2.6 Strategic Alliance
    5.3 Supporting Measures of Company Y's Differentiation Strategy
        5.3.1 Human Resource Supporting Plan
        5.3.2 Business Ethics
6 Conclusions and Future Studies
    6.1 Conclusions
    6.2 Limitations
    6.3 Future Studies
REFERENCES
APPENDIX 1
APPENDIX 2


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期刊論文
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碩士論文
[1]京東集團競爭戰(zhàn)略研究[D]. 畢研奎.對外經(jīng)濟貿(mào)易大學(xué) 2016
[2]A網(wǎng)絡(luò)公司發(fā)展戰(zhàn)略研究[D]. 王君.電子科技大學(xué) 2015
[3]YG網(wǎng)絡(luò)公司發(fā)展戰(zhàn)略研究[D]. 張曙文.昆明理工大學(xué) 2015



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