S公司电商业务发展策略研究

发布时间：2018-03-14 20:52

本文选题：电子商务　切入点：物流　出处：《西南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：互联网技术的不断升级完善,其用户数量群日益扩大,据统计,2013年世界拥有超7亿的网络用户量,此人数甚至多过地球总人数的10%。目前,我国拥有七千八百万网民,网民数量世界第二。逐渐成熟的网络技术,为迅速壮大的网上用户群提供软性技术支持,有力促进了电子商务的成长,电子商务正在向全球增速最快的大型经济行业发展。2003年以来,随之我国经济的稳步发展和网络的普及率提升,我国电子商务销售额逐年稳步攀升。2013年,我国电子商务贸易总额为6.25万亿元,同比增长27%；网络交易额达1.32万亿元,同比增长64.7%。电子商务的迅速发展推动着与其紧密相关的物流业、制造业、服务业和零售业等产业的改变,直至推动整个供应链体系的全新调整,电子商务已成为推动我国经济发展的新动力。随着商业竞争的加剧,物流水平成为决定电子商务服务质量与经营成本的关键,电商企业基于自身成本优化、服务质量提升等原因,纷纷斥资自建物流体系。同时,物流企业为了拓展业务、提升企业竞争力,也开始向电商行业拓展业务。电商与物流行业二者开始业务渗透。 S公司为国内综合排名及业务占比名列前茅的物流企业,现已积累了二十多年的物流配送经验,拥有几十万员工和庞大健全的物流配送资源,现已建立了海内外上万个覆盖范围广泛的服务网点。基于电商与物流行业相互渗透的背景,为提升企业市场综合竞争力,同时为了发展企业多元化业务,整合企业资源,降低企业运营管理成本,形成规模及资源整合效应,S物流公司全资组建S电商公司进军电商行业。S公司在制定其电商经营策略时,避开现有电商企业竞争激烈的常规市场,结合主营物流配送业务优势资源,选择进入竞争较弱且物流配送时效要求较高的的细分生鲜电商市场,以进口食品和全球生鲜美食销售为主,以线上网站平台和线下销售员跟进销售并行的商业模式运行。由于生鲜电商在我国起步较晚,目前为电商新兴产业,整体市场环境较不成熟,目前尚处在摸索试验阶段,国内外均暂无成功案例可循。同时,由于我国冷链物流的建设目前尚不健全,与欧美等国家民众的生鲜产品消费习惯存在很大差异性,使我国生鲜电商发展的研究存在独特性。目前,国内外暂无此类物流企业创办生鲜电商企业的研究。本文采用理论与实践结合,以大量的文献资料、商业评论为参考,以实际调研取数和切身体验式研究,运用PEST和SWOT分析法,试图通过对S物流公司旗下S电商公司经营管理现状进行系统分析,总结其开展电商业务的优劣势,为物流企业向电商行业拓展业务提供可参考案例模板。同时,结合S电商公司的营销环境分析、市场定位、竞争对手情况以及SWOT分析,梳理出S电商公司现有经营管理中存在的问题,并针对S电商公司在人力资源管理和营销管理中面临的问题,提出未来改善调整建议。随着电子商务未来的蓬勃发展,S电商公司将面临更为成熟的竞争者和前所未有的挑战,S电商公司的管理体系和营销策略向着更有利于竞争和发展的模式调整已成为必然。在这种情况下,基于数据和综合分析而总结出的改善建议,能为S电商公司良性调整后期经营管理策略提供参考,能帮助S公司健全完善其现有经营管理模式,使S电商公司业务能更好的满足市场需求,提升其市场综合竞争力,更为有效地迎接电子商务越来越激烈的挑战和竞争。
[Abstract]:The Internet technology upgrade, the number of users group is increasing, according to statistics, in 2013 the world has over 700 million Internet users, the number of even more than the total number of 10%. on earth at present, China has seventy-eight million Internet users, the number of Internet users in the world. Second gradually mature network technology, provide technical support for the rapid soft the growth of Internet users, to promote the growth of electronic commerce, electronic commerce is the world's fastest growing large economy development of the industry.2003 years, with the popularization of China's economy and the steady development of network rate increase, China's e-commerce sales climbed steadily in.2013, the total trade volume of e-commerce in China is 6 trillion and 250 billion yuan, an increase of 27%; net transactions amounted to 1 trillion and 320 billion yuan, an increase of 64.7%. rapid development of e-commerce to promote their work is closely related to the logistics industry, manufacturing industry, service Retail and other industries, and promote a new adjustment until the whole supply chain system, e-commerce has become a new driving force to promote the economic development of our country. With the intensification of competition, the level of logistics becomes the key of e-commerce service quality and operation cost, electricity supplier enterprises cost optimization based on service quality improvement the reason, have spent self built logistics system. At the same time, logistics enterprises in order to expand their business, improve the competitiveness of enterprises, also began to expand their business to the electricity supplier industry. Business and logistics industry two start business penetration.
S company is a domestic ranking and business accounted for the top logistics enterprises, has accumulated more than 20 years of experience in logistics and distribution, with hundreds of thousands of employees and huge sound logistics resources, has been established at home and abroad covering a wide range of tens of thousands of service outlets. Based on business and logistics industry mutual penetration of the background, to enhance the comprehensive at the same time, the market competitiveness of enterprises, in order to develop diversified business enterprises, integration of enterprise resources, reduce the cost of enterprise operation management, resource integration and the formation of scale effect, S logistics company wholly-owned established S electric company into electricity supplier industry of.S company in the development of its business strategy, to avoid the conventional market existing electricity supplier business competition, combined with the main logistics distribution business resources, choose to enter the competition is weak and logistics aging demanding segments of fresh electricity market, imported food The global goods and fresh delicacy sales, in line on the web platform and offline sales staff to follow up the sales business mode. Because the parallel fresh electricity supplier in China started late, the current electricity supplier for emerging industries, the overall market environment is not mature, is still at the fumble stage, both at home and abroad the successful case to follow. At the same time, due to the construction of cold chain logistics in China is still not perfect, there is a big difference between Europe and the United States and other countries for fresh product consumption habits, make research on China's development of fresh electricity supplier existence uniqueness. At present, the domestic and foreign research is not fresh business enterprise founded the logistics enterprises.
This paper adopts the combination of theory and practice, to a large number of documents, business review as a reference to the actual research of the number and the personal experience, the use of PEST and SWOT analysis, tries to carry on the system analysis to the current situation of business management of S logistics company's S Electric Company, summarized the advantages and disadvantages of carrying out business. For the logistics enterprises to expand business electricity supplier industry provides a reference case template. At the same time, combined with the analysis of S company's marketing environment, business market positioning, competitors and SWOT analysis to sort out the existing management problems in the electricity supplier company S, and the S electric company in the human resources management and marketing management problems and put forward future improvement adjustment suggestions. With e-commerce booming in the future, S electric company will face more mature competitors and hitherto unknown challenge, management S electricity supplier company Mode adjustment system and marketing strategy more favorable toward competition and development has become inevitable. In this case, and summarizes the data based on comprehensive analysis and improvement suggestions, can provide reference for the electricity supplier company S benign adjustment of the later period management strategy can help S company to strengthen and perfect the existing management mode, the electricity supplier S the business of the company to better meet market demand, enhance the comprehensive competitiveness of the market, more effectively meet the e-commerce increasingly fierce challenge and competition.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F724.6

【参考文献】