京东商城的竞争战略研究

发布时间：2018-09-17 08:36

【摘要】：B2C是电子商务的一种模式,直接面向消费者销售产品和服务。这种形式的电子商务一般以网络零售业为主,主要借助于互联网开展在线销售活动。2013年网络零售企业纷纷通过“价格战”抢占市场占有率,网络零售市场格局逐渐清晰。电商大佬如天猫、京东商城、苏宁易购等占据了B2C市场的大多份额。本文研究的意义,一是从战略管理的相关理论出发,充分运用战略管理各种分析工具,结合大量数据资料,对B2C行业进行深入分析,从而便于人们更加全面了解、认识B2C产业。二是京东商城拥有员工两万余人,承担着巨大的社会责任,希望本文的研究能对京东商城发展能起到有益指导。三是B2C电子商务产业的整体竞争格局还不完全明朗,各个B2C企业或多或少的存在与京东商城同样的问题,希望本文对相关企业能起到有益借鉴。本文以京东商城的竞争战略为研究对象,以SWOT分析为整体分析框架,首先综合运用PEST、五力模型等分析工具,对中国B2C行业进行系统分析,包括宏观环境分析、行业基本经济特性分析、行业环境分析、行业竞争状况分析等,并进而明确了行业关键成功因素。其次,基于对京东商城相关资料的归纳、整理,对京东商城资源能力的优劣势进行了分析说明,得出京东商城的核心竞争力。在分析得出京东商城内部优势、劣势,外部机会、威胁后,运用SOWT分析工具,明确了京东商城的竞争战略。本文研究得出了京东商城的核心竞争力、优劣势、外部机会和威胁,并定位和选择了京东商城的竞争战略。本文研究总结出的京东商城三大核心竞争力是：品牌价值、供应链系统、用户体验。京东商城的优势主要是三大核心竞争力；劣势是没有实体门店的体验、对价格依赖性高、商业模式缺乏创新及追求规模后续乏力。京东商城外部的主要机会是国家政策对电子商务行业的支持、B2C电子商务模式需求的日渐强烈、信息技术的发展以及灵活多变的经营模式；而京东面临的外部威胁同样存在：电子商务相关法律法规的不健全、互联网的安全问题、宏观经济的不稳定性及电子商务产品价格的透明性。根据对京东商城的SWOT分析,本文对京东商城竞争战略进行了定位和选择,即选择差异化战略更能发挥其竞争优势。本文创新点主要有：本文在中国互联网正式迈入移动互联时代的第一年,首次提出了B2C企业的竞争战略。确定了京东商城的竞争战略重点,制定了竞争战略措施及保障措施。在研究方法的角度看,本文运用了文献研究法、案例分析法以及比较分析法,在理解中国互联网电子商务B2C模式的情况下,了解京东商城的发展的现状及影响因素。
[Abstract]:B-2 C is a mode of e-commerce, selling products and services directly to consumers. This form of electronic commerce is generally based on online retailing, mainly with the help of the Internet to carry out online sales activities. In 2013, online retailing enterprises seized the market share through the "price war", and the pattern of online retail market gradually became clear. E-commerce magnates such as Tmall, JingDong Mall, SUNING and so on occupied most of the B-2C market share. The significance of this study is to make full use of all kinds of analysis tools of strategic management and combine a large amount of data to deeply analyze B2C industry, so as to facilitate people to understand and understand B2C industry more comprehensively. Second, JingDong Mall has more than 20,000 employees and bears enormous social responsibility. I hope the research in this paper can give beneficial guidance to the development of JingDong Mall. Third, the overall competition pattern of B2C e-commerce industry is not completely clear. Each B2C enterprise has more or less the same problem as JingDong Mall. This paper takes the competition strategy of JingDong Mall as the research object, takes the SWOT analysis as the whole analysis frame, first synthetically uses the PEST, five forces model and so on analysis tool, carries on the system analysis to the Chinese B2C industry, including the macroscopic environment analysis. The basic economic characteristics of the industry, industry environment analysis, industry competition analysis and so on, and then identified the key success factors of the industry. Secondly, based on the related materials of JingDong Mall, the author analyzes and explains the advantages and disadvantages of JingDong Mall's resource ability, and draws the conclusion of the core competitive power of JingDong Mall. After analyzing the inner strengths, weaknesses, external opportunities and threats of JingDong Mall, the paper makes clear the competitive strategy of JingDong Mall by using SOWT analysis tool. This paper studies the core competitiveness, advantages and disadvantages, external opportunities and threats of JingDong Mall, and locates and selects the competitive strategy of JingDong Mall. This paper summarizes the three core competitiveness of JingDong Mall: brand value, supply chain system, user experience. JingDong Mall's advantages are mainly three core competitiveness; the disadvantage is that there is no physical store experience, high dependence on price, lack of innovation in business model and lack of subsequent weakness in the pursuit of scale. The main opportunities outside JingDong Mall are the increasing demand of national policies for e-commerce industry, the development of information technology and the flexible business model. There are also external threats to JingDong: imperfect laws and regulations related to e-commerce, Internet security, macroeconomic instability and transparency of e-commerce product prices. Based on the SWOT analysis of JingDong Mall, this paper makes a positioning and selection of the competitive strategy of JingDong Mall, that is to say, the choice of differentiation strategy can give play to its competitive advantage. The innovations of this paper are as follows: in the first year of China's Internet entering the era of mobile interconnection, this paper first put forward the competitive strategy of B2C enterprises. Has determined JingDong the competition strategy key point, has formulated the competition strategy measure and the safeguard measure. From the point of view of research methods, this paper uses literature research, case analysis and comparative analysis to understand the current situation and influencing factors of the development of JingDong Mall under the condition of understanding the B2C model of Internet e-commerce in China.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F271

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