我国网络零售业的SCP分析

发布时间：2018-03-09 00:18

本文选题：网络零售业　切入点：市场结构　出处：《河北经贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的快速发展,人们对互联网的认可度也越来越高,企业通过网络进行交易愈加频繁,我国网络零售业也逐渐扩展到C2C和B2C领域。2015年,我国B2C网络零售市场规模首次超过C2C网络零售,为社会发展所带来的经济效益不容忽视,B2C领域也逐渐成为我国未来网络零售市场发展的主流。本文尝试运用产业组织理论中的SCP范式对我国网络零售业的发展情况进行研究。首先,本文用行业集中度、产品差异化、进入与退出壁垒三个指标对网络零售业的市场结构进行衡量。经过分析,我国B2C网络零售市场逐渐形成大中小网络零售企业共存,以天猫商城、京东商城为双寡头主导的市场格局。在经营范围上网络零售企业彼此效仿,差异化较小,存在严重的同质化现象,由于淘宝、京东等早期在位的网络零售企业在市场份额的竞争中已经占据了一定的有利地位,从而在一定程度上对潜在进入企业形成了较高的进入壁垒。针对我国目前网络零售业发展特征,发现其存在较高的流量壁垒,并且这也是对新进企业影响最大的进入壁垒之一。而由于资金专用性及风险投资的影响,退出壁垒则相对较低。其次,从网络零售业市场行为来看,由于网络零售企业存在着严重的同质化,价格竞争成为主要竞争方式,一味的采取模仿策略则会形成“强者越强”的局面,而采取差异化行为在一定程度上可以有效改善企业在竞争中的不利局势。当前网络零售企业的合作与并购行为,也会使市场集中度进一步提高,但对于跨领域并购,则会促进市场竞争,在一定程度上降低市场集中度。我国网络零售企业无论是价格行为还是非价格行为,在一定程度上决定了企业利润率的获得,从而影响市场绩效,同时又受到利润率和市场规模的影响,利润率的高低会对企业选择何种盈利模式和价格策略造成直接影响。最后,本文在对我国网络零售业市场结构、市场行为研究的基础上,我国网络零售市场绩效进行衡量。通过从利润率、产业规模结构效率、产业技术进步等方面分析发现,我网络零售业存在较高的规模结构效率,并且只有淘宝网等少数几家网络零售企业实现了盈利,大多数企业存在利润率水平较低的现象,甚至许多网络零售企业仍处于亏损状态。网络零售业发展时间较短,属于新兴行业,在发展过程中难免伴随着一些问题的产生。例如价格欺骗、信誉虚假、恶性竞争等问题都与人们生活息息相关,如何确保网络零售业这一新兴行业健康发展理应得到重视。本文以SCP理论来分析我国目前网络零售业发展现状,发现其存在的问题并把握我国目前网络零售业发展规律,为将来提出相关对策规范其健康发展奠定基础。
[Abstract]:With the rapid development of Internet technology, people's recognition of the Internet is becoming more and more high, enterprises trade through the network more and more frequently, our country's network retailing gradually extends to C2C and B2C fields. In 2015, our country's network retail trade also gradually expanded to the field of C2C and B2C. For the first time, the scale of B2C online retail market in China exceeds that of C2C online retail market. The economic benefits brought by social development can not be ignored and the field of B2C has gradually become the mainstream of the future development of our country's network retailing market. This paper tries to apply the SCP paradigm of industrial organization theory to the development of our country's network retailing. First of all, This paper measures the market structure of network retailing by three indexes: industry concentration degree, product differentiation, entry barrier and exit barrier. After analysis, the B2C network retail market in China gradually forms the coexistence of large, medium and small network retailing enterprises. In the business scope of network retail enterprises emulate each other, the difference is small, there is a serious homogenization phenomenon, because of Taobao, Early online retail enterprises, such as JingDong, have occupied a certain favorable position in the competition for market share. Therefore, to some extent, it forms a higher entry barrier for potential entry enterprises. In view of the characteristics of the development of network retailing in China, it is found that there are high flow barriers. And this is also one of the most important barriers to entry for new entrants. However, due to the impact of capital specificity and venture capital, the exit barrier is relatively low. Secondly, judging from the market behavior of online retailing, Because of the serious homogeneity of network retailing enterprises, price competition becomes the main way of competition, and blindly adopting imitation strategy will form the situation of "the stronger the stronger the stronger". To some extent, adopting differentiation behavior can effectively improve the unfavorable situation of enterprises in competition. The current cooperation and merger behavior of online retailing enterprises will also further increase the market concentration, but for cross-domain mergers and acquisitions, It will promote market competition and reduce market concentration to a certain extent. Whether price behavior or non-price behavior, network retailing enterprises in our country, to a certain extent, determine the gain of profit margin, thus affecting market performance. At the same time, it is influenced by the profit rate and market scale. The profit margin will directly affect the profit model and price strategy of enterprises. Finally, this paper studies the market structure and market behavior of our country's network retailing industry. Through analyzing the profit margin, the efficiency of industrial scale structure and the progress of industry technology, we find that our network retailing industry has high scale structure efficiency. And only a few online retailing enterprises, such as Taobao, have made profits, most of them have low profit margins, even many online retailing enterprises are still in a state of loss. As a new industry, problems inevitably arise in the process of development, such as price fraud, false reputation, vicious competition and so on, which are closely related to people's lives. How to ensure the healthy development of network retailing industry should be paid more attention to. This paper analyzes the current situation of network retailing industry in our country with SCP theory, finds out the existing problems and grasps the law of development of network retail trade in our country at present. It will lay a foundation for the healthy development of related countermeasures in the future.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.2

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