淘宝网Ivy皇冠店铺的竞争战略研究

发布时间：2018-05-05 10:29

本文选题：服装 + 竞争战略　；参考：《华南理工大学》2013年硕士论文

【摘要】：随着现代经济的发展和互联网技术的不断完善，传统的服装营销模式已经不能满足新生代的主力消费群体需求。服装电子商务开始作为一种新的营销方式和理念发展迅速，并逐渐被广大消费群体所接受。如今，其发展势头异常强劲，正在给人们的消费习惯带来深刻的影响。当前服装产品流行周期短，款式和品种多变。整个消费市场正需要一种能满足不同层次消费者个性化需求的多品种小批量产品的供应方式，这就使得服装电子商务的迅猛发展成为必然。而淘宝网作为服装类电子商务行业的老大，是国内C2C电子商务网站中，发展最快、最为成功的一例，以提供具有本土特色的电子商务平台服务为宗旨，并一直不断完善和发展。其在中国的C2C市场中可谓是一家独大，市场份额更是超过了90%，行业中的领先的地位暂时是无人能撼动的。在淘宝网上，皇冠是淘宝网店信誉等级，商家交易量超过10000笔，被称为皇冠店铺。皇冠店铺由于其成交量大且信誉值高，更能保证网上交易的安全顺利进行，已经受到越来越多消费者的青睐。目前，淘宝网上的皇冠店铺已达数万家之多，而服装皇冠店铺又是其中的佼佼者，Ivy皇冠店铺正是其中的典型代表。创立至今，发展迅速，是淘宝网中一家中小型的集服装设计、生产、销售一条龙服务的商家。当下，Ivy皇冠店铺正面对日益增多的新商家以及大商家的竞争，如何才能在日益激烈的淘宝战中突围而出，成为了Ivy皇冠店铺亟待解决的问题。因此，要认清店铺的竞争战略，必须对店铺的优势和劣势进行充分客观的分析，抓住外部环境机遇和规避威胁，为店铺的持续发展提供保证，这是本文的研究指导思想。本文先从Ivy皇冠店铺所处的外部环境着手，首先运用PEST分析方法和波特五力模型，分别对店铺所处的宏观环境和竞争环境进行分析，然后对店铺的内部环境资源进行综合梳理，为店铺竞争战略的制定奠定基础。其次采用SWOT分析法找出店铺在竞争环境中所具有的优势及劣势以及店铺外部环境所带来的机遇和威胁，与店铺实际情况相结合，制定并选择适合店铺发展的竞争战略。最后，为了保证店铺战略目标的达成，对竞争战略的实施提出一定的对策和建议。经过研究分析，结合Ivy皇冠店铺所处的外部竞争环境及已有的资源能力基础，提出了店铺的战略目标：即力争成为淘宝网C2C服装行业细分市场中的领头羊。而为实现战略目标，将选择专一化战略与差异化战略相结合的方式来获取竞争优势。最后，通过对Ivy皇冠店铺在营销策略、品牌策略及服务策略的制定，生产品质管理的完善，，客户关系管理的加强等措施来保障店铺战略目标的实现。
[Abstract]:With the development of modern economy and the continuous improvement of Internet technology, the traditional fashion marketing model can not meet the needs of the main consumer groups of the new generation. As a new marketing method and concept, apparel e-commerce has developed rapidly, and gradually accepted by the vast number of consumer groups. Now, its development momentum is extremely strong, is bringing profound influence to people's consumption habits. The current fashion cycle is short, style and variety are changeable. The whole consumer market is in need of a multi-variety and small-batch product supply mode which can meet the individual needs of consumers at different levels, which makes the rapid development of apparel e-commerce become inevitable. Taobao, as the leader of the clothing e-commerce industry, is the fastest growing and most successful example of the domestic C2C e-commerce website. It aims to provide e-commerce platform with local characteristics, and has been constantly improving and developing. Its C2C market in China is a dominant, market share is more than 90, the industry's leading position is temporarily no one can shake. On Taobao, crown is the reputation of Taobao store, more than 10000 business transactions, known as Crown Store. Because of its large volume and high reputation, Crown Store can ensure the safe and smooth conduct of online transactions, and has been favored by more and more consumers. At present, there are tens of thousands of crown shops on Taobao, and the clothing crown shop is one of the best among them, the Ivy crown store is a typical representative. Founded since the rapid development, is a small and medium-sized Taobao clothing design, production, sales of one-stop service business. At present, Ivy Crown Store is facing the competition of more and more new merchants and big merchants. How to break out in the increasingly fierce battle of Taobao has become an urgent problem to be solved by Ivy Crown Store. Therefore, in order to recognize the competitive strategy of the shop, we must make a full and objective analysis of the advantages and disadvantages of the store, seize the opportunity of the external environment and circumvent the threat, and provide the guarantee for the sustainable development of the shop. This is the guiding ideology of this paper. This paper begins with the external environment of Ivy Crown Store, firstly, using the PEST analysis method and Porter's five Force Model to analyze the macro environment and competition environment of the shop, and then combing the internal environmental resources of the store. For the establishment of shop competition strategy laid the foundation. Secondly, SWOT analysis method is used to find out the advantages and disadvantages of the store in the competitive environment and the opportunities and threats brought by the external environment of the store. Combined with the actual situation of the store, the author formulates and selects the competitive strategy suitable for the development of the store. Finally, in order to ensure the achievement of the strategic goal of the shop, some countermeasures and suggestions on the implementation of the competition strategy are put forward. Through the research and analysis, combined with the external competition environment of Ivy crown store and the existing resource ability foundation, the strategic goal of the shop is put forward: strive to become the leader in Taobao C2C clothing industry segment market. In order to achieve the strategic goal, we will choose the combination of specialization strategy and differentiation strategy to gain competitive advantage. Finally, through the Ivy crown shop in the marketing strategy, brand strategy and service strategy formulation, production quality management improvement, customer relationship management and other measures to ensure the realization of store strategic objectives.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F724.6

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