企业级IT产品拓展电子渠道策略研究

发布时间：2018-05-21 06:17

本文选题：电子商务 + B2B　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：随着我国电子商务的快速增长,电子商务将成为中国网络经济未来增长的主动力。2010年中国网络购物市场交易规模接近5000亿,达4980.0亿元,占到社会消费品零售总额的3.2%。同时,网络购物用户规模达到1.48亿,在网民中的渗透率达30.8%。可见,2010年中国网络购物市场延续用户规模、交易规模的双增长态势。网络购物的商品种类也在进一步丰富中,其中IT数码产品网购市场正快速发展。随着中国网络购物市场快速发展,网上购买IT数码产品逐渐成为现在人的一种消费习惯,打造IT数码在线销售渠道存在巨大的市场空间。目前,电子商务已进入了渠道竞争的阶段,传统IT企业非常重视在线销售渠道。根据各家IT企业公司的网站资料显示,戴尔、惠普、微软、甲骨文以及联想等IT企业不仅入驻第三方电子商务平台,还自建了网上商城或采用电话直销等方式进行产品的销售。近年来,企业用户急速增长,通过电子商务平台进行企业级IT产品的采购已经是一种趋势和必然,因此企业级IT产品的销售已经在第三方电子商务平台上凸显。以典型的在第三方电子商务平台京东商城为例,近年来,京东商城进一步增加了服务器产品的品牌和种类,价格从几千元至2万元不等,品牌主要为惠普和联想；据京东商城销售人员反馈,目前服务器产品的销售主要针对商城的签约合作客户(VIP客户),2010-2011年问平均每个销售人员售出30-40台服务器产品,相对去年同比有一定的增长。 MMM公司是一家具有百年历史的全球信息产业领先企业,以“成就客户、创新为要、诚信负责”的价值观为基础,提供领先的硬件,软件,IT服务和企业咨询服务,与具有远见的大型企业、成长型企业、组织和个人合作创新,共建智慧的地球,推动文明不断进步。旗下的企业级IT产品包括硬件、软件和IT服务(维保)。其中硬件产品分为服务器和存储设备,本次研究所涉及的服务器产品有System p (p系列)和System x(x系列),存储设备有磁盘系统、磁带系统、存储区域网络和网络连接存储。而本次研究的软件产品包括Information management信息管理软件(DB2, Informix, InforSphere)、 Lotus软件(协作)、Rational软件(软件生命周期管理)、 Tivoli软件(整合服务管理)、WebSphere软件(业务整合与优化)。论文以MMM公司目前所处的宏观环境、中观环境和微观环境分别为研究对象,运用战略管理及营销管理及管销管理理论,理论联系实际的方法,全面分析了整个中国电子商务行业的发展现状,并得出适合MMM公司发展的策略,以及具体可学习和借鉴的地方。通过PEST模型来分析目前中国电子商务的整体宏观环境,以进一步了解该行业未来发展的态势及健康度；同时对比分析中美电子商务企业TOP10排名,以及现有传统企业拓展电子商务的策略,来关注传统企业转型做电子商务的必要性。另外,深入分析中国电子商务的中观环境,包括目前电子商务的市场规模和竞争格局,以及目前市面上那些标杆电子商务企业的具体表现,例如企业定位、产品组成、市场营销、供应链布局及SWOT分析,以挖掘他们的关键成功因素,并找出适合MMM公司借鉴和学习的地方。最后,进一步对电子商务的微观环境进行深入分析,包括对MMM公司的竞争对手企业和目标企业用户群体这两个维度的分析。正所谓“知己知彼,百战不殆”,掌握竞争对手企业对电子渠道的战略定位,有利于检验企业自身定位的合理性；同时,了解竞争对手企业的组织结构,有利于合理安排企业自身的部门架构和KPI考核制度等；以及把握竞争对手企业在网上渠道布局上所采用的措施和行动,有利于充分准备企业自身的供应链布局。另外,掌握企业自身的目标企业用户群体属性和特征,可以在市场预热期内有针对性的进行拓展；了解他们目前采购企业级IT产品的采购流程和满意度,以及对电子渠道采购的接受度和具体需求,可以更有效、更友好的开展渠道拓展和相关营销活动,这样更有利于把握住目标企业用户群体,防止流失。文中分析了良好宏观经济情况下电子商务行业的迅速发展,挖掘了该行业中标杆电子商务企业的关键成功因素,深入了解了竞争对手企业对电子渠道的定位、组织架构和网上渠道布局,把握了企业用户的属性特征和潜在消费需求,同时也列举了拓展电子渠道会面临的主要间题,进而全方位的、立体的对MMM公司拓展电子商务策略进行了观察和分析。同时笔者认为,整个互联网行业正在高速发展,大浪淘沙,前仆后继,究竟最后谁能够屹立于浪潮之巅,还有大量的工作需要开展,除了MMM公司企业自身对电子渠道的重视和相关布局外,还包括对整个互联网行业及电子商务领域发展现状有效的、持续的市场调研和监测数据,为此,MMM公司在工作中应加强与同行业者的交流,与上下游相关企业的合作沟通,并积极参与行业论坛或国家相关政策的研讨制定等。
[Abstract]:With the rapid growth of China's electronic commerce, e-commerce will become the initiative of the future growth of China's network economy in.2010, China's network shopping market transaction scale is close to 500 billion, up to 498 billion yuan, accounting for 3.2%. of the total retail sales of social consumer goods, and the network shopping user regulation reached 148 million, the permeability of Internet users reached 30.8%.. In 2010, the Internet shopping market in China continues to expand the size of the user and the size of the transaction. The variety of the online shopping is also further enriched. The IT digital product market is developing rapidly. With the rapid development of the Chinese online shopping market, the purchase of IT number code products on the Internet has gradually become a consumer habit, There is a huge market space to build IT digital online sales channel.
At present, e-commerce has entered the stage of channel competition. Traditional IT enterprises attach great importance to online marketing channels. According to the web site data of various IT companies, IT enterprises such as DELL, HP, Microsoft, Oracle and Lenovo not only enter the third party e-commerce platform, but also build online business city or use telephone direct selling. Sales of products. In recent years, enterprise users have increased rapidly. The purchase of enterprise class IT products through e-commerce platform has been a trend and necessity. Therefore, the sales of enterprise class IT products have been highlighted on the third party e-commerce platform. In the case of the typical third party electronic business platform Jingdong mall as an example, in recent years, Jingdong mall Further increase the brand and type of server products, the price range from thousands to 20 thousand yuan, the brand is mainly HP and Lenovo; according to the Jingdong salesman feedback, the current sales of the server products are mainly for the contract and cooperative customers (VIP customers) of the mall, and the average sales staff are sold on average of 30-40 servers in 2010-2011 years. Products, compared to last year, have a certain increase.
MMM is a leading global information industry leading enterprise with a history of 100 years. It provides the leading hardware, software, IT services and enterprise consulting services on the basis of the values of "achieving customer, innovation and honesty and responsibility", and co - innovating with the visionary large enterprises, growth enterprises, organizations and individuals to build the earth of wisdom. The enterprise class IT products include hardware, software and IT services (Wei Bao). The hardware products are divided into servers and storage devices. The server products involved in this study are System P (P Series) and System x (X Series), and storage devices have magnetic disk system, tape system, storage area network and network connection storage. The software products of this study include Information management information management software (DB2, Informix, InforSphere), Lotus software (collaboration), Rational software (software life cycle management), Tivoli software (Integrated Service Management), WebSphere software (business integration and Optimization).
Based on the macro environment, meso environment and micro environment of MMM company, this paper uses strategic management, marketing management, management theory, theory and practical methods to analyze the development status of the whole Chinese e-commerce industry, and obtain the strategies suitable for the development of MMM company, and the specific study. A place to learn and learn from.
The PEST model is used to analyze the overall macro environment of e-commerce in China so as to further understand the situation and health of the future development of the industry. At the same time, it compares and analyzes the TOP10 ranking of China and the United States e-commerce enterprises and the strategies of the existing traditional enterprises to expand e-commerce to pay attention to the necessity of the traditional enterprises' transformation of e-commerce.
In addition, it analyzes the medium environment of e-commerce in China, including the market scale and competition pattern of current e-commerce, as well as the specific performance of the benchmarking e-business enterprises on the market, such as enterprise positioning, product composition, marketing, supply chain layout and SWOT analysis, in order to dig out their key success factors and find out the appropriate factors. Where MMM is used for reference and study.
Finally, we further analyze the micro environment of e-commerce, including the analysis of the two dimensions of the competitors and the user groups of the target enterprises of MMM company. It is called "know oneself and the other", and grasp the strategic positioning of the competitor's enterprise to the electronic channel, which is beneficial to the inspection of the rationality of the enterprise's own positioning. At the same time, understanding the organizational structure of the competitors is beneficial to the rational arrangement of the enterprise's own department structure and the KPI assessment system, as well as the measures and actions adopted by the competitors in the distribution of the network channels, which is conducive to the full preparation of the supply chain layout of the enterprise itself. In addition, to master the enterprise's own target enterprise use. The attribute and characteristics of the household group can be expanded in the market preheating period. To understand the purchasing process and satisfaction of the IT products at the enterprise level, and the acceptance and specific needs of the electronic channel procurement, it can be more effective and friendly to carry out the channel expansion and related marketing activities, which is more conducive to the grasp of the market. The target enterprise user group, prevent the loss.
This paper analyzes the rapid development of e-commerce industry in a good macro-economic situation, excavates the key success factors of the benchmarking e-business enterprise in the industry, deeply understands the positioning of the electronic channel, the organization structure and the distribution of the network channel, and grasps the attribute characteristics and the potential consumption demand of the enterprise users. It also enumerates the main questions that the electronic channel will face, and then observes and analyses the strategy of expanding the electronic commerce of MMM company in all directions. At the same time, I think that the whole Internet industry is developing at a high speed, and it is the last who can stand on the top of the tide, and there is a great deal of work. In addition to the importance and layout of MMM company's own electronic channels, it also includes the effective and continuous market research and monitoring data for the development of the whole Internet industry and the field of electronic commerce. For this reason, MMM company should strengthen communication with the same industry, communicate with the upstream and downstream related enterprises and accumulate in the work. Very involved in industry forums or national related policy research and formulation.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63;F724.6

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