中国B2C电子商务企业的发展路径研究

发布时间：2018-01-14 05:03

本文关键词：中国B2C电子商务企业的发展路径研究　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国电子商务企业最早出现于以8848为代表的20世纪90年代，但直到2009年麦考林和当当网先后上市才出现中国电商行业的大发展。从2010年到2012年，中国电子商务行业经历了大起大落的历史性发展阶段。2012年，接近40%的电商企业销售额出现负增长，增长超过100%的企业不足三成，这与2011年以前电商企业动辄3倍，5倍甚至10倍的年增长率形成鲜明对比。大部分电商企业陷入“缩减市场投放-流量下降-收入下降；增加市场投放-亏损增加”的恶性循环。电子商务是典型的平台经济，但在我国这样的新兴市场却遭遇由于消费者价格敏感、竞争同质而导致的供应链利润降低，无法盈利的尴尬。整体来看，在现阶段除个别业务模式独特的企业外，大部分电子商务公司都陷入了赢利模式不清晰，增长动力缺乏或者定位不清晰的困境。本文旨在通过对中国电子商务行业的实证分析，并参照成熟市场上成功的电子商务案例，从商业流通行业价值链的角度，深入剖析现阶段中国电子商务行业经营中常见的“困局”，重点分析在一些代表性的电子商务企业的运营实践中，哪些行为符合增加产业链价值，哪些行为属于不对产业链形成增值，，甚至对所在产业价值链形成“负增值”。本文认为成功的B2C电商企业必须能够对所在产业的价值链进行实质性的优化，判断的标准是符合以下的“黄金三法则”：（1）能够通过缩短流通环节，降低流通环节的运营成本或者提供更多的增值服务，为终端消费者节省费用或者享受到更多的价值。（2）价值链的优化应该符合产业链供应商的长期利益，不应以破坏上游供应商的价值为代价。（3）企业本身经过充分的市场竞争，所形成的价值链优化竞争优势是可持续并且有壁垒的。最后，从产业价值链的角度对现有电子商务企业经营的困局进行诊断，并提出初步的建议和行业格局预测。
[Abstract]:Chinese e-commerce enterprises first appeared in 1990s, represented by 8848. However, it was not until 2009 that Mecoxlane and Dangdang listed one after the other. From 2010 to 2012, there was a great development of China's e-commerce industry. In 2012, nearly 40% of e-commerce enterprises showed negative growth in sales, and less than 30% of enterprises with growth of more than 100%. This contrasts with the annual growth rate of 3 times or even 10 times that of e-commerce enterprises before 2011. E-commerce is a typical platform economy, but in our country, emerging markets are confronted with consumer price sensitivity. The same quality of competition leads to the reduction of supply chain profits and the embarrassment of being unable to make profits. Overall, in addition to individual business models, most e-commerce companies are caught in a profit model that is not clear at the present stage. Lack of momentum for growth or unclear positioning of the dilemma. The purpose of this paper is to analyze the value chain of the commercial circulation industry from the perspective of the value chain of the commercial circulation industry through the empirical analysis of the e-commerce industry in China and referring to the successful e-commerce cases in the mature market. This paper deeply analyzes the common "dilemma" in the management of e-commerce industry in China at the present stage, and focuses on the analysis of which behaviors accord with the added value of the industrial chain in the operation practice of some representative e-commerce enterprises. Which behaviors do not add value to the industrial chain, or even form "negative value-added" to the industrial value chain? this paper holds that successful B2C e-commerce enterprises must be able to substantially optimize the value chain of their industries. The criterion of judgment is that the following "Golden Rule": 1) can reduce the operating costs of circulation links or provide more value-added services by shortening circulation links. The optimization of the value chain should be in line with the long-term interests of the suppliers of the industrial chain. Enterprises should not destroy the value of upstream suppliers at the cost of sufficient market competition, resulting in the value chain optimization competitive advantage is sustainable and has barriers. Finally, from the angle of industrial value chain, the paper makes a diagnosis of the difficulties existing in the management of e-commerce enterprises, and puts forward some preliminary suggestions and industry pattern prediction.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6

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