LDX电子商务有限公司竞争战略研究

发布时间：2018-01-21 05:47

本文关键词： 电子商务品牌代理商聚焦差异化战略　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息时代的快速到来,同时伴随我国经济的飞速发展,并且科学进步和技术变革日新月异,互联网及信息化迅猛普及,电子商务作为贸易市场上的一种新的销售模式应运而生。计算机和因特网是其实现的主要媒介,为使用者开辟了新的市场。在我国,其交易数量及金额不断增长,其运营模式也迅速迭代,呈现出多样化的趋势。与此同时,其也面临运作成本高、法律监管薄弱及网络安全等问题。现在是信息化时代,电子商务不断改进和完善,必将成为网络发展的新方向,并且前景光明。南京LDX电子商务有限公司(下称"LDX公司"或"目标公司")成立于2012年,经过快速发展,目前已经成为以美的电器品牌为主,福库电器为辅的双品牌代理商。公司目前致力于网上B2C平台的销售,特别是在淘宝系平台进行深耕,营业规模已经超过2亿元。LDX公司正值发展的十字路口,如何提高公司营业规模,使其"既大又强",是摆在公司管理层面前的首要问题。本文即由此入手,深入分析各方面因素,最终为LDX公司提出一个切合实际的发展战略。以下为本文总体思路:首先,运用PEST分析法和波特五力模型等工具对LDX公司所处的外部环境进行分析,找到外部环境中的有利与不利因素,比如政府大力支持互联网产业发展等。然后,通过SWOT分析法和价值链分析工具对LDX公司现有的内部资源和内部能力进行了分析,明确了公司在竞争环境中的优劣势,比如公司目前的资金实力比较雄厚,项目运营管理能力较为突出,但是公司目前没有核心资质,也需加强企业资质建设。最后,根据上述分析结果,结合竞争战略理论、核心竞争力理论以及资源基础理论为公司制定整体战略选择以及具体的实施策略,也即公司的基本战略方向就是坚持在细分市场进行差异化运作,利用企业优势资源,打造核心品牌。总体而言,本文的研究结果将对LDX公司制定整体发展战略起到一定的指导作用,并且对行业内同类型企业的战略规划研究具有一定的参考意义。
[Abstract]:With the rapid arrival of the information age, accompanied by the rapid development of China's economy, and scientific progress and technological change with each passing day, the Internet and information technology is rapidly popularizing. Electronic commerce as a new sales model in the trade market arises at the historic moment. Computer and Internet are the main media for its realization, which has opened up a new market for users in China. The number of transactions and the amount of money continue to grow, its business model is also rapid iteration, showing a trend of diversification. At the same time, it also faces high operating costs. The legal supervision is weak and the network security and so on. Now is the information age, the electronic commerce unceasingly improves and consummates, will certainly become the network development new direction. And bright prospects. Nanjing LDX Electronic Commerce Co., Ltd. (hereinafter referred to as "LDX Company" or "Target Company") was established in 2012, after rapid development, has become the main brand of electrical appliances. Fuku Electrical Appliance as a supplement of dual brand agents. The company is currently committed to the online B2C platform sales, especially in Taobao Department platform for deep ploughing. The business scale has exceeded 200 million yuan. LDX company is at the crossroads of development. How to improve the business scale of the company to make it "both big and strong". It is the most important problem in front of the management of the company. This paper starts with this, deeply analyzes the various factors, and finally puts forward a practical development strategy for LDX Company. The following is the overall idea of this paper: first. By using PEST analysis method and Porter's five Force Model, this paper analyzes the external environment of LDX Company, and finds out the favorable and unfavorable factors in the external environment. For example, the government strongly supports the development of the Internet industry. Then, through the SWOT analysis and value chain analysis tools to analyze the existing internal resources and internal capabilities of LDX. Identified the advantages and disadvantages of the company in the competitive environment, such as the company's current financial strength is relatively strong, project management capacity is more prominent, but the company does not have core qualifications. Finally, according to the above analysis results, combined with the competitive strategy theory, core competitiveness theory and resource-based theory for the company to formulate the overall strategic choice and specific implementation strategies. In other words, the basic strategic direction of the company is to persist in the differentiated operation in the market segment, to make use of the advantages of the enterprise resources, to create the core brand. The research results of this paper will play a certain guiding role in formulating the overall development strategy of LDX Company, and also have certain reference significance to the strategic planning research of the same type of enterprises in the industry.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F271

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