M公司的电子商务战略研究

发布时间：2018-03-19 12:53

本文选题：文房四宝　切入点：电子商务　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：20世纪以来,电子商务快速发展的浪潮席卷我国,我国的电子商务应用呈现常规化的态势。在互联网大浪的推动下,很多传统行业正在经受电子商务的冲击,文房四宝行业便是其中之一。文房四宝是对笔、墨、纸、砚及其他文房杂项用具包括画印泥、篆刻工具、拓印工具、镇尺、笔架、国画颜料等的总称,传承着我国历史文化和现代文明的。然而,近年来,市场发展停滞不前、传统工艺濒临失传、专业人才青黄不接是我国目前文房四宝行业面临的现状,行业赖以生存的环境正在发生巨大变化。依靠自身优势发展电子商务是文房四宝企业适应时代潮流和市场需要的必然选择。通过分析文房四宝行业的发展现状、电商现状及趋势,结合当前电子商务的发展应用,利用战略管理理论工具,研究文房四宝企业如何选择和实施电子商务战略是本文的研究目的。本文以M公司为例,结合自身资源和能力,运用SWOT工具总结了 M公司的优劣势、机遇和威胁;对文房四宝企业发展电子商务的外部环境和竞争态势的分析则运用了 PEST分析、波特五力等战略分析工具。本文为M公司发展战略和竞争战略的选择提出了建议,制定了公司的总体发展战略目标和阶段性目标。通过分析目标市场,认为更适合M公司的电子商务为B2B、B2C模式。竞争战略依据公司的实际情形,则应选择适宜差异化和低成本战略。在此基础上,文章构建了M公司电子商务战略实施体系,指明了公司电子商务战略实施的重点和阶段性步骤措施。最后,从支付体系、人才培养、CRM几方面提出保障性措施。
[Abstract]:Since twentieth Century, the rapid development of e-commerce is sweeping China, the application of electronic commerce in China showed regular trend. In the promotion of Internet waves, many traditional industries are experiencing the impact of e-commerce industry, the "scholar's four jewels" is one of them. The "scholar's four jewels" of pen, ink, paper, ink and other miscellaneous equipment room including painting inkpad, carving tools, rubbing tools, paper weight, penholder, general painting pigment, inheritance of Chinese historical culture and modern civilization. However, in recent years, the development of the market is stagnant, the traditional technology is on the verge of extinction, professional temporary shortage is China's current status of the "scholar's four jewels" facing the industry, the industry environment is great changes have taken place in the development of electronic commerce. Its advantage is to rely on the "scholar's four jewels" enterprises must adapt to the trend of the times and the needs of the market. Through the analysis of the "scholar's four jewels" industry The current situation of the development, status quo and trend of the electricity supplier, with the development of the current electronic commerce application, the use of strategic management theory, research the "scholar's four jewels" enterprise how to choose and implement the strategy of e-commerce is the purpose of this research. This paper takes M company as an example, combined with its own resources and ability to use SWOT tools, summarizes the strengths and weaknesses of M company. Opportunities and threats; analysis of the development of electronic commerce the "scholar's four jewels" enterprise external environment and competitive situation of the use of PEST analysis, Potter five strategic analysis tools. This paper proposes suggestions for M company's development strategy and competitive strategy, develop the overall development strategy and stage goal of the company. Through the analysis of the target market. It is believed that the B2C mode is more suitable for e-commerce company M B2B, the actual situation. According to the company's competitive strategy, should choose suitable differentiation and low-cost strategy based. On the basis of this, the article constructs the implementation system of M e-commerce strategy, points out the key points and steps of the implementation of e-commerce strategy. Finally, it puts forward safeguard measures from the aspects of payment system, personnel training and CRM.

【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】：2017
【分类号】：F724.6;F274

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