惠家有公司电子商务发展策略研究

发布时间：2018-03-29 09:28

本文选题：电视购物　切入点：电子商务　出处：《华南理工大学》2015年硕士论文

【摘要】：2014年11月,在中国乌镇首届世界互联网大会上国家总理李克强,在大会致辞中明确指出:移动互联网是万众创新、大众创业的全新工具。其中“大众创业、万众创新”正是此次政府工作报告中的重要主题,被称作中国经济提质增效升级的“新引擎”,可见其重要作用。移动互联电子商务拥有:更广阔的市场、更快速的流通和低廉的价格、更符合时代的要求、更能体现个性化的购物过程。移动互联网及电子商务的发展不只是关系到企业发展的竞争能力,同时演变成为了国家的综合实力的一个重要方面。电子商务的在企业及国家实力建设中显得越来越重要,它的重要性也已经获得广泛的共识,研究互联网时代电子商务的运营和管理方法具有实际应用价值。面对市场竞争的加剧,越来越多的传统企业开始考虑互联网电子商务转型,以利用互联网特有的经济特征来寻求适合企业发展的运营方式。本文以传统企业电视购物行业,在排名国内第三大的北京家有购物集团在电子商务战略上的转型为案例,通过总结国内外关于商业模式、战略管理和电子商务相关理论研究的基础上,以对惠家有公司电子商务的外部环境与内部条件进行分析,形成北京惠家有公司电子商务业务发展的策略,并提出详细的实施策略和细则,最后对北京惠家有公司总体发展战略、战略实施进行了论述和下一步发展的建议。对本在论述北京惠家有公司电子商务的业务发展策略,通过这个案例分析,为电视购物同行以及其他传统企业及在电子商务的商业发展探索中,提出一些共享资料和参考帮助。
[Abstract]:In November 2014, Premier Li Keqiang made it clear in his speech at the first World Internet Conference in Wuzhen, China, that the mobile Internet is a brand new tool for mass innovation and entrepreneurship. The key theme of this government work report, known as the "new engine" for upgrading the quality and efficiency of China's economy, clearly plays an important role. Mobile Internet e-commerce has a broader market. Faster circulation and lower prices, more in line with the requirements of the times, more can reflect the personalized shopping process. The development of mobile Internet and e-commerce is not only related to the competitiveness of enterprise development, At the same time, it has become an important aspect of the comprehensive strength of a country. Electronic commerce is becoming more and more important in the construction of enterprises and national strength, and its importance has also gained a broad consensus. It is of practical value to study the operation and management methods of e-commerce in the Internet era. In the face of the intensification of market competition, more and more traditional enterprises begin to consider the transformation of Internet e-commerce. In order to use the unique economic characteristics of the Internet to seek a suitable operation mode for the development of enterprises, this paper takes the traditional enterprise TV shopping industry as a case study, and the transformation of e-commerce strategy of Beijing Jiayou shopping group, which ranks the third largest in China, as a case study. On the basis of summarizing domestic and foreign theories about business model, strategic management and electronic commerce, this paper analyzes the external environment and internal conditions of Huijia company's electronic commerce. To form a strategy for the development of e-commerce business in Beijing Huijia Company, and to put forward detailed implementation strategies and details. Finally, the overall development strategy of the Beijing Huijia Company is put forward. The implementation of the strategy is discussed and suggestions for the next development are made. Through this case analysis, this paper discusses the business development strategy of Beijing Huijiayou Co., Ltd. For the TV shopping peer and other traditional enterprises and in the e-commerce business development exploration, some information and reference help.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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