GG建材家装公司电子商务运营模式研究

发布时间：2018-04-10 03:29

本文选题：电子商务　切入点：运营模式　出处：《东北农业大学》2016年硕士论文

【摘要】：随着计算机网络技术的迅速进步,电子商务发展处于重要的历史机遇期。在创新与创业的浪潮中,对电子商务模式的选择不仅成为企业引入电子商务的突破点,赢得竞争先机、再造竞争优势的重要因素,也被当作一个核心概念在学术领域所研究。因而,随着时代的发展,商业模式的变迁和进步,对商业模式创新的研究也在不断深入,不断与新的现实情境相结合。所以,研究电子商务运营模式及其创新在当今的“互联网+”带来的创新与改革的宏观背景之下,依旧有很大的现实意义。本文首先以电子商务模式理论为基础,对相关理论进行分析研究,归纳了电子商务运营模式的研究类型,初步说明了电子商务运营模式选择的必要性,为下文的案例研究提供了依据和理论支持。其次由于建材家装企业电子商务运营起步较晚,在运用规模和普及程度上都十分有限,运营模式仍不成熟,正处于探索创新模式的关键阶段,因此选择建材家装行业的电子商务运营模式研究作为研究对象。综上,本文选择该领域具有代表性的GG公司为案例研究对象。本文的研究内容分为四部分。一是阐述选题的背景、研究的目的和意义、国内外研究的现状、研究的方法等;二是案例企业的概况、与传统企业商业模式的对比分析、建材家装行业现行电子商务运营模式分析;三是案例企业电子商务运营模式的优劣及分析;四是运营模式的改善及建议。通过理论分析、案例分析、比较分析等方法,本文做出了以下研究发现:企业立足自身资源、经营范围、信息化程度、供应链构建能力等情况,以及外界的竞争环境,是选择适合企业自身发展的电子商务运营模式的首要步骤;企业在电子商务运营过程中通过优化产业链,加强产品整合力度,用标准化的服务流程进行衔接,能够高效的、针对性的进行精准营销;建材家装企业可以运用了标准化理念将产品或服务进行整合,使得消费者借助电子商务平台一站式的购买产品或服务,有效避免了中间环节;价值链各主体模块的创新行为与电子商务运营模式具有一致性。
[Abstract]:With the rapid progress of computer network technology, the development of e-commerce is in an important historical opportunity period.In the wave of innovation and entrepreneurship, the choice of e-business mode has not only become an important factor for enterprises to introduce e-commerce, win the first opportunity of competition, and recreate competitive advantages, but also has been studied as a core concept in the academic field.As a result, with the development of the times and the changes and progress of the business model, the research on the innovation of the business model is also deepening and combining with the new realistic situation.Therefore, it is still of great practical significance to study the operation mode of electronic commerce and its innovation under the macro background of innovation and reform brought about by the Internet.Firstly, based on the theory of E-commerce, this paper analyzes and studies the related theories, summarizes the research types of E-commerce operation mode, and preliminarily explains the necessity of the choice of E-commerce operation mode.It provides the basis and theoretical support for the case study below.Secondly, due to the late start of e-commerce operation of building materials home decoration enterprises, the application scale and popularity are very limited, the operation mode is still immature, and it is in the key stage of exploring the innovative model.Therefore, we choose the electronic commerce operation mode of building materials home decoration industry as the research object.In summary, this paper chooses the representative GG company in this field as the case study object.The research content of this paper is divided into four parts.The first is the background of the topic, the purpose and significance of the research, the status quo of the research at home and abroad, the research methods, etc. The second is the general situation of the case enterprises and the comparative analysis with the traditional business models.Analysis of the current e-commerce operation model of building materials industry; third, the advantages and disadvantages of the e-commerce operation model of the case enterprises and analysis; fourth, the improvement of the operation model and suggestions.Through theoretical analysis, case analysis, comparative analysis and other methods, this paper makes the following findings: enterprises based on their own resources, business scope, information level, supply chain construction ability, and the external competitive environment.It is the first step to choose the e-business operation mode suitable for the enterprise's own development. In the process of e-business operation, the enterprise can optimize the industrial chain, strengthen the product integration, link up with the standardized service flow, and be able to be efficient.Targeted precision marketing; Building materials home decoration enterprises can use the concept of standardization to integrate products or services, so that consumers can use e-commerce platform to purchase products or services, effectively avoid intermediate links;The innovation behavior of each main module in the value chain is consistent with the operation mode of e-commerce.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F426.92

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