YG公司电子商务发展战略研究

发布时间：2018-05-06 07:31

本文选题：战略管理 + 发展战略　；参考：《电子科技大学》2016年硕士论文

【摘要】：近年来,随着国际贸易条件的恶化,全球贸易增速放缓,但是中国跨境电子商务依然逆势成长。2015年中国跨境电商交易规模达4.8万亿元,同比增长28%,占中国进出口总额的19.5%。YG公司是深圳一家专业从事进出口代理、跨境物流供应链业务以及跨境电子商务运营的综合性集团公司。2016年上半年“跨境新政”的业务拓展也遇到了前所未有的阻力和发展瓶颈。为了有效地解决这些问题,公司迫切需要研究和规划自己的发展战略,寻找新的突破点和经济增长点,实现公司的升级转型和可持续性发展。本文采用了资料及数据收集、团队讨论、定性与定量分析相结合等多种方法,综合运用了管理科学研究的多种分析工具,包括G-PEST分析、波特五力分析、EFE矩阵分析、价值链分析、IFE矩阵分析、SWOT分析、GSM矩阵分析等管理科学方法。本文深入研究了YG公司发展战略及其电子商务发展现状,提出了YG公司创新型的万店社区O2O品牌化跨境电商发展战略:积极推行万店社区O2O战略,实现从卖白牌到卖品牌的转型;构建跨境电商生态战略,以互联网为基础,围绕跨境电商云平台的核心版块,延伸到物流、农村电商、教育、金融等;实现综合信息服务平台的升级转型战略,充分利用和发挥大数据和物联网等新兴科技的力量,帮扶传统实体店快速成功转型;实行资本化运作战略,启动新三板挂牌上市程序。本文是将传统企业与电子商务相结合的一次全新探索和创新,通过对战略管理和电子商务管理等相关理论的探索研究,规划并提出了YG公司创新型的万店社区O2O品牌化跨境电商发展战略;本文通过研究,希望能为其他中小型企业制定电子商务发展战略提供参考和借鉴。
[Abstract]:In recent years, with the deterioration of international trade conditions, the growth of Global trade has slowed down, but China's cross-border e-commerce is still growing against the trend of.2015. China's cross-border e-commerce transactions have reached 4 trillion and 800 billion yuan, up 28%, accounting for the total import and export of China, which is an import and export agent in Shenzhen, and the cross-border logistics supply chain business. In order to effectively solve these problems, the company urgently needs to study and plan its own development strategy, find new breakthroughs and economic growth points to realize the company, in order to solve these problems in the first half of.2016. A variety of methods, such as data and data collection, team discussion, qualitative and quantitative analysis, are used in this paper, including G-PEST analysis, Potter's five force analysis, EFE matrix analysis, value chain analysis, IFE matrix analysis, SWOT analysis, and GSM matrix analysis. This paper studies the development strategy of YG company and the current situation of e-commerce development, and puts forward the development strategy of O2O brand cross border e-commerce in the YG company's innovative Wan Dian community: actively promoting the O2O strategy of the WAN Dian community, realizing the transformation from selling white cards to selling brands, constructing the ecological strategy of cross-border e-commerce, based on the Internet, Around the core of the cross-border e-commerce platform, it extends to logistics, rural e-commerce, education, finance, and so on. To realize the upgrading and transformation strategy of the integrated information service platform, make full use of the power of new technology such as big data and Internet of things and help the traditional entity shop to transform rapidly and successfully; implement the strategy of capitalization operation and start the new three board listing This article is a new exploration and innovation of the combination of traditional enterprises and e-commerce. Through the exploration and research of the related theories of strategic management and e-commerce management, this paper plans and puts forward the O2O brand cross border e-commerce development strategy of the YG company's innovative Wan Dian community. The enterprise can provide reference and reference for formulating e-commerce development strategy.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F752.6

【参考文献】