RYH公司电商代运营竞争战略研究

发布时间：2018-06-16 21:28

本文选题：电子商务 + 电商代运营　；参考：《广西师范大学》2017年硕士论文

【摘要】：2015年,我国电子商务交易额超过20多万亿元;网络零售额近4万亿元,其中实物商品网上零售量达3万多亿元,占社会商品批发零售总额的比重达到10.8%;电子商务交易市场规模均高于其他国家水平;电子商务就业人员达2600多万人;互联网经济对中国经济增长的贡献率达到逾7.3%。RYH公司作为“国家电子商务示范基地”内的电子商务代运营类型的代表企业,公司必将按照相关要求及工作方针,集成基地内相关资源,着力建设华南电子商务代运营的公共服务平台。公司如何紧紧抓住政府大力发展电子商务重要战略性新兴产业的机遇,如何围绕以创新为主导,以企业为主体,以服务为核心,提供全产业链的电子商务代运营服务,从而促进公司良性发展,重点建设以工业企业及其他品牌商开展电子商务代运营服务内容,减少电商信息化等基础设施的重复性建设,实现建设专业优质的服务平台,实现资源共享,促进和完善电子商务产业链的快速形成,对于大力促进“国家电子商务示范基地”建设和华南地区电子商务的跨越式发展,有着重要的社会意义。公司在近几年电子商务产业的集聚发展和推动下,电商代运营企业也在这一业态下发展起来,各品牌商需求较大,不断加强合作。但在战略层面上也显现不少问题,比如:企业竞争战略未能显现、运营个性定制策略没有形成、运营成本管控不稳和信息化应用系统与全盘匹配度不高等几个方面的问题,公司将构建一个海外优质品牌进入中国市场而建设成为电子商务代运营服务平台,高效依托和结合主流电商平台,打造一个多功能的B2B、B2C综合服务平台,以实现一个国际化的网络购物平台为目标,整合电子商务经营力量搭建一个高效、优质、快速的专业运营服务平台。公司就如何联合国内外优势品牌生产商和品牌持有人为依托的产业模式进行联动转型升级,为使公司成为国内母婴品牌、美妆品牌电商代运营服务的第一品牌而布局战略规划,注重企业长远发展,推进战略目标的进程。本文结合国内电子商务产业迅速发展,电商代运营服务产业正迎来发展的好商机,在代运营商在发展过程中,应快速确立自身目标定位,构建起行业中的核心竞争力,与服务企业共同创新发展,帮助运营企业实现低投入高收益。以RYH公司为研究对象,紧扣梳理出的竞争战略中存在的问题,运用竞争战略理论,通过SWOT分析总结并结合运营规划进行详细归集和总结,提出了适应性战略、前端营销策略、名品牌策略、强化服务体系构建策略和信息科技应用先行策略五个方向为参照依据,从而构建起RYH公司的竞争战略,有效解决和管理运营焦点问题和不足。同时,可全角度提升企业的专业度和影响力,促进企业规范专业专注,从改善结构,降本增效等方面帮助企业的战略制定与实施提供实质性参考。
[Abstract]:In 2015, the volume of e-commerce transactions in China exceeded 20 trillion yuan, and the online retail sales volume was nearly 4 trillion yuan, of which the online retail volume of physical goods reached more than 300 billion yuan. Accounting for 10.8% of the total amount of social goods wholesale and retail, the scale of e-commerce trading market is higher than that of other countries, the number of people employed in e-commerce is more than 26m. The contribution rate of the Internet economy to China's economic growth has reached more than 7.3.RYH, as the representative enterprise of the electronic commerce acting operation type in the "National demonstration Base of Electronic Commerce", the company will certainly follow the relevant requirements and work guidelines. Integration of relevant resources in the base, focusing on the construction of South China e-commerce agent operation of public service platform. How to tightly grasp the opportunity of the government to develop the important strategic emerging industry of electronic commerce, how to focus on the innovation as the leading, the enterprise as the main body, the service as the core, and how to provide the whole industry chain of electronic commerce as the operation service, In order to promote the benign development of the company, we should focus on the construction of electronic commerce as a service agent for industrial enterprises and other brands, reduce the repetitive construction of infrastructure such as e-commerce informatization, and realize the construction of professional and high-quality service platforms. The realization of resource sharing and the rapid formation of E-commerce industry chain are of great social significance to the construction of National E-commerce demonstration Base and the leap-forward development of E-commerce in South China. With the agglomeration and promotion of e-commerce industry in recent years, the e-business operation enterprises have also developed in this form, and the demand of each brand merchant is great, and the cooperation is constantly strengthened. However, at the strategic level, there are many problems, such as the failure of the enterprise competitive strategy, the failure of the operational personality customization strategy, the unstable operation cost control and the low matching degree between the information application system and the overall system, and so on. The company will build an overseas high quality brand to enter the Chinese market and become the electronic commerce generation operation service platform, relying on and combining with the mainstream e-commerce platform, to create a multi-function B2BU B2C integrated service platform. In order to achieve an international online shopping platform, the integration of e-commerce business forces to build an efficient, high-quality, rapid professional operation and service platform. The company carries on the linkage transformation and upgrade on how to make the United Nations internal and external superiority brand manufacturer and brand holder as the industrial model, in order to make the company become the domestic mother and child brand, the cosmetic brand electronic business operation service the first brand and the layout strategic plan. Pay attention to the long-term development of enterprises and promote the process of strategic objectives. Combined with the rapid development of domestic e-commerce industry, the e-business operation and service industry is ushered in a good business opportunity. In the process of development, the operators should quickly establish their own goal positioning, and build up the core competitiveness of the industry. Innovation and development with service enterprises to help operators achieve low investment and high returns. Taking RYH Company as the research object, this paper puts forward the adaptive strategy and the front-end marketing strategy by using the theory of competition strategy and combining the operation planning with SWOT analysis to sum up the problems existing in the competition strategy. The famous brand strategy, the strengthening service system construction strategy and the information technology application first strategy five direction as the reference basis, thus constructs the RYH company's competition strategy, effectively solves and manages the operation focal point question and the insufficiency. At the same time, it can enhance the professional degree and influence of the enterprise from all angles, promote the enterprise to standardize the professional focus, from the aspects of improving the structure, reducing the cost and increasing efficiency and so on, to help the enterprise to formulate and implement the strategy to provide the substantive reference.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F272

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