基于微信B2C的韩束公司竞争战略研究

发布时间：2018-06-22 00:26

本文选题：化妆品 + 微信　；参考：《武汉工程大学》2016年硕士论文

【摘要】：随着移动互联网技术的不断发展,人们的消费习惯逐渐从PC端转移到了移动终端,由此产生了一种创新的电子商务模式——移动电子商务。微信B2C是目前最受欢迎的移动电子商务模式之一,许多中小企业选择在微信上进行移动商务活动,本文主要研究对象就是开展微信营销的本土化妆品企业——上海韩束化妆品有限公司。当前微信市场竞争越来越激烈,微信B2C的模式也产生了各种问题,众多化妆品微商都出现了销量的大幅度下滑。在这个关键时刻,韩束想要在微信渠道内保持可持续发展的良好态势,必须制定出一个适合韩束微信B2C的竞争战略,以确保其品牌在激烈的微信市场竞争中保持优势。在参考相关文献资料基础之上,本文对韩束微信B2C的内部环境和外部环境进行了详细地分析,结合波特竞争战略的相关理论对韩束微信B2C的竞争战略选择和实施提出了自己的观点。本文首先对微信B2C的含义进行全面地界定,列出了该模式现阶段存在的问题,并对竞争战略理论进行了简要的综述。其次,根据韩束微信B2C的发展现状,运用PEST分析其外部竞争环境,运用波特的五力模型分析其内部竞争环境,再结合韩束微信B2C的网络消费者行为特征分析,利用SWOT分析法归纳得出韩束微信B2C所具有的自身优势与劣势、面临的机会与威胁情况,进而找出韩束在竞争的环境中处于不利地位的关键所在。最后经过分析确定韩束微信B2C选择差异化竞争战略,并说明选择理由,指出韩束要在产品、价格、渠道、微信推广方式、广告媒体宣传方式这几个方面实行差异化竞争,并提出了具体的保障措施确保差异化竞争战略的顺利实施,使韩束在能够在微信B2C模式下保持市场竞争优势,也对其他采用微信B2C模式的本土化妆品企业提供有用的意见和建议。
[Abstract]:With the continuous development of mobile Internet technology, people's consumption habits are gradually transferred from PC to mobile terminal, which has produced an innovative e-business model-mobile e-commerce. WeChat B2C is one of the most popular mobile e-commerce models. Many small and medium-sized enterprises choose to conduct mobile commerce on WeChat. The main research object of this paper is Shanghai Hanzhen Cosmetics Co., Ltd. At present, the market competition of WeChat is becoming more and more fierce, and the B2C model of WeChat has also produced various problems. At this critical moment, if Hanju wants to maintain a good situation of sustainable development in WeChat channel, it must formulate a competitive strategy suitable for Hanbundle WeChat B2C to ensure that its brand maintains its advantage in the fierce market competition of WeChat. On the basis of reference to relevant literature, this paper makes a detailed analysis of the internal and external environment of Korean Bundle WeChat B2C. Based on the theory of Porter's competition strategy, the author puts forward his own viewpoint on the selection and implementation of competition strategy of Korean WeChat B2C. This paper firstly defines the meaning of WeChat B2C, lists the problems existing in this model, and summarizes the theory of competition strategy. Secondly, according to the development situation of Korean Bundle WeChat B2C, using pest to analyze its external competitive environment, using Porter's five-force model to analyze its internal competitive environment, and then combining with Hanbundle WeChat B2C network consumer behavior characteristics analysis. By using SWOT analysis, the author concludes the advantages and disadvantages, opportunities and threats faced by Hanbundle WeChat B2C, and then finds out the key to the disadvantage of Korean Bundle in the competitive environment. Finally, through analyzing and determining the differentiated competition strategy of Hanbundle WeChat B2C, and explaining the reasons for the selection, it points out that Hanbundle should carry out differentiated competition in the aspects of product, price, channel, WeChat promotion mode, advertising media propaganda mode, etc. And put forward specific safeguard measures to ensure the smooth implementation of differentiated competition strategy, so that Hanzhen can maintain market competitive advantage in WeChat B2C mode. WeChat B-2 C model for other local cosmetics enterprises to provide useful advice and advice.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274;F426.72

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