电子商务企业价格竞争策略研究

发布时间：2018-07-20 13:27

【摘要】：随着智能手机和平板电脑的普及,网购早已成为消费者新的消费习惯。越来越多的商家开通电子商务平台向消费者销售商品。为了更好更快地抢占网络销售市场和客户群体,和以往传统的线下企业一样,电商企业在竞争战略中不约而同的都选择了价格战这一策略。价格竞争是一面“双刃剑”,在对经济发展带来积极影响的同时,也不能忽视价格竞争的负面影响,尤其是当价格竞争不是基于效率时。企业间竞争方式包括价格竞争和非价格竞争,传统行业的企业间竞争以价格竞争为主,国内外不少学者都把研究重点集中在某个行业或某类产品的价格竞争领域。在电子商务这一新兴经济活动的出现后,我国电子商务企业采用的竞争模式主要是价格竞争。2012年8月15日的电器巨头京东、苏宁等企业更是将这场战争推向史无前例额的白热化状态。在价格战中,不论是电商平台本身、消费者还是货源市场,都受到一定程度的冲击和影响。按照博弈的理论,如果电商企业拼死坚持价格战,则有可能导致一个零和博弈的结局。本文以“8·15电商价格战”中的竞争主体电商平台、消费者、供应商市场为研究案例,以电商领域的价格竞争策略为研究内容,综合国内外有关电商竞争策略的理论,利用波特的竞争论、博弈论和供求均衡理论详尽分析了电商企业进行价格战的现状及特点,对我国电商价格战现状及其发生的原因进行探究；分析了第三方平台商的竞争行为所可能出现的结果、电商价格战所争夺的消费者全体特征和面对价格战的反应,及价格战给供应商带来的影响；并针对在价格战中体现的种种弊端,提出了规避恶性价格战的相关对策。研究显示,作为价格战本身,确实能在短时间吸引流量,达到电商平台目的的有效手段,但要是不能发现价格战带来的利弊就会盲目的错估市场的反应和结果的预期,得到的只能是血本无归的结局。消费者在这场战争中无疑是喜忧参半,低廉的价格使他们受益,但同时伴随而来的质量、物流、售后等一系列因素也让每个消费者对于低价促销这个形式开始质疑,电商连番轰炸式的降价措施已经造成了消费市场的麻木和混乱。作为商品的供货商,自身在入驻平台之前就应该权衡利弊,深入思考。以战略差异化发展的竞争论为基础,确立企业的成本领先优势,不断创新,生产差异性的产品或增加产品的客户体验服务或附加价值,以及选择准确、有效的投资决策,才是电商企业应对市场竞争的最佳应对策略。
[Abstract]:With the popularity of smartphones and tablets, online shopping has become a new consumer habit. More and more merchants open e-commerce platform to sell goods to consumers. In order to seize the network sales market and customer group better and faster, like the traditional offline enterprises, e-commerce enterprises have chosen the price war strategy in the competition strategy. Price competition is a "double-edged sword", which not only has a positive impact on economic development, but also can not ignore the negative impact of price competition, especially when price competition is not based on efficiency. The competition between enterprises includes price competition and non-price competition. The competition among enterprises in traditional industries is dominated by price competition. Many scholars at home and abroad have focused on the field of price competition in a certain industry or a certain kind of products. After the emergence of e-commerce as a new economic activity, the competition mode adopted by Chinese e-commerce enterprises is mainly price competition. On August 15, 2012, the electronics giant JingDong, Su Ning and other enterprises are pushing the war to unprecedented white-hot state. In the price war, both the e-commerce platform itself, consumers and the source market are affected to a certain extent. According to the game theory, if e-commerce enterprises persist in price war, it may lead to a zero-sum game. In this paper, the main body of the competition in the "815 e-commerce price war", the e-commerce platform, consumers, suppliers market as a case study, e-commerce field of price competition strategy as the research content, synthesizing the domestic and foreign theory of e-commerce competition strategy. By using Porter's theory of competition, game theory and supply and demand equilibrium theory, this paper analyzes in detail the current situation and characteristics of the price war carried out by e-commerce enterprises, and probes into the present situation and the causes of the e-commerce price war in China. This paper analyzes the possible results of the competitive behavior of the third-party platform vendors, the characteristics of the consumers competing for the e-commerce price war and the reaction to the price war, and the impact of the price war on the suppliers. In allusion to the malpractice in the price war, the paper puts forward some countermeasures to avoid the vicious price war. Studies have shown that, as a price war itself, it is indeed an effective means to attract traffic in a short period of time and achieve the purpose of an e-commerce platform. However, if the advantages and disadvantages of price warfare are not found, the market reaction and outcome expectations will be blindly misestimated. What can only be achieved is the result of the loss of money. Consumers are undoubtedly mixed in this war. They benefit from low prices, but at the same time, a series of factors, such as quality, logistics, after-sale and so on, also make every consumer begin to question the form of low price promotion. E-commerce's bombardment of price cuts has caused numbness and confusion in the consumer market. As a commodity supplier, one should weigh the pros and cons and think deeply before entering the platform. Based on the competitive theory of strategic differentiation development, we establish the cost leading advantage of enterprises, innovate constantly, produce different products or increase customer experience service or added value of products, and choose accurate and effective investment decisions. It is the best strategy for e-commerce enterprises to deal with market competition.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F724.6

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