新浪乐居电商平台竞争战略研究

发布时间：2018-07-27 14:18

【摘要】：借助互联网技术的飞速发展,我国提出了互联网+行动计划,以新载体带动传统行业发展。因此线上与线下相结合的020模式已成为传统企业发展非常关注的一个发展模式。目前,020商业模式在各行业都得到了一定程度的发展,房地产电子商务平台也应运而生,为消费者带来“省时、省力、省心、省钱”的消费体验。目前,我国房地产电子商务平台存在网络安全风险大、房地产电商服务滞后、房地产电商信息全面性和及时性较差等问题,导致房地产电子商务平台流量难以上升、用户满意度参差不齐、成交量低等。新浪乐居作为我国房地产电商平台巨头,同样面临着类似的困扰,迫切需要制定和实施相应的竞争战略予以解决。本研究的核心内容主要包括三大块：新浪乐居房地产电商平台内外部环境分析、新浪乐居电商平台竞争战略选择、新浪乐居电商平台竞争战略的实施和保障。首先,从政治、经济、文化、技术四个方面对房地产电商平台的外部环境进行分析,介绍了我国房地产电商平台发展现状并运用波特五力模型分析了行业竞争环境；然后,将新浪乐居相关资料进行归纳、整理,对新浪乐居的发展能力、服务项目、运营情况和平台竞争力等方面展开分析,并运用SOWT分析工具进行战略匹配；在此基础上,对三大基本竞争战略与新浪乐居的适应性进行对比分析,认为成本最低战略和集中化战略都不适合新浪乐居,差异化竞争战略才是新浪乐居的最佳选择；最后,通过品牌差异化、平台差异化、顾客差异化、布局差异化和服务差异化来具体实施新浪乐居电商平台的竞争战略,通过提升平台信用管理水平、完善内部监督、整合资源不断创新、拓宽融资渠道等来保障战略顺利完成。
[Abstract]:With the rapid development of Internet technology, China has put forward the Internet + action plan, with the new carrier to drive the development of traditional industry. Therefore, the 020 mode of combination of online and offline has become a development model of traditional enterprise development. At present, the 020 business model has been developed to a certain extent in all industries, real estate electronics. The business platform has also come into being to bring the consumer experience of "saving time, saving energy, saving heart and saving money". At present, the real estate e-commerce platform has a large network security risk, the real estate business service is lagging behind, the real estate business information is comprehensive and timeliness is poor, which leads to the difficulty of the real estate e-commerce platform flow. The core content of this study mainly includes three blocks: the analysis of the internal and external environment of the Sina residential real estate platform, which is the core content of this study. The core content of this study is the analysis of the internal and external environment of the Sina residential real estate platform. The competition strategy choice of the platform of the electric business platform of Lang Le Ju, the implementation and guarantee of the competitive strategy of the electric business platform of sina. First, the external environment of the real estate platform is analyzed from four aspects of politics, economy, culture and technology. The development of the real estate platform in China is introduced and the competition environment of the industry is analyzed with the Potter five force model. And then, it summarizes and collate the relevant information of sina, and analyzes the development ability of the Sina residence, service items, operation and platform competitiveness, and uses the SOWT analysis tool to make a strategic match. On this basis, it compares and analyses the adaptability of the three basic competitive strategies and Sina's music residence, and thinks that The minimum strategy and the centralization strategy are not suitable for the Sina residence, and the differential competition strategy is the best choice for the Sina residence. Finally, through the brand differentiation, the platform differentiation, the customer differentiation, the distribution differentiation and the service differentiation, the competition strategy of the Sina electric business flat platform is implemented, and the credit management water of the platform is promoted through the promotion of the platform. We should improve internal supervision, integrate resources, innovate and expand financing channels to ensure the successful completion of the strategy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F271

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