MKL公司电子商务发展战略研究

发布时间：2018-07-28 10:26

【摘要】：MKL公司是国内最大的家居流通企业。创业27年来，锁定中高端家居领域，以“提升国人居家艺术与居家品位”为企业使命，发展连锁家居商场，目前在全国范围拥有超过100座家居商场，年销售量超过500亿。在同质化竞争日趋严重、家居电商蓬勃发展的市场背景下，如何有效运用新生事物，成为摆在MKL公司面前的战略性课题。发挥其第一实体渠道的优势，结合电子商务手段创造新模式，是MKL公司下一阶段能否继续引领市场的关键。对于家居零售的电子商务来说，以往的B2C模式遇到了很大的瓶颈，一方面消费者需要进行产品体验，光靠在线过程无法完成订单；另一方面，目前的家居零售依赖于线下经销体系完成，B2C的发展会对这一体系造成巨大的冲击，因而阻力重重。随着一种新的电子商务模式O2O（ONLINE TO OFFLINE，线上线下一体化）的兴起，MKL公司探索新的发展模式。本文旨在通过对MKL公司发展电子商务的外部环境和内部条件分析，明确电子商务发展战略，高效运用资源，提高经营决策和运营实施的效率，使公司保持长期竞争力。本文采取波特五力模型和SWOT分析方法，按照提出问题、分析问题和解决问题的研究思路，提出“家居零售O2O的价值是辅助消费者完成复杂而陌生的家装过程”的商业逻辑，并发展MKL公司电子商务事业“中国首个免费家装服务网站”的战略定位。并在此论点基础上，提出MKL公司发展电子商务的战略措施。 MKL公司重点关注功能研发、产品整合、建设高效组织以及企业文化改造。分解家装流程的各个环节，用技术的手段实现功能性支持；将产品信息纳入对消费者的支持性功能当中，成为不可或缺的一部分，充分结合家装流程，让电商的服务不仅是信息，更是实际产品的配置；一支融合了成熟电商人才和家居行业人才的高配团队，，传承与创新企业文化，是发展电子商务事业的组织保障。
[Abstract]:MKL Company is the largest household circulation enterprise in China. Starting a business for 27 years, lock in the field of high-end home, to "improve the home art and home taste" for the enterprise mission, the development of a chain of home shopping malls, currently in the country has more than 100 home stores, annual sales of more than 50 billion. Under the background of homogenization competition and the booming development of home e-commerce, how to effectively use new things has become a strategic issue in front of MKL Company. It is the key for MKL to continue to lead the market in the next stage by exerting the advantage of its first physical channel and creating a new model with the means of electronic commerce. For the electronic commerce of home retailing, the former B2C model has encountered a very big bottleneck. On the one hand, consumers need to experience the products and can't complete the orders only through the online process; on the other hand, The current home retail depends on the offline distribution system to complete the development of B2C will have a huge impact on this system, so there is a lot of resistance. With the rise of a new electronic commerce mode, O _ 2O (ONLINE TO OFFLINE, line and offline integration, MKL is exploring a new development model. The purpose of this paper is to analyze the external environment and internal conditions of MKL company's development of electronic commerce, to make clear the development strategy of electronic commerce, to use resources efficiently, to improve the efficiency of management decision and operation implementation, and to make the company keep long-term competitive power. This paper adopts Porter's five-force model and SWOT analysis method, according to the research ideas of putting forward problems, analyzing problems and solving problems, puts forward the commercial logic that "the value of O _ 2O in home retail is to assist consumers to complete complex and strange process of home decoration". And the development of MKL e-commerce enterprise, "China's first free home decoration service site" strategic positioning. On the basis of this argument, this paper puts forward the strategic measures for MKL to develop electronic commerce. MKL focuses on function research and development, product integration, construction of efficient organization and corporate culture transformation. Decomposing all aspects of the home decoration process, using technical means to achieve functional support; integrating product information into the consumer support function, becoming an indispensable part, fully integrating the home decoration process, The service of electronic commerce is not only information, but also the configuration of actual products. A high match team that integrates mature electric merchants and home industry talents, inherits and innovates enterprise culture, is the organizational guarantee for the development of electronic commerce.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F426.8

【共引文献】