中国邮政农村电子商务业务发展战略研究

发布时间：2018-08-05 13:29

【摘要】：本文总结了我国现阶段农村电子商务市场的发展状况、特点和存在的问题,运用五力分析模型、VRIO模型及SWOT模型等工具,采取文献阅读法、调查法等分析方法,从政策因素、经济因素、技术因素、社会因素四方面分析了发展农村电子商务的宏观环境,运用战略群组分析找到企业的竞争对手。通过外部环境的分析,发现了中国邮政发展农村电商的机会和挑战。另外,通过实物资源、人力资源、技术资源、组织资源等内部资源的分析,找出企业发展的优势与劣势。在此基础上,探索中国邮政农村电商的发展战略。最后明确了中国邮政要通过差异化战略发展农村电子商务业务,这样使得中国邮政下一步的发展战略更加清晰,同时也对其他电商企业开拓农村市场起到了借鉴作用。
[Abstract]:This paper summarizes the development situation, characteristics and existing problems of the rural e-commerce market in our country at present. By means of the five-force analysis model and the SWOT model, the paper adopts the methods of literature reading, investigation and so on, and analyzes the policy factors from the point of view of the policy factors. This paper analyzes the macro environment of the development of rural electronic commerce from four aspects: economic factor, technical factor and social factor, and finds out the competitors of the enterprise by strategic group analysis. Through the analysis of the external environment, we find the opportunities and challenges for China Post to develop rural e-commerce. In addition, through the analysis of internal resources, such as physical resources, human resources, technical resources and organizational resources, the advantages and disadvantages of enterprise development are found out. On this basis, explore the development strategy of China Post rural e-commerce. Finally, it is clear that China Post should develop rural e-commerce business through differentiation strategy, which makes the next development strategy of China Post more clear, and also plays a reference role for other e-commerce enterprises to open up rural market.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F616

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