SU公司发展电子商务的战略研究

发布时间：2018-08-13 19:27

【摘要】：近两年随着互联网技术的发展，中国电子商务已经开始快速普及，这种趋势可以在易观国际于2012年7月24日发布的《2012年第二季度中国网上零售市场季度监测》中看到，中国的网上零售市场交易总额仅仅在2012年的第二季度就已经达到了2788亿元，，而2012年上半年总计达4976亿元。统计显示，二季度市场交易额较一季度的2188亿元，环比增长27.4%，同比增长45%，其中B2C交易额逼近千亿元。 SU公司是一家经营健康食品的新成立公司，主要经营提供坚果干果类健康食品，休闲零食，并提供免费送货上门，货到付款的的配送服务。随着周边越来越多的同类店铺的开设，竞争压力也越来越大，为摆脱困境，笔者作为公司联合创始人之一，尝试将传统销售与电子商务结合作为生存和发展的一个重要方向，通过研究和分析电子商务，制定公司的电子商务发展战略和目标，力争打造新的竞争优势，而这种新的竞争优势的核心为健康食品B2C。本文首先调研和学习了国内外休闲食品企业B2C的发展现状以及电子商务的发展战略和理论，分析了SU公司面临的机遇和挑战，以及在发展中出现的重要问题，并强调电子商务战略在公司发展中的重要性。其次从公司的内部环境和外部环境分析入手，并以SU公司电子商务战略的提出、制定、实施、评价作为整体的框架，对健康食品行业进行微观环境的五力分析，宏观环境分析，电子商务价值链分析以及EFE、SWOT、GSM矩阵分析等多种科学方法研究。以这些研究分析为基础，提出通过电子商务与传统核心竞争优势相结合，同时以目标集中战略和差异化战略来构建公司的核心竞争力。最后，利用电子商务平台和公司信息化平台相结合来保障SU公司电子商务发展战略的顺利实施。本文是将电子商务垂直B2C与传统食品行业相结合的一次全新的、深入的探索，并且希望研究结果能为其他的食品行业企业制定电子商务发展战略提供借鉴。
[Abstract]:In the past two years, with the development of Internet technology, e-commerce in China has begun to spread rapidly. This trend can be seen in the second quarter of 2012 China online Retail Market Quarterly Monitor released by Analysys International on July 24, 2012. China's online retail market totaled 278.8 billion yuan in the second quarter of 2012 alone, up from 497.6 billion yuan in the first half of 2012. Statistics show that the market turnover in the second quarter was 218.8 billion yuan compared with 218.8 billion yuan in the first quarter, an increase of 27.4 yuan in the second quarter, and an increase of 45% over the same period last year. Among them, the volume of B2C transactions is close to 100 billion yuan. Su Company is a newly established company dealing in healthy food. Mainly engaged in the provision of nuts, dried fruit health food, snack, and free delivery of goods to the home, delivery of payment services. With the opening of more and more similar stores around, the competition pressure is increasing. In order to get rid of the predicament, the author, as one of the co-founders of the company, tries to combine traditional sales with e-commerce as an important direction for survival and development. Through the research and analysis of electronic commerce, the development strategy and goal of electronic commerce of the company are formulated, and strive to create new competitive advantage, and the core of this new competitive advantage is healthy food B2C. Firstly, this paper investigates and studies the development status of B2C, the development strategy and theory of e-commerce, analyzes the opportunities and challenges faced by Su, and the important problems in the development. And emphasize the importance of e-commerce strategy in the development of the company. Secondly, starting with the analysis of the internal and external environment of the company, and taking the proposal, formulation, implementation and evaluation of Su company's e-commerce strategy as the overall framework, the paper analyzes the five forces of the micro environment and the macro environment of the health food industry. E-commerce value chain analysis and EFE / SWOTU GSM matrix analysis and other scientific methods. On the basis of these research and analysis, this paper proposes to combine the traditional core competitive advantage with electronic commerce, and at the same time to construct the core competitiveness of the company by means of the goal concentration strategy and the differentiation strategy. Finally, using the combination of e-commerce platform and information platform to ensure the smooth implementation of Su e-commerce development strategy. This paper is a new and deep exploration which combines the vertical B2C of e-commerce with the traditional food industry, and hopes that the research results can provide reference for other food industry enterprises to formulate e-commerce development strategy.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F426.82

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