LN淘宝新店的竞争战略研究
发布时间：2018-11-09 08:31
【摘要】：当今世界是互联网的世界,互联网改变了人们的生活方式,同时也冲击着各行各业。互联网的不断完善,对传统的营销模式来说既是打击也是机遇。随着电子商务的不断发展与完善,其营销理念逐渐深入基层广大消费者,甚至一些年轻的消费者已经离不开网络购物,衣食住行都能够通过网络购物解决。淘宝网作为国内电子商务的领头羊,以提供具有本土特色的电子商务平台服务为宗旨,一直在不断的发展及完善。在淘宝网上,店铺是有信誉等级的,大体分为新店铺、钻石店铺和皇冠店铺,信誉等级越高的店铺越能够得到消费者的信任和青睐。新店往往因为信誉等级低而无人问津,LN店铺正是其中的典型代表,面临着开店时间短、信誉等级低、产品种类有限等一系列问题。LN新店铺主营化妆品,面对淘宝现存的化妆品皇冠店铺以及天猫各大品牌旗舰店,如何才能受到更多消费者的青睐并迅速发展成皇冠店铺,是目前LN新店面临的巨大难题。因此,要认清店铺的竞争战略,必须对店铺的优势和劣势进行客观分析,抓住外部机遇和规避风险,为店铺的快速发展奠定坚实的基础,这是本文的研究宗旨。本文先从LN新店的外部环境着手,运用PEST分析方法和波特五力模型,分别对店铺所处的外部环境和竞争环境进行分析,并分析店铺的优势与劣势,提出店铺的发展目标,为店铺的竞争战略的制定做好铺垫。其次采用SWOT分析法找出店铺在竞争环境中的优势和劣势,以及机遇和威胁,与店铺实际情况相结合,制定合适店铺发展的竞争战略,最后对竞争战略的实施进行探讨。
[Abstract]:Today's world is the world of the Internet, the Internet has changed people's way of life, but also impact a variety of industries. The continuous improvement of the Internet is both a blow and an opportunity to the traditional marketing model. With the continuous development and improvement of electronic commerce, its marketing concept has gradually penetrated into the grassroots consumers, even some young consumers have been inseparable from online shopping, clothing, food, housing and transportation can be resolved through online shopping. Taobao, as the leader of e-commerce in China, has been continuously developing and perfecting its aim of providing e-commerce platform with local characteristics. On Taobao, the shops are classified into new shops, diamond shops and crown shops. The higher the reputation level is, the more customers can trust and favor them. New stores are often ignored because of their low reputation, and LN stores are typical of them. They face a series of problems, such as short opening time, low reputation grade, limited product types and so on. In the face of Taobao's existing cosmetics crown stores and Tmall's flagship stores, how to be favored by more consumers and rapidly develop into crown stores is a huge problem facing the new LN store. Therefore, in order to recognize the competitive strategy of shops, we must objectively analyze the advantages and disadvantages of shops, seize the external opportunities and avoid risks, and lay a solid foundation for the rapid development of shops, which is the purpose of this paper. Starting from the external environment of LN new store, using PEST analysis method and Porter's five-force model, this paper analyzes the external environment and competitive environment of the store, and analyzes the advantages and disadvantages of the store, and puts forward the development goal of the store. Shop for the establishment of a competitive strategy to do a good job. Secondly, SWOT analysis method is used to find out the advantages and disadvantages of shops in the competitive environment, as well as opportunities and threats, combined with the actual situation of the store, to formulate a suitable competition strategy for the development of stores, and finally to explore the implementation of the competition strategy.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
[Abstract]:Today's world is the world of the Internet, the Internet has changed people's way of life, but also impact a variety of industries. The continuous improvement of the Internet is both a blow and an opportunity to the traditional marketing model. With the continuous development and improvement of electronic commerce, its marketing concept has gradually penetrated into the grassroots consumers, even some young consumers have been inseparable from online shopping, clothing, food, housing and transportation can be resolved through online shopping. Taobao, as the leader of e-commerce in China, has been continuously developing and perfecting its aim of providing e-commerce platform with local characteristics. On Taobao, the shops are classified into new shops, diamond shops and crown shops. The higher the reputation level is, the more customers can trust and favor them. New stores are often ignored because of their low reputation, and LN stores are typical of them. They face a series of problems, such as short opening time, low reputation grade, limited product types and so on. In the face of Taobao's existing cosmetics crown stores and Tmall's flagship stores, how to be favored by more consumers and rapidly develop into crown stores is a huge problem facing the new LN store. Therefore, in order to recognize the competitive strategy of shops, we must objectively analyze the advantages and disadvantages of shops, seize the external opportunities and avoid risks, and lay a solid foundation for the rapid development of shops, which is the purpose of this paper. Starting from the external environment of LN new store, using PEST analysis method and Porter's five-force model, this paper analyzes the external environment and competitive environment of the store, and analyzes the advantages and disadvantages of the store, and puts forward the development goal of the store. Shop for the establishment of a competitive strategy to do a good job. Secondly, SWOT analysis method is used to find out the advantages and disadvantages of shops in the competitive environment, as well as opportunities and threats, combined with the actual situation of the store, to formulate a suitable competition strategy for the development of stores, and finally to explore the implementation of the competition strategy.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
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