e趣商城的商业模式研究
发布时间：2019-02-19 19:12
【摘要】：电子商务的崛起和网络购物的兴起带来人们的消费购物方式的改变。我国的零售网购市场交易额年年攀升。电子商务是时代大趋势。电商大战全面开打。目前,淘宝和京东领跑国内网购市场。虽然京东商城营业额年年攀升,一跃成为全国电商行业的老二,但几乎没盈利。由于大量拼广告,杀价格,利润很少。同时,电商逐年快速成长,陆续吸引了许多新的创业者和投资者涉足该领域,各种电商平台以各种不同的商业模式如雨后春笋般崛起,突显出“商有商道,唯有电商无道”。在这样的时代背景下,如何善用新的商业模式,如何创新管理,显得尤为必要。本文通过案例分析法,探讨一家新创立的跨境电商e趣商城的商业模式,用OsterwalderPigneur提出的商业模式的九要素分析了e趣商城的商业模式、经营特色和未来发展规划等,并以国内电商巨头京东商城作为比较对象,得出e趣商城的商业模式具有以下差异化核心竞争力,会推动e趣商城走向成功：1.e趣商城借用直销制度招募代理商,先招揽2万名代理商业务团队,通过代理商协助推广商城和引进厂商进驻商城来打造共赢的商业模式；2.以快乐购物为主题的全场商品“幸运一折购”,购物前赢大奖的创新购物模式；3.以服务为中心吸引网上开店创业的B2C模式为店家提供上万种优质免费商品；独特C2C模式让店家绑定消费者；020模式则为网店店主提供免费配套服务,提供售前体验、售后服务和物流配送服务,解决电商最后一里路；0元网创,前三个月免费试营业,不用打广告引流量,不备商品也能赚钱,不用花钱装修,就能开一家网店；4.e趣商城通过福建平潭自贸区,将台湾产品以平价进驻e趣商城,打造国内台湾产品平价网购平台。此外,本文还分析了电商未来的发展趋势会由现在的比价格、速度、便利和规模等方面朝从客户诉求、服务客户的温度、给客户讲故事以及私人定制化等感性电商方面找到新的突破点。e趣商城着重于感性电商布局,拟采用结合产品价值和想法,用说故事的力量深入消费者内心,在诉求、温度及故事方面下功夫。本文旨在通过研究分析e趣商城的商业模式为创业者提供创新的商业模式和策略供其参考,并为学术领域日后研究提供探讨主题。
[Abstract]:The rise of e-commerce and the rise of internet shopping bring about the change of people's consumption and shopping mode. China's retail online shopping market transactions are rising year by year. E-commerce is the trend of the times. The e-commerce war began in full swing. At present, Taobao and JingDong lead the domestic online shopping market. JingDong Mall turnover climbed year after year, a jump into the national e-commerce industry number two, but almost no profit. As a result of a large number of advertising, killing the price, the profit is very small. At the same time, the rapid growth of e-commerce year by year has attracted many new entrepreneurs and investors to enter the field. Various e-commerce platforms have sprung up with a variety of different business models, highlighting that "business has business, only e-commerce has no way". In this background, how to make good use of the new business model, how to innovate management, it is particularly necessary. Through the case analysis, this paper discusses the business model of a new cross-border ecommerce E-interest mall, and analyzes the business model, management characteristics and future development plan of E-interest Mall by using the nine elements of the business model put forward by OsterwalderPigneur. And taking the domestic e-commerce giant JingDong Mall as the comparative object, it is concluded that the business model of E-interest Mall has the following differentiated core competitiveness, which will promote the success of E-interest Mall: 1. E interest Mall borrows direct marketing system to recruit agents. First soliciting 20, 000 agents business teams, through agents to help promote the mall and the introduction of manufacturers stationed in the mall to create a win-win business model; 2. Happy shopping as the theme of the overall merchandise "Lucky 90% discount purchase", before shopping won the grand prize innovation shopping model; 3. The B2C model, which focuses on services to attract online businesses, provides tens of thousands of high-quality free goods to store owners, while the unique C2C model allows stores to bind consumers. Model 020 provides free supporting services for shop owners, pre-sale experience, after-sales service and logistics distribution services, to solve the last mile of e-commerce; 0 yuan net creation, the first three months free trial business, do not hit advertising flow, unprepared goods can also make money, need not spend money decoration, can open an online store; 4. Through the Fujian Pingtan Free Trade Zone, EKM moves Taiwan products to e-Shop Mall at an affordable price to create a domestic Taiwan product parity online shopping platform. In addition, this paper also analyzes the future development trend of e-commerce from the current price, speed, convenience and scale to the temperature of customer demand and customer service. New breakthroughs have been found in perceptual e-commerce, such as storytelling and private customization. E-interest Mall focuses on the layout of emotional e-commerce, plans to combine product values and ideas, and uses the power of storytelling to penetrate consumers' hearts and aspirations. Work on temperature and story. The purpose of this paper is to provide innovative business models and strategies for entrepreneurs through the research and analysis of the business model of E-interest Mall, and to provide topics for future research in the academic field.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
本文编号：2426780
[Abstract]:The rise of e-commerce and the rise of internet shopping bring about the change of people's consumption and shopping mode. China's retail online shopping market transactions are rising year by year. E-commerce is the trend of the times. The e-commerce war began in full swing. At present, Taobao and JingDong lead the domestic online shopping market. JingDong Mall turnover climbed year after year, a jump into the national e-commerce industry number two, but almost no profit. As a result of a large number of advertising, killing the price, the profit is very small. At the same time, the rapid growth of e-commerce year by year has attracted many new entrepreneurs and investors to enter the field. Various e-commerce platforms have sprung up with a variety of different business models, highlighting that "business has business, only e-commerce has no way". In this background, how to make good use of the new business model, how to innovate management, it is particularly necessary. Through the case analysis, this paper discusses the business model of a new cross-border ecommerce E-interest mall, and analyzes the business model, management characteristics and future development plan of E-interest Mall by using the nine elements of the business model put forward by OsterwalderPigneur. And taking the domestic e-commerce giant JingDong Mall as the comparative object, it is concluded that the business model of E-interest Mall has the following differentiated core competitiveness, which will promote the success of E-interest Mall: 1. E interest Mall borrows direct marketing system to recruit agents. First soliciting 20, 000 agents business teams, through agents to help promote the mall and the introduction of manufacturers stationed in the mall to create a win-win business model; 2. Happy shopping as the theme of the overall merchandise "Lucky 90% discount purchase", before shopping won the grand prize innovation shopping model; 3. The B2C model, which focuses on services to attract online businesses, provides tens of thousands of high-quality free goods to store owners, while the unique C2C model allows stores to bind consumers. Model 020 provides free supporting services for shop owners, pre-sale experience, after-sales service and logistics distribution services, to solve the last mile of e-commerce; 0 yuan net creation, the first three months free trial business, do not hit advertising flow, unprepared goods can also make money, need not spend money decoration, can open an online store; 4. Through the Fujian Pingtan Free Trade Zone, EKM moves Taiwan products to e-Shop Mall at an affordable price to create a domestic Taiwan product parity online shopping platform. In addition, this paper also analyzes the future development trend of e-commerce from the current price, speed, convenience and scale to the temperature of customer demand and customer service. New breakthroughs have been found in perceptual e-commerce, such as storytelling and private customization. E-interest Mall focuses on the layout of emotional e-commerce, plans to combine product values and ideas, and uses the power of storytelling to penetrate consumers' hearts and aspirations. Work on temperature and story. The purpose of this paper is to provide innovative business models and strategies for entrepreneurs through the research and analysis of the business model of E-interest Mall, and to provide topics for future research in the academic field.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
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