二十一唐人科技有限公司电子商务战略研究

发布时间：2019-03-31 13:37

【摘要】：加入世界贸易组织十年来,我国的服装市场由典型的卖方市场转变为买方市场,服装生产企业的盈利空间越来越小,产品差异化程度越来越低,生存情况是步履维艰。至今为止,在国际上知名的服装品牌都已经具有了较为完善的电子商务系统,这一系统渐渐成为它们最具竞争力的核心优势之一；相比之下,国内的服装企业大多数还没有开展电子商务的运用,尽管已经有个别企业从建立之日起就走向了以电子商务为唯一销售平台的发展道路,但整体而言,电子商务在国内服装行业中的应用还是处于初级阶段。本文正是在这样的背景下以二十一唐人科技有限公司为研究对象,探索电子商务在服装行业中的应用。本文遵循“提出问题——分析现状——解决问题”的研究思路,通过七个章节展开对二十一唐人公司电子商务战略的研究。第一章为绪论,简要介绍了论文的研究背景、现状、意义、目的、方法和内容；第二章为相关理论概述,介绍了本文中需要应用到的相关理论,如电子商务理论、客户关系管理理论、PEST分析方法等；第三章为唐人公司电子商务现状分析,首先对公司所在行业及公司本身的电子商务应用现状进行了分析,然后从战略的高度,对公司的宏观环境、竞争对手及竞争力情况进行了深入剖析,从而明确了电子商务发展中存在问题,指出实施电子商务战略对公司的重大意义,最后提出了公司电子商务战略的目标和定位；第四章为电子商务战略的具体内容,针对公司电子商务的不足从加强信息化建设、改善管理机制、加强客户关系管理和加强网上支付平台建设四个方面展开讨论；第五章基于公司层面提出了实施战略的保障措施,包括调整组织结构、打造公司网络品牌和建立信用体系；第六章为结论与展望。
[Abstract]:In the past ten years since China joined the World Trade Organization (WTO), the clothing market in China has changed from a typical seller's market to a buyer's market. The profit space of garment manufacturers is becoming smaller and smaller, and the degree of product differentiation is getting lower and lower. The survival of the garment market is very difficult. Up to now, the well-known clothing brands in the world have already had a relatively perfect e-commerce system, which has gradually become one of their most competitive core advantages; In contrast, most of the domestic garment enterprises have not carried out the application of e-commerce, although some enterprises have gone to the development path of taking e-commerce as the sole marketing platform from the date of their establishment, but as a whole, The application of e-commerce in the domestic garment industry is still in the initial stage. Under this background, this paper explores the application of E-commerce in clothing industry with 21 Tang people Science and Technology Co., Ltd as the research object. Following the idea of "putting forward problems-analyzing current situation-solving problems", this paper studies the E-commerce strategy of 21 Tang Company through seven chapters. The first chapter is the introduction, which briefly introduces the research background, current situation, significance, purpose, method and content of the thesis. The second chapter is an overview of the relevant theories, such as e-commerce theory, customer relationship management theory, PEST analysis method and so on. The third chapter is the analysis of the current situation of the electronic commerce of the Tang people Company. Firstly, it analyzes the current situation of the application of the electronic commerce of the company in the industry and the company itself, and then from the strategic point of view, the macro-environment of the company is analyzed. In this paper, the competitors and competitive power are analyzed in depth, so as to clarify the problems existing in the development of e-commerce, to point out the significance of implementing e-commerce strategy to the company, and finally to put forward the goal and orientation of the company's e-commerce strategy. The fourth chapter is the specific content of e-commerce strategy. In view of the deficiencies of e-commerce, it discusses four aspects: strengthening information construction, improving management mechanism, strengthening customer relationship management and strengthening the construction of online payment platform. The fifth chapter puts forward the guarantee measures of the implementation strategy based on the company level, including adjusting the organization structure, building the company network brand and establishing the credit system, and the sixth chapter is the conclusion and prospect.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.86;F724.6

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