DA药妆公司电子商务分销渠道系统构建研究

发布时间：2018-01-13 02:28

本文关键词：DA药妆公司电子商务分销渠道系统构建研究　出处：《西南石油大学》2017年硕士论文　论文类型：学位论文

【摘要】：在计算机技术和电子商务高速发展的电商时代,网上药妆产品销售如火如荼,而传统药妆销售渠道却频频遇阻,越来越多的消费者通过电商渠道进行购物,电商销售模式正逐渐成为企业商品分销渠道新的业绩增长点。国内传统药妆企业如何抓住互联网电商平台发展的新机遇,利用互联网的思维、方法和工具构建出一条更加高效、便捷和合理的网络分销渠道,帮助企业分销更多的药妆产品,在与同行业的竞争中不断突破产品销售额和市场份额,保持企业的竞争优势具有极其重要的现实意义。基于电子商务分销渠道研究现状,运用文献资料查阅与分析法为基础,厘清电子商务分销相关基础理论知识,研究结果发现,渠道、产品、价格、营销和物流是企业开展产品电商化分销最为关键的几大影响因素;同时基于电子商务独特的分销模式,运用企业网络分销和消费者电商购买商品全过程的双模型的方法,提出了企业电子商务分销渠道系统的概念,并用文献法论证了该系统的六大主要构成要素:即官方网站、第三方电子商务平台、产品结构与定价、电子商务营销、经销商和物流商六要素。进而,通过对国内其它药妆公司电子商务分销渠道系统进行全面而系统的对比分析,找到了国内一般药妆企业开展药妆产品电商分销常见的策略和方法,对指导DA公司进行传统销售渠道优化升级,构建公司电子商务分销渠道系统具有重要的作用。
[Abstract]:In the era of electronic commerce with the rapid development of computer technology and electronic commerce, online pharmaceutical makeup products are in full swing, but the traditional pharmaceutical makeup sales channels are frequently blocked, more and more consumers purchase through e-commerce channels. E-commerce sales mode is gradually becoming a new performance growth point in the distribution channel of enterprises. How to seize the new opportunity of the development of Internet e-commerce platform and make use of the Internet thinking of domestic traditional pharmaceutical and makeup enterprises. Methods and tools to build a more efficient, convenient and reasonable network distribution channels, to help enterprises distribute more pharmaceutical products, in the competition with the same industry constantly breakthrough product sales and market share. It is of great practical significance to maintain the competitive advantage of enterprises. Based on the current research situation of e-commerce distribution channels, this paper clarifies the basic theoretical knowledge of e-commerce distribution based on literature review and analysis. The results show that the channel, product, price, marketing and logistics are the most important factors that affect the enterprise to carry out e-commerce distribution. At the same time, based on the unique distribution mode of electronic commerce, the concept of enterprise electronic commerce distribution channel system is put forward by using the dual model of the whole process of enterprise network distribution and consumer e-commerce. The six main components of the system are demonstrated by literature method: official website, third party electronic commerce platform, product structure and pricing, electronic commerce marketing, dealers and logistics agents. Through the comprehensive and systematic comparison and analysis of the e-commerce distribution channel system of other domestic pharmaceutical cosmetics companies, the common strategies and methods of developing e-commerce distribution of pharmaceutical makeup products in domestic general pharmaceutical makeup enterprises are found. It plays an important role in instructing DA to optimize and upgrade the traditional sales channels and to construct the electronic commerce distribution channel system.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F426.72

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