中国淘宝和韩国G-MARKET的对比研究

发布时间：2018-06-11 10:04

本文选题：淘宝 + G-MARKET　；参考：《中国石油大学(华东)》2015年硕士论文

【摘要】：淘宝和G-MARKET已经是中韩两国具有代表的网络市场。韩国和中国具有相似的文化圈,但考虑到环境差异的特点,淘宝和G-MARKET是在各国内规模最大的电子商务网站,有着正在快速成长的趋势,成为国际的关注。淘宝是以中国东方文化和中国消费者偏好为中心建立的网络交易平台,在中国诸多C2C交易平台中脱颖而出并发展壮大,具有很强的影响力和大比例市场份额,坐上了中国电商网站的第一位,是值得深思和研究分析的;G-MARKET作为韩国最大电商网站,不管是在比较购物网站中从各个维度的比较筛选中能搜到其产品链接,还是在各大商场和路牌广告能看到其明星代言广告,它的消费者召集能力和宣传广度都值得研究和学习。本研究的电子商务的手段迅速崛起的OPEN MARKET为主题,写出东洋儒教汉字文化圈的中国和韩国的互联网OPEN MARKET的领头企业G-MARKET和淘宝的特性和不同点,最后写出OPEN MARKET成功的要素。淘宝作为中国C2C电子商务的主流模式已逐渐被广大中国消费者接受和认可,G-MARKET也是作为被广大韩国消费者认可,并在韩国电子商务中占据相当大份额的主流模式。两者在自己的国土领域都有着不能被取代的地位,但是随着人们生活节奏的不断加快、网络技术的不断发展以及竞争的日益激烈,淘宝模式应不断创新以适应新的变化。随着越来越多的传统企业被吸引进入B2C网络零售领域,竞争会更加的激励,如何在竞争者中脱颖而出,如何实现盈利,并维持自身的生存和发展,一方面取决于企业的综合实力,另一方面商业模式也是一个重要的因素。通过对比两个国家实力派的电子商务企业,可以扬长避短,帮助彼此在广阔的市场中反省和发展自己,有利于弥补不足,提升自身的竞争力。为了研究两者之间的差异性文化带来的现状差异特点,本文首先交代了电子商务的发展和中韩的对比来作为研究背景,然后陈述了相关理论基础,包括网上商城的发展现状和网上/传统零售业及O2O销售模式的介绍;分析了两者的发展现状,从战略环境、战略选择和竞争策略方面分析了战略的差异,并在此运用了SWOT分析法和4P分析法;然后对二者的企业运作和成功要素差异进行了比较,最后得到对韩国网上商城发展的启示,即O2O销售战略的运用,连接线上线下是最终电子商务应该有的发展方向。文章的创新点在对两者从发展现状简单对比到战略层面的深入分析,搜集中韩两个国家的相关文献,并进行翻译,运用文献总结和4P、SWOT分析等分析工具对二者进行了详尽对比,并根据二者的成功要素对韩国电子商务的发展趋势进行了简单陈述,解决了目前尚无学者对二者进行比较分析的研究空白,提出电商发展趋势,为今后的研究做了一个良好的铺垫和文献整理。
[Abstract]:Taobao and G-MARKET has been represented by China and South Korea network market. South Korea and China share similar cultural circles, but considering the characteristics of environmental differences, Taobao and G-MARKET are the largest e-commerce websites in China, which are growing rapidly and have become international concern. Taobao is an online trading platform based on the oriental culture of China and the preference of Chinese consumers. It stands out and develops among many C2C trading platforms in China. It has strong influence and a large proportion of the market share. Sitting at the top of the Chinese ecommerce website, G-MARKET, which is worthy of deep thinking and research and analysis, is the largest e-commerce website in South Korea. Whether it is found in comparative shopping websites, it can find links to its products from the comparative screening of various dimensions. It is also worth studying and learning from the shopping malls and street signs where star endorsements can be seen, and its consumer convening power and publicity breadth are worth studying and learning. In this study, the rapid rise of electronic commerce means of open Mark as the theme, write the East Confucianism Chinese character culture circle of China and South Korea of the Internet openMARKET leading enterprise G-MARKET and Taobao characteristics and differences, and finally write out the elements of success of open Mark. Taobao, as the mainstream mode of C2C e-commerce in China, has been accepted and recognized by the majority of Chinese consumers. G-MARKET is also recognized by the majority of Korean consumers, and occupies a considerable share of the mainstream mode in Korean e-commerce. Both of them can not be replaced in their own land, but with the rapid pace of life, the continuous development of network technology and the increasingly fierce competition, Taobao mode should be constantly innovated to adapt to the new changes. With more and more traditional enterprises being attracted to the B2C online retail field, competition will be more incentive, how to stand out among competitors, how to achieve profit, and maintain their own survival and development, On the one hand depends on the comprehensive strength of the enterprise, on the other hand, the business model is also an important factor. By comparing the strength of the two countries' e-commerce enterprises, we can take advantage of their strengths and circumvent their weaknesses, help each other to reflect and develop themselves in the broad market, and help to make up for the shortcomings and enhance their competitiveness. In order to study the characteristics of the differences between the two cultures, this paper first describes the development of e-commerce and the contrast between China and South Korea as the research background, and then states the relevant theoretical basis. Including the development status of online shopping mall and the introduction of online / traditional retailing and O _ 2O sales model, the paper analyzes the development status of the two, and analyzes the strategic differences from the aspects of strategic environment, strategic choice and competition strategy. In this paper, SWOT analysis and 4P analysis are used, and then the differences between the two enterprises' operation and success factors are compared. Finally, the enlightenment to the development of Korean online Mall is obtained, that is, the use of O2O sales strategy. The connection line goes up and down is the final electronic commerce should have the development direction. The innovation of this paper lies in the in-depth analysis of the two countries from the current development situation to the strategic level, collecting and translating the relevant documents from China and South Korea, and making a detailed comparison between the two countries by means of literature summary and 4PU SWOT analysis and other analytical tools. According to the successful factors of the two, the paper simply states the development trend of electronic commerce in South Korea, resolves the blank of the research on the two, and puts forward the developing trend of the electronic commerce. For the future research to do a good bedding and literature collation.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.36

【参考文献】