B2C电子商务企业成长性模型研究

发布时间：2018-07-12 20:43

本文选题：B2C电子商务企业 + 企业成长性　；参考：《武汉理工大学》2015年硕士论文

【摘要】：在互联网经济的背景下,电子商务企业作为一种新型的企业组织形态,能在较短的时间内产生了迅猛增长的态势,必然是对传统企业的成长规律和成长理论进行续承和拓展。然而,随着互联网经济全球化发展以及技术的日益创新,B2C电子商务企业所处的生存环境越来越复杂,市场竞争亦越来越激烈,B2C电子商务企业所处的位置和环境等诸多因素界定了其成长发展的多变性和不确定性,很多B2C企业处于成长谜团中,因此本文对B2C电子商务企业成长性模型进行研究,及时了解B2C电子商务企业成长发展过程的影响因素,为其健康发展提供合理的建议。本文首先在归纳现有企业成长理论、电子商务理论的基础上,界定了B2C电子商务以及企业成长性的相关概念和内涵,分析了B2C电子商务企业的特点和运作模式。并在此基础之上,从内生和外生两个方面分析B2C电子商务企业成长性影响因素。其中,通过PEST模型,即政策、经济、社会和技术四个层面分析电子商务企业成长的外生环境;内生环境从资源成长性、能力成长性和战略成长性三个维度进行分析,主要包括有形资源、无形资源、管理能力、创新能力、营运能力、技术能力、偿债能力、企业家能力、盈利能力和成长能力等十个方面。其次,基于内生成长理论,构建符合B2C电子商务企业成长特性的企业成长性影响因素模型,并采用专家调查问卷评分法获取数据,进而通过结构方程模型路径分析方法估计了模型中各条路径的参数值,拟合指数评价了模型拟合程度,确定了各项指标的权重,得到了影响企业成长性的主要内生影响因素,按影响程度从大到小的顺序依次为:能力成长性、资源成长性和战略成长性。从而建立了基于SEM的B2C电子商务企业成长性模型。最后,根据建立的成长性影响因素模型,以京东商城、天猫、当当网和苏宁易购等不同商业模式的电子商务企业为研究对象,通过专家打分获取数据,分析其成长性,从而为其成长提供有效的决策建议。
[Abstract]:Under the background of Internet economy, e-commerce enterprises, as a new form of enterprise organization, can produce a rapid growth trend in a relatively short period of time, which is bound to continue and expand the growth law and theory of traditional enterprises. However, with the globalization of the Internet economy and the increasing innovation of technology, the living environment of B2C e-commerce enterprises is becoming more and more complex. Market competition is becoming more and more fierce. Many factors, such as the position and environment of B2C e-commerce enterprises, define the variability and uncertainty of their growth and development. Many B2C enterprises are in the growth mystery. In this paper, the growth model of B2C e-commerce enterprises is studied in order to understand the influencing factors of the growth and development process of B2C e-commerce enterprises in time, and to provide reasonable suggestions for the healthy development of B2C e-commerce enterprises. Based on the existing theories of enterprise growth and e-commerce, this paper defines the concepts and connotations of B2C e-commerce and enterprise growth, and analyzes the characteristics and operation mode of B2C e-commerce enterprises. On this basis, this paper analyzes the factors affecting the growth of B2C e-commerce enterprises from both endogenous and exogenous aspects. Among them, through pest model, that is, policy, economy, society and technology, the paper analyzes the external environment of e-commerce enterprise growth, the endogenous environment is analyzed from three dimensions: resource growth, capability growth and strategic growth. It mainly includes tangible resources, intangible resources, management ability, innovation ability, operation ability, technical ability, solvency, entrepreneur ability, profitability and growth ability. Secondly, based on the theory of endogenous growth, a model of factors influencing the growth of B2C e-commerce enterprises is constructed, and the data are obtained by using the expert questionnaire scoring method. Then, the parameter values of each path in the model are estimated by the structural equation model path analysis method, the fitting degree of the model is evaluated by fitting index, the weight of each index is determined, and the main endogenous factors affecting the growth of the enterprise are obtained. The order of influence from big to small is capacity growth, resource growth and strategic growth. The growth model of B2C e-commerce enterprise based on SEM is established. Finally, according to the established growth factors model, taking the e-commerce enterprises with different business models, such as JingDong Mall, Tmall, Dangwang and SUNING, as the research object, this paper obtains the data by experts and analyzes their growth. In order to provide effective decision-making advice for its growth.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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