亚马逊公司的商务模式研究

发布时间：2018-10-09 19:32

【摘要】：电子商务是社会经济和互联网技术不断发展的产物。20世纪90年代以来,作为新兴行业,其市场规模得到了迅速扩张。而无论新兴行业或是传统行业,企业想要在竞争激烈的市场上占有一席之地,都离不开商务模式的支持。运行良好的商务模式可以实现供应商、企业本身、目标客户之间的有效沟通,产业链的每个环节高效运转,从而使企业在发展过程中事半功倍。亚马逊成立二十多年来,始终在盈亏边缘摇摆,却又能在互联网泡沫破灭的冲击下,坚持以客户为中心、创新为重的核心观念,站稳脚跟并不断壮大,最终成为世界零售巨头,崛起为贯通全产业链的生态集团,靠的就是其良好的商务模式。我国电商在近几年经历了井喷式的发展,唯品会、京东、阿里巴巴等企业先后上市,竞争也日趋激烈。在此背景下,电商企业要寻求长久的发展,就必须秉持开放的态度,分析和学习亚马逊的商务模式,有助于电商企业更好的制定自身的战略。本文首先说明了亚马逊的企业概况,包括其发展历程、现状及“以顾客为中心”和“技术为重”的核心价值观,然后按组成要素详细的从产品服务、客户界面、基础设施和财务构成四个角度阐述了其商务模式,从中总结出其创新与不足之处。在分析了亚马逊公司的商务模式之后,本文又阐明了我国电商行业的具体发展历程及现状。据亚马逊的经验提出一些对我国电商有益的启示,例如提升用户体验与加强品牌建设并重、重视技术创新并大力发展云计算业务、加强基础设施建设以完善物流体系,秉持竞争与合作并存的理念加强战略合作等,希望能够在实际操作中带来参考价值。
[Abstract]:E-commerce is the product of the continuous development of social economy and Internet technology. Since the 1990s, as a new industry, its market scale has been rapidly expanded. No matter the new industry or the traditional industry, enterprises want to have a place in the competitive market, can not be separated from the support of the business model. A well-run business model can achieve effective communication between suppliers, enterprises themselves, and target customers, and each link of the industrial chain runs efficiently, thus making the enterprise achieve twice the result with half the effort in the development process. After more than 20 years of existence, Amazon has been rocking on the edge of profit and loss, but under the impact of the bursting of the Internet bubble, it can adhere to the core concept of customer-centered, innovation-oriented, stand firm and grow steadily, and eventually become the world's retail giant. The rise of the ecological group through the entire industrial chain depends on its good business model. In recent years, e-commerce in China has experienced blowout development, VIPSHOP, JingDong, Alibaba and other enterprises have listed, the competition is becoming increasingly fierce. In this context, e-commerce enterprises to seek long-term development, we must maintain an open attitude, analysis and study of Amazon's business model, e-commerce enterprises to better formulate their own strategy. This paper first describes Amazon's enterprise profile, including its development history, current situation and the core values of "customer-centered" and "technology-oriented", and then details the product, service, customer interface according to the components. This paper expounds its business model from four angles of infrastructure and financial structure, and summarizes its innovation and deficiency. After analyzing the business model of Amazon, this paper clarifies the development course and current situation of e-commerce industry in China. According to Amazon's experience, some beneficial implications for e-commerce in China are put forward, such as enhancing the user experience and strengthening brand building, attaching importance to technological innovation and vigorously developing cloud computing business, strengthening infrastructure construction to improve the logistics system. To strengthen strategic cooperation with the concept of co-existence of competition and cooperation, we hope to bring reference value in practical operation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.36

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