Jumia Market喀麦隆公司商业模式的本土化案例研究

发布时间：2020-12-31 22:02

　　那些希望在全球范围或在新的市场上运作的电子商务公司通常要经常检视其商业模式以更好地应对竞争或适应新的经营环境。要做到这一点,这些公司需要在国际化或本土化的商业模式之间做出选择。本研究正是在全球竞争的背景下,探讨Jumia Market这一电子商务公司如何改进商业模式本土化策略,以更好地在喀麦隆经营。具体而言,本研究是以Jumia Market为研究对象,对其商业模式本土化策略进行定性的案例研究。本研究建立在电子商务、商业模式、国际化和本土化等理论的基础上。本文运用PEST分析和波特五力模型对Jumia Market在喀麦隆的电子商务经营现状进行了分析研究。同时,对该公司的内部环境,及其商业模式现状进行了分析。接下来,通过SWOT分析,识别其商业模式本土化调整的方向,找出可能的解决方案,并提出建议,以帮助该公司改善其商业模式的本土化战略。本文研究不仅能够给Jumia Market喀麦隆公司提供改进其商业模式的思路和具体策略,也能够为其他的电子商务企业更好地在喀麦隆开展业务提供借鉴和启发。 

【文章来源】：燕山大学河北省

【文章页数】：82 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter1 INTRODUCTION
    1.1 BACKGROUND OF THE STUDY
    1.2 RESEARCH SIGNIFICANCE AND OBJECTIVE
    1.3 THE STRUCTURE OF THE THESIS
    1.4 RESEARCH METHODOLOGY
        1.4.1 Research Design
        1.4.2 Research Approach
        1.4.3 Research Questions
Chapter2 LITERATURE REVIEW
    2.1 INTRODUCTION TO E-COMMERCE
        2.1.1 Definition
        2.1.2 E-commerce history and applications
    2.2 BUSINESS TO CONSUMER（B2C）CHARACTERISTICS AND BUSINESS MODEL
        2.2.1 Characteristics of B2C e-commerce
        2.2.2 Business model of B2C e-commerce
    2.3 Introduction to Business Model
        2.3.1 Definition and History
        2.3.2 Business Model Components
    2.4 INTERNATIONALIZATION AND LOCALIZATION THEORIES
        2.4.1 Internationalization conceptual foundations
        2.4.2 Localization Conceptual foundation
    2.5 SUMMARY
Chapter3 JUMIA BUSINESS MODEL IN CAMEROON
    3.1 INTRODUCTION AND BACKGROUND OF THE COMPANY
    3.2 JUMIA BUSINESS MODEL IN CAMEROON
        3.2.1 The offering component of the business model
        3.2.2 The infrastructure component
        3.2.3 The customers component
        3.2.4 The finances component
    3.3 SUMMARY
Chapter4 JUMIA MARKET OPERATING ENVIRONMENT
    4.1 PEST ANALYSIS OF JUMIA MARKET IN CAMEROON
        4.1.1 Political factors
        4.1.2 Economic Factors
        4.1.3 Social Factors
        4.1.4 Technological Factors
    4.2 PORTER FIVE FORCES ANALYSIS
        4.2.1 Cameroonian B2C e-commerce market description
        4.2.2 B2C e-commerce consumer analysis-customers and suppliers
        4.2.3 Competitive environment analysis-rivalry
    4.3 CHALLENGES OF B2C E-COMMERCE IN CAMEROON
        4.3.1 The platform Issue
        4.3.2 The logistics issue
        4.3.3 The payment Issue
        4.3.4 Insufficient website maintenance and promotion
        4.3.5 Difficulties in reaching the right demographic and low purchasing power
    4.4 SUMMARY
Chapter5 JUMIA MARKET SWOT ANALYSIS AND RECOMMENDATIONS
    5.1 JUMIA SWOT ANALYSIS
        5.1.1 Strengths
        5.1.2 Weaknesses
        5.1.3 Opportunities
        5.1.4 Threats
    5.2 RECOMMENDATIONS FOR BUSINESS MODEL IMPROVEMENTS
        5.2.1 Suggested improvements on the offering component
        5.2.2 Suggested improvements on the infrastructure component
    5.3 SUMMARY
CONCLUSION
REFERENCES
TABLES AND FIGURES
ACKNOWLEDGEMENT



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