Y公司B2C品质电商业务竞争战略研究
发布时间：2021-11-01 19:36
Y公司的品质电商平台在2016年4月份上线,是国内首家ODM（原始设计制造商）模式的电商公司。与天猫及京东这种品类齐全的电商公司不同,Y公司作为品质电商,通过直接与大牌制造商合作,自行设计开发生活周边商品,专注于高性价比及质量,迎合了消费升级下对生活品质有更高要求的新中产阶层以及有理性消费观的网购一代,在B2C电商市场中异军突起,实现了用户数和交易额的高速增长。另一方面,小米、阿里巴巴、京东等集团也意识到品质电商的市场契机,在2017年陆续推出自己的品质电商平台,意图填补自身不足及迎合消费者这方面的需求。除此以外,还有如必要这样的独立公司也进入了品质电商市场。Y公司的业务现时在品质电商行业占据较大的的份额,但出现了用户数和销售额增长放缓的问题,而其他品质电商平台的高速增长,对于Y公司带来了一定程度的挑战。本文试图通过分析Y公司的所处的外部环境及内部资源,对Y公司与主要的品质电商行业竞争对手进行对比,并通过专家组评分的方式,运用定量战略计划矩阵,对三个备选战略进行评价,最后得出差异化战略为最合适的战略的结论,同时为实施差异化战略提出了部分战略实施的建议。
【文章来源】：广东外语外贸大学广东省
【文章页数】：91 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
1.1 Research Background and Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Frame and Methodology
1.2.1 Research Frame
1.2.2 Research Methodology
2 Literature Review
2.1 Strategic Management Theories
2.1.1 Cost-Leadership Strategy
2.1.2 Differentiation Strategy
2.1.3 Focused Strategy
2.2 Strategic Management Tools
2.2.1 External Factors Evaluation Matrix (EFE Matrix)
2.2.2 Internal Factors Evaluation Matrix (IFE Matrix)
2.2.3 SWOT analysis
2.2.4 Quantitative Strategic Planning Matrix (QSPM)
2.3 Concept Explanation
2.3.1 Online Shopping
2.3.2 B2C
2.3.3 Quality E-Commerce
2.3.4 Number of Monthly Independent Devices
3 Case Description
3.1 Company Y’s Background and Introduction
3.1.1 Company Y’s Backgound
3.1.2 Company Y’s Business Model
3.1.3 Company Y’s Current Situation
3.2 The Challenge of Quality E-commerce Business of Company Y
4 Case Analysis
4.1 Internal Analysis For Company Y by IFE Matrix
4.1.1 Internal Advantage Analysis
4.1.2 Internal Weakness Analysis
4.1.3 Internal Factors Evaluation
4.2 External Analysis For Company Y by EFE Matrix
4.2.1 External Opportunities Analysis
4.2.2 External Threats Analysis
4.2.3 External Factors Evaluation
4.3 Comparative analysis of Company Y and Its Main Competitors
4.3.1 Comparison of the Status Quo between Company Y and major competitors
4.3.2 Comparative Evaluation between Company Y and competitors
4.4 Chapter Summary
5 Company Y's Competitive Strategy Selection and Implementation
5.1 Company Y's Selection of competitive strategy
5.1.1 QSPM Analysis Framework
5.1.2 Competitive Strategy Selection Based on QSPM
5.2 Implementation of Company Y's Differentiation Strategy
5.2.1 Construct SWOT Analysis Matrix to Determine Competitive Strategy Implementation Measures
5.2.2 Technology Differentiation
5.2.3 Brand differentiation
5.2.4 Layout differentiation
5.2.5 Developing Scenario Marketing and Offline Experience Marketing
5.2.6 Strategic Alliance
5.3 Supporting Measures of Company Y's Differentiation Strategy
5.3.1 Human Resource Supporting Plan
5.3.2 Business Ethics
6 Conclusions and Future Studies
6.1 Conclusions
6.2 Limitations
6.3 Future Studies
REFERENCES
APPENDIX 1
APPENDIX 2
【参考文献】：
期刊论文
[1]“互联网+”型场景营销效率研究——基于消费体验需求理念[J]. 亢晓昉. 中国商论. 2018(20)
[2]消费升级下的ODM模式品质电商——以网易严选为例[J]. 郝天琪,马自庄,杨泽厚,张婕,黄锴. 经贸实践. 2018(12)
[3]从网易严选酒店看体验营销[J]. 李丽,孙永生. 北方经贸. 2018(01)
[4]2017精品电商分类排行榜[J]. 木头. 互联网周刊. 2017(18)
[5]米家成就精品电商,更名“有品”剑指百亿元营收——访小米生态链副总裁、有品电商中心负责人高自光[J]. 李志刚. 电器. 2017(09)
[6]ODM模式电商研究——以网易严选为例[J]. 张巍. 电子商务. 2017(11)
[7]品质电商促进中国品牌发展 助推实体经济转型升级[J]. 蓝烨. 中国产经. 2017(05)
[8]新零售:内涵、发展动因与关键问题[J]. 杜睿云,蒋侃. 价格理论与实践. 2017(02)
[9]2017年中国移动电商行业研究报告[J]. 中国连锁. 2017(03)
[10]基于SWOT分析的C2M电商模式研究[J]. 李强. 中国经贸导刊. 2017(02)
硕士论文
[1]京东集团竞争战略研究[D]. 毕研奎.对外经济贸易大学 2016
[2]A网络公司发展战略研究[D]. 王君.电子科技大学 2015
[3]YG网络公司发展战略研究[D]. 张曙文.昆明理工大学 2015
本文编号：3470679
【文章来源】：广东外语外贸大学广东省
【文章页数】：91 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
1.1 Research Background and Significance
1.1.1 Research Background
1.1.2 Research Significance
1.2 Research Frame and Methodology
1.2.1 Research Frame
1.2.2 Research Methodology
2 Literature Review
2.1 Strategic Management Theories
2.1.1 Cost-Leadership Strategy
2.1.2 Differentiation Strategy
2.1.3 Focused Strategy
2.2 Strategic Management Tools
2.2.1 External Factors Evaluation Matrix (EFE Matrix)
2.2.2 Internal Factors Evaluation Matrix (IFE Matrix)
2.2.3 SWOT analysis
2.2.4 Quantitative Strategic Planning Matrix (QSPM)
2.3 Concept Explanation
2.3.1 Online Shopping
2.3.2 B2C
2.3.3 Quality E-Commerce
2.3.4 Number of Monthly Independent Devices
3 Case Description
3.1 Company Y’s Background and Introduction
3.1.1 Company Y’s Backgound
3.1.2 Company Y’s Business Model
3.1.3 Company Y’s Current Situation
3.2 The Challenge of Quality E-commerce Business of Company Y
4 Case Analysis
4.1 Internal Analysis For Company Y by IFE Matrix
4.1.1 Internal Advantage Analysis
4.1.2 Internal Weakness Analysis
4.1.3 Internal Factors Evaluation
4.2 External Analysis For Company Y by EFE Matrix
4.2.1 External Opportunities Analysis
4.2.2 External Threats Analysis
4.2.3 External Factors Evaluation
4.3 Comparative analysis of Company Y and Its Main Competitors
4.3.1 Comparison of the Status Quo between Company Y and major competitors
4.3.2 Comparative Evaluation between Company Y and competitors
4.4 Chapter Summary
5 Company Y's Competitive Strategy Selection and Implementation
5.1 Company Y's Selection of competitive strategy
5.1.1 QSPM Analysis Framework
5.1.2 Competitive Strategy Selection Based on QSPM
5.2 Implementation of Company Y's Differentiation Strategy
5.2.1 Construct SWOT Analysis Matrix to Determine Competitive Strategy Implementation Measures
5.2.2 Technology Differentiation
5.2.3 Brand differentiation
5.2.4 Layout differentiation
5.2.5 Developing Scenario Marketing and Offline Experience Marketing
5.2.6 Strategic Alliance
5.3 Supporting Measures of Company Y's Differentiation Strategy
5.3.1 Human Resource Supporting Plan
5.3.2 Business Ethics
6 Conclusions and Future Studies
6.1 Conclusions
6.2 Limitations
6.3 Future Studies
REFERENCES
APPENDIX 1
APPENDIX 2
【参考文献】：
期刊论文
[1]“互联网+”型场景营销效率研究——基于消费体验需求理念[J]. 亢晓昉. 中国商论. 2018(20)
[2]消费升级下的ODM模式品质电商——以网易严选为例[J]. 郝天琪,马自庄,杨泽厚,张婕,黄锴. 经贸实践. 2018(12)
[3]从网易严选酒店看体验营销[J]. 李丽,孙永生. 北方经贸. 2018(01)
[4]2017精品电商分类排行榜[J]. 木头. 互联网周刊. 2017(18)
[5]米家成就精品电商,更名“有品”剑指百亿元营收——访小米生态链副总裁、有品电商中心负责人高自光[J]. 李志刚. 电器. 2017(09)
[6]ODM模式电商研究——以网易严选为例[J]. 张巍. 电子商务. 2017(11)
[7]品质电商促进中国品牌发展 助推实体经济转型升级[J]. 蓝烨. 中国产经. 2017(05)
[8]新零售:内涵、发展动因与关键问题[J]. 杜睿云,蒋侃. 价格理论与实践. 2017(02)
[9]2017年中国移动电商行业研究报告[J]. 中国连锁. 2017(03)
[10]基于SWOT分析的C2M电商模式研究[J]. 李强. 中国经贸导刊. 2017(02)
硕士论文
[1]京东集团竞争战略研究[D]. 毕研奎.对外经济贸易大学 2016
[2]A网络公司发展战略研究[D]. 王君.电子科技大学 2015
[3]YG网络公司发展战略研究[D]. 张曙文.昆明理工大学 2015
本文编号：3470679
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