天猫商城卖家M公司的竞争战略研究

发布时间：2018-02-24 14:39

本文关键词： 网络购物天猫竞争战略 SWOT分析核心竞争力　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网的普及和人民生活水平的日益提高,网络购物作为一种新兴的购物形式,在国民的日常生活中扮演着越来越重要的角色。《华尔街日报》2017年1月5日消息,根据研究机构eMarketer的数据,中国网络购物市场总量已超越美国,到2016年达8990亿美元,占全世界网购总额的一半。2015年,网购销售额占据了全国总零售支出的12%-13%,这一比例2016年有望达到18.5%,居全球第一。B2B、B2C、C2C等形式网络购物平台发展迅猛。在刚刚落下帷幕的2016年双十一网络购物节,天猫平台以68.2%销售额市场占比,蝉联各大电商平台第一名。天猫商城卖家M公司主营韩国进口母婴用品,于2014年8月入驻天猫平台,前身是一家基于淘宝C2C平台的三冠店铺。公司的长期发展战略是坚持以品质为核心,以提供超值的性价比的商品和安全舒适的用户体验为追求目标。随着M公司不断的经营发展,它也时刻面临着各方面的挑战冲击,对外面临的是京东、苏宁易购、唯品会等其他网络购物平台的竞争,对内则是天猫平台其他店铺的竞争。在这种激烈竞争的格局下,制订出一个契合M公司自身发展的竞争战略,使M公司在白热化的竞争中保持相对领先的地位,具有非同一般的战略意义。本篇论文以天猫商城卖家M公司的竞争战略为研究对象,通过SWOT分析、PEST分析法、五种竞争力量模型等工具,对我国网络购物行业的现状进行系统分析,进而明确了行业关键成功因素。其次,通过对M公司日常运营情况的归纳和总结,对M公司的优势和劣势进行了详尽的分析,最终得出了 M公司的核心竞争力::品牌价值、货源、消费群体、用户体验。通过分析得出M公司内部优势和劣势,外部机会和威胁后,运用SWOT分析工具,确定了 M公司应该采取的竞争战略。本篇论文通过研究总结出M公司优势主要是:公司在天猫平台网络购物行业多年积累的品牌价值、具有竞争优势的独家货源、忠诚而具有相当消费能力的客户群体、出色的用户体验;劣势是无法达到实体门店的购物体验、成本较高无法取得价格优势、资源相对匮乏。M公司外部的主要机会是政策对于网络购物行业的支持、天猫平台领跑势头强劲、移动技术发展和手机应用普及使网络购物更加便捷、支付宝广泛应用使网络支付安全和便捷;而M公司面临的外部威胁同样存在:法律法规的不健全、天猫平台内部竞争日趋激烈、细分购物平台崛起、产品和服务容易被追随效仿。通过对天猫卖家M公司的日常运营分析,本文对M公司应该采用的竞争战略进行了确定,差异化战略更能发挥M公司在网络购物行业的竞争优势。
[Abstract]:With the popularity of the Internet and the improvement of people's living standards, online shopping, as a new shopping form, plays an increasingly important role in the daily life of the people. According to eMarketer, a research firm, China's online shopping market surpassed that of the United States, reaching $899 billion by 2016, or half of the world's total. Online shopping accounts for 12%-13% of the total retail expenditure in the country. This proportion is expected to reach 18. 5% on 2016, ranking first in the world in the form of online shopping platforms, such as. B2BU, B2C2C2C, and other forms of online shopping platforms. Tmall platform has a market share of 68.2% sales, winning the first place of every major e-commerce platform. Tmall seller M Co., Ltd., which is mainly engaged in imported maternal-infant supplies from South Korea, entered the Tmall platform in August 2014. Formerly a three-crown store based on Taobao C2C platform, the company's long-term development strategy is to adhere to quality as the core. With the continuous development of M Company, it is also always facing challenges and shocks from various aspects. What we are facing externally are JingDong, SUNING. The competition of other online shopping platforms, such as VIPSHOP, is the competition of other shops on the Tmall platform. Under this fierce competition pattern, we have worked out a competitive strategy suitable for the development of M Company itself. It is of extraordinary strategic significance to keep M Company in a relatively leading position in the fierce competition. This paper takes the competition strategy of Tmall seller M Company as the research object, and analyzes the pest method by SWOT analysis. Five competitive force models and other tools are used to systematically analyze the current situation of China's online shopping industry, and then identify the key success factors of the industry. Secondly, through the induction and summary of the daily operation of M Company, The advantages and disadvantages of M Company are analyzed in detail, and the core competence of M Company: brand value, source of goods, consumer group, user experience, and the internal strengths and weaknesses of M Company are obtained. After external opportunities and threats, using SWOT analysis tools to determine the M company should adopt the competitive strategy. This paper summarizes the advantages of M company through research: the company has accumulated brand value in Tmall platform online shopping industry for many years. Exclusive source with competitive advantage, loyal customer group with considerable consumption ability, excellent user experience; disadvantage is unable to reach the shopping experience of physical store, high cost can not obtain price advantage, The main opportunity for the relative scarcity of resources. M company's external opportunities are the policy support for the online shopping industry. Tmall's platform leads to a strong momentum. The development of mobile technology and the popularity of mobile phone applications make online shopping more convenient. The widespread use of Alipay makes payment on the Internet safe and convenient, and the external threats faced by M Company also exist: imperfect laws and regulations, increasingly fierce competition within Tmall's platform, and the rise of subdivision shopping platforms. Products and services are easy to follow and emulate. Through the daily operation analysis of Tmall seller M Company, this paper determines the competitive strategy that M company should adopt, and differentiation strategy can play M company's competitive advantage in the online shopping industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F271

【相似文献】