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论文编号：	13184
作者编号：	2320180591
上传时间：	2022/6/7 10:52:31
中文题目：	YF电子商务公司平衡车业务竞争战略研究
英文题目：	Research on the Competitive Strategy of YF E-commerce Company''s Balance Car Business
指导老师：	崔连广
中文关键字：	电子商务 平衡车 竞争战略 价值链
英文关键字：	e-commerce; balance car; Competitive Strategy; value chain
中文摘要：	摘要 自上个世纪九十年代末以来，电商购物走进人类的视野，此后消费不止局限于实体店购物，线上购物逐渐成为潮流。经过二十多年的发展，电子商务为国家和企业带来了很大的发展机遇，我国电子商务零售份额占总零售份额的比例也已经连续多年居世界首位。然而，自2019年以来，受到新冠疫情的影响，消费者对非生活必须品的需求有所下降，我国国内销售呈现低迷态势，同时伴随着一些问题也呼之欲出，传统电商企业同样经历着很大的考验。YF电子商务公司主要经营智能平衡车，经过多年的发展，平衡车行业整体进入成熟期，市场越来越饱和，企业的利润率也随之下降，在这种环境下，很多传统企业有必要去研究如何与电子商务更好的战略上融合，以推动平衡车行业向好的趋势发展。 在如此激烈的竞争环境下，企业当下面临的重要难题是其需要在发展过程中进行战略性研究，以帮助企业度过难关。本文以YF电子商务公司平衡车业务作为案例，首先，通过宏观环境和产业环境分析对平衡车竞争环境进行分析，同时根据YF公司现有资源、能力和竞争优势并结合SWOT工具和价值链工具对其进行内部环境分析。其次，根据YF公司内外部环境情况并结合GSM大战略矩阵工具找出适合其适合发展集中差异化竞争战略，并制定战略目标。最后，通过多方位研究，笔者为YF公司制定了战略实施架构，从组织架构、营销战略、新建渠道战略和财务战略等四个方面进行战略实施分析，同时对战略实施过程中有可能遇到如：渠道风险、竞争风险、供应链风险、财务风险和信息安全风险进行把控。 通过以上对YF电子商务公司平衡车业务战略研究，为企业未来发展提供理论方面的支持，力求提升该企业的核心竞争力，实现企业经济效应的增长和可持续性发展，同时，也为其他平衡车电子商务企业提供参考。 关键词：电子商务 平衡车 竞争战略 价值链
英文摘要：	Abstract Since the end of the 1990s, e-commerce shopping has entered the human field of vision. Since then, consumption has not been limited to physical store shopping, e-commerce has brought great development opportunities to the country and enterprises. The proportion of my country's e-commerce retail share in the total retail share has also ranked first in the world for many consecutive years. However, since 2019, consumers' demand for non-life necessities has declined, and domestic sales in my country have shown a downturn. Traditional e-commerce companies have also experienced a lot of big test. YF company mainly deals in intelligent self-balancing vehicles. After years of development, the self-balancing vehicle industry as a whole has entered a mature stage, the market is becoming more and more saturated, and the profit margin of enterprises has also declined. In this environment, it is necessary for many traditional enterprises to study how to better integrate with e-commerce in a strategic way to promote the development of the balance vehicle industry. therefore, In such a fiercely competitive environment, it is an important problem to carry out strategic research in the process of enterprise development to help enterprises overcome difficulties. This paper takes YF's self-balancing vehicle business as an example. First, it analyzes the industrial environment and competitive environment of self-balancing vehicles through G-PEST tools and Porter's five forces model. At the same time, according to YF's existing resources, capabilities and competitive advantages, combined with the SWOT matrix Tools and value chain tools to perform internal environmental analysis on it. Secondly, according to the internal and external environment of YF Company, find out the competitive strategy suitable for its development, and plan the strategic goal. Finally, through multi-faceted research, the author has formulated a strategy implementation structure for YF Company, and implemented it from four aspects: organizational structure, marketing strategy, new channel strategy and financial strategy. Risk, competitive risk, supply chain risk, financial risk and information security risk are controlled. Through the above research on the e-commerce strategy of YF's self-balancing vehicle, it provides theoretical support for the future development of the enterprise, strives to enhance the core competitiveness of the enterprise, and realizes the growth and sustainable development of the enterprise's economic effect. E-commerce businesses provide references. Key words: e-commerce; balance car; Competitive Strategy; value chain
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