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论文编号：	13552
作者编号：	2320200436
上传时间：	2022/12/4 14:58:12
中文题目：	A直播电商企业创业失败原因分析及二次创业优化研究
英文题目：	Research of the Reasons for the Failure of Live Broadcast E-commerce Enterprise A and Research on the Optimization of Secondary Entrepreneurship
指导老师：	田莉
中文关键字：	直播电商;创业失败;Timmons创业过程模型;二次创业
英文关键字：	Live broadcast e-commerce;Entrepreneurship failure;Timmons Entrepreneurial Process Model;Second time entrepreneurship
中文摘要：	直播电商自2016年伊始至今，已经经历了6年的打磨与发展。近年来，国家有关部委先后出台了多项促进直播电商发展的相关文件，各地政府对直播电商的重视度也与日俱增，纷纷推出扶持政策，直播电商的政策软环境相对宽松并不断优化，一批又一批直播电商企业不断涌现。然而，直播电商行业的新创企业数量虽然出现了激增，但创业失败的企业也数量庞大，本研究以直播电商创业失败的A企业为例，深入剖析了A企业首次创业失败的原因，并提出了切实可行的二次创业优化方案和保障措施，为A企业后续的创业行为提供指导，也为同行创业者提供借鉴和参考。 本文根据Timmons创业过程三要素，对A企业在创业机会、创业资源、创业团队三方面的问题展开分析：创业机会方面，A企业受到天津本土环境因素影响及行业内部供应商的压力，创业机会大受限制，同时A企业在市场调研等方面存在疏忽，对创业机会的识别不够清晰；创业资源方面，A企业缺少发展直播电商的主播资源、产品资源等，令业务开展困难重重；创业团队方面，A企业的创始团队成员能力不足，管理短板严重，加之团队架构不够合理，造成企业内部管理混乱，效率低下。据此，本文也分别从以上三方面为A企业的二次创业设计了优化方案，并从经营理念、组织制度、人才与合作方面制定了保障措施。 直播电商行业创业方面的研究，目前多以创业模式及路径研究、助力乡村振兴策略研究、人才培养研究等为主，鲜少有失败案例的分析。从理论意义来看，本研究为创业失败研究领域的实证研究贡献了一份力量。
英文摘要：	Since the beginning of 2016, the live broadcast e-commerce has gone through six years of polishing and development. In recent years, the relevant ministries and commissions of the country have successively issued a number of relevant documents to promote the development of live broadcast e-commerce. Local governments have also paid more and more attention to live broadcast e-commerce, and have introduced support policies. The soft environment of the policy of live broadcast e-commerce is relatively loose and constantly optimized, and a number of direct broadcast e-commerce enterprises have emerged one after another. However, although the number of newly established enterprises in the live broadcast e-commerce industry has increased dramatically, the number of enterprises that failed to start their own businesses is also huge. This study takes A enterprises that failed to start their own businesses in the live broadcast e-commerce industry as an example, deeply analyzes the reasons for the failure of enterprise A's first venture, and puts forward practical and feasible optimization plans and safeguard measures for the second venture, which provides guidance for enterprise A's subsequent entrepreneurial behavior, and also provides reference for entrepreneurs in the same industry. Based on the three elements of Timmons' entrepreneurial process, this paper analyzes the problems of enterprise A in three aspects: entrepreneurial opportunities, entrepreneurial resources, and entrepreneurial teams. In terms of entrepreneurial opportunities, enterprise A is greatly restricted by the impact of local environmental factors in Tianjin and the pressure of internal suppliers in the industry. At the same time, enterprise A is negligent in market research, and its identification of entrepreneurial opportunities is not clear enough; In terms of entrepreneurial resources, Enterprise A lacks anchor resources and product resources for developing live broadcast e-commerce, which makes business development difficult; In terms of entrepreneurial team, the members of the founding team of Enterprise A are not competent enough, and their management weaknesses are serious. In addition, the team structure is not reasonable enough, resulting in confusion and low efficiency in the internal management of the enterprise. Accordingly, this paper also designs an optimization plan for enterprise A's second venture from the above three aspects, and formulates safeguard measures from the aspects of business philosophy, organizational system, talents and cooperation. At present, the research on entrepreneurship in the live broadcast e-commerce industry mainly focuses on entrepreneurship mode and path research, strategy research on rural revitalization, talent training research, etc., and there are few analysis of failure cases. In terms of theoretical significance, this study has contributed to the empirical research in the field of entrepreneurial failure.
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