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论文编号：	14223
作者编号：	2320213557
上传时间：	2023/12/8 21:13:54
中文题目：	SJ公司自营电商业务竞争战略研究
英文题目：	Research on the Competitive Strategy of SJ Company''s Self Operated E-commerce Business
指导老师：	牛芳
中文关键字：	竞争战略；自营电商；差异化战略；价值链
英文关键字：	Competitive Strategy; Self Operated E-commerce; Differentiation Strategy; Value Chain Model
中文摘要：	在移动互联技术飞速发展的今天，人们的生活习惯也随着科技的进步在逐渐改变，线上购物更是替代了传统的线下零售超市成为人们日常消费的主流方式。而作为以传统媒体——电视为载体的电视购物行业，其发展也由于大众对手机娱乐逐步取代电视娱乐的偏好而变得异常艰难。SJ作为一家省级电视购物公司，在时代的洪流来临时也在进行积极的探索和自救。在三网融合和数字经济的政策扶持和鼓励下，SJ公司将业务范围向新媒体领域进行拓展延伸，以此来尝试建立新的运作模式并支撑公司的长远发展。 本文以SJ公司为研究对象，以梳理公司各大业务板块的发展历程和电视购物行业的现状作为起点，其中详细描述了SJ自营电商业务模块的销售渠道及其运营现状，并总结出SJ自营电商业务目前发展存在的几大问题及其深层次原因。然后，通过PEST、五力模型等战略分析工具对中国电商市场的宏观环境以及行业内竞争情况进行外部环境分析；再结合SJ公司自身的资源优势和能力进行内部环境分析。提出了SJ自营电商业务竞争战略的目标，再对成本领先战略、差异化战略和聚焦战略这三大竞争战略分别进行可行性分析。 经上述分析，最终得出以下结论：应采用集中差异化战略适配SJ公司自营电商业务现有发展阶段和发展情况，即聚焦天津周边地区采取差异化战略，从而在市场竞争中获取竞争优势。并且在此基础上提出了集中差异化战略的三个具体方向，即商品差异化、服务差异化和品牌差异化。在战略实施的阶段，通过对顾客需求的分析，识别出满足目标客群差异化需求所需要进行的关键价值活动，并逐一对企业关键价值活动开展集中差异化战略的具体实施内容。与此同时，在战略的实施和落实推进过程中，建立起配套的战略实施保障体系，分别从组织保障、制度保障、技术保障三个方面进行阐述，以达到公司基础设施建设对业务战略的实施能够提供强有力支持的目的，从而使得SJ公司自营电商业务快速发展并早日达成其战略目标。
英文摘要：	In today's rapid development of mobile Internet technology, people's living habits are gradually changing with the progress of science and technology. Online shopping has replaced the traditional offline retail supermarkets as the mainstream way of daily consumption. As a traditional media - TV as the carrier of TV shopping industry, its development has become extremely difficult due to the public's preference for mobile entertainment gradually replacing TV entertainment.SJ as a provincial TV shopping company, in the flood of the times is also actively exploring and self-help. Under the policy support and encouragement of the three network convergence and digital economy, SJ company will expand and extend its business scope to the new media field, so as to try to establish a new operation mode and support the company's long-term development. This thesis takes SJ company as the research object, takes the development process of the company's major business segments and the status quo of the TV shopping industry as the starting point, which describes in detail the sales channels and operation status of SJ self-supporting e-commerce business module, and summarizes several major problems and deep-seated reasons for the current development of SJ self-supporting e-commerce business. Then, through the PEST, five forces model and other strategic analysis tools to analyze the external environment of China's e-commerce market macro environment and industry competition; combined with SJ company's own resource advantages and capabilities for internal environment analysis. The objective of SJ self-run e-commerce business competitive strategy is put forward, and the feasibility analysis of the three major competitive strategies, namely cost leadership strategy, differentiation strategy and focus strategy, is carried out respectively. Through the above analysis, the following conclusions are finally drawn: the focus on differentiation strategy should be adopted to adapt to the existing development stage and development situation of SJ company's self-run e-commerce business, that is, focusing on the surrounding area of Tianjin to adopt differentiation strategy, so as to obtain competitive advantages in the market competition. And on this basis, three specific directions of the focus on differentiation strategy are put forward, namely commodity differentiation, service differentiation and brand differentiation. In the stage of strategy implementation, through the analysis of customer needs, the key value activities needed to meet the differentiated needs of target customer groups are identified, and the specific implementation content of the focus on differentiation strategy is carried out one by one for the enterprise's key value activities. At the same time, in the process of strategy implementation and implementation, a supporting strategy implementation guarantee system is established, which is described from the organizational guarantee, system guarantee and technical guarantee, so as to achieve the purpose of providing strong support for the implementation of business strategy by the company's infrastructure construction, so as to make SJ company's self-run e-commerce business develop rapidly and achieve its strategic objectives as soon as possible.
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