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论文编号：	1958
作者编号：	2120072252
上传时间：	2010/5/18 20:51:54
中文题目：	京东商城B2C电子零售业务发展战略及实施策略研究
英文题目：	The research of Jingdong Mall B2C e-retail business development strategy and implementation
指导老师：	严建援
中文关键字：	京东商城 B2C 电子零售业务 发展战略
英文关键字：	Jingdong Mall B2C e-retail business development strategy
中文摘要：	2009年，国际金融危机的蔓延与甲型H1N1病毒的传播，使得全球经济普遍低靡，传统行业受到巨大影响。但以电子零售为代表的电子商务却逆势增长。如今，网络购物就像Email、博客、视频一样，已经逐渐成为人们的一种生活方式。根据《2010中国电子商务100位CEO调查报告》显示，被调查者中有66位CEO认为未来B2C将替代C2C成为网购的趋势，理由是B2C能为消费者提供更为专业的服务。而未来的B2C电子商务是走垂直类道路，还是发展综合类模式？争论过后，多数人倾向于后者——充分利用销售渠道，谋求最大利益。 于是越来越多的B2C企业转向网上百货商城方向发展。京东商城就是其中最具代表性的一家。自2004年初正式进入电子商务领域以来，京东商城一直保持着高速度的成长态势，连续5年增长率超过300%。京东商城在发展过程中始终坚持以纯电子商务模式运营，缩减业务中间环节，为消费者在第一时间提供优质的产品及服务。如今，京东商城在线销售包括家用电器、手机数码、电脑产品、日用百货四大类超过10万余种商品，并拥有超过800万的注册用户，日订单处理量突破35000单，网站日均浏览量（PV）超过2000万，占有3C电子零售市场40%以上的市场份额，已成为中国最大的B2C企业。 京东商城不断壮大的同时，卓越、当当、红孩子等一大批垂直类B2C开始转型综合类B2C，C2C巨头淘宝、百度有啊也开始进入B2C战场，众多大型传统零售百货企业也不甘落后地纷纷开拓电子商务版图，国内B2C大战一触即发。在日趋激烈的电子零售市场竞争中，作为综合类B2C先行者的京东商城，应采取什么样的发展战略及实施策略，正是本文研究的焦点。 本文首先对京东商城发展B2C电子零售业务的外部环境进行分析，分别依据PEST分析法和波特五力分析模型从宏观与微观环境分析入手；其次就其内部环境进行分析，包括京东商城的SWOT分析、经营结构分析、价值链分析以及其核心竞争力分析；根据京东商城的战略目标、企业使命及市场定位，对其应采取的供应链战略联盟和客户关系管理的发展战略进行阐述；最后总结出京东商城在发展中应采取的品牌营销、战略合作与服务管理的实施策略。
英文摘要：	In 2009, the international financial crisis and the spread of influenza A H1N1 virus, making the world's general economic malaise, the traditional industry were severe. However, the electronic retailing to buck the trend represented growth of e-commerce. Today, online shopping as Email, blog, video, like, have gradually become a way of life. Under the "2010 China E-Commerce 100 CEO Survey" shows that there are 66 respondents think that the next CEO will be replaced B2C C2C become the trend of online shopping on the grounds that B2C can provide consumers with a more professional service. B2C e-commerce is the future of the road to go vertical category, or the development of an integrated class model? After the debate, most people prefer the latter - the full access to distribution channels, the best interests of. So more and more companies turned to online merchandise shop B2C direction. Jingdong Mall is one of the most representative one. Since early 2004, has officially entered the e-commerce, Jingdong Mall have maintained high-speed growth trend of 5 consecutive annual growth rate of more than 300%. Jingdong Mall in the development process has always adhered to pure e-commerce mode operation, reduced business intermediary, for the first time provide consumers with quality products and services. Today, Jingdong Mall online sales, including home appliances, mobile phones digital, computer products, daily four categories for more than 10 thousand kinds of commodities, and has more than 700 million registered users, capacity breakthrough 25,000 on a single order, the website daily views (PV) over 20 million, 3C electronic retail market share of more than 40% market share, has become China's largest B2C company. While growing Jingdong Mall, excellent, Dangdang, a large number of vertical categories such as red children begin transition Comprehensive B2C B2C, C2C giant Taobao, Baidu has ah also entered the B2C field, many large companies are far behind traditional retail department stores to one after another develop e-business territory, the domestic B2C imminent war. In the increasingly fierce competition in the electronics retail market, as the forerunner of the sophist Comprehensive B2C mall, what should be taken to the development strategy and implementation strategy, is the focus of this paper. This article first Jingdong Mall B2C e-retail business development in the external environment analysis, were based on PEST analysis and Porter Five Forces Analysis model from the start of macro and micro environmental analysis; followed by analysis of their internal environment, including Jingdong Shopping Mall SWOT analysis, business structure analysis, value chain analysis and analysis of its core competitiveness; under Jingdong Mall's strategic objectives, corporate mission and market positioning, supply chain management should take strategic alliances and customer relationship management development strategy elaborated; At last, the Jingdong Mall to be taken in the development of brand marketing, strategic cooperation and service management implementation strategies.
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