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论文编号：	3079
作者编号：	2120082608
上传时间：	2011/5/23 13:15:52
中文题目：	B2C电子商务个性化服务商业模式研究：以卡当网为例
英文题目：	The Research of B2C E-commerce Personalized Service Business Mode: By Kadang Website As Example
指导老师：	严建援
中文关键字：	B2C电子商务;个性化服务;定制化;商业模式
英文关键字：	B2C E-commerce;Personalized Service;Customization;Business Model
中文摘要：	随着互联网应用的不断发展，网上购物已成为人们越来越青睐的消费方式。在面向消费者的零售类电子商务经历一段高速发展时期之后，C2C模式因弊端日益凸显，大势已去已是定局，B2C模式却因诸多优势被广泛看好，呈现群雄并起的局面，并正在演绎着一场以抢占市场份额为目标的价格战，同质化的低价竞争迅速进入了白热化状态。如何寻求一种新的竞争战略以获得新的竞争优势，成为众多B2C电子商务企业面临的亟待解决的问题。 管理大师彼得·德鲁克说过：“当今企业之间的竞争，不是产品之间的竞争，而是商业模式之间的竞争。”如今人们在选择商品时，受价格因素的影响越来越小，对商品所蕴含的个性和品位的关注度越来越高。尤其在突破时空限制的网络环境下，个性化需求信息不断产生、释放并广泛传播。个性化消费的浪潮正扑面而来，为电子商务带来了无限商机。因此，前景光明却又陷入困境的B2C企业，应该立即顺应形势，抓住机遇，转变经营理念，建立以个性化服务为竞争战略的新商业模式，获得新的竞争优势，尽早摆脱困境。 本文以B2C电子商务个性化服务商业模式为研究对象，采用理论联系实际的研究方法进行研究。首先以B2C电子商务同质化竞争状况和个性化消费市场的巨大潜力为切入点，分析了B2C电子商务企业寻求个性化服务商业模式这一差异化竞争战略的必要性或动因，进而对该商业模式的特征、构建和实施作了深入分析和研究。在案例分析中，本文选取国内第一家探索个性化服务模式的B2C企业卡当网作为案例，通过分析得出具有一定实践指导意义的启示。 本文的创新点在于深入分析了B2C电子商务的发展现状和问题根源，敏锐地发现了B2C电子商务对个性化消费的驱动作用，创新性地提出了B2C商业模式的未来竞争趋势在于个性化服务竞争，而不在于产品竞争和价格竞争，较为系统全面地研究了B2C性化服务商业模式的特征、构建和实施。同时结合卡当网个性化定制商业模式案例，用事实进一步论证了B2C企业采用个性化服务业务模式的可行性和正确性，另外也指出了卡当网在个性化服务方面不足之处和未来发展方向，这对其他B2C企业采用该商业模式也具有一定的参考价值。
英文摘要：	With the continuous development of Internet applications, online shopping has become increasingly popular consumption. Consumer-oriented e-commerce retailers, after going through a period of rapid development, C2C mode has become increasingly prominent due to defects, the hopeless situation is a foregone conclusion, B2C model is widely optimistic because of many advantages, and warlords from the present situation, and was interpreting the to seize a market share target price war, the rapid homogenization of price competition into the white-hot state. How to find a new competitive strategy to gain new competitive advantages, as many B2C e-commerce enterprises are facing problems to be solved. Management guru Peter Drucker said: "Today, competition among enterprises is not the competition between products, but competition between business models." Today, people choose the products, more and more influenced by the prices small, for goods that contain a personality and taste more and more attention. Break through the constraints of time, especially in the network environment, the individual needs of information continue to produce, release and wide dissemination. Wave of individual consumption is blowing, bringing e-commerce opportunities. Therefore, promising but troubled B2C businesses, should immediately follow the situation, seize opportunities, change management concept, and establish a personalized service for the new business model, competitive strategy, access to new competitive advantages, as soon as possible out of trouble. In this paper, theory with practice, research methods, to B2C e-commerce business model of personalized service to study for the study. First of all B2C e-commerce to the homogenization of competition in the consumer market and individual potential as the starting point of the B2C e-commerce businesses personalized service business model for competitive differentiation strategies that need or motivation, then the commercial model features, build and implementation of the in depth analysis and research. In the case study, this Article first domestic model to explore personalized service B2C business KangDang as a case obtained through the analysis has some practical significance in China. Innovation of this paper is to in-depth analysis of the B2C e-commerce development status and source of the problem, keen to discover B2C e-commerce on the role of individual consumption-driven, innovative business models put forward the future of competition in B2C trend is personalized service competition, not the product of competition and price competition, more systematic and comprehensive study of the B2C business model of the characteristics of services, building and implementation. When combined with card customization business model network case, and further demonstrated by the fact that B2C companies personalized service business model with the feasibility and correctness, while also pointed out KangDang personalized service website in the gaps and future direction that for other B2C companies to adopt the business model also has some reference value.
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