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论文编号：	3768
作者编号：	2120092460
上传时间：	2011/11/25 19:37:54
中文题目：	孕婴童商务团购网站分析
英文题目：	Pregnant women and babies Business Group purchase Website Analysis
指导老师：	李勇建
中文关键字：	电子商务 孕婴童网站 团购网站 商业模式
英文关键字：	E-Commerce websites for pregnant and babies Group purchasing websites business models
中文摘要：	近几年来，伴随着中国互联网普及率的快速提升，网民数量的急剧增加，我国的电子商务真正进入了高速行驶的“快车道”。08年金融海啸的出现不仅没有淹没网络购物的热情，反而使越来越多的消费者青睐和喜爱起这种消费方式，因为他们为了节约生活成本，纷纷选择互联网打折和团购进行购物。正因为到了其中的商机，有越来越多的创业者纷纷投身到这个行业中来。本文将以设计孕婴童商务团购网站（后文称为“妈咪宝贝团购网”）的商务模式为核心，对该项目进行分析和研究。 本文的研究将从互联网的环境、相关行业规模、电子商务消费状况这几个方面来研究我国电子商务的发展现状，从中找到适合的创业的机遇，确立妈咪宝贝团购网立项研究的基础。同时，利用对相关理论和文献的回顾及总结，结合与妈咪宝贝团购网项目相关的主流母婴用品类商务网站以及主流团购类网站的先进模式进行深度的挖掘和分析，得出目前我国母婴用品市场的现状和发展方向，为选择妈咪宝贝团购网这个项目的正确性提过理论支持。然后从网站的目标定位、业务组成、核心竞争力和盈利模式这几个方面入手，在论证后得出妈咪宝贝团购网商业模式选择的合理性和可行性。本文首先运用了对比分析法对妈咪宝贝团购网与其他两类商业模式网站的代表进行了详细的比较；然后使用SWOT分析工具对妈咪宝贝团购网的内部和外部环境优势及威胁进行了分析，明确了依靠内部优势抵消内部不足、利用外部机会躲避外部威胁的有效发展战略。对妈咪宝贝团购网的横向和纵向相关竞争对手从这几个方面进行对比分析——顾客群体、货品分类、经营模式等，得出了差异化竞争战略是最适合该网站的市场竞争手段。同时，阐明妈咪宝贝团购网的营销策略和运营方案。最后，从战略的层面上给出了“妈咪宝贝团购网”的营销策略、运行机制和投资收益分析及其实施方案。
英文摘要：	In recent years, with more and more people involved with Internet, the development of Ecommerce in China is stepping into a “fast development stage”. The emergence of the financial crisis in 2008 the Internet-based shopping market has still increased even in the financial crisis. More and more people intend to start their own business in Internet. Research efforts have been paid to the business models for Internet-based companies. This thesis aims to propose a start-up plan for a pregnant women and baby business group purchase website (later known as the "Mommy Baby group purchase website ") analysis. Firstly, the thesis made a comprehensive analysis on the environments of Internet. Secondly, a comparative research among the websites for pregnant, babies and kids as well as group purchasing websites using the theory of business model. Thirdly, investigate and analyze the market requirement, the market situation, the market tendency in the industry of pregnant, babies and kids. Then, mothers group purchasing website was carried out in terms of market target, business systems, key resources and profit model. Use a SWOT analysis on the proposed mothers group purchasing website, a strategy, combining the internal and external advantages, was put forward. Differentiation strategy was finally adopted as the competitive strategy after a comparison with horizontal competitor group purchase website in terms of market targets, products, operational models, strength and weakness. and a comparison with vertical competitor in terms of market targets, products, operational models, period of group purchasing and competitive environment. Finally, a market strategy and its measures were presented.
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