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论文编号：	8454
作者编号：	2120142655
上传时间：	2016/6/13 11:20:48
中文题目：	凡客公司战略定位及策略选择研究
英文题目：	Study on Vancl Strategic Position and Strategy
指导老师：	严建援
中文关键字：	电子商务 柔性化制造 定制化 凡客
英文关键字：	E-commerce, Flexible manufacturing, Customization, Vancl
中文摘要：	近些年来，网民规模不断扩大，为适应新的市场发展需求，互联网在商业 活动中普及， B2C 和 C2C 商业模式得到快速发展，越来越多的企业参与到这一销 售渠道上来。据波士顿咨询公司发布的数据显示，目前我国的电子商务网站数 量有 1.96 万家， 1.28 万家的 B2C 电子商务网站占电子商务网站总数的 63.4%。 中国电子商务市场规模已跃居全球第一。 现有的互联网销售模式分为垂直销售模式和综合性销售模式，垂直性销售 模式以凡客、当当、亚马逊为代表，他们以企业自营销售为主，销售专业品类 产品。综合性互联网销售模式以淘宝、京东为代表，将各种品类包含其中，由 于综合性互联网销售品类不断扩张，垂直电商面临生存困难的窘境。 目前消费者对于大规模定制或个性化定制的需求不断增强，给凡客公司带 来了新的机遇与挑战。 凡客公司通过收集顾客的大数据分析其需求，形成规模 化定制。 凡客公司利用规模化定制实行差异化战略，从而使凡客公司原有的客 户体量得以扩充，同时这种顾客参与设计的互动，可以大大提高顾客的粘性， 顾客的流失量也会慢慢减少。由于顾客参与的环节， 凡客公司原有的供应链发 生变化，其竞争对手难以在短时间效仿，使新模式的垂直电商形成了竞争壁垒。 本文以凡客公司为研究对象，运用 SWOT、 PEST 分析法分析凡客公司面临的 机遇与挑战，分析了凡客公司所处的态势及战略定位， 总结出凡客所面临的问 题与影响，先分析了凡客应注意的几方面设计原则，最后总结出其在营销与柔 性化变革的策略以及需求生产的策略，同时也列举出了凡客后的商业模式。
英文摘要：	In recent years, Internet users have been expanding, adapt to new market development needs, the popularity of the Internet in business activities, B2C and C2C business model has been rapid development, more and more enterprises to participate in this sales channel. According to Boston Consulting Group released data show that China's e-commerce site has a number of 19600, 12800 of B2C e-commerce sites accounted for 63.4% of the total e-commerce sites. Chinese e-commerce market has leapt to second in the world. Presently, internet sales models could be grouped into vertical sales model and comprehensive sales model. Vertical sales model is represented by Vancl, Dangdang and Amazon, which mainly focus on enterprise-self-owned sales and selling products of their own specific categories only. Comprehensive internet sales model is represented by Taotao and JD, which would include varieties of categories. Because of the continuous expansion of comprehensive internet sales model, vertical e-commerce is facing the embarrassment of surviving. At present, because of the on-going growth of requests of scale customization and featured customization from consumers, new opportunities and challenges were brought to vertical e-commerce. Vertical e-commerce could analyze customers’ requirements by collecting the mass data of customers, in order to extend their original customer group. Meanwhile, the cohesion of their customers could be further enhanced by such a kind of interaction of customers joining into designing. Consequently, the loosing of customers could be gradually reduced. Because of this part of customer-participation, the former supply chain of vertical e-commerce was changed and make its competitors could not follow in a short time period. Competition barrier therefore formed for vertical e-commerce under this new model. Abstract III The essay takes the example of Vancl, used SWOT methodology to analyze the opportunities and challenges Vancl is facing. At the same time, Potter's five forces model was also used to analyze the situation in which Vancl is existing in. Therefore, the issues and impacts which Vancl is facing was summarized. The essay firstly analyzed several aspects which Vancl should pay their attention to design principles. Finally, the essay summarized the strategy in marketing, flexible reforming and manufacturing according to demand. Meanwhile, the commercial model for Vancl after reforming was listed.
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