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论文编号：	8665
作者编号：	2120142877
上传时间：	2016/12/6 21:50:09
中文题目：	垂直电商自有品牌的运营研究——以屈臣氏为例
英文题目：	Research On The Operation Of Private Brand In Vertical E-Business With Example Of Watsons
指导老师：	李亚
中文关键字：	垂直电商、电子商务、自有品牌、屈臣氏、运营
英文关键字：	Vertical E-Business, E-Business, Own Brand, Watsons, Operation
中文摘要：	当今的经济模式发生了翻天覆地的变化，当信息经济领导经济发展方式的时候，电子商务经济中的垂直细分领域以其专业化、个性化的产品和人性化的服务应运而生，并不断发展、革新。如今，电子商务已逐步发展到以移动互联平台为主要模式的新经济模式下，在面对新的具有时代特点的80后、90后为主体消费人群时，企业该如何应对及发展；垂直细分领域怎样才能在综合平台的显著优势下拥有自己的生存空间，是本文所要着重探讨的话题。电子商务打破了时间和空间的限制，给生活带来了前所未有的便利，引领了新世纪经济发展方式的变革。而究其根本，电子商务终究还是以电子为手段，商务为其核心和根本的经济运营方式，是具有浓厚传统色彩的实体经济。基于实体经济的特征对电子商务模式和运营特点进行研究有着现实和长远的意义。再细分而言，电子商务平台包含综合性的电商平台和垂直型电子商务平台以及生活服务类的电商平台。中国电子商务的发展已有二十几年的历史，网络购物方式日渐成熟：综合性平台淘宝、京东平分天下，而以个人护理、美妆、母婴、家装、医药等为主要产品的电子细分领域则群雄逐鹿。在本文中所需要着重阐述的正是在某一个行业或细分市场中，如何运用制造商品牌与自有品牌的不同特点，结合垂直电子商务的运营模式，深化以供应链改革为核心的运营方式的研究。通过阐述当今中国垂直电子商务的现状以及发展自有品牌的关键要素，说明自有品牌如何在垂直电商运营中得到应用。并以个人护理行业中的标杆性企业屈臣氏为例，与化妆品垂直领域中的乐蜂网、聚美优品通过对比分析，可以看到发展垂直电商的自有品牌的关键在于品牌运营的管理、用户运营的管理以及供应链的运营管理。本文的主要结论：垂直电商之自有品牌以其需求在线上，产品在线下；用户在线上，制造流程在线下，最终需要实现线上与线下的一体化。将供应链的优化与用户体验的优化结合起来，在移动互联彻底改变了用户消费习惯的今天，在垂直电商多入口的时代里，迎接对原有的流量转化模式和供应链模式带来的巨大挑战。
英文摘要：	Nowadays the economy mode has changed greatly. When information economy leading economic development mode, the vertical segments of the electronic commerce in the professional, personalized products and humanistic services came into being and development with innovation. Now E-Business has gradually developed into a new economic model to the mobile Internet platform as the main mode. The question came to the enterprises that how to face the main consumer groups who are new epoch characteristics of 80s 90s, and how to deal with the development of the enterprise. How to have their own living space under the significant advantage of the comprehensive E-Commerce platform for the vertical E-Business is the topic discussed in this thesis. Electronic commerce has broken the limit of time and space, has brought the unprecedented convenience to our life. In this way new century has realized the transformation of the economic development mode. And investigating its fundamental, electronic commerce is a kind of economic operation way with electronic as a means and the business as its core and fundament, it is a strong traditional color of the real economy. Based on the characteristics of the real economy, the research on the model and operation characteristics of e-commerce has a realistic and long-term significance. Re subdivision, the e-commerce platform contains a comprehensive electronic business platform and vertical e-commerce platform and life service class business platform. The development of Chinese electronic commerce has decades of history, the way of online shopping is becoming more and more mature: the integrated platform of Taobao Jingdong, split the comprehensive platform business, and the vertical electronic segments to personal care, beauty, mother, home improvement, medicine as the main products is facing severe competition. In this thesis we will discuss how to combine different characteristics of manufacturer brand and own brand with vertical E-Business operation mode to research on deepening the reform of the supply chain as the core of the operation management. With illustrating the key factors on the current China vertical E-Business status and the development of its own brand, we will see how to get application in the vertical electric business operations with own brand. And in the personal care industry we set benchmark figure Watsons as an example to analysis together with LeFeng and JuMei in the field of cosmetics vertical by contrast, we can see the key to the development of own brand in vertical E-Business is at brand operation management, user management and supply chain management. The main conclusion of this thesis is: the own brand of vertical E-Business needs to achieve integration of online and offline ultimately and combine the supply chain optimization and user experience due to its mode with online products, online users; online products, offline manufacturing process, in the mobile Internet completely changed the user consumption habits today, in the vertical multi entrance Era, to bring transformation to the original flow pattern and supply chain challenges.
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