文档介绍：中文摘要
随着中国经济的转型发展,电子商务作为新的经济形式已跃然走上了快速发
展的道路,在过去的 2012 年更是在经济发展中充当起了领跑者的角色。放眼网
购市场,平台开放和全网竞争的时代已经到来。在市场规模不断扩大的同时,市
场进入者的不断涌入,使得本已激烈的电商市场变成了更为惨烈的红海。
京东商城作为近年崛起的自主销售 B2C 电子商务企业,经过数年的发展现已
成为 B2C 行业的领头羊,其发展策略值得研究借鉴,但是,B2C 行业作为新兴的
商业模式,在发展过程中也存在着各种困难和不足,京东商城也不例外。本文通
过分析近年来中国电子商务的发展状况和趋势,提出以用户体验为主导的微创新
将是电子商务业者持续发展的制胜关键,并采用实证研究和比较研究方法,以京
东商城为例,在营销 理论的指导下,运用 SWOT 分析工具、大战略矩阵 GSM
和“创想力”模型对京东商城的发展策略做全面分析,提炼出京东商城在构建核
心竞争力中运用到的策略及不足。
文章通过分析指出,电子商务企业的“创想力”是企业持续发展的根本,是
在电子商务红海市场中寻找蓝海的关键途径,并试图通过对“创想力”模型的分
析运用,提出电子商务企业应该具备的品牌力、渠道力、运营力和营销力的发展
策略,对传统的电子商务企业以及意图进入电子商务的企业和电子商务平台提供
了一个新的视角。
关键字:电子商务 B2C 发展策略京东商城“创想力”模型
ABSTRACT
In recent years, China's merce is developing rapidly, even in 2011,
merce in China's economy is playing the leading role. In merce market,
the era of opening platform and whole petition e, when the
market scale continues to be expanded, the market entrants have to make merce
market became more aggressive red sea.
In recent years, 360-buy as the rise of independent B2C merce
enterprise, has e the B2C industry leader after several years of development. Its
development strategy is worth of reference, however, the B2C industry as a new
business model, there are also a variety of difficulties and deficiencies in the
development -buy is no exception. Through analyzing China’s
merce development status and trend in recent years, this article puts forward to
that the micro innovation leading by the user experience will be the merce
industry sustainable development key to winning. Introducing the empirical study and
comparative study method, in order to present the rapid development of merce
enterprise – 360-buy, for example, under the guidance of marketing theory, with
the SWOT analysis tools, GSM (Grand Strategy Matrix) and merce
“ originality force” model to analysis the development of 360-prehensively
show the business in merce field survival strategy and disadvantage.