京东商城的电子商务竞争战略分析.doc

成都信息工程学院 学位论文 京东商城的电子商务竞争战略分析 论文作者姓名： 申请学位专业： 电子商务 申请学位类别： 管理学学士 指导教师姓名（职称）： 论文提交日期： 2013年06月03日 京东商城的电子商务竞争战略分析 摘要 信息技术的飞速发展，使得网络应用渗入到人们生活中的方方面面，从而促发了新经济形式的产生。在经济全球化的大背景下，电子商务以其成本低、效率高、且覆盖广等优势，理所当然地成为各大行业的宠儿，并且形成了多种商务模式。其中，电子商务B2C模式在激烈的竞争中脱颖而出，成为当下最为热门的电子商务模式，并且涌现出一批优秀的B2C电子商务企业，如亚马逊中国、当当网等。京东商城作为后起之秀，凭借其独特的电子商务竞争战略，迅速成为电子商务领域中最具影响力且最受消费者欢迎的电子商务网站之一。京东商城的成长可谓是前所未有的，不仅于2010年成为了中国第一家规模过百亿的网络零售企业，更是持续七年保持着平均超过200%的增长率，连续10个季度占据着中国网络零售市场份额的首位。然而，快速扩张的市场规模之下，是京东商城不得不面对的长期亏损问题。本文针对京东商城的发展历程及营运模式特点，利用波特五力模型对其行业发展现状进行了分析，总结出了其在电子商务竞争策略应用上存在的诸多问题，并结合实例，提出了一系列解决策略，为其今后的发展方向提供了参考，具有一定的现实意义和理论意义。 关键词：京东商城；电子商务；B2C；竞争战略 Analysis of E-commerce Competitive Strategies of Jingdong Mall Abstract With the rapid development of information technology, network application has penetrated into each aspects of people’s life, thus bring a new economic form into existence. In the background of global economic integration, electronic commerce has become a favorite of major industries, because of its low cost, high efficiency and high coverage percentages. B2C, one of the patterns for e-commerce, is provocative of the fierce competition, and a number of excellent enterprises have emerged, such as Amazon China and Dangdang. As a up-rising star, Jingdong Mall become the most influential and popular e-commerce enterprise with its unique advantages. The development of Jingdong Mall is unprecedented; it is the first internet retailer whose economic volume has exceeded ten billion; it maintains rapid growth for seven consecutive years with the growth rate in excess of 200%; it keeps the top spot of the market shares of the internet retail for ten seasons. However, Jingdong Mall have to face the long-term loss after the rapid expansion. This paper aims at the development history and operating approach of Jingdong Mall and analyzes the present development situation with Porter’s Five-force Model, in order to summarize the existing problems of its e-commerce competition strategies. Afterward