【作者】 李真；

【导师】 陈岩；

【作者基本信息】 北京邮电大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着消费者需求不断升级、数字化技术的不断发展以及国内相关政策的成熟,我国电商数字化产业升级需求明显增强。近年来,随着国内下沉经济的发展,电商数字化产业的发展已逐渐拓展到我国县域及乡村区域。在政策的支持及政府的引导下,多地政企投入电商数字化建设中,为传统的电商行业发展带来了新的业务形态。在国内数字化相关政策支持逐渐利好的背景下,S公司也获得了发展机会,并于近年来进行电商数字化转型。但外部环境的不确定性以及内部管理的巨大变化,使得S电商公司抓住线上业务机会的同时,也面临着新的挑战。S电商公司原有的竞争策略已不能满足其电商数字化发展,因此,公司必定要及时调整竞争策略并发展新的竞争优势,以寻求新的发展机会。本文梳理了县域电子商务企业、数字化竞争战略相关概念,以及数字化赋能、竞争策略和市场营销组合的相关理论基础,通过对国内外相关文献进一步梳理,发现已有研究的研究对象主要为大型电商零售企业或私企电商公司,具备国企背景的县域级电商企业在竞争策略方面的研究尚有缺口。于是本文选取了县域级电商公司S电商公司作为研究对象,通过分析其自建的电商产融平台上的业务发展情况,研究其在数字化背景下的竞争战略。在撰写论文初期阅读了大量相关文献,对电子商务的数字化发展有了理论层面的了解,再采用案例分析法和系统研究法对S电商公司以数字化的角度进行分析。首先,基于所掌握的信息对S电商公司目前的现状和所存在的问题进行了初步介绍,紧接着对S电商公司外部环境进行PEST模型、波特五力模型分析,接下来采用内外部分析工具SWOT,分析S电商公司外部环境的机遇和威胁,并从公司主要优势、数字化核心人才以及产品价格等方面阐述了 S电商公司内部环境的优势和劣势。然后,为了对S电商公司面临的战略问构建了SWOT矩阵,提出本地生活类产品的成本领先策略,生鲜类的成本领先策略以及饮料类的集中化策略,并针对S电商公司的产品、价格、渠道、促销四个方面提出S公司数字化业务优化的市场营销策略。最后,本文建议S电商公司从人力资源优化、储备足够资金保障、增加数字化技术研发与投入等三个方面来保障竞争战略的实施。并建议S公司需要以提升核心技术以支撑电商平台发展,提升品牌化以提高平台议价能力,以及提升生产经营主体的数字素养以提升公司发展的长期稳定。更多还原

【Abstract】 With the continuous upgrading of consumer demand,the continuous development of digital technology,and the maturity of relevant domestic policies,the demand for upgrading of China’s e-commerce digital industry has been significantly enhanced.In recent years,with the development of domestic sinking economy,the development of e-commerce digital industry has gradually expanded to county and rural areas of our country.Under the support of policies and the guidance of the government,many local governments and enterprises have invested in the digital construction of e-commerce,which has brought new business forms to the development of traditional e-commerce industry.Under the background of gradually favorable domestic digital-related policy support,S company has also obtained digital development opportunities and carried out digital transformation in recent years.However,the uncertainty of the external environment and significant changes in internal management,S company’s digital transformation not only grasps the online opportunities,but also faces new challenges.The original competitive strategy of S company can no longer meet the digital development of its e-commerce.Therefore,the company must adjust its competitive strategy and develop new competitive advantages in time to seek new development opportunities.This article reviews the concepts of county-level e-commerce enterprises and digital competitive strategies,as well as the theoretical foundations of digital empowerment,competitive strategies,and marketing mix.Through further review of relevant literature at domestic and abroad,it is found that existing research mainly focuses on large e-commerce retail enterprises or private e-commerce companies.There is still a gap in research on competitive strategies for county-level e-commerce enterprises with state-owned enterprise backgrounds.Therefore,this paper selects S ecommerce company as the research object under the background of stateowned enterprises,and studies its competitive strategy under the digital background by analyzing the development of e-commerce business on the county-level e-commerce industry and finance platform built by it.This paper has a theoretical understanding of the development of digital ecommerce through literature analysis method,and then uses case analysis method and system research method to analyze S e-commerce company.Firstly,understand the development background and current development status of S e-commerce company,Analyze the opportunities and threats of the external environment of S e-commerce company,and elaborate the advantages and disadvantages of the internal environment of S e-commerce company from the company’s main advantages,digital core talents,and product prices.Then,in order to analyze the strategic issues faced by S ecommerce company,a SWOT matrix was constructed,proposing a cost leadership strategy for local lifestyle products,a cost leadership strategy for fresh products,and a centralized strategy for beverages.The marketing strategy for optimizing S e-commerce company’s digital business was proposed in terms of product,price,channel,and promotion.Finally,this paper suggests S e-commerce company to ensure the implementation of its competitive strategy from three aspects:human resource optimization,sufficient capital reserve,and increasing digital technology research and development and investment.It is suggested that S company needs to improve its core technology to support the development of the e-commerce platform,improve its branding to improve the bargaining power of the platform,and improve the digital literacy of the production and operation subjects to improve the long-term stability of the company’s development.更多还原