【作者】 陈琦；

【导师】 史占中；

【作者基本信息】 上海交通大学 ， 工商管理（EMBA）（专业学位）， 2023， 硕士

【摘要】 在网络技术、基础设施发展成熟的环境下,国内移动网络高速发展,并促进了移动社交媒体的渗透发展,对民众的生活、工作的各方面产生了积极、深远的影响。并且社交平台的高速发展,给人们带来了大量的碎片化信息,对市场经济发展产生了持续影响,对传统电商模式形成了新的冲击,注入了新的活力。在电商业务模式中,“社群营销”等形式的社交关系类电商也逐渐成为一种新兴的商业方式,随着“强人际关系”为代表的社交关系日益无距离化和以“带货”为表现形式的碎片式电商消费普及化,社交关系类电商模式已经成为社会日常中被广泛接受的分销方式和消费发生方式。并衍生出以头部为代表的个人“大V”流量型电商,以及以众多社区“团长”小B为代表的普及性电商等多种方式。而存在于这些大大小小的电商形式的背后,则是更加协作复杂和专业化分工的供应链方式。尤其是在过去三年新冠疫情蔓延的阶段中,传统的线下商业被严重冲击,线上电商业务也遭遇到极大困难,社会对于商品流通方式和流通效率,以及交易和履约交付的更高要求,也发生了巨大的变革,并由此强力催化了诸如“社区团购”为代表的新型电商模式的快速普及。上海程禧文化传播公司公司(下称程禧文化)是一家互联网供应链公司,作为电商的资深从业者,公司紧扣电商发展的每一步趋势,从最早的淘系分销,到专业的TP代运营,再到作为连接品牌与社交关系类电商分销的专业化供应链服务的企业,经历了不同电商模式在中国大陆进化发展的全过程。本文从提出社交关系类电商、供应链思想、供应链组织管理在电商业务操作中的应用等相关概念,并分析目前在社交关系类电商模式下的供应链发展现状,运用PEST、波特五力等多种分析工具,精准识别企业在发展当中有哪些机会,还有优劣势方面。运用SWOT工具开展战略分析,制定出公司有针对性的发展战略,在应对残酷激烈的电商行业竞争局面中,扩大竞争优势,建立行业壁垒,构建核心价值,推动公司发展。本课题研究是基于程禧文化业务实践,不仅是对本公司商业实践的一次理论梳理,也是对于行业发展的一些积极思考,希望能对自身的战略及策略起到一定的指导作用的同时,也能为更多行业内企业提供些许参考作用。更多还原

【Abstract】 Under the environment of mature development of network technology and infrastructure,domestic mobile network has developed at a high speed and promoted the development of mobile social media penetration,which has a positive and far-reaching impact on various aspects of people’s life and work.And the high-speed development of social platforms has brought people a large amount of fragmented information,which has had a continuous impact on the development of the market economy and has formed a new impact on the traditional e-commerce model and injected new vitality.In the e-commerce business model,"social marketing" and other forms of social relationship e-commerce have gradually become an emerging business model,with the "strong interpersonal relationship" as the representative of social relations increasingly no distance and "live streaming marketing" as the form of fragmented e-commerce consumption popularity,The e-commerce model of social relations has become a widely accepted distribution mode and consumption mode in daily social life.And derived the individual "Influencer" flow type e-commerce represented by the head,as well as the popular e-commerce represented by many communities "group buying broker" B and other ways.And behind these various forms of e-commerce is a more collaborative complex and specialized division of labor supply chain.Especially in the past three years,during the spread of COVID-19,traditional offline commerce has been severely impacted,and online e-commerce business has also encountered great difficulties.Society has also undergone great changes in the mode and efficiency of commodity circulation,as well as higher requirements for transaction and performance,and delivery,which has strongly catalyzed the rapid popularization of new e-commerce models represented by "community group-buying" In the context of this development,with the maturing of mobile Internet technology,blockchain technology,cloud computing,artificial intelligence,big data,and other technical conditions,replacing human by technology has become the core driving force of the business.The evolution of the division of labor in various fields has been continuously improved."Supply chain distribution" has gradually replaced the traditional "Multi-level Marketing." Supply chain distribution has become an important form of matching and connecting commodity supply and consumption demand in the most efficient and convenient way and maximizing commercial value under new Internet technology."Supply chain ideology" has become the core guiding ideology of reengineering enterprise business processes,improving operation efficiency and commercial profit.More and more enterprise managers have gradually established the idea of supply chain management from the global perspective,and the enterprise management mode has also undergone a fundamental change.The flat organizational structure and the value chain management have the conditions to realize.The competition of enterprise business model has also gone beyond the simple internal process between peer enterprises and gradually evolved into the advanced competition of the overall value chain integrating upstream and downstream resources with the supply chain.Shanghai Chengxi Culture Communication Co.,Ltd.(hereinafter referred to as Chengxi Culture)is an Internet supply chain company.As a senior practitioner of e-commerce,the company closely follows every step of the development of e-commerce,from the earliest Tao distribution to professional From TP agent operation to a professional supply chain service enterprise connecting brand and social relationship e-commerce distribution,it has experienced the whole process of evolution and development of different e-commerce models in China’s mainland.This paper proposes related concepts such as social relationship e-commerce,supply chain ideology,and the application of supply chain organization and management in e-commerce business operation,analyzes the current development status of the supply chain in the mode of social relationship e-commerce,and uses PEST,Porter’s Five Forces and other analytical tools to accurately identify the opportunities faced by enterprises in the development process and clarify the advantages and disadvantages.This paper proposes related concepts such as social relationship e-commerce,supply chain ideology,and the application of supply chain organization and management in e-commerce business operation,analyzes the current development status of the supply chain in the mode of social relationship e-commerce,and uses PEST,Porter’s Five Forces and other analytical tools to accurately identify the opportunities faced by enterprises in the development process and clarify the advantages and disadvantages.更多还原