京东商城B2C电子商务模式研究.doc

京东商城B2C电子商务模式研究
北京理工大学工商管理硕士(MBA)学位论文
摘要
随着全球网络化的快速发展,互联网和信息化改变了传统经济的发展模式。新兴
的电子商务作为信息化时代中一种新的交易模式,正以其高效率、低成本的优势,在
世界范围内迅猛发展。电子商务已经成为当今世界发展中新的经济增长点,并日益受
到世界各国政府和企业的重视,越来越多的企业把电子商务作为主要的贸易手段。京
东商城从 2004 年初正式涉足电子商务领域以来,从传统企业转型为纯电子商务模式
运营,一直保持高速成长。据艾瑞咨询2012年1月发布的数据显示,%
的市场占有率在中国自营式 B2C 网站中排名第一,苏宁易购和卓越亚马逊以 %、
%分别排名第二和第三位。虽然京东商城已经成为目前国内昀大的综合型网络零售
企业,但B2C电子商务企业在商业模式上非常雷同。京东商城如何在激烈的竞争中保
持竞争优势是其目前面临的昀大问题。
基于此背景,结合京东商城所处的电子商务环境,分析其目前的B2C电子商务模
式,有助于了解企业的竞争力,发现目前存在的问题,找到改进方法,从而有利于企
业建立可持续的竞争优势。
本文首先介绍了电子商务的相关理论及京东商城电子商务模式现状,包括商业模
式的内涵与参考模型,电子商务模式的概念和分类及京东商城的电子商务模式现状;
然后采用 PEST 分析模型和波特五力模型,对宏观环境和电子商务行业结构对京东商
城的影响进行分析;随后对京东商城电子商务模式进行分析;昀后针对京东商城面对
的问题,提出相应的改进建议。
关键词:京东商城 B2C 电子商务模式
II 北京理工大学工商管理硕士(MBA)学位论文
Abstract
With the rapid development of the work, the and
information technology has changed the traditional economic development modelAs a new trading patterns in the information age, emerging electronic
businessE-business, with its high efficiency, low-cost advantages, has had
a rapid development in the whole world. E-business has e a new economic
growth point in the development of the world, and has got the attention of
all the governments and enterprises increasingly in the world. More and more
enterprises take e-business as the main means of trade. JD official
involved in the field of e-business since early 2004, it has rapid growth from
the traditional enterprise transition to pure e-business model operators, and
has sustained growth. According to Ai Rui seeks advice data released in January
2012, JD ranked the first place in the self-B2C website with a market share
of %, Suning Tesco and Amazon were ranked the second and third place
with the market share of % and % respectively. Although JD has e
the largest work of retail enterprises, B2C enterprises in the
business model are very similar. how could JD maintain petitive
advantage in the petition is the biggest problem currentlyBased on this