京东商城客户竞争战略研究-工商管理专业论文.docxVIP

摘 摘 要 万方数据 万方数据 摘 要 京东商城是目前国内 B2C 市场中最大的垂直 B2C 购物网站，在整个 B2C 市场中仅次于平台类 B2C 网站天猫。在未来京东商城将面对更多网站的竞争， 如何在激烈的竞争中获取更多的竞争优势也就成为了所有 B2C 企业必须要考虑 的问题。 本文首先从客户结构、市场规模、发展态势这三个方面分析京东商城目前 的竞争状态。然后通过对京东商城所处的宏观环境以及行业环境进行分析并总 结出外部竞争环境中的机会与威胁因素，并对企业文化、经营模式、核心能力 等方面与行业中重点竞争对手进行对比分析形成 EFE 矩阵。再将界面友好性、 物流、售后服务等基于客户购物体验的关键功能进行企业间的对比分析，并形 成京东商城与天猫、当当网、苏宁易购的 CMP 矩阵。最后通过 SWOT 矩阵模型 对京东商城面对的机会与威胁及其具有的优势与劣势进行匹配后分析出 SO、 ST、WO、WT 四类战略，最终结合波特的三个基本竞争战略形成符合京东商城 客户竞争的差异化竞争战略并提出实施方案。 通过本文对京东商城客户竞争战略的研究，最终选择了差异化战略作为京 东商城的竞争战略，该战略不仅仅对京东商城的发展具有重要意义，而且对整 个行业来说也具有指导意义。 关键词：京东商城 ；竞争战略 ；客户体验；战略管理 I Abstract Abstract 万方数据 万方数据 Abstract Jingdong mall is the largest domestic vertical B2C shopping website at present, rank only second to Tianmao in the B2C market. Jingdong mall will face more competition from other websites. How to get more competitive advantage in the fierce competition become the problem, which the B2C enterprise must consider. This article analysis the current state of competition of Jingdong mall firstly from three aspects, which are the customer structure, size of the market, development trend.And then form EFE matrix through analyzing the macro environment and industry environment of Jingdong mall, summing up the opportunities and threats of external competitive environment factors, and comparing the enterprise culture, management mode and core ability, etc, with the key competitors in the industry.Afterwards, some key functions between the enterprises such as the interface friendly, logistics and after-sales service, etc, which based on the customer shopping experience, are made comparative analysis to form CMP matrix of Jingdong mall, Tianmao, Dangdang and Suning mall.In the end, obtain four types of strategic: SO、 ST、WO、WT, after matching the opportunities and threats as well as the advantages and disadvantages of Jingdong mall. Ultimately, form customer competition differentiation competitive strategy of Jingdong mall combining with Porters three basic competitive strategy, and put fo