电商大战的根源.docVIP

中文题目： 电商大战的根源分析 英文题目： The analysis of source to “war of E-commerce” 内容摘要 我国电商企业经过多年的迅猛发展，已经处于成熟阶段，且出现严重的同质化现象。电商企业的发展已经处于瓶颈时期，很难再有新的突破。在此背景下，京东发动了价格战，随之，各大商家也都纷纷参与到价格战中来。价格战的爆发给电商市场带来了巨大的影响。正是由于这场价格战，2012年成为了我国各大电商频繁降价以此吸引消费者眼球最为疯狂的一年，“电商大战”这个词也应运而生。这场电商大战纯粹是打的价格战，是完全竞争市场下的产物，可以说这是时代的进步、市场在逐渐完善。与此同时，这种以利益争夺为最终目的的电商大战也暴露出了国内电子商务行业发展的弊端。于是，研究电商大战产生的原因以及针对这种情况解决的对策就具有了重要的现实意义。 本文研究并分析了国内电商大战产生的原因、电商大战的利弊分析，最后指出了电商价格战的应对策略，即通过研究指出企业必须立足长远，把价格战转变为价值战，精心培育电商市场以赢得消费者信任?，用差异化竞争策略替代，电商企业用“企业文化认同”等方式来寻找新的出路。 关键字：电商大战；原因；影响；出路 ? Abstract These years ,E-commerce in our country has been more and more mature after a rapid development,and commodity has become increasingly alike.The development of E-commerce has been in the period of bottleneck, it is difficult for the industry to have a new breakthrough.In this context,360buy waged a price war, as a result ,each big businesses are involved in the price war. The outbreak of price war has brought a huge impact on the E-commerce market.The year of 2012 also became the craziest year in China that online home appliance retailers frequently marked all price down in order to attract the attention of consumers. This war is simply playing the price war, the outcome in the competitive market, it can be said that this is the progress of the times, the market is gradually improving. At the same time, the interests of the ultimate aim of the price war also exposed the development of domestic E-commerce industry’s disadvantages. So, research on the causes of the price war produced and countermeasures for this situation has important practical significance. This paper studies and analyzes the reason of the price war, advantages and disadvantages, puts forward some suggestions to improve and standardize the price war, like turn the price war into the value war, carefully nurturing the E-commerce market to earn the trust of customers, using the strategic of differentiation and develop the enterprise cultural identity. Keywords: Price war among o