基于异质化理论的电商企业竞争策略研究
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摘要
电商行业较少出现均值回归,一旦有企业在业内形成龙头地位,与其他电子商务企业的差距会越拉越大。同样,在电子商务领域,行业颠覆,逆袭翻盘也并不鲜见,稍有不慎,老牌电商巨头也会在新的对手面前溃不成军。在当前淘宝占据市场份额大头的情况下,只有采取差异化战略,进行"错维式"竞争,才能获得企业生存的空间和获胜的概率。文章基于异质化理论,通过分析阿里巴巴、京东、拼多多、网易、小红书、唯品会、贝贝网等诸多电子商务企业的差异化经营方式,探讨差异化经营需考虑的重要因素,并进行差异化经营的系统架构,从挖掘用户痛点、找准竞争核心、构建竞争体系及管理战略四个方面构建电子商务企业的综合评价指标体系,为日后新生代电商企业的发展提供思路。与此同时,电商企业应注重企业危机管理,进行危机预防。
The E-commerce industry is less likely to return to the mean. Once a company has formed a leading position in the industry, the gap with other E-commerce companies will widen. Similarly, in the field of E-commerce, industry subversion, counterattacks are not uncommon, a little careless, the old E-commerce giants will also collapse in front of new opponents. In the current situation that Taobao has a large market share, only by adopting a differentiated strategy and conducting" wrong-dimensional"competition can we gain the space for survival and the probability of winning. Based on the theory of heterogeneity, this paper analyzes the different factors of E-commerce enterprises such as Alibaba, Jingdong, Jieduodu, Netease, Xiaohongshu, Vipshop, Beibei,etc. And carry out the system architecture of differentiated management, build a comprehensive evaluation index system for E-commerce enterprises from four aspects: mining user pain points, identifying the competition core, constructing competition system and management strategy, and providing ideas for the development of new generation E-commerce enterprises in the future. At the same time, E-commerce companies should focus on corporate crisis management and crisis prevention.
The E-commerce industry is less likely to return to the mean. Once a company has formed a leading position in the industry, the gap with other E-commerce companies will widen. Similarly, in the field of E-commerce, industry subversion, counterattacks are not uncommon, a little careless, the old E-commerce giants will also collapse in front of new opponents. In the current situation that Taobao has a large market share, only by adopting a differentiated strategy and conducting" wrong-dimensional"competition can we gain the space for survival and the probability of winning. Based on the theory of heterogeneity, this paper analyzes the different factors of E-commerce enterprises such as Alibaba, Jingdong, Jieduodu, Netease, Xiaohongshu, Vipshop, Beibei,etc. And carry out the system architecture of differentiated management, build a comprehensive evaluation index system for E-commerce enterprises from four aspects: mining user pain points, identifying the competition core, constructing competition system and management strategy, and providing ideas for the development of new generation E-commerce enterprises in the future. At the same time, E-commerce companies should focus on corporate crisis management and crisis prevention.
引文
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[3](英)里基·格里芬.管理学[M]. 9版.北京:中国市场出版社,2016.
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[5]杜丹清.大数据时代的零售市场结构变迁——基于电商企业规模扩张的思考[J].商业经济与管理,2015(2):12-17.
[2]雨人.棋至中场,阿里绞杀之下的“京东们”怎样插翅而飞[EB/OL].(2018-07-17)[2018-09-05]. https://mp.weixin.qq.com/s?__biz=MzA5MTAxMjEyMQ==&mid=2653516994&idx=1&sn=ebea86d4d211ee57634bc6ef3a1d2f16&chksm=8bdf39b4bca8b0a2587a853a 2e5959f57c1a2d8753b0758047e07c849d7f2de14c31dc2df953&mpshare=1&scene=1&srcid=0718Mhu4R899QHdYDf0zgs3u#rd.
[3](英)里基·格里芬.管理学[M]. 9版.北京:中国市场出版社,2016.
[4]张忆东.电商下半场拉开帷幕:从“双雄争霸”到一超多强[EB/OL].(2018-07-26)[2015-09-05]. https://www.gelonghui.com/p/195588.
[5]杜丹清.大数据时代的零售市场结构变迁——基于电商企业规模扩张的思考[J].商业经济与管理,2015(2):12-17.
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