本科论文摘 要伴随着互联网经济的不断发展，电子商务行业也随之蒸蒸日上，人们的消费行为和消费方式在不知不觉中已然发生了转变，网络购物成为了引领时代的潮流。而随着电商的飞速发展，市场同质化现象越来越严重，电商企业在此严峻的市场环境下，有必要选择实施合适且正确的竞争战略，以保障其长远发展。本文以京东商城为例，结合现有文献和资料，从当前电子商务市场环境、行业环境以及内外部行业竞争环境等方面分析京东商城所要面临的激烈竞争环境，从而了解京东商城在各种环境下所受到的影响，对此进行总结。研究京东商城在同质化市场环境下所采取的差异化战略，提出差异化战略实施的三个方面，优化供应链系统、持续发展自建物流体系、强化“以人为本”理念，并在此基础上提出一些自己的建议，为电商企业能够更好地生存发展提供力量。研究结论表明，京东商城想要稳住现有市场份额，立足长远发展，采取差异化战略是非常有必要的。针对实施差异化战略提出两点建议，一是创新商业发模式，瞄准市场发展新趋势，向 C2B 模式转型。二是要提高电商价值链环节协同效率，以求在同质化市场下脱颖而出。关键词：京东商城；差异化战略；SWOT 分析本科论文AbstractWith the continuous development of the Internet economy, the e-commerce industry is also on the rise. People's consumption behaviors and consumption patterns have changed unconsciously, and online shopping has become the trend that leads the times.With the rapid development of e-commerce, the homogenization of the market is becoming more and more serious. In this severe market environment, it is necessary for e-commerce enterprises to choose and implement appropriate and correct competitive strategies to ensure their long-term development.This article takes Jingdong Mall as an example, combined with existing literature and materials, this paper analyzes the fierce competitive environment Jingdong Mall is facing from the current e-commerce market environment, industry environment and internal and external industry competition environment, so as to understand the impact of jingdon...
