爱代购电子商务战略IdaigouElectronicCommerceStrategy摘要紫光数码作为一家高速成长的分销型企业，已经意识到自身行业未来的前景并不乐观，需要调整新的战略方向，使紫光数码今后的发展更加稳健。面临互联网经济的新一轮浪潮，电子商务的战略方向成为新的选择。科学技术一直不断加速企业经营环境的变化，而互联网更将这个趋势提到了前所未有的高度，面对这些变化的企业如何制定战略？本文采用美国著名学者杰弗里·雷波特和伯纳德·杰沃斯基先生的《电子商务导论（第二版）》总结提出的电子商务战略分析四个基础结构和战略选择五个构成为分析的主结构，全面介绍和分析了清华紫光电子商务的战略选择过程。展示了理论架构对企业业务决策过程的重大作用。在宏观环境的分析中，除了对四大基础结构———技术基础、资本基础、媒体基础和公共政策基础全面分析，同时也就互联网的经营模式和电子商务的发展历史进行阐述，为“爱代购”网站的战略思路形成奠定外部环境基础。同时结合“爱代购”的具体战略，进一步进行市场机遇分析，确定“代购”模式的可行性和“代购”网站模式的竞争优势；进而全面确认“爱代购”网站的战略模式，包括经营模式的阐述、目标客户的确认和盈利模式的分析；并在此基础上确认“爱代购”战略的实施关键要素，包括客户界面的构成、市场交流和品牌创造的方案以及企业执行中各项要素保障。最终，希望通过战略制定的全面思考和执行保重，我们能够及时抓住的电子商务目前发展的良好的外部环境的契机，推动阳光采购，把“爱代购”打造成诚信的、负责任的、领先的电子商务网站，实现电子商务网购帝国的终极目标。关键词：电子商务战略ITAbstractAsadistributionenterprisewitharapidgrowth,UNISDigitalCo.,Ltdfindsoutthattheindustrialstructurethreatensitsprospectinthenear3to5yearstoacertaintyanditneedsanewstrategicorientationtoreinforceitslong-termdevelopment.ConfrontedwithanewroundoftheInterneteconomy,wemakee-commercestrategicorientationthenewchoice.Thescientifictechnologieshavebeenacceleratingthechangeofoperatingcircumstancesforanenterprise;meanwhile,theInternethaspushedthetrendtoanunprecedentedlevel.Howtoestablishstrategiesinfaceofchanges?With4basicstructuresofe-commercestrategicanalysisand5componentsofstrategicchoiceadoptedasitsmainanalysisframe,whicharesummedupandbroughtforwardbyJeffreyF.Rayport&BernardJ.Jaeorski,twofamousAmericanscholars,intheirbookIntroductiontoE-commerce,thisarticleintroducesandanalyzesthestrategicchoiceprocessofUNISe-commercebusiness,anddemonstratesacademicstructure’sgreatimportancetothedecision-makingprocessofanenterprise.Intheanalysisofthemacroenvironment,thearticleexpatiatesonthebusinessmodeloftheInternetandthehistoryofe-commercewhileroundlyanalyzingthe4basicstructures,namelytechnology,capital,media,andpublicpolicy,whichestablishexternalenvironmentfoundationforthebirthofiDaigou.comstrategicthought.Atthesametime,thisarticlefurtheranalyzesthemarketopportunitieslinkingwithiDaigou.commaterialstrategiestoensurethefeasibilityof“tobuyonsomebody’sbehalf”modelaswellasitscompetitiveadvantages,andthentoentirelyconfirmthestrategicmodelofiDaigou.comwebsite,includingtheexpatiationoftheoperationmodel,theconfirmationoftargetclientsandtheanalysisoftheprofitmodel,andbasedonwhichtoconfirmthekeyfactorsforiDaigou.comstrategicimplementation,consistingoftheuserinterface,themarketcommunication,thebrandcreationandtheguaranteeofallkeyelementsinenterpriseexecution.Finally,it’shopedthatweshouldholdtheturningpointofcurrente-commercedevelopmentwithafavorableexternalenvironmentthroughall-aroundconsiderationofstrategyformulationandassuringimplementation，pushtransparentpurchaseandmakeiDa...
