京东战略分析与相关策略2012级二本会计（2）班成程目录目录...........................................................................................................................................2一、企业概况...........................................................................................................................4二、战略分析...........................................................................................................................5（一）企业外部环境分析（PEST）...................................................................................51.1政治因素：.................................................................................................................51.2经济环境因素.............................................................................................................51.3社会环境因素.............................................................................................................51.4技术因素.....................................................................................................................6（二）企业部环境分析.......................................................................................................62.1物流.............................................................................................................................62.2人力.............................................................................................................................62.3科技创新和技术研发能力分析.................................................................................62.4营销能力分析.............................................................................................................62.5仓储能力、物流配送能力分析.................................................................................72.6服务创新能力分析.....................................................................................................8（三）SWOT分析..................................................................................................................8三、总体战略.........................................................................................................................8（1）一体化战略.................................................................................................................8（2）密集型战略.................................................................................................................9四、战略实施...........................................................................................................................9（一）公司展略与企业文化...............................................................................................91、经营理念.....................................................................................................................92、使命.............................................................................................................................93、发展理念.....................................................................................................................94、权利类型.....................................................................................................................9（二）战略实施.............................................................................
