网络零售企业竞争优势驱动因素研究

A Study on Driving Factors of Competitive Advantage in On-line Retail Enterprises

中文关键词:  网络零售  竞争优势  竞争能力  京东商城

英文关键词:on-line retail  competitive advantage  competitiveness  Jingdong Mall (JD.com)

中文摘要:

      通过对京东商城的案例研究，剖析了网络零售企业竞争优势的形成机理。研究认为，网络零售企业竞争优势的驱动因素，体现在采销、配送两大主体业务流程，以及企业的客服系统、技术研发、财务管理、人力资源管理等所构成的支持性活动上。京东商城的竞争优势，源于“战略性投资—价值链效率—顾客价值—竞争优势”的模式。

英文摘要:

      Based on the case study of Jingdong Mall, this paper analyzes the formation mechanism of competitive advantage in on-line retail enterprises. This paper suggests that the driving factors of competitive advantage in on-line retail enterprises lie in the procurement-marketing process and distribution process, as well as in the support activities including customer service system, R & D, financial management, and human resources management. Jingdong Malls competitive advantage stems from the mode of “strategic investment, value chain efficiency, customer value, and competitive advantage”.