基于SCP范式的我国生鲜电商行业分析与建议

发布时间：2017-12-31 06:10

本文关键词：基于SCP范式的我国生鲜电商行业分析与建议　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着信息技术的发展和人们消费水平的提高,生鲜电商成为了电子商务的一个热点。无论是高速发展的市场规模和大量涌入的资本都表示这是一个潜力巨大的行业。本文将产业组织理论中的SCP范式运用到对生鲜电商行业的分析当中。其目的一在于希望能扩展产业组织理论在的运用范围。二是希望能通过研究分析生鲜电商行业的发展状况,企业行为,市场绩效等,找出阻碍行业发展的因素,并提出优化建议。主要观点有:(1)生鲜电商市场结构中行业集中度逐步加强,呈现寡头垄断型市场的趋势。产品差异度不高,垂直化差异度逐步加强。规模性较强,沉没成本较大以致进入壁垒增强。(2)在这样的情况下企业定价竞争激烈,产品差异化行为主要是以提升自身的垂直化水平为主。因为规模性和市场壁垒的存在,大企业逐步建立起领先地位,基于冷链物流和品牌渠道的合作行为开始萌发。(3)从我国生鲜电商行业的市场运行结果来看,生鲜电商的出现促进了有效竞争,但生鲜电商行业运行效率并不高。大多数企业还处于亏损,企业的规模性有待加强。(4)得出冷链物流成本过高、产品质量信息不完全、市场规模性不强是制约生鲜电商行业发展的主要因素。(5)并从微观、宏观两个角度提出了四个意见。宏观上希望国家能够促进冷链物流产业发展,促进农业标准化。微观上建议企业做好信息公开和品牌化工作,并与线下渠道和供应链展开多方面的开放性合作。
[Abstract]:In recent years, with the development of information technology and the improvement of people's consumption level, fresh electricity has become a hot topic in the electronic commerce. It is the rapid development of the market scale and the influx of capital have said this is a huge potential industry. In this paper, the theory of industrial organization in the SCP paradigm applied to the analysis of fresh electricity supplier industry. The purpose is to expand the scope of application to the theory of industrial organization. In two the hope through research and analysis of development status, fresh electricity supplier industry enterprise behavior, market performance, to find out the factors that hinder the development of the industry, and put forward optimized suggestions. The main points are: (1) the industry of fresh electricity market structure in the concentration gradually strengthened, showing an oligopoly market trend. Product differentiation is not high, the vertical difference gradually strengthened. The scale of strong, large sunk costs of entry barriers that increase Strong. (2) in this case enterprise pricing competition, product differentiation behavior is mainly to enhance the level of their vertical. Because of the size and market barriers, large enterprises gradually establish a leading position, cold chain logistics and brand channel cooperation based on the beginning of germination (3). From China's fresh electricity industry market operation results, appear fresh electricity supplier to promote the effective competition, but the efficiency of fresh electricity supplier industry is not high. Most enterprises are still at a loss, the scale of enterprises should be strengthened. (4) the cold chain logistics cost is too high, the quality of the products of incomplete information and the market size of strong is the main factors restricting the development of fresh electricity industry. (5) from the micro and macro perspective, two put forward four views. On the macro wants the state to promote the development of logistics industry in the cold chain, to promote agricultural standardization. The microcosmic construction Enterprises do well in the work of information disclosure and brand, and open cooperation with offline channels and supply chains.

【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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