在世界全球化的时代，人已经无法离开互联网生活，印度尼西亚人也不例 外。 通过互联网和电子商务，人们的生活变得越来越容易。目前，印尼的电子 商务增势迅猛。人口众多、年龄低、 人口数量增加、中阶购买能力越来越大， 以及政府对电子商务发展的支持等因素推动了电子商务的增长。印尼电子商务 这一巨大市场吸引了很多投资者在印尼做生意，包括 京东。京东是世界上最大 的电子商务公司之一，以JD.ID的形式进入印尼市场。 本文章阐述了印尼电子商务的发展，以及目前印尼的电子商务状况，深入 分析了印尼电子商务的客户、类型、产品、支付和快递方式。通过行业分析对 印度尼西亚的政治、经济、社会和技术因素进行分析。本文首先对印尼电子商 务进行了分析。其次， 用五力分析京东在印尼进行产品、推广、支付、配送等 战略。然后，通过SWOT分析，阐述印尼电子商务发展的实力、劣势、机遇和 劣势，并提出了改进京东业务在印尼的策略建议。 本研究采用描述性定性，目的是让人们对印尼电子商务现状有一个更好的 了解，并使得京东在印尼发展，成功进入印尼市场。 关键词：印度尼西亚,电子商务，战略，SWOT分析，PEST分析，五力分析 III ABSTRACT In the globalization, internet can’t separate from human being life, including Indonesia people. By internet and e-commerce, people’s life is getting easier. Currently, Indonesia e-commerce growth is very fast. Big number of population, young age’s population, increasing number of the middle class power to buying, government support for e-commerce development become several push factor e- commerce growth. Big market Indonesia e-commerce attracts a lot investor to do business in Indonesia, including JD. JD is one of the biggest e-commerce company in the world enter Indonesia market by JD.ID. Firstly, this thesis analyzes Indonesia e-commerce. It is about Indonesia e- commerce development by the time, and current Indonesia e-commerce condition, deep analyze Indonesia e-commerce’s customer, type of e-commerce, product, payment and delivery. By PEST analysis analyze politic, economy, social and technology factor in Indonesia. Secondly, it analyzes Jingdong strategy in Indonesia by product, promotion, payment, delivery with five Porter analysis tools. Then, through SWOT analysis, find strength, weakness, opportunity and weakness JD.ID operation in Indonesia and advice some strategy suggestions are put forward to improve JD.ID business. This study uses descriptive qualitative aims people have better understanding of Indonesia e-commerce condition, improve JD.ID performance in Indonesia, and become reference e-commerce Company who will enter Indonesia market. KEY WORDS: Indonesia e-commerce, E-commerce Strategy, SWOT analysis, PEST analysis, Porter’s Five Force analysis 目 录 摘要 ............................................................................................................................ I ABSTRACT ................................................................................................................. III 第1章 绪论 ................................................................................................................... 1 1.1 研究背景 .......................................................................................................... 1 1.2 研究目的和意义 .............................................................................................. 5 1.2.1 研究目的 ............................................................................................... 5 1.2.2 研究意义 ............................................................................................... 6 1.3 研究内容和方法 .............................................................................................. 6 1.3.1 研究方法 ............................................................................................... 6 1.3.2 研究内容 ............................................................................................... 7 1.3.3技术路线图 ........................................................................................... 8 第2章 相关理论及文献综述 ....................................................................................... 9 2.1 相关理论 .......................................................................................................... 9 2.1.1 电子商务 ............................................................................................... 9 2.1.2 行业分析 ............................................................................................. 10 2.1.3 波特五力分析 ..................................................................................... 11 2.1.4 SWOT分析 ......................................................................................... 12 2.2 文献综述 ........................................................................................................ 13 2.2.1 电子商务市场进入战略相关研究 ..................................................... 13 2.2.2 印尼电子商务相关研究 ..................................................................... 14 2.2.3 京东商城相关研究 ............................................................................. 14 第3章 印尼电子商务市场分析 ................................................................................. 17 3.1 印尼电子商务市场的发展 ............................................................................ 17 3.2 印尼电子商务市场的现状 ............................................................................ 18 3.2.1 印尼客户 ............................................................................................. 18 3.2.2 网上商店 ............................................................................................. 27 3.2.3 产品 ..................................................................................................... 27 3.2.4 付款 ..................................................................................................... 29 3.2.5 快递 ..................................................................................................... 30 3.3 宏观环境分析 ................................................................................................ 32 3.3.1 政策与法律环境分析 ......................................................................... 32 3.3.2 经济环境分析 ..................................................................................... 33 3.3.3 社会人文因素 ..................................................................................... 35 3.3.4 技术环境分析 ..................................................................................... 36 3.3.5 小结 ..................................................................................................... 39 第4章 京东进入印尼电子商务市场分析 ................................................................. 41 4.1 JD.ID的简介 ................................................................................................. 41 4.2 京东商城在印度尼西亚战略 ........................................................................ 42 4.2.1 产品销售 ............................................................................................. 42 4.2.2 促销活动 ............................................................................................. 44 4.2.3 付款 ..................................................................................................... 47 4.2.4 快递 ..................................................................................................... 48 4.3 五力分析 ........................................................................................................ 50 4.3.1 新进入者的威胁 ................................................................................. 50 4.3.2 供应商的议价能力 ............................................................................. 51 4.3.3 购买者的议价能力 ............................................................................. 52 4.3.4 替代品的威胁 ..................................................................................... 53 4.3.5 同业竞争者的竞争程度 ..................................................................... 55 4.3.6 小结 ................................