摘要
中国是世界上重要的珠宝首饰生产地和消费国。近年来,随着国民经济的飞
速发展和居民可支配收入的不断提高,我国珠宝首饰行业呈现出了持续高速发展
的态势。2009年全国珠宝首饰销售总额达到2200亿元,2010年销售总额达到2500
亿元,同比增长13.64%,其中珠宝电子商务市场增长尤其迅猛。作为深圳六大支
柱产业之一的珠尘产业,占据全国珠宝市场份额的七成以上,稳坐中国珠宝市场
头把交椅。深圳梁氏珠尘发展有限公司成立之初,主要是为周大福、周生生等知
名珠宝品牌做代工生产。在发展过程中,公司逐渐掌握了珠尘生产、设计的核心
技术,熟悉了珠宝原料采购和成品销售渠道,培养了一批珠尘生产、设计、管理、
销售人才,从而创立了自主品牌“鹏宇珠宝”。为顺应电子商务经济发展浪潮,进
一步拓宽珠尘销售渠道,扩大品牌知名度,公司决定开展电子商务业务
本文以梁氏公司为研究目标,综合运用PEST、SW0T、波特五力模型等管理分
析工具,详细分析了电子商务发展规律、珠尘行业特点、梁氏公司自身竞争优势,
研究制定了公司电子商务经营战略规划和实施策略。文章首先阐述了电子商务的
发展历程、传统商务模式与电子商务模式的优劣势比较。运用PEST、波特五力模
型等工具,系统分析了公司的外部市场环境。其次,对珠宝首饰消费市场结构和
消费结构构成进行了详细分析。然后,文章对珠尘行业电子商务发展路径和主要
运营模式进行了系统研究。最后两章,文章重点对梁氏珠宝公司的核心竞争力进
行了研究,运用SWOT战略分析工具系统分析公司整体发展战略布局,设计出了公
司电子商务战略规划体系,指明了公司电子商务战略实施的重点环节,制定了具
体实施步骤和实施方案。在论文研究和撰写过程中主要采取了定性分析法、定量
分析法、文献研究法、实证访谈法等研究方法,并制作了 “珠尘首饰消费问卷调
查表” 150份,在深圳水贝珠尘首饰产业园进行了发放和回收,获得了较为准确和
详细的第一手调查资料
本文经过系统研究和分析,帮助梁氏珠尘公司制定出了一整套符合实际的电
子商务经营战略规划,具有较强的可操作性。同时,对中小型珠尘企业科学客观
分析自身竞争优势,借助电子商务模式增强竞争优势,拓宽经营渠道,进行了 一
定探索,具有-定的理论和实践参考价值
主题词:电子商务战略梁氏珠尘首饰
Abstract
China is an important jewellery production and consumption country in the world. In
recent years, along with the rapid development of national economy and increase of
disposable income of the residents, jewellery industry in China has seen a continuous rapid
development. In 2009,total sales of jewellery in the country reached 220 billion Yuan and
250 billion Yuan in 2010,at a YOY growth rate of 13.64%. Among this, the growth of
E-Business market of jewellery is especially drastic. As one of the six major pillar
industries of Shenzhen, jewellery industry in Shenzhen accounts for over 70% of the
jewellery market of the country with stable dominance over China's jewellery market.
Shenzhen Liang's Jewelry Making Ltd. in its early years had businesses mainly as
commissioned processing for well-known jewellery brands such as Chow Tai Fook,Chow
Sang Sang and etc. With its development, the company gradually grasped the core
technologies of jewellery production and design, and understood the raw material
procurement and finished product sales channels of jewellery, trained a group of talents in
jewellery production, design, management and sales and created its own brand “Yongheng
Jewellery. To align with the trend of E-Business economic development, further expand
the jewellery sales channels, and to enhance reputation of the brand, the company decides to
develop in the E-Business.
Subject of research in this paper is the Liang's Jewelry Making Ltd. Management
analysis tools including PEST, SWOT and Porter's Five Forces models are
comprehensively used and E-Business development rules, characteristics of the jewellery
industry, own competitive advantages of the Liang's Jewelry Making Ltd. are analyzed in
detail and the company's E-Business strategic plan and implementation strategies of the
company are researched into and formulated. The paper first describes the development
history of E-Business, and compares the advantages and disadvantages of conventional
business models and E-Business models, using PEST, Porter's Five Forces and other tools,
systematically analyzing the external market environment of the company. This is followed
by a detailed analysis of the consumer market structure and consumption structure of
jewellery and a systematic analysis of E-Business development path and key operation
models of the jewellery industry. Focus of the last two chapters is on the general core
competitiveness of Liang's Jewelry Making Ltd., using SWOT strategic analysis too! to
systematically analyze the company's overall development strategies, design the company's
E-Business strategic plan system, indicate key points in the process of implementation of
E-Business at the company and to formulate specific implementation steps and plans. In the
research and preparation of the paper, qualitative analysis, quantitative analysis, literature
review, empirical research and interview and other research method were used; 150 copies
of Survey Questionnaire on Jewellery Consumers were produced, issued and collected at
the Shenzhen Jewellery Industry Park - Shuibei Jewellery Industry Park which offered
rather accurate and detailed first-hand research materials.
Through systematic analysis and research, the paper helps Liang's Jewelry Making Ltd.
to formulate a set of practical E-Business strategic plans that are highly operable.
Meanwhile, it provides certain theoretical and practical reference value in the exploration
for reaching objective analysis of competitive advantages of small to medium jewellery
enterprise, and to use the E-Business model to strengthen such competitive advantages and
to expand their business channels.
Key words: E-Business;strategy; Liang's Jewelry Making Ltd; Jewellery
第1章绪论
1.1选题的背景
近年来,在国民经济飞速发展和居民收入稳步提高同时,我国珠^^首饰行业呈
现了高速发展的态势。中国珠宝玉石首饰行业协会的统计数据显示,我国珠Ik市
场正以每年25%的速度增长,2011年国内珠:i行业销售总额超过3000亿元,成为
全球增长最快的珠宝市场。深圳是我国重要的珠i产业基地,珠虫年制造加工总
值约8 0 0多亿元人民币,占据全国珠尖市场七成以上。虽然我国珠主市场整体
发展处于上升通道,但由于长期依托欧美等外部市场,珠虫行业的品牌意识普遍
不强,且大部分为中小型珠^]^加工企业,市场散、乱、小等问题突出。欧美金融
危机爆发以来,随着外销订单急剧下降,深圳许多中小珠i加工企业经营举步维
艰,甚至濒临破产边缘。部分珠企业为突破发展僵局,纷纷将目光转向了电子
商务领域,希望利用电子商务优势拓宽销售渠道、提升品牌美誉度,进一步拓展发
展空间,赢得发展先机
上世纪九十年代末,中国陆续推出了中国商品订货电子系统、中国商品电子交
易中心、虚拟“广交会”等大型电子商务项目,从此走入了电子商务时代。随着
8848网上超市等电子购物商场的出现,中国电子商务7T始进入快速发展通道,中
国电子商务经济由此全面提速。据统计,目前全国各类商业网站共有5万余家,
现在每天都有各类网上商城、网上商店、网上专卖店等诞生,网上拍卖更是屡见
不鲜。电子商务也从北京、上海、深圳等极少数一线城市卩T始逐步向中西部大中
城市发展,成为拉动东西部经济同步发展的重要手段。据有关部门统计,2000年
中国大陆网上交易额达4000万美元,2003年达38亿美元。中国互联网数据中心
发布的报告称,2010年,中国互联网有效受众规模突破3. 8亿,全年电子商务交
揚额约4. 7万亿元人民币,同比增长33.5%。目前,我国电子商务已经进入大规模
发展、应用和运营的阶段,无论是B2B企业电子商务,还是个人电子商务,新模
式、新平台、新特征层出不穷。中国电子商务研究中心预测:未来5至10年,我
国电子商务整体水平将有望继续高速发展并领先世界。