中国经济已经迈入注重内涵发展的新阶段，对企业的发展质量也提出了更高 的要求。企业要实现高质量、可持续地发展，就必须根据外部环境的变化，制定 清晰的发展战略。近年来，南京邮政加快开发农村电商市场，提升市场竞争力。 但是随着苏宁、京东等电商企业纷纷开拓农村市场，竞争日趋激烈，因此如何发 展农村电商业务，打造南京邮政新的增长极具有重要的现实意义。 南京邮政拥有丰富的实体资源，在农村电商领域经验较欠缺，近年来虽然在 此方面投入巨大，但盈利状况较不理想，这与其战略制定和执行不无关系。本文 以南京邮政农村电商为研究对象，从农村电商发展现状入手，深入分析南京邮政 农村电商业务发展情况，基于 PEST 理论分析南京邮政农村电商发展所处的宏观 环境、利用波特五力模型、外部因素评价矩阵剖析南京邮政农村电商面临的外部 竞争环境，通过内部因素评价矩阵、资源能力分析等，对企业内外部环境进行了 分析，运用 SWOT 矩阵和 QSPM 矩阵确立了南京邮政农村电商业务竞争战略为 差异化竞争战略，进而制定实施方案和保障措施。 本文分析结论为南京邮政加快农村电商业务发展、提升业务市场竞争力提供 了一定的理论基础和发展建议，并制定差异化产品体系、运营体系的方案设计， 进一步助力企业经营发展，也为其他企业在农村电商领域发展提供一定参考。 关键词：南京邮政 农村电商 竞争战略II RESEARCH ON THE COMPETITIVE STRATEGY OF NANJING POST RURAL E-COMMERCE BUSINESS Abstract China's economy has entered a new stage of paying attention to the development of connotation, and has put forward higher requirements for the development quality of enterprises.In order to achieve high quality and sustainable development, enterprises must formulate clear development strategies according to the changes of external environment. In recent years, Nanjing Post has accelerated the development of rural e-commerce market to enhance market competitiveness. However, with Suning, Jingdong and other e-commerce enterprises exploring the rural market one after another, the competition is becoming increasingly fierce. Therefore,it has great practice significance how to develop rural e-commerce business and build a new growth of Nanjing Post. Nanjing Post has abundant physical resources but lacks experience in the field of rural e-commerce. Although it has invested a lot in this field in recent years, its profitability is not ideal, which is related to its strategy formulation and implementation. This paper takes Nanjing Post's rural e-commerce as the research object, Nanjing Post has abundant physical resources and lacks experience in the field of rural e-commerce. Although it has invested tremendously in this field in recent years, its profitability is relatively unsatisfactory, which is related to its strategy formulation and implementation. This paper takes the rural e-commerce of Nanjing Post as the research object, starts with the current situation of rural e-commerce development, deeply analyses the development of rural e-commerce business of Nanjing Post, analyses the macro-environment of rural e-commerce development of Nanjing Post based on PEST theory, uses Porter's five-force model and external factor evaluation matrix to analyze the external competitive environment faced by rural e-commerce of Nanjing Post, and through internal factors. The evaluation matrix, resource capability analysis and so on are used to analyze the internal and external environment of the enterprise. The competitive strategy of rural e-commerce businessIII of Nanjing Post is established as the differential competitive strategy by using SWOT matrix and QSPM matrix, and then the implementation plan and safeguard measures are formulated. This analysis and conclusion provides the theoretical basis and suggestions for Nanjing Post's rural e-commerce business to gain competitive advantage and sustained and steady development, and puts forward the scheme design of differentiated product system and operation system to help the development of enterprises, and also provides some reference for the development of similar enterprises in the field of rural e-commerce. Keywords: Nanjing Post ,Rural E-commerce Business, competitive strategyIV 目 录 中文摘要......................................................................................................I Abstract......................................................................................................Ⅱ 第一章 绪论..............................................................................................1 1.1 研究背景和意义..............................................................................................1 1.1.1 研究背景....................................................................................................1 1.1.2 研究意义....................................................................................................2 1.2 研究内容和方法..............................................................................................2 1.2.1 研究内容....................................................................................................2 1.2.2 研究方法....................................................................................................3 1.3 研究框架和技术路线......................................................................................3 1.3.1 研究框架....................................................................................................3 1.3.2 技术路线....................................................................................................4 第二章 相关概念与理论基础.................................................................6 2.1 概念界定..........................................................................................................6 2.1.1 农村电商....................................................................................................6 2.1.2 农村电商模式............................................................................................7 2.1.3 邮政农村电商............................................................................................8 2.2 理论基础..........................................................................................................9 2.2.1 竞争优势理论............................................................................................9 2.2.2 核心竞争力理论......................................................................................10 2.2.3 差异化竞争理论......................................................................................10 2.3 企业战略管理分析工具................................................................................10 2.3.1 分析企业环境的工具..............................................................................10V 2.3.2 制定和决策企业竞争战略的方法与工具..............................................11 第三章 南京邮政农村电商业务外部环境分析.....................................12 3.1 PEST 分析.......................................................................................................12 3.1.1 政治环境分析..........................................................................................12 3.1.2 经济环境分析..........................................................................................12 3.1.3 社会环境分析..........................................................................................13 3.1.4 技术环境分析..........................................................................................14 3.1.5 宏观环境分析小结..................................................................................15 3.2 五力模型分析................................................................................................15 3.2.1 行业内现有竞争者的竞争能力..............................................................16 3.2.2 潜在竞争者进入的能力..........................................................................17 3.2.3 替代品的替代能力..................................................................................17 3.2.4 供应商的讨价还价能力..........................................................................18 3.2.5 农村市场购买者的讨价还价能力..........................................................18 3.2.6 行业环境分析小结..................................................................................18 3.3 外部因素评价矩阵（EFE）.........................................................................18 第四章 南京邮政农村电商业务内部环境分析...................................20 4.1 南京邮政农村电商发展情况简介................................................................20 4.1.1 发展背景..................................................................................................20 4.1.2 业务简介..................................................................................................21 4.2 资源和能力分析............................................................................................22 4.2.1 网络资源分析..........................................................................................22 4.2.2 能力分析..................................................................................................23 4.3 存在的问题分析............................................................................................26 4.3.1 调查问卷分析..........................................................................................26 4.3.2 访谈结果分析..........................................................................................28VI 4.4 内部因素评价矩阵（IFE）..........................................................................31 第五章 南京邮政农村电商业务战略分析与选择...............................33 5.1 SWOT 模型分析.............................................................................................33 5.2 南京邮政农村电商业务竞争战略选择........................................................35 5.3 南京邮政农村电商业务竞争战略总体思路................................................38 5.3.1 发展目标...................................................................................................38 5.3.2 发展模式...................................................................................................38 第六章 南京邮政农村电商业务竞争战略实施...................................40 6.1 差异化竞争战略的实施方案........................................................................40 6.1.1 建立差异化商业模式..............................................................................40 6.1.2 建立差异化产品体系..............................................................................42 6.1.3 建立差异化运营体系..............................................................................43 6.2 实施难点........................................................................................................45 6.2.1 农产品的非标准化为农产品进城带来一定难度..................................45 6.2.2 邮政单一某类产品的竞争能力与同行业相比仍有一定差距..............46 6.2.3 体制机制障碍短期内仍会成为制约发展的因素..................................46 6.3 南京邮政农村电商竞争战略实施保障........................................................46 6.3.1 品牌宣传保障措施..................................................................................46 6.3.2 物流体系建设保障措施..........................................................................47 6.3.3 产品体系建设保障措施..........................................................................47 6.3.4 人力资源保障措施..................................................................................48 6.3.5 信息化支撑保障措施..............................................................................49 6.3.6 专业联动保障措施..................................................................................49 第七章 结论与展望............................................................................... 50 7.1 主要结论........................................................................................................50 7.2 研究展望........................................................................................................50VII