中文摘要
近几年我国电子商务市场蓬勃发展的同时也带动了各个相关行业的发展，这其
中就包括电子商务服务业，电子商务服务业是指在电子商务活动中提供例如店铺运
营、电商策划、线上推广等服务的行业。作为传统企业与电子商务之间的桥梁，电
子商务服务业也越来越受到关注，进入这个行业的企业越来越多，电子商务服务企
业的竞争日趋激烈。Y电子商务公司是一家专注于新媒体互联网营销的电子商务服
务企业，成立于2012年，是内蒙古地区新媒体互联网行业的领导者。Y电子商务公
司的业务随着社会和互联网技术的发展，也在不停的做着调整，积极拓宽业务范围，
以此来应对外部变化。随着电子商务发展进程的加快，Y电子商务公司在发展过程
中自身出现了很多问题，核心竞争力不足，对于企业下一步的发展没有明确的规划，
面对竞争激烈的市场环境，Y电子商务公司需要制定清晰地战略以抓住电子商务发
展的红利来扩大自身的发展。
通过PEST工具、波特五力分析模型对Y电子商务公司所处宏观环境、行业竞
争环境进行分析，再对Y电子商务公司进行内部资源和能力分析，梳理出影响企业
发展的关键要素，将这些要素集成在SWOT矩阵进行总体评估，进行发展战略的选
择与规划，根据分析得出Y电子商务公司应采取多元化战略和密集型战略。在竞争
激烈的环境中，Y电子商务公司需要牢牢把握自身的优势，做好产品研发、努力开
拓新市场、加强市场营销、建设完善企业内部管理制度和企业文化、加快推进品牌
建设、拓宽人才引进渠道以及做好客户关系管理等一系列工作，让企业健康、可持
续的发展。
电子商务行业正处于高速发展期，此次研究，可以让Y电子商务公司对发展方
向有一定的规划，也可以为国内其他中小型电子商务服务企业的发展战略规划提供
一定的参考。
关键词：电子商务服务业；发展战略；SWOT分析模型；战略保障措施

ABSTRACT
In recent years, the vigorous development of China's e-commerce
market has also driven the development of various related industries,
including e-commerce service industry. E-commerce service industry refers
to the industry that provides services such as store operation, e-commerce
planning, online promotion and so on in e-commerce activities. As a bridge
between traditional enterprises and e-commerce, e-commerce service
industry has attracted more and more attention. More and more enterprises
enter this industry, and the competition of e-commerce service enterprises is
becoming increasingly fierce. Y e-commerce company is an e-commerce
service enterprise focusing on new media internet marketing and a leader in
the new media Internet industry in Inner Mongolia, established in 2012. At
present, it is an enterprise . With the development of society and Internet
technology, the business of Y e-commerce company is constantly adjusting
and actively expanding its business scope to deal with external changes.
With the acceleration of the development process of e-commerce, Y
e-commerce company has many problems in the development process, lack
of core competitiveness, and there is no clear plan for the next development
of the enterprise. In the face of the highly competitive market environment,
Y e-commerce company needs to formulate a clear strategy to seize the
dividend of e-commerce development to expand its own development.

Through Pest tool and Porter's five forces analysis model, this paper
analyzes the macro environment and industry competition environment of Y
e-commerce company, then analyzes the internal resources and capabilities
of Y e-commerce company, sorts out the key elements affecting the
development of the enterprise, integrates these elements into the SWOT
matrix for overall evaluation, and selects and plans the development strategy,
According to the analysis, Y e-commerce company should adopt diversified
strategy and intensive strategy. In the highly competitive environment, Y
e-commerce company needs to firmly grasp its own advantages, do a good
job in product research and development, strive to explore new markets,
strengthen marketing, build and improve the internal management system
and corporate culture, accelerate brand construction, broaden the channels
for talent introduction and do a good job in customer relationship
management, so as to make the enterprise develop healthily and sustainably.
The e-commerce industry is in a period of rapid development. This
research can not only make y e-commerce company have a certain plan for
the development direction, but also provide a certain reference for other
domestic small and medium-sized e-commerce service enterprises in the
design of development strategic planning.
Key Words: E-commerce agent service industry, development strategy,
SWOT analysis model, strategic safeguard measure
。。。以下略