傳統消費電子分銷行業向互聯網分銷平台轉型之研究─以A公司為例

Abstract

傳統消費電子分銷行業雖然只有40多年發展歷史，但是這一時期科技高速發展，各種消費電子產品快速反覆運算和創新，為行業注入了持續的活力和繁榮。然而，面對越來越高的互聯網普及率，以及外部競爭在加遽、客戶需求在變化、內部管理成本在持續上升的多重壓力下，傳統消費電子分銷行業的企業為了長期的可持續發展，擁抱互聯網分銷已經勢在必行。 本文以傳統消費電子分銷領軍企業A公司為研究物件，通過文獻研究、理論探索、案例分析和問卷調查等多種研究方法，對於A公司的發展歷程、結構與特點、遇到的問題與挑戰等深入研究，並詳細論述了A公司的互聯網分銷平台調研、定位、分工、模組搭建，以及上線後運營效果評估等，從而總結了轉型過程中的經驗和啟示。 論文主要得出了以下結論：1.A公司從傳統消費電子分銷行業向互聯網分銷平台轉型是必要的，方案也具有可行性，其戰略決策對行業內外的傳統企業轉型具有積極的示範效應。2.從發展趨勢來看，傳統公司長期發展需要實現網路協同和資料智慧，而要實現這兩個目標，互聯網技術是實現數位化轉型的關鍵，互聯網作為一門成熟的技術，能夠有效賦能傳統公司實現數位化，為客戶提供更為便捷高效的服務。當然傳統公司在實施互聯網化轉型戰略之前，要做好充分調研，做好頂層設計，減少戰略的頻繁變動，避免造成更多的沉沒成本。 本文從多個維度交叉驗證研究，將傳統消費電子分銷企業向互聯網分銷平台的轉型過程中，遇到的問題深入破解分析，提煉出一套對於更多傳統企業有參考價值的策略與結論，可以為不同的在向互聯網平台轉型過程中的傳統企業，提供更多的借鑒與啟示，有助於實現更廣泛的社會價值。

There are only over 40 years of history for the traditional consumer electronics distribution industry, but all kinds of consumer electronics have provided sustainable energy and prosperity for the industry with quick iteration and innovation during the rapid development of technology in this period. However, under such pressures as higher and higher Internet penetration rates, accelerating external competitiveness and the increasing cost for customer needs in the perspective of change and internal management, enterprises in the industry of traditional consumer electronics distribution are imperative to take the Internet distribution for their long-term sustainable development. With the leading enterprise in traditional consumer electronics distribution, Company A, as a study object, the thesis conducts profound research on the development progress, structure and features, problems and challenges faced by the company through multiple research methods including literature review, theoretical exploration, case analysis, and questionnaire surveys. Besides, the thesis also has a specific introduction on Company A’s Internet distribution platform research, positioning, division of labor, module construction, as well as its operation effect assessment after launching, to conclude the experience and lesson during the transformation. The thesis draws the following conclusions: (1) it is vital for the company to transform from the traditional consumer electronics distribution industry to the Internet distribution platform; and the proposal is feasible. Its strategic decision plays a positive demonstration effect for the transformation of traditional enterprises within and outside the industry. (2) Seen from the development trend, a traditional company’s long-term development would need to achieve network collaboration and data intelligence. To fulfill these two goals, Internet technology is the key point to achieving the digitalization transformation. As a full-fledged technology, the Internet can effectively empower traditional companies to achieve digitalization, thereby providing more efficient and convenient service for customers. Certainly, traditional companies should conduct the full research and the top-level design before implementing the Internet transformation strategy to reduce the frequent changes of strategy and avoid higher sunk costs. This thesis has cross-validation research from multiple dimensions to have in-depth cracking analysis for the problems met by the traditional consumer electronics distribution enterprises during their transformation to Internet distribution platforms. It is also refined with a set of strategies and conclusions that is referable by much more traditional enterprises. As a result, the thesis could provide many more references and enlightenments for different traditional enterprises during their transformation to the Internet platform, ultimately contributing to greater social value.