摘 要
这两年，电商巨头们不断地在进行价格战的角逐。这意味着，电商曾经的目标市场已经接近饱和，亟待新的市场需求来满足现在大体量的电子商务。正是在这个时候，农村电商重出江湖，各大电商巨头纷纷下乡刷墙、宣传造势。而作为中国自营式网络零售商的零售商，京东也在开拓自己的农村电商之路。
本文研究得出了京东商城的核心竞争力、优劣势、外部机会和威胁，并定位和选择了京东商城的竞争战略。第一章，绪论。首先提出了京东商城在农村市场的发展战略的背景及意义。其次，介绍了本论文的研究内容、研究方法。第二章，相关基础理论。介绍本文研究需要运用的一些理论。第三章，京东发展农村市场的现状及问题分析。运用模型分析、波特竞争五力模型分析京东发展农村市场所面临的机会与威胁。其次，对京东商城在中国电子商务市场的市场势力进行了分析，其中包括与主要竞争对手的比较分析及竞争态势分析。第四章，影响京东发展农村市场的因素。第五章，京东发展农村市场战略的选择与实施。根据京东的愿景与战略目标，分析研究京东实施的战略。第六章，总结；对本文进行全面的总结，对于农民的价值管理需要多维度整合，发掘农民的潜在价值，并进行有效的客户价值管理，以此来带动并提升农村发展。
关键词：农村市场；电子商务；战略管理
ABSTRACT
This year, the electricity supplier giants continue to price wars during the race. This means that the electricity supplier once the target market is close to saturation, urgent need to meet new market demands and now the general volume of e-commerce. It was at this time, came back to the rural electricity providers, the major electricity supplier giants countryside whitewashing, campaign trail. As retailers Chinese import network retailer Jingdong also open up their electricity supplier rural road.
This paper obtained the core competitiveness of Jingdong Mall, strengths and weaknesses, external opportunities and threats, and to locate and select the competitive strategy Jingdong Mall. Chapter One Introduction. First proposed the background and significance of Jingdong Mall in the rural market development strategy. Secondly, the research content, research methods of this paper. The second chapter, the basic theory. This article describes some theoretical studies need to use the. Chapter III, Status and Problems of Development of Rural Jingdong Market. The use of model analysis, Porter’s five forces model analysis Jingdong development opportunities and threats faced by the rural market. Secondly, Jingdong Mall market forces in China e-commerce market is analyzed, including the comparative analysis of the competitive situation and the main competitor analysis. Chapter IV, Jingdong factors influence the development of the rural market. Chapter V, Jingdong development of the rural market strategy selection and implementation. According to Jingdong vision and strategic goals, strategic analysis Jingdong implementation. Chapter VI, summary; comprehensive summary of this paper, the farmer needs to manage the value of multi-dimensional integration, to explore the potential value of farmers and effective customer value management, in order to promote and enhance rural development.
KEY WORDS：rural market; rural economy; new farmers
目 录
2.1 电子商务与农村经济的发展……………………………… 8
2.1.1 农村电子商务发展……………………………….. 8
2.1.2 电子商务给农村带来的新变化………………………. 8
2.2 农村电子商务特征…………………………………….. 9
2.2.1 涉农电子商务爆发式增长的多重驱动力……………….. 9
2.2.2 从政府主导到多元推动…………………………… 10
2.3 战略管理理论……………………………………….. 10
3京东发展农村市场的现状及问题分析…………………………… 14
3.1京东发展农村市场机会分析…………………………….. 14
3.1.1 国家与地方政府政策支持…………………………. 14
3.1.2网络购物规模急剧增加……………………………. 15
3.1.3移动电子商务兴起……………………………….. 16
3.1.4京东商城品牌影响力提升………………………….. 17
3.2京东发展农村市场威胁分析…………………………….. 19
3.2.1电商企业规模增加……………………………….. 19
3.2.2客户讨价还价能力增强……………………………. 19
3.2.3电子支付安全问题突出……………………………. 20
3.4京东发展农村市场存在的问题…………………………… 22
3.4.1无法完成实体门店的体验………………………….. 22
3.4.3商业模式缺乏创新……………………………….. 23
3.4.4追求规模后续乏力……………………………….. 23
4影响京东发展农村市场的因素………………………………… 24
4.3全球经济不稳定性和国内经济不确定性……………………. 24
4.4互联网购物商品价格的可对比性…………………………. 25
5完善京东发展农村市场的建议………………………………… 26
5.1 积极配合政府进行基础设施建设…………………………. 26
5.2 主动排查假货净化平台………………………………… 26
5.3“农村京东”平台帮助农产品创建品牌…………………….. 27
5.4 发挥主观能力推动发展………………………………… 28
