基于有货商城的电子商务企业动态能力分析

Analysis of Dynamic Capability of Electronic Commercial Enterprise Based on Shopping Malls

在经济一体化进程不断加快、信息技术发展突飞猛进、市场环境变幻莫测、产品生命周期急剧缩短、行业竞争日益激烈的背景下,许多企业纷纷推行电子商务变革,以期带来很多传统企业所不具备的竞争优势。在这种"超竞争"的大背景下,应对高度动态变化的竞争环境的有效方式就是培养电子商务企业的动态能力。以有货商城作为研究对象,对其电子商务动态能力进行分析,重点分析其在企业感知环境变化能力、组织学习能力、资源配置和整合能力方面的优势及不足。针对不足,建议创新营销渠道,完善营销渠道体系;完善市场推广手段,提升企业促销能力;提高图片展示能力。

In recent years,with the ever accelerating process of economic globalization,a spurt of the development of information technology,unpredictable changes of the marketing environment,a dramatically shortened life cycle of the products and increasingly fierce competitions among the industries,many enterprises have launched a transformation of e-business,expecting to bring about competitive advantages over the traditional enterprises that are devoid of the e-business. Under the background of＂super-competition＂,an effective way for the e-business enterprises to tackle the high dynamic changes of the competitive environment is to develop their dynamic capabilities. This paper,by using YOHO as a research object,analyzed the dynamic capabilities of e-business,emphasized the advantages and defects on the aspects of its perceptive ability of the environment changes,organizational learning capability,the allocation of resources and the ability to integrate the situation. Focusing on its disadvantages,the paper also put forward proposals to innovate marketing channels,perfect the system of marketing channels,improve the measures of marketing propaganda work,increase product promotion ability and raise the ability of pictorial exhibition.