大数据时代电商企业竞争策略研究——基于生态学视角
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摘要
基于生态学理论把大数据环境下的电商企业划分为"乔木层""灌木层""草本层"三个层次,运用多物种竞争共存模型来研究多电商企业竞争共存问题。研究结果表明,企业市场份额占有率、市场拓展率、市场流失率及市场环境的动态变化影响着电商企业竞争实力,并且竞争位次不相邻的电商企业间存在着互惠竞争关系;进而针对不同层次的电商企业,分别制定了新技术创造市场策略、夯实基础与差异化策略、追随与协作策略等策略集,为电商企业竞争策略的选择提供了可行方案。
Based on the ecological theory,the e-commerce enterprises in the era of big data are divided into three layers:the "arbor layer",the "shrub layer" and the "herbal layer".The multi-species competitive coexistence model is used to study the coexistence of multi-e-commerce enterprises.The research results show that the factors,such as the market share ratio,market expansion rate,market turnover rate and dynamic market changes,affect the competitiveness of e-commerce enterprises.And there are reciprocal competitions between the two e-commerce enterprises that are not adjacent to each other.In addition,for different layers of e-commerce enterprises,a set of strategies,including the strategy of creating the market with the new technology,the strategy of solidifying foundation and emphasizing differentiation,the follow-up and collaboration strategies,have been developed to provide a feasible solution for their choice.
Based on the ecological theory,the e-commerce enterprises in the era of big data are divided into three layers:the "arbor layer",the "shrub layer" and the "herbal layer".The multi-species competitive coexistence model is used to study the coexistence of multi-e-commerce enterprises.The research results show that the factors,such as the market share ratio,market expansion rate,market turnover rate and dynamic market changes,affect the competitiveness of e-commerce enterprises.And there are reciprocal competitions between the two e-commerce enterprises that are not adjacent to each other.In addition,for different layers of e-commerce enterprises,a set of strategies,including the strategy of creating the market with the new technology,the strategy of solidifying foundation and emphasizing differentiation,the follow-up and collaboration strategies,have been developed to provide a feasible solution for their choice.
引文
[1]中国互联网络信息中心(CNNIC)[EB/OL].[2019-03-12].http://www.cnnic.net.cn/.
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[27]金永生,魏国伟,逄锦荣.基于外来物种入侵理论的B2C电商竞争互动分析[J].经济问题,2018(4):83-88.
[2]全球互联网数据中心(IDC)[EB/OL].[2019-03-12].https://www.idc.com/.
[3]万幼清,王云云.产业集群协同创新的企业竞合关系研究[J].管理世界,2014(8):175-176.
[4]卢云.新兴电子商务生态系统及其共生模型研究[D].北京:北京邮电大学,2009:26.
[5]MOORE J F.Predators and prey:a new ecology of competition[J].Harvard business review,1993 (3):75-86.
[6]MOORE J F.Business ecosystems and the view from the firm[J].Antitrust bulletin,2006 (1):45.
[7]田秀华,聂清凯,夏健明,等.商业生态系统视角下企业互动关系模型构建研究[J].南方经济,2006(4):50-57.
[8]黄江明,丁玲,崔争艳.企业生态位构筑商业生态竞争优势:宇通和北汽案例比较[J].管理评论,2016 (5):220-231.
[9]王正沛,李国鑫.众筹生态系统的构建:一个多案例的研究[J].管理评论,2017(5):256-272.
[10]游静,彭丽花.电商生态系统的生态特性研究[J].企业经济,2017(8):115-122.
[11]刘畅.电子商务生态主体合理定位研究[D].武汉:华中师范大学,2011:42.
[12]胡岗岚,卢向华,黄丽华.电子商务生态系统及其演化路径[J].经济管理,2009(6):110-116.
[13]林连莉.基于生态位理论的B2C电子商务企业竞争策略研究[D].福州:福建师范大学,2015:19.
[14]李海舰,周霄雪.产品十化:重构企业竞争新优势[J].经济管理,2017(10):33-43.
[15]臧树伟,胡左浩.动态能力视角下的企业转型研究:从市场驱动到驱动市场[J].科学学与科学技术管理,2017(12):84-96.
[16]华中生,魏江,周伟华,等.网络环境下服务科学与创新管理研究展望[J].中国管理科学,2018 (2):186-196.
[17]杨永福.信息化战略驱动下的传统产业改造分析——以中国烟草安徽省公司对传统产业的信息化改造为例[J].管理世界,2002(8):78-87.
[18]ZAHRA S A.BOGNER W C.Technology strategy and software new ventures’performance:exploring the moderating effect of the competitive environment[J].Journal of business venturing,2000(15):135-173.
[19]李晓磊.基于“互联网+”B2C电商企业与传统零售企业创新发展战略研究[J].山东社会科学,2015(9):130-136.
[20]赵立营,高岩冰.“BCG三四规则矩阵”的使用价值[J].企业活力,2007(11):18.
[21]赵红,陈绍愿,陈荣秋.企业群落演替过程与企业生态对策选择及其优势度比较研究[J].管理评论,2004(8):12-17+63.
[22]TILMAN D,MAY R M,LEHMAN C L,et al.Habitat destruction and the extinction debt[J].Nature,1994(6492):65-66.
[23]RADFORD I J,COUSENS R D.Invasiveness and comparative life—history traits of exotic and indigenous senecio species in Australia[J].Oecologia,2000(125):531-542.
[24]STRONG D R,PEMBERTON R W.Biological control of invading species—risk and reform[J].Science,2000,288:1969-1970.
[25]时培建,戈峰,王建国,等.外来物种入侵后的多物种竞争共存的集合种群模型[J].生态学报,2009(3):1241-1250.
[26]TILMAN D,LEHMAN C L,YIN C J.Hahitat destruction,dispersal and deterministic extinction in competitive communities[J].The American naturalist,1997(3):407-435.
[27]金永生,魏国伟,逄锦荣.基于外来物种入侵理论的B2C电商竞争互动分析[J].经济问题,2018(4):83-88.