基于SCP范式分析凡客诚品的亏损  

Analysis on the Loss of Vancl by SCP Paradigm

作　　者：陆一凤[1] 

机构地区：[1]上海师范大学,上海201600

出　　处：《商业经济》2012年第7期32-34,51,共4页Business & Economy

摘　　要：基于SCP范式,通过对我国B2C电子商务行业的产业集中度、产品差异化和进入壁垒分析发现,我国B2C电子商务行业为垄断竞争的市场结构,凡客诚品在这样的市场结构下,通过加大广告投放和建立自营物流等方面采取主动市场行为力求增加自己的品牌竞争力,但却对其造成了一定的资金压力,使其出现了亏损。分析凡客市场行为所带来的绩效,可以探索和创新电子商务各行业的经营模式,并从中找到B2C值得借鉴之处。Analyzing industrial concentration,product differentiation and entry barriers in B2C e-commerce industry by SCP paradigm,we find that the market structure of China's B2C e-commerce industry is of monopolistic competition.Targeting on an increase in its brand competitiveness under this market structure,Vancl took initiative market behavior by means of increasing advertising and building self-supporting logistics,however,resulting in financial pressure and some loss.To study the market performance of Vancl helps us explore and innovate the business models of e-commerce industry,and find valuable lessons for B2C.

关 键 词：SCP范式 产业集中度 凡客诚品 企业绩效 

分 类 号：F830[经济管理—金融学]