C2C电子商务卖家的竞争战略研究:基于淘宝网的分析  

Competitive Strategy of E-business Sellers on Consumerto-Consumer Platform:Based on Data from Taobao.com

作　　者：薛有志[1] 郭勇峰[2] 

机构地区：[1]南开大学商学院 [2]南开大学滨海学院经济管理系

出　　处：《南开管理评论》2012年第5期129-140,共12页Nankai Business Review

基　　金：教育部新世纪优秀人才支持计划(NCET-09-0489);国家社会科学基金项目(12CGL033)资助

摘　　要：对C2C电子商务卖家而言,如何在激烈竞争的市场中获得竞争优势是至关重要的问题。本文首先分析了C2C电子商务卖家面对的竞争环境,指出他们面临着两种形式的竞争。然后,本文提出了C2C电子商务卖家可以采用的五种具体战略,即产品优选战略、聚类战略、成本领先战略、信誉领先战略和集中一点——单品制胜战略,并论述了这五种具体战略能够给C2C卖家带来的优势。最后,结合从淘宝网收集到的数据对成本领先和信誉领先两种重要战略做了实证分析,实证结果表明,C2C电子商务卖家实施成本领先战略和信誉领先战略的确可以获得竞争优势。To E-business sellers on Consumer-to-Consumer （C2C） platforms, how to obtain competitive advantage in severe com- petition is of vital importance. In this paper we first analyze the competitive environment for C2C sellers and point out two types of competition they are confronted with. One is the competition with physical outlets; the other is the competition with other C2C sell- ers selling the same or similar products. Therefore, if they want to secure competitive advantage, they must select a proper competi- tive strategy on the basis of a careful evaluation of the new features demonstrated by the competitive environment. Then, based on the theories of generic competitive strategy raised by Michael Porter, we put forward five specific strategies for C2C sellers and expatiate on the advantages these strategies can bring to them. The first strat- egy is elaborate selection of product, meaning the C2C sellers must carefully consider the logistic cost and specific competitive context before making a decision on the prices and features of the product they sell. The second strategy is product conglomeration, which argues that the C2C sellers had better achieve product conglomera- tion by taking into consideration of the connections among differ- ent products so that the logistic cost assumed by consumers could be shared among several products bought by the consumer at one time. The third strategy is cost leadership, which means C2C sellers can pursue a cost leadership strategy through exclusive or advanta- geous procurement channel, selling to consumers in the same city or raising the bargaining power in procurement by selling more at a narrow margin. The fourth strategy is goodwill leadership, which says, C2C sellers can aim for a higher credit, the differentiating factor, to achieve a premium on credit through offering complete and unbiased information or obstacle-free communication, abiding by one＇s promise or offering guarantees. The fifth strategy is focus strategy, namely, to secure the initial advantage

关 键 词：竞争战略 C2C 电子商务 成本领先 信誉领先 

分 类 号：F724.6[经济管理—产业经济]