新东方战略转型直播带货的企业生态位思考  

Reflection on the Enterprise Ecological Position of New Oriental's Strategic Transformation and Live Delivery

作　　者：耿云江[1] 吴帅军 GENG Yun-jiang;WU Shuai-jun(School of Accounting,Dongbei University of Finance and Economics,Dalian 116025,Liaoning)

机构地区：[1]东北财经大学会计学院,辽宁大连116025

出　　处：《江苏商论》2024年第2期32-35,共4页Jiangsu Commercial Forum

基　　金：辽宁省教育厅高等学校基本科研项目面上项目:制度支持视角下绿色创新对企业绩效的影响研究(项目编号:LJKR0435);辽宁省社会科学基金项目:双碳目标下企业数字化治理与绿色发展协同优化研究(项目编号:L23BGL029);大连市社科院课题:“双碳”背景下石化企业ESG实践经验与启示——以恒力石化为例(2023dlsky039)。

摘　　要：本文由东方甄选爆火引入,从企业生态位视角剖析了新东方借助东方甄选实现战略转型的原因。这次成功转型要归功于新东方对直播带货行业竞争力的精准分析与把握、丰富的线上经验、长期沉淀的品牌价值、优秀而独特的企业文化、强大的人才储备和专注员工全面成长的培养理念。最后,本文针对东方甄选的后续发展从优化供应链管理、强化内容创新、打造自营品牌、培育特色企业文化等方面提出了建议。This article is introduced by the popularity of Oriental Selection,and analyzes the reasons why New Oriental achieved strategic transformation through the use of Oriental Selection from the perspective of corporate niche.This successful transformation is attributed to New Oriental's precise analysis and grasp of the competitiveness of the live streaming sales industry,rich online experience,long-term accumulated brand value,excellent and unique corporate culture,strong talent reserves,and a focus on the comprehensive growth of employees.Finally,this article proposes suggestions for the subsequent development of Dongfang Selection from aspects such as optimizing supply chain management,strengthening content innovation,building self operated brands,and cultivating distinctive corporate culture.

关 键 词：企业生态位 新东方 战略转型 直播带货 东方甄选 

分 类 号：F713[经济管理—产业经济]