导　　师： 左文明

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 21世纪以来，电子商务取得了飞速的发展并已渗透到社会的每一个角落，日益改变着人们的生产和生活方式。京东商城、凡客、新蛋等一大批B2C电子商务企业的兴起与繁荣，让人们看到了B2C这种商业模式所孕育的巨大希望，也直接引发了人们对于B2C这种商业模式的研究兴趣。B2C虽然发展迅速，但B2C电子商务企业的竞争也越来越激烈，直接导致的后果就是越来越多的B2C电子商务企业被淘汰。在这样的背景下，B2C电子商务企业的竞争问题成为了迫切需要关注的焦点。 本研究首先从生态学理论的角度对于B2C电子商务生态系统进行了阐述与分析。特别是引入了生态位的概念和方法，直观的分析了B2C电子商务企业间的关系，为建立B2C电子商务企业竞争能力模型提供了一定的理论依据。设计了基于生态位理论的B2C电子商务企业竞争能力模型，在可靠性、移情性、响应性、简易性、保证性以及有形性六个维度上分别测定B2C电子商务企业竞争能力的程度，明确了相应的评价指标和方法，实现了测定B2C电子商务企业竞争能力的量化，并对模型进行了实证分析。 通过本研究发现，从可靠性、移情性、响应性、简易性、保证性以及有形性6个维度出发，加入生态位理论中生态位重叠的测定方法，提出的基于生态位理论的B2C电子商务企业竞争能力评价模型，能够全方位的衡量B2C电子商务企业竞争能力，证明了评价模型的可操作性和准确性。 Over the last decade, e-commerce industry fueled up in rapid way, it is increasinglychanging the production and lifestyle of the people, penetrating every corner in today's society.The rise and prosperity of E-Commerce businesses, like360buy, Newegg, let people witnessthe great hope of B2C model, and also spark their research interest in the B2C business model.However, the rapid development made the B2C e-commerce businesses face more intensecompetition, which results a growing number3of B2C e-commerce businesses to beeliminated. In this context, the study of competition of B2C e-commerce businesses hasbecome an urgent need for the focus of attention. Within the study, the B2C e-commerce ecosystem is described and analyzed from theperspective of ecological theory firstly. And then introduces the concepts and methods ofecological niche especially and analyzes the relationship between the B2C e-commercebusinesses intuitively, which provides a theoretical basis for the establishment of thecompetitiveness model of B2C e-commerce businesses. The B2C e-commerce businessescompetitiveness model is designed based on ecological niche theory,and the extent of thecompetitiveness of the B2C e-commerce businesses is determined from the6dimensions0freliability, empathy, responsiveness, simplicity, assurance and tangibility respectively,clearing the corresponding evaluation indicators and methods,achieving the quantification ofB2C e-commerce enterprise competitiveness,and the model is analyzed empirically. Based on ecological niche theory which is designed from the6dimensions of reliability,empathy, responsiveness, simplicity, assurance and tangibility, and with adding thedetermination of the method of niche overlap, this study demonstrated that the B2Ce-commerce enterprise competitiveness model can measures the competitiveness of the B2Ce-commerce businesses comprehensively, and thus proves the operability and accuracy of theevaluation model.

关 键 词： 生态位 竞争能力 评价模型

分 类 号： [F724.6 F224]

领　　域： [经济管理] [经济管理]