電子商務(wù)案例分析（第三版）

“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材

電子商務(wù)案例分析（第三版）

李曉明主編

張小齊徐和平副主編

內(nèi)容簡介

本書是作者根據(jù)多年的教學(xué)和實(shí)踐經(jīng)驗(yàn)編寫而成，精心挑選了13個國內(nèi)當(dāng)前具有代表

性的電子商務(wù)案例。本書旨在通過對這些案例的分析，幫助讀者理解電子商務(wù)的相關(guān)理論和

基本知識點(diǎn)，從而對電子商務(wù)這一新興的交叉學(xué)科有一個全面深刻的認(rèn)識，使讀者了解電子

商務(wù)行業(yè)最新發(fā)展動態(tài)和前沿趨勢。

本書力求深入淺出、寓教于樂，每一個案例分成三個層次學(xué)習(xí)過程，即案例縱覽、知識

點(diǎn)學(xué)習(xí)和能力提升。將知識點(diǎn)融入案例中，通過對每一個案例的深度分析與討論來提升讀者

的綜合分析能力和理論水平。

本書適合作為高等學(xué)校電子商務(wù)以及相關(guān)專業(yè)的教材，也可作為開展電子商務(wù)應(yīng)用的企

事業(yè)單位的培訓(xùn)參考用書。

圖書在版編目（CIP）數(shù)據(jù)

電子商務(wù)案例分析／李曉明主編.—3版.—北京：

中國鐵道出版社有限公司，2019.8

“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材

ISBN978-7-113-26030-9

Ⅰ.①電…Ⅱ.①李…Ⅲ.①電子商務(wù)-案例-高等

學(xué)校-教材Ⅳ.①F713.36

中國版本圖書館CIP數(shù)據(jù)核字（2019）第141921號

書名：電子商務(wù)案例分析（第三版）

作者：李曉明

策劃：周海燕編輯部電話：（010）63583215轉(zhuǎn)2019

責(zé)任編輯：周海燕李學(xué)敏

封面設(shè)計(jì)：一克米工作室

封面制作：劉穎

責(zé)任校對：張玉華

責(zé)任印制：郭向偉

出版發(fā)行：中國鐵道出版社有限公司（100054，北京市西城區(qū)右安門西街8號）

網(wǎng)址：/51eds/

印刷：北京市昌平百善印刷廠

版次：2012年5月第1版2019年8月第3版2019年8月第1次印刷

開本：787mm×1092mm1/16印張：19字?jǐn)?shù)：422千

書號：ISBN978-7-113-26030-9

定價：52.00元

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“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材

編委會名單

編委會主任：周宏仁

編委會主編：李琪

編委會委員：（按姓氏音序排列）

費(fèi)玉蓮賀盛瑜洪濤李紅

李琪李紅霞李曉明劉憲蘭

秦成德青虹宏田海山汪楠

楊雪艷張利張仙鋒張永忠

編委會秘書長：秦成德

編委會副秘書長：張仙鋒

總序

我國電子商務(wù)的發(fā)展進(jìn)入了規(guī)模與規(guī)范并舉的新階段。本套叢書已使用多年，許多

新知識、新實(shí)踐不斷涌現(xiàn)，我們的教材到了必須更新的時候。

在這一新形勢下，為滿足國家電子商務(wù)示范城市建設(shè)、信息化和工業(yè)化，即“兩化”

深度融合等電子商務(wù)發(fā)展趨勢對培養(yǎng)大批電子商務(wù)復(fù)合型專業(yè)人才——尤其是大批應(yīng)用

型人才的需求，組織編寫與時俱進(jìn)的電子商務(wù)系列教材就成為當(dāng)前較為迫切和至關(guān)重要

的任務(wù)。因此，我們把編寫這套“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材定為我們在

新形勢下的工作目標(biāo)之一。

為了促進(jìn)目標(biāo)的實(shí)現(xiàn)，本套教材得到了國家信息化專家咨詢委員會專家們的支持和

悉心指導(dǎo)，得到了高等學(xué)校電子商務(wù)教學(xué)指導(dǎo)委員會相關(guān)專家的鼎力支持和積極參與，

成立了教材編委會。在編委會的組織和領(lǐng)導(dǎo)下，選擇并組織了一批優(yōu)秀的中青年學(xué)者和

骨干教師擔(dān)任系列規(guī)劃教材中各本教材的第一作者，同時遴選其他優(yōu)秀中青年教師參編，

以規(guī)范、有序地開展編寫工作。

本套規(guī)劃教材參照電子商務(wù)專業(yè)最新的培養(yǎng)目標(biāo)和計(jì)劃，內(nèi)容涵蓋電子商務(wù)的核心

課程及重點(diǎn)選修課；讀者對象以應(yīng)用型人才為主，包括高等學(xué)校電子商務(wù)及經(jīng)管類專業(yè)

的本科生及高職高專院校相關(guān)專業(yè)學(xué)生，以及對電子商務(wù)感興趣的工作人員。

本套規(guī)劃教材內(nèi)容主要包括電子商務(wù)導(dǎo)論、電子商務(wù)安全、電子商務(wù)物流、電子商

務(wù)物流管理、電子商務(wù)營銷、電子商務(wù)客戶關(guān)系管理、網(wǎng)絡(luò)貿(mào)易等。其主要特點(diǎn)包括：

①為新形勢下順應(yīng)電子商務(wù)發(fā)展的新需求而設(shè)計(jì)——整套教材的內(nèi)容銜接合理、大綱

設(shè)計(jì)完善、內(nèi)容組織具有新意；②內(nèi)容涵蓋電子商務(wù)基礎(chǔ)、電子商務(wù)支撐體系、電子

商務(wù)服務(wù)和應(yīng)用三大層面，知識體系符合電子商務(wù)專業(yè)的培養(yǎng)目標(biāo)；③突出應(yīng)用型人

才培養(yǎng)的特色，從書目的選取，到大綱的制定，再到具體編寫過程都強(qiáng)調(diào)以學(xué)生“易

理解、易操作”為原則，在編寫中較多地采用了案例討論、實(shí)驗(yàn)指導(dǎo)等方法；④在內(nèi)容

邏輯、形式和體例上力求科學(xué)、合理、嚴(yán)密和完整，使之系統(tǒng)化和實(shí)用化。

自該套規(guī)劃教材編寫工作啟動以來，在編委會各位專家、各分冊第一作者以及參編

人員的共同努力下，本套教材的修訂將陸續(xù)面世。在此，我們對參與各項(xiàng)工作和在該項(xiàng)

工作中給予支持的各位領(lǐng)導(dǎo)、專家、教師和朋友們表示最衷心的感謝！

我們深知，雖然我們對本套規(guī)劃教材的組織和編寫傾注了最大努力，但離讀者對我

們的期望仍有距離，在此，也衷心希望各位讀者不吝賜教，促使本套教材真正成為受讀

者歡迎的精品教材！

“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材編委會

2016年8月

第三版前言

《電子商務(wù)案例分析》（第二版）在全國高校中受到普遍歡迎，這對我們來說是莫大

的鼓勵，也激勵我們完成了本書第三版的編寫。

2019年，隨著數(shù)字化進(jìn)程將不斷深化，中國已經(jīng)在數(shù)字經(jīng)濟(jì)的新一輪競爭中走在了

前列，中國在5G技術(shù)、芯片技術(shù)、量子計(jì)算等領(lǐng)域取得重大突破；在先進(jìn)技術(shù)、大數(shù)

據(jù)、人工智能、云計(jì)算、區(qū)塊鏈等技術(shù)領(lǐng)域日趨成熟，中國電子商務(wù)也進(jìn)入了全新的發(fā)

展階段。電子商務(wù)經(jīng)濟(jì)已經(jīng)形成了從商品交易、資金傳輸、商務(wù)活動、供應(yīng)鏈體系建設(shè)，

到商業(yè)發(fā)展、產(chǎn)業(yè)鏈體系和產(chǎn)業(yè)集群形成的發(fā)展模式。

電子商務(wù)經(jīng)濟(jì)以其開放性、全球化、低成本、高效率的優(yōu)勢，廣泛滲透到生產(chǎn)、流

通、消費(fèi)及民生等領(lǐng)域。在培育新業(yè)態(tài)、創(chuàng)造新需求、拓展新市場、促進(jìn)傳統(tǒng)產(chǎn)業(yè)轉(zhuǎn)型

升級、推動公共服務(wù)創(chuàng)新等方面發(fā)揮出巨大的推動作用，成為國民經(jīng)濟(jì)和社會發(fā)展的新

動力，是新經(jīng)濟(jì)的主要組成部分。

為了及時反映電子商務(wù)經(jīng)濟(jì)日新月異的發(fā)展，并滿足廣大讀者的要求，本書在第二

版的基礎(chǔ)上全新改版，推出《電子商務(wù)案例分析》第三版。在第三版中，根據(jù)當(dāng)前電子

商務(wù)發(fā)展作了大幅度的更新。這些內(nèi)容包括：

本書整體內(nèi)容上刪除了三個案例內(nèi)容，并新增了四個案例內(nèi)容，力求反映電子商務(wù)

新業(yè)態(tài)、新零售、新需求的發(fā)展態(tài)勢，以及前沿發(fā)展新趨勢。

每章內(nèi)容都進(jìn)行了全面的更新，跟蹤案例最新發(fā)展，內(nèi)容和文獻(xiàn)引用都截止到2019

年5月，數(shù)據(jù)引用截止到2019年2月。

感謝所有第一版、第二版的讀者朋友，謝謝你們對本教材的厚愛與關(guān)注。感謝譚鐲

玉、陸貝貝、劉佳璽參與本教材改版的編寫。希望第三版的推出能給廣大讀者朋友帶來

電子商務(wù)全新的體驗(yàn)與感受。

本書案例的分析、討論僅代表作者個人觀點(diǎn)，書中不足之處歡迎廣大讀者繼續(xù)給予

批評指正。

李曉明

2019年6月于西安

第二版前言

經(jīng)過了四年多的等待，《電子商務(wù)案例分析》第二版終于面世了，我甚感欣慰。

到2016年，電子商務(wù)進(jìn)入了普及深化的發(fā)展階段，電子商務(wù)對國民經(jīng)濟(jì)和社會發(fā)展

的貢獻(xiàn)顯著提高，電子商務(wù)的應(yīng)用已經(jīng)成為決定企業(yè)國際競爭力的重要因素，總量規(guī)模

不斷變化，并影響著未來商業(yè)發(fā)展模式。

根據(jù)前瞻產(chǎn)業(yè)研究院提供的《2016—2021年中國電子商務(wù)行業(yè)發(fā)展趨勢與投資決策

分析報告》顯示，目前，我國網(wǎng)購的用戶的總?cè)藬?shù)為3.61億元，網(wǎng)購在網(wǎng)民中的普及率

高達(dá)55.7%。“十三五”期間，我國的電子商務(wù)正如火如荼的發(fā)展，行業(yè)電子商務(wù)將成為

下一代電子商務(wù)發(fā)展主流，企業(yè)導(dǎo)入電子商務(wù)的比例將持續(xù)增加，中國的網(wǎng)絡(luò)零售交易額

規(guī)模一躍成為世界第一。這足以證明，電子商務(wù)在我國已經(jīng)取得顯著成績，并呈現(xiàn)出高

速發(fā)展的趨勢。在當(dāng)今的“互聯(lián)網(wǎng)+”時代，中國將成為電子商務(wù)在全球發(fā)展最快的國家。

《電子商務(wù)案例分析》第一版就是在電子商務(wù)行業(yè)大發(fā)展環(huán)境下出版的，并且十分成

功，受到讀者的普遍歡迎，也是“十三五”高等學(xué)校電子商務(wù)專業(yè)規(guī)劃教材。為了及時

反映出電子商務(wù)行業(yè)日新月異的發(fā)展，并滿足廣大讀者的要求，決定再版。在第二版中，

在保留第一版全部優(yōu)點(diǎn)和特色的基礎(chǔ)上，作了進(jìn)一步更新、改進(jìn)和創(chuàng)新。這些更新、改

進(jìn)和創(chuàng)新包括：

內(nèi)容進(jìn)行了全面的更新，跟蹤每一案例最新發(fā)展，內(nèi)容和文獻(xiàn)引用都截至截至2016

年5月，數(shù)據(jù)引用截至2016年2月。

進(jìn)一步提高本書的可讀性與趣味性。針對每一個章節(jié)的每一個句子，都經(jīng)過了字斟

句酌、反復(fù)推敲，盡可能使用短的句子，同時，繼續(xù)邀請本科生參與試讀教材，充分聽

取他們的意見，力爭使第二版的內(nèi)容更加生動、深入淺出和言簡意賅。突出反映主線，

使內(nèi)容更加鮮活生動。同時增加引入了一些小框評論，小框中豐富思考的內(nèi)容可進(jìn)一步

激發(fā)學(xué)生學(xué)習(xí)的興趣，起到拋磚引玉的作用。

將各章小結(jié)進(jìn)一步完善與深化，以有效地提煉成知識點(diǎn)；配有較多拓展討論的內(nèi)容，

對課后思考題也進(jìn)行了更新，可以協(xié)助讀者深入學(xué)習(xí)；還提供了PPT課件和輔助學(xué)習(xí)資

料可從/51下載。

感謝所有第一版的讀者，謝謝你們對這本教材的厚愛。本書在編寫過程中參閱了大

量文獻(xiàn)，在此向文獻(xiàn)作者表示感謝。本書案例的分析、討論僅代表作者個人觀點(diǎn)，書中

不足之處歡迎廣大讀者給予批評指正。

李曉明

2016年5月于西安

第一版前言

電子商務(wù)是一門隨著電子商務(wù)實(shí)踐而不斷發(fā)展起來的新興學(xué)科，在近年來的電子商

務(wù)概論的教學(xué)實(shí)踐中，一直存有這樣的疑問：傳統(tǒng)的灌輸講授形式是否可以讓學(xué)生領(lǐng)悟

電子商務(wù)的內(nèi)涵和本質(zhì)？與傳統(tǒng)經(jīng)典學(xué)科相比，電子商務(wù)是否需要更具特色的、更加靈

活的教學(xué)方式？電子商務(wù)是一門實(shí)踐性很強(qiáng)的學(xué)科，離開實(shí)踐只講理論是否會導(dǎo)致培養(yǎng)

出高理論低能力的人才？經(jīng)過教學(xué)實(shí)踐中的反復(fù)嘗試與摸索，我們給出的解決方案便是：

理論教學(xué)中加入電子商務(wù)案例教學(xué)和情景討論模式。

電子商務(wù)學(xué)科是伴隨著電子商務(wù)的實(shí)踐發(fā)展而來的，具有面向應(yīng)用的特征，具有工

科學(xué)科的基本特征。用人單位希望學(xué)生有實(shí)際工作經(jīng)驗(yàn)、有項(xiàng)目經(jīng)驗(yàn)、有大型軟件設(shè)計(jì)

參于經(jīng)驗(yàn)、有具體網(wǎng)絡(luò)管理經(jīng)驗(yàn)。這些都要求學(xué)生具有很強(qiáng)的實(shí)踐能力，這些實(shí)踐能力

的培養(yǎng)一方面需要在實(shí)踐中體驗(yàn)，而理論方面的學(xué)習(xí)則要來自于大量的案例學(xué)習(xí)。因?yàn)椋?/p>

電子商務(wù)是一個新興的跨學(xué)科和邊緣學(xué)科，當(dāng)前其學(xué)科理論基礎(chǔ)還不完善和成熟，只有

從海量案例的學(xué)習(xí)過程中親身體驗(yàn)其本質(zhì)特點(diǎn)和內(nèi)在規(guī)律。

在進(jìn)行電子商務(wù)教學(xué)時，老師首先要培養(yǎng)學(xué)生對電子商務(wù)的興趣。進(jìn)行電子商務(wù)理

論學(xué)習(xí)之前，要對案例進(jìn)行分析，以激發(fā)學(xué)生學(xué)習(xí)電子商務(wù)的興趣，為學(xué)生以后學(xué)習(xí)更

深入的電子商務(wù)知識技能打下牢固的基礎(chǔ)。

在此基礎(chǔ)上，通過安排學(xué)生自主性合作探究、課堂討論及教師講解和答疑，共同探

究電子商務(wù)案例當(dāng)中的知識點(diǎn)和規(guī)律，這對于學(xué)生更好地理解電子商務(wù)知識、電子商務(wù)

模式、電子商務(wù)發(fā)展及電子商務(wù)構(gòu)成具有重要意義。因?yàn)榘咐龑W(xué)習(xí)過程就是給學(xué)生一個

親身領(lǐng)悟、感受的機(jī)會，是一個逐漸積累個人隱性知識的過程，它有助于創(chuàng)新性思維的

培養(yǎng)和創(chuàng)新能力的提升。

本書由李曉明（長安大學(xué)經(jīng)濟(jì)與管理學(xué)院）擔(dān)任主編和負(fù)責(zé)統(tǒng)稿，由張小齊（長安

大學(xué)經(jīng)濟(jì)與管理學(xué)院）和徐和平（長安大學(xué)經(jīng)濟(jì)與管理學(xué)院）擔(dān)任副主編。具體編寫分

工務(wù)如下：李曉明編寫第1章和第5～7章；張小齊編寫第2～4章和第11章；徐和平編

寫第8~10章和第12章。

本書編寫的目的是讓學(xué)生在快樂中學(xué)習(xí)、在體驗(yàn)中創(chuàng)新。本書在編寫過程中參閱了

大量文獻(xiàn)，在此向文獻(xiàn)作者表示感謝。本書在編寫過程中調(diào)研了阿里巴巴、網(wǎng)易考拉海

購等公司，獲取了大量數(shù)據(jù)資料，在此謹(jǐn)向被調(diào)研公司表示最誠摯的感謝。本書案例的

分析、討論僅代表作者個人觀點(diǎn)，書中不足之處歡迎廣大讀者給予批評指正。

李曉明

2012年1月于西安

目錄

2.3.2縱橫一體化發(fā)展戰(zhàn)略·······················23

第1章導(dǎo)論·······················································1

2.3.3完善的電子商務(wù)生態(tài)系統(tǒng)···············24

1.1電子商務(wù)的概念·········································12.3.4選對時間占盡先機(jī)···························25

1.1.1電子商務(wù)的定義·································22.3.5選對地域占領(lǐng)市場···························25

1.1.2電子商務(wù)的基本組成要素················32.3.6擁有優(yōu)秀的創(chuàng)業(yè)團(tuán)隊(duì)和卓越的

1.1.3電子商務(wù)的成本構(gòu)成·························4領(lǐng)導(dǎo)····················································25

1.1.4電子商務(wù)的特征·································42.3.7獨(dú)特的“武俠”企業(yè)文化···············26

1.2電子商務(wù)模式的分類·································52.4點(diǎn)評與建議················································26

1.3電子商務(wù)功能的三個層次························62.4.1阿里巴巴尚須改進(jìn)之處···················26

1.3.1展示功能··············································62.4.2發(fā)展建議············································27

1.3.2交易功能··············································72.5知識點(diǎn)學(xué)習(xí)················································27

1.3.3服務(wù)功能··············································72.5.1B2B電子商務(wù)模式···························28

1.4電子商務(wù)對社會經(jīng)濟(jì)產(chǎn)生的影響············82.5.2電子商務(wù)生態(tài)系統(tǒng)概念···················28

1.5電子商務(wù)案例學(xué)習(xí)方法·····························92.5.3云計(jì)算················································30

1.5.1我國電子商務(wù)學(xué)科教育現(xiàn)狀············92.5.4新零售概念········································31

1.5.2電子商務(wù)學(xué)科的特點(diǎn)·························9小結(jié)······································································32

1.5.3電子商務(wù)三層次案例學(xué)習(xí)方法······10習(xí)題······································································32

小結(jié)·····································································11能力拓展·····························································33

第2章阿里巴巴——電子商務(wù)生態(tài)第3章淘寶網(wǎng)——電子商務(wù)平臺的

系統(tǒng)····················································12典范·····················································34

2.1案例縱覽····················································123.1案例縱覽····················································34

2.1.1背景····················································133.1.1背景····················································35

2.1.2現(xiàn)狀····················································133.1.2現(xiàn)狀····················································35

2.1.3發(fā)展歷程············································163.1.3發(fā)展歷程············································36

2.2聚焦熱點(diǎn)····················································203.2聚焦熱點(diǎn)····················································37

2.2.1至關(guān)重要的三次融資·······················203.2.1創(chuàng)造“雙十一”購物節(jié)，引全民

2.2.2支付寶的誕生···································20狂歡····················································37

2.2.3上市后退市又重新上市···················213.2.2網(wǎng)絡(luò)公決“招財(cái)進(jìn)寶”的命運(yùn)·······38

2.2.4“盒馬鮮生”的誕生·······················213.2.3淘寶對決eBay易趣·························39

2.2.5組織重構(gòu)，數(shù)字化轉(zhuǎn)型···················223.2.4手機(jī)移動端推出································41

2.3成功之處····················································233.2.5為年輕人舉辦淘寶造物節(jié)···············41

2.3.1擁抱變化持續(xù)創(chuàng)新·························233.2.6推出“88元VIP”，覆蓋阿里

·II·電子商務(wù)案例分析（第三版）

生態(tài)圈················································414.3.3數(shù)據(jù)驅(qū)動，評價精準(zhǔn)·······················63

3.2.7淘寶直播成為淘寶標(biāo)配···················424.3.4推行綠色戰(zhàn)略····································64

3.3成功之處····················································424.4點(diǎn)評與建議················································64

3.3.1利用大數(shù)據(jù)分析，預(yù)測消費(fèi)者4.4.1移動支付領(lǐng)域面臨挑戰(zhàn)···················64

購買行為············································424.4.2公司內(nèi)在沖突····································65

3.3.2大阿里戰(zhàn)略與大淘寶戰(zhàn)略··············434.4.3花唄、借唄引起用戶普遍提前

3.3.3靈活多樣的盈利模式·······················43消費(fèi)····················································65

3.3.4阿里巴巴的有力支撐下淘寶4.5知識點(diǎn)學(xué)習(xí)················································65

生態(tài)圈的形成···································464.5.1互聯(lián)網(wǎng)金融········································65

3.3.5搶占先機(jī)與免費(fèi)開店策略··············464.5.2區(qū)塊鏈················································68

3.3.6為消費(fèi)者提供方便的購物工具······47小結(jié)······································································70

3.3.7別出心裁的廣告宣傳·······················47習(xí)題······································································70

3.4點(diǎn)評與建議···············································48能力拓展·····························································71

3.4.1網(wǎng)絡(luò)誠信············································48第5章網(wǎng)易考拉——跨境電商中的

搜索排名

3.4.2············································49一匹黑馬···········································72

3.4.3賣家進(jìn)入成本不斷上升···················49

案例縱覽

3.4.4信用評價體系有待完善···················495.1····················································72

背景

3.5知識點(diǎn)學(xué)習(xí)···············································495.1.1····················································73

現(xiàn)狀

小結(jié)·····································································525.1.2····················································73

發(fā)展歷程

習(xí)題·····································································525.1.3············································74

聚焦熱點(diǎn)

能力拓展·····························································525.2····················································75

5.2.1“一帶一路”沿線合作，品牌

第4章螞蟻金服——互聯(lián)網(wǎng)金融

授權(quán)····················································75

代表····················································54

5.2.2倡導(dǎo)“只過1%生活”，創(chuàng)新

4.1案例縱覽····················································54消費(fèi)理念············································76

4.1.1背景····················································555.2.3“亞馬遜物流+”助力倉儲運(yùn)營······77

4.1.2現(xiàn)狀····················································555.2.4上線網(wǎng)易考拉全球工廠店···············77

4.1.3發(fā)展歷程············································585.2.5與baby-walz獨(dú)家合作····················78

4.2聚焦熱點(diǎn)····················································605.3成功之處····················································78

4.2.1推出螞蟻花唄···································605.3.1考拉模式，立足消費(fèi)者···················78

4.2.2帶動全民綠色生活，打造螞蟻5.3.2自營直采+供應(yīng)鏈全程可追溯

森林····················································61品質(zhì)保障············································79

4.2.3打造新品牌——“螞蟻雙鏈通”··615.3.3制定三大戰(zhàn)略多渠道開發(fā)

4.2.4推出芝麻信用，為用戶搭建新用戶················································80

可量化的信用平臺···························625.3.4優(yōu)質(zhì)的綜合服務(wù)································81

4.2.5“國民小錢袋”——余額寶，5.3.5有效的產(chǎn)品運(yùn)營································82

用戶收益突破1700億元···············625.3.6多樣化、有創(chuàng)意的營銷手段···········83

4.3成功之處····················································625.3.7寬松的政策、市場環(huán)境···················83

4.3.1以創(chuàng)造共享、社會責(zé)任為核心的5.4點(diǎn)評與建議················································84

價值觀················································635.4.1退貨門檻高，退貨難·······················84

4.3.2雄厚技術(shù)實(shí)力支撐···························635.4.2運(yùn)營成本高········································84

目錄·III·

5.4.3售后能力差，消費(fèi)者投訴多··········846.4.3完善目標(biāo)市場定位，潛在市場

5.5知識點(diǎn)學(xué)習(xí)···············································85尚需拓展··········································101

5.5.1跨境電商的概念·······························856.4.4仍需加快實(shí)現(xiàn)共享單車逆向

5.5.2跨境電商的分類·······························85物流··················································101

5.5.3跨境電商物流模式及流程··············866.4.5注重單車的質(zhì)量和技術(shù)創(chuàng)新·········102

5.5.4區(qū)塊鏈技術(shù)·······································876.4.6與廣告商合作，實(shí)現(xiàn)雙贏·············102

小結(jié)·····································································906.4.7加大監(jiān)管力度，制定用戶

習(xí)題·····································································90“黑名單”······································102

能力拓展·····························································906.5知識點(diǎn)學(xué)習(xí)··············································102

第6章哈啰出行——共享經(jīng)濟(jì)時代的6.5.1B2C商業(yè)模式·································102

商業(yè)模式

出行····················································916.5.2O2O·································102

6.5.3共享經(jīng)濟(jì)··········································103

案例縱覽

6.1····················································916.5.4共享單車運(yùn)營中的主要物流

背景

6.1.1····················································91環(huán)節(jié)··················································104

現(xiàn)狀

6.1.2····················································926.5.5其他共享形式··································104

發(fā)展歷程

6.1.3············································92小結(jié)····································································106

聚焦熱點(diǎn)

6.2····················································94習(xí)題····································································106

首創(chuàng)夜間免費(fèi)騎行

6.2.1···························94能力拓展···························································106

6.2.2在廈門首推“虛擬停車點(diǎn)”APP

第7章小紅書——左手社交，右手

規(guī)范停車············································94

電商···················································108

6.2.3全國首家政府指定公務(wù)用單車······95

6.2.4全國大學(xué)生可免押金免費(fèi)騎7.1案例縱覽··················································108

365天·················································957.1.1背景··················································109

6.2.5哈羅單車開啟10城信用免押········967.1.2現(xiàn)狀··················································109

6.2.6創(chuàng)新“地鐵+單車”一體化接駁，7.1.3發(fā)展歷程··········································110

打造融合智慧出行生態(tài)···················967.2聚焦熱點(diǎn)··················································111

6.2.7“哈勃系統(tǒng)”助力城市智慧交通····977.2.1兩次轉(zhuǎn)型··········································111

6.2.8在全國上線順風(fēng)車業(yè)務(wù)···················977.2.2四次融資··········································112

6.2.10開啟景區(qū)智能共享出行················977.2.3總理到訪小紅書······························112

6.3成功之處····················································987.2.4兩大年度活動··································113

6.3.1科技出行、智能共享，驅(qū)動產(chǎn)業(yè)7.2.5小紅書“闖入娛樂圈”·················113

鏈升級、聚合···································987.2.6從線上走向線下——小紅書

6.3.2堅(jiān)持共享單車綠色可持續(xù)發(fā)展之家REDHOME開業(yè)··················114

理念····················································997.2.7電商業(yè)務(wù)升級，商城首次打通

6.3.3秉承“科技推動出行進(jìn)化”使命··99社區(qū)資源··········································115

6.3.4高效、快速運(yùn)營原則·······················997.3成功之處··················································115

6.3.5踐行社會責(zé)任·································1007.3.1創(chuàng)新UGC營銷·······························115

6.3.680、90后成為龐大的客戶群體···1007.3.2“偶像效應(yīng)”，流量加帶貨實(shí)現(xiàn)

6.4點(diǎn)評與建議·············································100雙贏··················································116

6.4.1供需不匹配和共享程度不高········1007.3.3禁止商家直接推銷，增加用戶

6.4.2惡性競爭，亟需建立行業(yè)規(guī)范····101信任感··············································116

·IV·電子商務(wù)案例分析（第三版）

7.3.4變“負(fù)”為“正”，打造口碑8.3.3致力于建立跨境電商中國國家

閉環(huán)營銷··········································116標(biāo)準(zhǔn)體系··········································132

7.3.5“邀請”加“自有”，打造產(chǎn)品8.3.4推出業(yè)界首個“跨境電商物

上下游閉環(huán)供應(yīng)鏈·························117流險”··············································132

7.3.6注重用戶分類化·····························1178.3.5豐富的資源優(yōu)勢和簡潔的入住

7.3.7“海外直采”+“自營保稅倉”流程··················································132

+“國際物流系統(tǒng)”，保證8.3.6提供全方位、多渠道服務(wù)，打造

商品品質(zhì)··········································117“產(chǎn)業(yè)帶商圈”······························133

7.4點(diǎn)評與建議·············································1188.4點(diǎn)評與建議··············································134

7.4.1缺乏足夠體量，SKU相對單薄···1188.4.1品牌海外知名度不夠·····················134

7.4.2服務(wù)水平低，應(yīng)強(qiáng)化服務(wù)············1188.4.2品牌國際化意識較強(qiáng)，但行動力

7.4.3少數(shù)內(nèi)容可能誤導(dǎo)未成年用戶，薄弱··················································134

內(nèi)容需進(jìn)行篩選·····························1188.4.3品牌知識產(chǎn)權(quán)保護(hù)力度有待

7.5知識點(diǎn)學(xué)習(xí)·············································119加強(qiáng)··················································135

7.5.1社會化電子商務(wù)·····························1198.4.4加強(qiáng)各環(huán)節(jié)的聯(lián)系，提高信息

7.5.2口碑營銷··········································120一體化程度······································135

7.5.3UGC模式與PGC模式·················1218.5知識點(diǎn)學(xué)習(xí)··············································135

7.5.4其他名詞··········································1238.5.1跨境電子商務(wù)··································135

小結(jié)···································································1248.5.2跨境電商平臺類型·························139

習(xí)題···································································1248.5.3自貿(mào)區(qū)··············································140

能力拓展···························································124小結(jié)····································································141

第8章敦煌網(wǎng)——B2B跨境電商的習(xí)題····································································141

能力拓展

領(lǐng)跑者··············································125···························································141

第9章京東商城的快速崛起··················143

8.1案例縱覽··················································125

8.1.1背景··················································1269.1案例縱覽··················································143

8.1.2現(xiàn)狀··················································1269.1.1起源··················································143

8.1.3發(fā)展歷程··········································1269.1.2現(xiàn)狀··················································144

8.2聚焦熱點(diǎn)··················································1279.1.3發(fā)展歷程··········································145

8.2.1推動“一帶一路”沿線國家9.2聚焦熱點(diǎn)··················································147

和地區(qū)合作·····································1279.2.1力度空前的優(yōu)惠促銷活動·············147

8.2.2“一鍵退稅”服務(wù)升級···················1299.2.2京東到家試水O2O模式創(chuàng)新·······148

8.2.3全力助推“西安跨境電商綜合9.2.3布局京東支付體系，構(gòu)建京東

試驗(yàn)區(qū)”建設(shè)·································129金融體系與生態(tài)······························148

8.2.4助力賣家裂變升級進(jìn)入新貿(mào)易9.2.4實(shí)施3F戰(zhàn)略，開拓農(nóng)村電商

時代··················································129市場··················································150

8.2.5“全球本地化運(yùn)營”助力企業(yè)9.2.5智能新科技的引進(jìn)應(yīng)用·················150

極速打入海外市場·························1309.2.6全球率先實(shí)現(xiàn)無人機(jī)送貨常態(tài)化

8.3成功之處··················································131運(yùn)營··················································151

8.3.1強(qiáng)大的IT技術(shù)智能平臺···············1319.2.7“京瞬達(dá)”打造“一小時”

8.3.2獨(dú)特的盈利模式·····························131生活圈··············································152

目錄·V·

9.3成功之處··················································152對接供應(yīng)鏈系統(tǒng)···························171

9.3.1多渠道融資，完成資本擴(kuò)張········15210.2.3線上線下有機(jī)融合·······················171

9.3.2多元化擴(kuò)充“一站式”服務(wù)········15310.2.4傳統(tǒng)蘇寧轉(zhuǎn)型“云商”···············172

9.3.3自建物流體系，成效顯著············15310.2.5持續(xù)構(gòu)建以顧客為中心的

9.3.4對顧客群體的精準(zhǔn)定位·················154運(yùn)營體系········································172

9.3.5快速擴(kuò)張，規(guī)模為王·····················15410.2.6金融業(yè)務(wù)進(jìn)行整合，搭建蘇寧

9.3.6加大投資并購力度，布局未來金服平臺········································173

發(fā)展··················································15510.2.7收購萬達(dá)百貨································174

9.3.7構(gòu)建京東電商云，打造電商云10.2.8啟動“百川計(jì)劃”，搭建倉儲

服務(wù)鏈和生態(tài)圈·····························155物流網(wǎng)絡(luò)········································174

9.3.8高新科技創(chuàng)新應(yīng)用、持續(xù)升級····15610.2.9“蘇寧秒達(dá)”上線開啟即時

9.3.9低價、速達(dá)策略·····························156配送················································174

9.3.10構(gòu)建優(yōu)良的客服、靈活的支付10.3成功之處················································175

及可靠的售后保障·······················15710.3.1科學(xué)定位··································