Z是一家成立于1996年的公司，公司成立初期的主要业务分布是IT产品的零售、 分销的贸易型业务，公司经过20多年的发展，随着中国经济发展的高速发展和技术市 场的不断革新，尤其是互联网时代的大背景下，电子商务的技术的不断更新、供应链管 理技术的不断推陈出新，Z公司与时俱进，在电子商务的研发上加大投入，公司于2013 年10月开始探索并筹建B2B电商平台 ，在2014年研发、搭建了XGB平台，在2015 年XGB的B2B软件平台正式上线运营，实现了移动端产品的研发。XGB的B2B平台 是Z公司在不断转型、探索B2B电商业务中的各种可能性，在2015期间，整个平台主 要集中精力在建设交易系统和商城管理系统上面，为XGB平台的发展奠定了基础。拥 有了自己的B2B电商平台，为了完善平台体系，在随着未来市场的不断变化，尤其是 电子商务成为基本的贸易工具后，公司也期望能在未来的变化中寻找到符合自身特点的 企业经营战略，从而占据有力的地位，获得更多的有价值的业务，实现收入和利润的双 增长。 迈克尔·波特在在其所撰写的《竞争战略》的书中明确提出了所有企业都必须制定 相关的战略，否则企业将在未来的市场竞争中处于不利地位。战略的多变使你几乎无法 拥有长期的竞争优势[1]。而企业除了考虑诸多的外部竞争外，还需要考自身的发展历程 和特点，把自身的资源，能力和核心竞争力做系统的分析，才能全面的评估企业未来的 发展战略。从目前大的经济环境看，全球经济低迷，贸易保护主义盛行，我国的出口处 于被压制的地位，如何在国内拉动内需，拓展国内生产企业的流通渠道，降低流通成本， 提高上下游的对接效率，加强供给侧改革是当今中国发展经济的主旋律。本论文就是在 此前提下，根据Z公司目前的基础条件和业务分布、人员构成以及所具备的能力等客观 的条件下，参考他人的研究成果、理论并结合自身条件，一一分析外部环境和公司内部 资源，在B2B领域找到突破点和关键点，结合当下的云计算、大数据分析和对供应链 管理的诸多因素，并预测以上这些关键因素的未来发展趋势，重点关注和聚焦在IT消 费类产品领域的产品，找出适合公司发展的发展战略，并将其付诸实施，发挥企业核心 价值，使得企业认清自我，在保障企业生存和发展的基础上，积极创新，主动求变，提 高企业的向心力，从而推动Z公司的持续发展，实现零售商、厂商、渠道商的多方利益 趋同，让品牌到零售更简单。 本文旨在通过对以上的层层分析，让Z公司在供应链、大数据和新零售等领域找到 II 自身的准确定位，设立明确和适合Z公司发展的战略目标，并根据这些目标调整公司的 保障措施，努力营造创新、快速反应的企业文化，致力于公司的规范治理，推动员工、 企业以及别的利益相关者实现共同进步；企业高层则以身作则，诚信运营，积极带领广 大员工积极履行社会责任贺义务，不断创新，将Z公司打造成为中国领先的B2B综合 服务商。 关键词：发展战略 电子商务 B2B 大数据 III Abstract Z is a company founded in 1996. At the beginning of its establishment, its main business distribution was retail, distribution and other trade-oriented business of IT products. After moremore than 20 years of development, the company has developed rapidly with the rapid development of China's economy and the constant innovation of the technology market, especially in the context of the Internet era, the technology of electronic commerce. With the continuous updating of supply chain management technology, Z company keeps pace with the times and invests more in the research and development of e-commerce. In October 2013, the company began to explore and build B2B e-commerce platform. In 2014, XGB platform was developed and built. In 2015, XGB B2B software platform was officially launched, and the mobile terminal was realized. Product development. XGB's B2B platform is Z company's continuous transformation and exploration of various possibilities in B2B e-commerce business. During the period of 2015, the whole platform mainly concentrates on the construction of trading system and mall management system, laying the foundation for the development of XGB platform. With its own B2B e-commerce platform, in order to improve the platform system, with the continuous changes in the future market, especially after e-commerce has become a basic trading tool, the company also expects to find its own characteristics of enterprise management strategy in the future changes, so as to occupy a strong position and get more valuable. Value of business, achieve double growth of revenue and profit. In his book Competitive Strategy, Michael Porter clearly states that all enterprises must formulate relevant strategies, otherwise they will be at a disadvantage in the future market competition. Changing strategies make it almost impossible for you to have a long-term competitive advantage. In addition to considering many external competitions, enterprises also need to examine their own development process and characteristics, and make a systematic analysis of their own resources, capabilities and core competitiveness, in order to comprehensively evaluate the future development strategy of enterprises. In view of the current large economic environment, the global economic downturn, the prevalence of trade protectionism, China's export is in a suppressed position, how to stimulate domestic demand, expand domestic production enterprises'circulation channels, reduce circulation costs, improve the efficiency of upstream and downstream docking, and strengthen supply-side reform is the development of China's economy today. The main theme. In this paper, based on Z company's current basic conditions and objective conditions such as business distribution, IV personnel composition and capabilities, referring to other people's research results, theory and combined with their own conditions, we analyze the external environment and internal resources one by one, and find breakthroughs and key points in the field of B2B. Considering the current cloud computing, big data analysis and many factors of supply chain management, and predicting the future development trend of these key factors, we should focus on and focus on the products in the field of IT consumer products, find out the development strategy suitable for the company's development, put it into practice, give full play to the core value of the enterprise, and make the enterprise develop. Recognize oneself, on the basis of ensuring the survival and development of enterprises, actively innovate, actively seek change, and improve the centripetal force of enterprises, so as to promote the sustainable development of Z Company, realize the multi-interests convergence of retailers, manufacturers and channel providers, and make it easier for brands to retail. The purpose of this paper is to make Z company find its own accurate position in supply chain, big data and new retail, establish clear and suitable strategic objectives for Z company's development, adjust the company's safeguard measures according to these objectives, strive to create an innovative and rapid response corporate culture, and devote itself to the company. Standardized governance promotes the common progress of employees, enterprises and other stakeholders; high-level enterprises set an example, operate in good faith, actively lead employees to actively fulfill their social responsibility congratulations obligations, innovate constantly, and make Z company a leading B2B comprehensive service provider in China. Keywords: research on the development Strategy; electronic commerce; B2B; Big data; V 目 录 摘要 ............... I Abstract ...... III 第一章 绪论 .. 1 1.1 研究背景及意义 ................ 1 1.1.1 研究背景 ...................... 1 1.1.2 研究意义 ...................... 4 1.2 文献综述 ............................ 4 1.2.1 企业战略的历史发展概况 ......................... 5 1.2.2 企业战略的性质和作用 ............................. 6 1.2.3 企业经营战略的分类 .. 7 1.3 研究的内容和方法 ............ 8 1.3.1 研究内容 ...................... 8 1.3.2 研究方法 ...................... 8 第二章 Z公司发展环境分析 ... 10 2.1 政治和政策环境分析 ...... 11 2.2 经济环境分析 .................. 12 2.3 社会文化环境分析 .......... 14 2.4 技术环境分析 .................. 15 2.5 PEST分析 ......................... 19 2.6 市场环境分析 .................. 19 2.6.1 终端需求分析 ............ 20 2.6.2 目标市场分析 ............ 21 2.7 本行业的发展趋势分析 .. 22 2.7.1 行业应用前景分析 .... 22 2.7.2 上游供应商分析 ........ 23 2.8 商业模式分析 ........