I 中文摘要 进入21世纪以来，信息科技飞速发展，互联网的应用得到了广泛普及，各 类电子商务平台涌现。同时，伴随着经济的蓬勃发展，人们的整体生活水平大 幅度提高，消费观念也随之发生改变，消费重心逐步倾向健康方面，特别是中 药养生和中医治疗。由此推动了中国中药材电子商务的全面发展，形成了多种 独具特色的发展模式，也加速转变了中药材的生产销售方式，加快了融合一、 二、三产业的步伐，提高了就业率和创业率。 十八大以来，“互联网+”上升为国家发展战略，多层次资本市场体系建设 和普惠金融力度不断加强。近年来，国家多次出台中药材相关的政策和法规， 云南省和文山州陆续出台三七产业相关的规划和发展条例。文山“十三五”计 划到2020年，三七产业发展规模达到千亿元。2018年以来，云南省交易场所清 理整顿工作全面结束，建设文山三七现货交易平台条件已十分成熟。 2020年，新冠病毒疫情爆发，三七被列入新冠病毒防疫中药配方，并且线 下传统交易市场关闭，极大的促进了三七线上交易习惯的转变。 目前我国各类专业性、综合性的电子商务平台众多，群强林立，竞争异常 激烈。WS三七电子交易市场作为专业性的三七电商平台，如何在竞争大潮中站 稳脚跟，提高在市场中的竞争力，实现市场占有率的重大突破，直至占据主要 市场，制定并不断完善自身的发展战略尤为重要。 本文以WS三七电子交易市场为研究对象，对其内外部环境进行了剖析，并 通过SWOT矩阵分析，提出WS三七电子交易市场快速扩张的总体战略和差异化竞 争战略以及相关职能策略。 关键字：三七；中药材；电子商务；发展战略 Abstract II Abstract Since the beginning of the 21st century, information technology has developed rapidly, the application of the Internet has been widely popularized, and various e-commerce platforms have emerged. At the same time, with the vigorous development of the economy, people's overall living standard has been greatly improved, and their consumption concept has also changed accordingly. The focus of consumption has gradually shifted to health, especially traditional Chinese medicine regimen and traditional Chinese medicine treatment. This has promoted the comprehensive development of Chinese herbal medicine e-commerce, formed a variety of unique development modes, and accelerated the transformation of the production and sales mode of Chinese herbal medicine, accelerated the integration of the first, second and third industries, and increased the employment rate and the rate of entrepreneurship. Since the 18th National Congress of the COMMUNIST Party of China (CPC), "Internet Plus" has become a national development strategy, and efforts to build a multi-tiered capital market system and inclusive finance have been strengthened. In recent years, the state has issued policies and regulations related to Chinese medicinal materials for many times, and Yunnan province and Wenshan Prefecture have successively issued regulations related to the planning and development of pannotoginseng industry. Wenshan "13th Five-Year plan" by 2020, notoginseng industry development scale reaches 100 billion yuan. Since 2018, the clearing and consolidation of trading venues in Yunnan province has been completed, and the conditions for the construction of wenshan Notoginseng spot trading platform are quite ripe. In 2020, novel Coronavirus outbreak broke out, and Panax notoginseng was listed into the traditional medicine prescription of novel Coronavirus prevention, and the offline traditional trading market was closed, which greatly promoted the change of online trading habits of Panax notoginseng. At present, there are many professional and comprehensive e-commerce Abstract III platforms in Our country with strong groups and fierce competition. WS notoginseng Electronic trading market, as a professional notoginseng e-commerce platform, is particularly important for how to stand firm in the competitive tide, improve its competitiveness in the market, achieve a major breakthrough in market share, and eventually occupy the main market. This paper takes WS Notoginseng Electronic Trading Market as the research object, analyzes its internal and external environment, and proposes the overall strategy of rapid expansion of WS Notoginseng Electronic Trading Market, differentiated competition strategy and relevant functional strategies through SWOT matrix analysis. Key words: Notoginseng; Chinese herbal medicine; E-commerce; Development strategy 目录 IV 目录 中文摘要 ................................................. I ABSTRACT ................................................ II 目录 .................................................... IV 第一章 绪论 ............................................. 1 第一节 研究背景 ......................................... 1 一、 政策背景 .................................................. 1 二、 新冠肺炎防疫背景 .......................................... 2 三、 行业背景 .................................................. 3 四、 公司背景 .................................................. 5 第二节 研究目的及意义 ................................... 5 一、 研究目的 .................................................. 5 二、 研究意义 .................................................. 6 第三节 研究内容及技术路线 ............................... 7 一、 研究内容 .................................................. 7 二、 技术路线 .................................................. 8 第四节 研究方法 ......................................... 9 一、 现场调查研究法 ............................................ 9 二、 文献研究法 ................................................ 9 第五节 研究创新之处 ...................................... 9 一、 研究对象创新 .............................................. 9 二、 研究背景创新 .............................................. 9 第二章 相关理论及国内外研究综述 ........................ 10 第一节 相关理论 ........................................ 10 一、 电子商务理论 ............................................. 10 二、 战略管理理论 ............................................. 10 目录 V 第二节 国内外文献研究综述 .............................. 12 一、 国内文献研究综述 ......................................... 12 二、 国内文献研究综述 ......................................... 14 三、 国内外文献研究评述 ....................................... 15 第三章 WS三七电子交易市场内部环境分析 .................. 17 第一节 WS三七电子交易市场简介 .......................... 17 一、 营销情况 ................................................. 17 二、 人力资源情况 ............................................. 18 三、 相关资质 ................................................. 19 第二节 WS三七电子交易市场主要利益相关者分析 ............ 20 第三节 WS三七电子交易市场业务经营现状分析 .............. 21 一、 WS三七电子交易市场整体经营情况 ........................... 21 二、 WS三七电子交易市场产品与服务内容 ......................... 21 三、 WS三七电子交易市场商业模式和交易模式 ..................... 27 第四节 WS三七电子交易市场现有资源能力分析 .............. 31 一、 资源方面 ................................................. 31 二、 能力方面 ................................................. 33 第四章 WS三七电子交易市场外部环境分析 .................. 35 第一节 WS三七电子交易市场宏观环境——PEST分析 .......... 35 一、 政治法律环境分析 ......................................... 35 二、 经济环境分析 ............................................. 35 三、 社会环境分析 ............................................. 36 四、 技术环境分析 ............................................. 37 第二节 WS三七电子交易市场中观行业环境分析——六力分析 .. 37 一、 现有市场竞争者分析 ....................................... 41 二、 供应商讨价还价能力分析 ................................... 41 三、 购买者讨价还价能力分析 ................................... 42 四、 潜在进入者分析 ........................................... 42 目录 VI 五、 替代品分析 ............................................... 43 六、 互补者分析 ............................................... 43 第三节 WS三七电子交易市场SWOT分析 ..................... 43 一、 机会 ..................................................... 43 二、 威胁 ..................................................... 44 三、 优势 ..........................