随着以手机等无线设备为终端的商务活动开始迅猛发展，电子商务已正式进入 “移动电商时代”。在“十三五”、“互联网+”等相关政策的推动下，各领域逐渐与互联 网充分融合，迎来了全新的发展契机。因此，传统企业做好电子商务转型，不仅可 以增强公司的盈利能力，提高市场占有率，而且可以促进公司可持续发展，对公司 具有十分重要的理论和现实意义。 本文主要是以安琪酵母股份有限公司为例，研究并探索在互联网环境下，传统 制造业向电子商务转型时是如何运用自身优势探索出正确的发展方向，同时又经历 了哪些阶段和过程、遇见了何种困境。本文将运用相关战略管理理论和模型工具， 尝试梳理出安琪酵母股份有限公司电子商务的定位与发展战略，并结合安琪电商的 现状，为其他传统制造业的电商转型之路提供参考。 安琪酵母股份有限公司是一个典型的传统制造业企业，于2003年就开始了电子 商务的尝试，并在移动电商时代，以全新的经营模式取得了一定的进展。本文结合 安琪酵母股份有限公司的实际发展情况，运用PEST分析、波特五力模型分析等方 法对其电子商务发展的宏观环境及微观环境进行分析。通过SWOT矩阵进行总结， 在制定具体的电子商务发展战略时，要跳出模式固定、流程固化的发展环境，攻克 电子商务信息化水平低、基础设施不全、产品同质化严重等问题，充分挖掘自身优 势，建立适合自己的发展模式，完善信息化系统和仓储物流系统，选择科学合理的 价格策略和渠道策略，重视私域流量，及时进行产品创新，最终解决各维度的实际 问题，从而更科学地开展电子商务。 关键词：电子商务 安琪酵母公司 发展战略 IV Abstract With the mobile phones and other wireless devices as terminals business activities began to develop rapidly,and e-commerce has officially entered the "era of mobile e- commerce".Driven by relevant policies such as the 13th Five-Year Plan (2016-2020) and “Internet +”, various fields have gradually integrated with the Internet, ushering in new development opportunities.Therefore,traditional enterprises to do a good job in the transformation of e-commerce,not only can enhance the profitability of the company, improve the market share,but also promote the sustainable development of the company, which has very important theoretical and practical significance for the company. This paper mainly takes angel yeast co.,LTD as an example to study and explore how to use its own advantages to explore the right development direction in the transformation of traditional manufacturing industry to e-commerce under the Internet environment,as well as what stages and processes it has gone through and what kind of difficulties it has encountered.This paper will use relevant strategic management theories and model tools to try to tease out angel yeast co.,LTD.'s e-commerce positioning and development strategy, and combine the current situation of angel yeast's e-commerce to provide reference for the transformation of other traditional manufacturing e-commerce. Angel yeast co.,LTD. is a typical traditional manufacturing enterprise,started the attempt of e-commerce in 2003,and has made some progress with a new business model in the era of mobile e-commerce.Based on the actual situation of angel yeast co.,LTD.,this paper uses PEST analysis,porter's five forces analysis and other methods to analyze the macro-environment and micro-environment of its e-commerce development.Summarizes through the SWOT matrix, in the electronic commerce development strategy,formulate specific to jump out of the fixed pattern,the development of the process of curing environment,overcome e-commerce information level is low,the infrastructure is not complete,serious product homogeneity,fully exert their own advantages,to establish the development mode that suits his,perfecting the information system and logistic system, choosing scientific and reasonable pricing strategy and channel strategy, pay attention to the private domain flow,in a timely manner to product innovation,finally solves the actual problem of all dimensions,thus more scientifically to develop electronic commerce.