I
摘 要
XY 公司做为一个小微公司，一直以来坚持消费类电子产品的软硬件设计。公司创
建伊始，就以为终端客户提供“交钥匙”解决方案做为立世之本。从视频转换类产品做起，
在这个细分市场占据半壁江山。时光荏苒，凭借着对消费类数码电子市场 4 年的深刻理
解，以及对客户的耕耘，XY 公司拥有了稳定的客户群和出货量。但是，消费类电子产
品升级很快，面对快速更新的数码电子市场，只有不断的推出创新的产品才能站得住脚。

XY 公司新引进了一条产品线，为消费类音频产品。为了满足更多的应用场景下消费者
的需求，而且避开 XY 公司的一直以来不面对最终消费者的劣势。借着电子商务蓬勃发
展的东风，XY 组建了一个团队，开始运营线上商铺，希望依托自身的设计实力，抓住
市场中细分的机会来实现下游的延伸。最终达到公司产品多元化，自主品牌化的目的。

借此壮大公司规模。

电子商务作为区别于传统营销市场的特殊存在，给 XY 公司提供了一个开放自由而
有效的平台。

本文对 XY 公司的内部环境资源进行综合梳理，结合 XY 公司所处的欧亿·体育（中国）有限公司现状以及
宏观经济环境，采用 SWOT 分析法找出 XY 公司以及电子商务发展所面对的优势及劣势
以及外部环境所带来的机遇和威胁。并且从 XY 公司整体的发展战略出发，与公司实际
情况相结合，对公司期望建立的电子商务平台进行市场定位，以此为依据制定并选择适
合公司电子商务发展的营销战略。即推出明星产品，短时间内覆盖足够的数量，这是一
个从无到有的建立一整套的电子商务平台，包括 B2C 电子商铺，网络推广等一揽子的
方案。计划书给出了具体的实施步骤以及时间表，并且对整个电子商务平台做出了周密
的风险分析和详尽的财务分析，提出了对各种风险的控制措施，进而保证了整个计划书
科学有效的执行。

关键词：电子设计 发展战略 b2C 电子商务ABSTRACT
Base on situation of electronic business and the macro environment, this paper proposal
a solution of e commerce. The purpose is advancing the XY Company’s strategy. This
proposes include the B2C e store and online marketing. At first, analyze the feature of XY
Company. According to result, recommend a schedule and step. Then this proposal research
the electronic market and finish financial analysis, it is helpful for XY company position their
product and customer. Final, after risk analyze, propose advice lots of comments for control
risk. These item help this paper achieved.
XY Company is a small company. The revenue is 10 million at 2013. It is a design house
in electronic commerce field. They have hardware and software design team. They are
support factory which deliver innovation and quality consumer product to market quickly.
From 2010 to 2013, they have lots of experience in commerce market. In XY Company’s
strategy, they would like to expend their business. The e commerce is a good mode to expend
their business.
In this paper, PEST analysis (Political, Economic, Social and Technological analysis)
describes a framework of macro environmental factors used in the environmental scanning
component of strategic management. It focuses on economic and technological analysis. The
Michael Porter's Five Forces Model is used for clarify the company stratagem. After these,
this
paper use SWOT analyze to find out the advantage and disadvantage of XY Company. They
should face to the opportunity and threats. Actually, The e store’s situation and sales
stratagem direct the way to market. They should propose the star product to market and
influence more customers in market.
After all, this paper recommends a standard which evaluation the e store. The detail
schedule and financial statement is necessary.
Keywords: Design/ Development Strategy/ business to consumer e commerce