基于动态竞争理论ebay中国经营战略分析

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1、万方数据Contents中文摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯1Abstract．．．⋯．．．⋯．．．．．．⋯．．．．．．．．．．．．⋯．．．．．．．．．．．．⋯．．．．．⋯．．．．．．⋯．．．．．．．⋯⋯．．．．．．．．．⋯．．．．⋯．．．．．．．⋯．．．．．．．．．．．3。I．Introduction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．41．1Researchbackground⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．41．2Researchobjectives

2、．．．．．．．⋯．⋯⋯．．．．．．．⋯．．⋯⋯．．⋯．．．⋯⋯．．．⋯．．．．．．．．．．．．．．．．．．．．．．．．．．．51．3Researchquestions⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6。1．4Researchmethods．⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯⋯⋯．⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯．．62．Theorydevelopment．⋯．．⋯．．⋯⋯．．⋯⋯．．⋯．．．．．⋯⋯．．⋯⋯⋯⋯．．．．．⋯⋯．．．．⋯⋯．．．．⋯．．．⋯．．．72．1Traditionalcompetitivestrategies⋯⋯

3、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．1Mainrepresentativetheories⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．2Challengesfortraditionaltheodesindynamicages⋯⋯⋯⋯⋯102．2Dynamiccompetitiontheories⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯132．2．1GeneralideasofdynamiccompetiSvestrategies⋯⋯⋯⋯⋯⋯．132-2．2Theoreticaldevelopmentofdynamiccompetit

4、ion⋯⋯⋯⋯⋯⋯．152．3Thedifferencebetweentacticanddynamiccompeti五vestrategies192．3。1Generalcompanson⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯192。3。2Sn'ategicadvantagecompanson⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一222．3．3Riskcompanson⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯242。3。4Thelinkagebetweenthestaticanddynamiccompetitivestrategy⋯⋯⋯⋯⋯⋯

5、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯262．4Implicationforfirms⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯272．4．1Barriercreation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一272．4．2Corecompetencedevelopment．．．．．．．⋯．．．．．．．．．．．．．．．．．．．．．⋯⋯⋯．．．⋯．．．322．4．3LocalizalJon⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．。342．4．4Winningthespeed⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

6、⋯⋯⋯⋯⋯⋯⋯353．Casestudy-eBayinChina．．．．．．．．．．．．．⋯．．．．．⋯．．．．．⋯．．⋯⋯．．．．．⋯．．．．．．．．．．．．．．．．．．．．．⋯．．．．．．．373．1Industryanalysisofonlineshopping⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯373．1．1Onlineshoppinghaschangedtheworld⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．37万方数据3．1．2TheChineseonlineshoppingmarketanalysis⋯⋯⋯⋯⋯⋯⋯⋯383．2Thedevelopmentofe

7、BayChina⋯．．⋯．．．．⋯⋯．．．．．⋯⋯．．⋯．．．．．⋯．．．⋯．．．．．．⋯．433．3ThemaincompetitorforeBayintheChinesemarket．．．．．．：⋯．．．．．．．．．．．．．463．4ThemainreasonsforeBaysunsalJsfactoryperformanceinChina523．4．1Inadequateunderstandingofthelocalconsuminghabits⋯．．523．4．2Localizationproblem⋯．．．．⋯．．⋯．．⋯．．．．⋯．．．

8、⋯⋯⋯．．⋯⋯．．⋯．．．．⋯．．⋯⋯．543．4．3Slowandinadequatemacrontowardsdyna