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案例编号: PJMT-0294
被浏览次数: 152 次
案例名称: 从天猫挑战者到合作者:猫诚电商的坎坷转型路
译名: From Tmall challenger to collaborator: MaoCheng electricity supplier's bumpy transition road
案例作者: 孙继伟,朱红林,白敏敏,吴海宁
作者单位: 上海大学工商管理学院
指导者:
译者:
背景单位名称: 上海猫诚电子商务股份有限公司
行业: 食品工业
规模: 中小型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 17 页
案例类型: 决策型
中文关键词: 猫诚;休闲食品;战略;模式
英文关键词: Maocheng online retailer ; leisure food; lstrategy; mode
中文摘要: 过去的二十年间,我国电商行业风云变幻,见证一批互联网创业公司宣告倒闭。而食品电商“猫诚”始于电商蜂拥而起的年代,挺过一轮轮行业洗礼,7年坚守终扭亏为盈。本案例以国内猫诚电商的创业和发展过程为主线,讲述了创始人与创业团队在猫诚不同发展时期的战略选择,重点探讨创业机会识别、战略定位及猫诚电商如何在“红海”中取得阶段性成功的关键因素等问题。本案例可为电商创业企业制定创业决策、如何战略转型升级实现公司的持续发展提供借鉴。
英文摘要: Over the past 20 years, China's electricity industry is changing, witnessing a group of internet start-ups to collapse. and food electric business "MaoCheng" began in the era of electricity rush, quite a round of industry baptism, 7 years adhere to the end of the profit. The case of the domestic cat-prudential business and the development of the process as the main line, the founder and the entrepreneurial team in the cat in the different development period of the strategic choice, focusing on entrepreneurial opportunity identification, strategic positioning and how the cat Prudential in the "Red Sea" in the key factors such as success. This case can be used for reference to the development of business decision-making, how to upgrade the strategy, and to realize the sustainable growth of the company.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2017-11
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