SWOT-闲鱼.docx

本科毕业论文题目:基于SWOT理论分析二手交易软件闲鱼天津师范大学学 院：外国语学院学生姓名：冯婷婷学 号：专 业：英语语言文学年 级：2013级完成日期：2017年4月SWOT Analysis of Second-hand Trading Application XianyuA Thesis Presented in Partial Fulfillmentof the Requirements forthe Degree of Bachelor of ArtsFeng TingtingUnder the Supervision ofWu XueyingForeign Language CollegeTianjin Normal UniversityApril 2017AcknowledgmentI would like to take this opportunity to give my sincere gratitude to all those who had supported and encouraged me in finishing my thesis. It is the courage, assistance, and love I received from people around me that enabled me to finish this thesis. To start with, my sincerest gratitude goes to my supervisor, Professor Wu Xueying who tries her best to guide my thesis although she did not teach me before. As a respectful and resourceful professor, she did her best to help me throughout the whole process of my thesis writing by carefully checking my drafts and offering insightful revision suggestions to me. Under professor Wus direction, I completed my thesis while benefiting so much from her profound and immense knowledge. My thanks to her is beyond expression.I would also like to take this opportunity to thank all the professors who have enlightened me during my undergraduate study. I am heartfelt thankful to Professor Liu Na. She is the mentor of my integrated English lesson when I was just entered into the College. Thanks for the enlightenments that she gave to me on English study. Then are Professor Dong Li, Professor Yang Xin and Professor Wang Shangxue, thanks for helping me get through the door of Business English. Especially Professor Dong, I feel greatly honored that I can accept her excellent teaching before her retirement. At last, my sincere thanks should be given to my friends, especially my roommates. They are the strongest support for me all the time. With their concern and help, I am always brave to face any kind of challenges and difficulties. Because of the help and encouragement I get from my teachers, classmates, friends and parents, I am able to finish my thesis as well as my four-year college life smoothly. 2ContentsAcknowledgmentiAbstract(English)iiAbstract(Chinese)iiiIntroductionivChapter 1 Literature Review11.1 Related Studies Abroad11.2 Related Studies in China11.3 Innovative Points2Chapter 2 The Introduction of Xianyu and SWOT Analysis32.1 The Definition of Xianyu32.2 The Introduction of SWOT Analysis3Chapter 3 The SWOT analysis of Xianyu Application53.1 Strength53.2 Weakness93.3 Opportunities103.4 Threat12Chapter 4 Suggestions for Xianyu Development and conclusion14References16Abstract In October 2015, theFifthPlenumof the18thCPCCentralCommitteewas heldinBeijing. And the plenum has passed the 13th Five-year Plan about the National Economy and Social Development Made by the Central Committee of CCP. This plan clearly indicated the five important development concepts that contain innovation, coordination, green, openness and sharing, in which sharing appeared for the first time. Chinese sharing economy market has a great potential for development, and it also will be the new energy of pushing the economic development. When the domestic sharing economy entered into the take off period, many second-hand trading platforms emerged at the correct moment. However, the domestic second-hand market is not so mature. Due to the emergence of some second-hand trading application in recent years, online second-hand trading activities gradually get into the daily life, which gives the sharing economy with new historical meaning. Nevertheless, the research of second-hand trading market, especially second-hand trading platform remains rare. Therefore, this paper will choose Xianyu, the most representative application, by using the SWOT theory analysis, to add some useful material on researching domestic second-hand trading platform or application. The first chapter of this paper is literature review. The second chapter is to introduce Xianyu and SWOT theory, including the definition and function of Xianyu, and the content and significance of SWOT theory. The third chapter is the application of SWOT theory into the analysis the present Xianyu development situation, from the points of strength and weakness, and also the opportunity and threat that Xianyu may meet with in the future development. The forth chapter is the conclusion, and the writer gives some advices to Xianyu for its better development. This paper studies Xianyu through SWOT theory, and hope to bring Xianyu with theoretical support and practical suggestion on its development.Key Words: Sharing Economy Second-hand Trading SWOT Theory摘要2015年10月，中国共产党第十八届中央委员会第五次全体会议在北京召开，全会审议通过了中共中央关于制定国民经济和社会发展第十三个五年规划的建议（以下简称建议）。在建议中明确提出树立创新、协调、绿色、开放、共享的五大发展理念，其中首次明确提出共享理念。中国共享经济市场潜力巨大，将成为推进经济发展的新动力。伴随着国内共享经济进入起飞期，许多二手物品交易平台应运而生。但是我国二手交易市场发展时间较短，成熟度远远不比国外。最近几年由于某些二手交易软件平台的出现，使得线上二手交易逐渐走入了大众的日常生活，赋予了共享经济新的时代意义。然而关于线上二手交易市场，特别是具体的线上二手交易平台的研究少之又少。因此，本文将选取最具有代表性的二手交易客户端软件闲鱼作为研究对象，采用SWOT理论分析方法，为研究我国二手交易软件平台增添素材。本文第一章是文献综述。第二章主要是介绍闲鱼的定义及功能和SWOT理论的内容及意义。第三章则是正式运用SWOT理论从从优势和劣势对闲鱼发展的现状进行了分析，并就闲鱼在今后的发展中面临的机遇和挑战展开探究。第四章则是对本文的研究进行总结，并提出有利于闲鱼发展的若干意见。本文对二手交易软件闲鱼运用SWOT理论加以研究，并希望对其软件的发展提供理论支持和实际操作建议。关键词：共享经济 二手交易 闲鱼 SWOT理论iiiIntroductionThe appearance of Uber and Airbnb made sharing economy become the focus of the attention. And through its business model and innovative content, and from another perspective, the core of sharing economy is actually used goods economy (also second-hand economy), for all the sharing resources or basis is not totally new. But the used value of second-hand goods have been improved unprecedentedly, and also realized the reconfiguration. In addition to vehicles and idle houses, clothes, bags and jewelries are the most common but the easiest ignored used goods. However, the used goods have appeared actively in daily life and been given new value through daily transaction, which before the statement of sharing economy. Around the globe, the field of second-hand goods transaction is already blooming. In March 2016, Japanese C2C second-hand transaction platform Mercari announced that they received the investment of 75 million US dollars. In domestic China, second-hand economy, as one kind of sharing economy, also seized the opportunity and issued some second-hand trading applications. Some powerful applications have emerged, such as Xianyu from Alibaba, Zhuanzhan from 58 Tongcheng. There are also some less popular application, for example, Liequ, Liangyiqu and Yiyouyou. But the current data indicates that Xianyu is occupying the most market, which shows Xianyu is the representative second-hand trading application in China. As the predecessor of Taobao Second-hand, for backing on Alibaba and Alipay, Xianyu obtained a lot of strength such as customers resource, payment guarantee and transaction credit, which is helpful to improve the sales volumes. The most important practical significance of SWOT theory is that to provide evidences on making up marketing strategies. Based on SWOT theory, this paper will analyze Xianyu from external factors and internal factors respectively, and exploring the specific causes that impact the development of Xianyu.vChapter 1 Literature ReviewXianyu is a short time but well-developed second-hand trading application. In China, not so many researches about Xianyu have been published, but some useful essays do exist. In foreign countries, there are many articles about second-hand trading. And the following is a brief review of the previous studies.1.1 Related Studies AbroadIn recent years, foreign studies on second-hand transaction mainly focused on its warranty system. For example, in 2011, Seyed Gholamreza Jalali Naini and Mahmood Shafiee propose a decision model to determine the optimal price and upgrade strategy of a warranted second-hand product to maximize the dealers expected profit. Then in 2013, Mahmood Shafiee and Stefanka Chukova pointed out the importance of carrying out warranty policy on second-hand transaction for enlarging profits during their Optimal Upgrade Strategy, Warranty Policy and Sale Price for Second-hand Products. In the same year, Mahmood Shafiee and Stefanka Chukova also published On the Investment in a Reliability Improvement Program for Warranted Second-hand Items. This article develops a stochastic cost-benefit model for investment made in reliability improvement programs for second-hand items sold with failure-free warranty. And a small number of studies that emphasize others factors, such as technology. For instance, in 2014, Michael Conrad and Oliver Raabe published an essay on Environmental Policy Monthly entitled Used Goods Trading Platform Can be Accessed through Smartphone, in which indicated that people can also find the locations of the nearest second-hand goods trading and marketing information through the GPS function of their smart phone. So far, SWOT theory has not been used in analyzing second-hand trading platform in foreign studies yet.1.2 Related Studies in ChinaAs for the domestic researches about Xianyu, most of them are economic journal articles. Early in 2014, the establishing year of Xianyu, Wang Xiaoying published a paper on the Communication Information News named Taobao Launched Xianyu Application, Taking Advantages of Platform to Break into Second-hand Market, which is the earliest article related to Xianyu. The article mainly introduced the original functions and initial major competitors respectively. After around two years development, Xianyu has basically became the most successful second-hand trading platform in mainland China. In 2016, Wei Wei published an essay on Beijing Business Today Internet Weekly entitled the Benefits and Harms of Alibaba vigorously Developing Xianyu. In this study, it mainly analyzed the achievements that Xianyu has made in the past two years through lots of convincing data, but also revealed some problems that Xianyu met with during its development. In a word, it simply studied the strength and weakness of Xianyu, as well as the present opportunity and threat. This essay analyzed with the theory similar to SWOT, which can be a reference for future studies. The latest is study Xianyu: Trust Makes the Better Development of Sharing Economy in International Business Daily of E-commerce in 2016. In this article, it primarily analyzed the current economic environment, which touched the surface of using the O factor (opportunity) from SWOT theory. At the same time, it also gave some suggestions that could help Xianyu overcome some challenges, such as how to build a more perfect credit system. That is to say, it also related to the way that can deal with the T factor (threat) from SWOT theory. But so far SWOT theory has not been used to study Xianyu yet. 1.3 Innovative Points Based on the advantages of the former studies, this paper uses the formal and complete SWOT theory to analyze Xianyu. This paper will specifically explore the four factorsstrength, weakness, opportunity and threat that have influence on the development of Xianyu. And also based on the result, it will put forward some suggestions that may help Xian strive for future improvement.Chapter 2The Introduction of Xianyu and SWOT Analysis2.1 The Definition of XianyuXianyu is a second-hand trading platform application client of Alibaba (for Android and iOS). Members just need to register on Taobao or Alipay account, without complicated processes of opening a shop, which can accomplish the one-key resell of bought goods in Taobao, upload second-hand goods by using the picture taken by users, online trading and so on. To get maximum exposure, more efficient selling path, and more competitive transportation price, users need to download entirely new Xianyu application, by that way, which can fasten the speed for idle goods to absorb the new owners. In addition, Xianyu application has been seamless linked to Taobao credit and payment system. That is to say, it can guarantee the safety of transaction to the greatest extent.2.2 The Introduction of SWOT AnalysisSWOT analysis is an acronym for strengths, weaknesses, opportunities, and threats and is a structured planning method that evaluates those four elements of a project or business venture. In SWOT analysis, strengths and weakness are internal factors, while opportunities and threats are external factors. A SWOT analysis can be carried out for a company, product, place, industry, or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.Some authors credit SWOT toAlbert Humphrey, who led a convention at the Stanford Research Institute (nowSRI International) in the 1960s and 1970s using data fromFortune 500companies. However, Humphrey himself did not claim the creation of SWOT, and the origins remain obscure. The degree to which the internal environment of the firm matches with the external environment is expressed by the concept ofstrategic fit.The SWOT analysis in social work practice framework is beneficial because it helps organizations decide whether or not an objective is obtainable and therefore enables organizations to set achievable goals, objectives, and steps to further the social change or community development effort.It enables organizers to take visions and produce practical and efficient outcomes that make long-lasting change, and it helps organizations gather meaningful information to maximize their potential. Completing a SWOT analysis is a useful process regarding the consideration of key organizational priorities, such as gender and cultural diversity and fundraising objectives.Chapter 3The SWOT analysis of Xianyu Application3.1 Strength3.1.1 Alibaba Advantages1. The Advantage of Scale With the aid of significant market share of Taobao, scale advantage is the most obvious advantage. Xianyu has taken many peculiar advantages of Taobao since it was established. Relying on Taobao, Xianyu has achieved the accomplishment which is from millions to billionaire users. According to the 2016 Sharing Economy Report, the users of Xianyu have covered large national cities, in which tier one and tier two cities are more than 50%. These large cities of high proportion show that Beijing, Shanghai, Shenzhen and Hangzhou have taken the lead in entering into sharing economy era. The top five cities with active users are respectively Shanghai (7.2%), Beijing (7%), Hangzhou (3.5%), Guangzhou (3.0%), and Shenzhen (2.7%). （Wang 3）2. Safe and Guaranteed Transaction Based on the big data of Taobao, Xianyu loaded Zhima credit, Taobao users level, Alipay identify certification and Sina weibo identification to form the users credit and evaluation system. The Xianyu evaluation system is different from Taobao. Taobao customer satisfaction department even laid off a specialized customer service team for Xianyu.3. The Combination with Taobao Auction Alibaba announced it will merge Taobao auction into Xianyu, that creating the largest national sharing economy platform. After combination, Xianyu and auction will make joint effort to explore multiple sharing economy including Xianyu auction, Xianyu second-hand trading and Xianyu second-hand vehicle.4. The Help of Cainiaoguoguo Cainiaoguoguo helps Xianyu to improve the experience of logistics. In recent days, Xianyu announced that it would carry out strategic cooperation with Cainiaoguoguo. Since that, the logistics of Xianyu second-hand goods would be fully accessed with Cainiaoguoguo. That is to say, the logistics could be transferred from offline to online, which means that the sending and receiving services will be totally optimized. At the same time, Xianyu and Cainiaoguoguo will provide the logistics subsidy up to 8 yuan per person to the users in 13cities. （Wang 1）5. The Attention of Alibaba and Abundant Development Fund In Alibaba, the ambition of Xianyu was reflected not only in its convincing facts, but also the great hope from top management. Analyzing from the financial quarter data, the financial statement of Alibaba is still good. However, the overall turnover growth of Alibaba has been slowed down since the second quarter in 2015. The slowdown of growth is the inevitable result of the rapid development of any business model, which Alibaba was not glad to accept. Therefore, its very important for Alibaba to seek for new growth. Alibaba need to set up and look for more profitable products or field, such as Xianyu second-hand transaction. （Wei 1）In some ways, Alibaba will provide powerful support to the development of Xianyu. 6. The Function of One-key Resell The new revision of Xianyu can help users resell the goods that bought in Taobao with one-key. After logining by Taobao account and clicking one-key resell button in Xianyu, all the goods bought in Taobao will be displayed. Using the one-key resell, you can easily fill in the information such as price, location and seller. Also, the way you buy in Taobao is just the same as in Xianyu. In a word, one-key resell is very easy and convenient to operate.7. Great Corporate Image and Strength of Alibaba Since the establishment, Alibaba has become the worlds largest retail trading platform within 20 years. Alibaba is very skilled in operating e-commerce. Xianyu, as one of the major businesses in Alibaba, has benefited from the unique developing advantages of Alibabas good enterprise image and strength. 8. Effectives Promotion Strategy Alibaba makes full advanta