声明
Chapter 1 INTRODUCTION
1.1Background of the study
1.2 Research significance and objective
1.3 The structure of the thesis
1.4 Research Methodology
1.4.1 Research Design
1.4.2 Research Approach
1.4.3 Research Questions
Chapter 2 LITERATURE REVIEW
2.1Introduction to e-commerce
2.1.1 Definition
2.1.2 E-commerce history and applications
2.2 Business to consumer (B2C) characteristics and business model
2.2.1 Characteristics of B2C e-commerce
2.2.2 Business model of B2C e-commerce
2.3 Introduction to Business Model
2.3.1 Definition and History
2.3.2 Business Model Components
2.4 Internationalization and Localization Theories
2.4.1 Internationalization conceptual foundations
2.4.2 Localization Conceptual foundation
2.5 Summary
Chapter 3 JUMIA BUSINESS MODEL IN CAMEROON
3.1 Introduction and background of the company
3.2 Jumia business model in Cameroon
3.2.1 The offering component of the business model
3.2.2 The infrastructure component
3.2.3 The customers component
3.2.4The finances component
3.3 Summary
Chapter 4 JUMIA MARKET OPERATING ENVIRONMENT
4.1PEST Analysis of Jumia Market in Cameroon
4.1.1Political factors
4.1.2 Economic Factors
4.1.3 Social Factors
4.1.4 Technological Factors
4.2 Porter Five forces analysis
4.2.1 Cameroonian B2C e-commerce market description
4.2.2 B2C e-commerce consumer analysis- customers and suppliers
4.2.3Competitive environment analysis- rivalry
4.3 Challenges of B2C E-commerce in Cameroon
4.3.1 The platform Issue
4.3.2 The logistics issue
4.3.3 The payment Issue
4.3.4 Insufficient website maintenance and promotion
4.3.5 Difficulties in reaching the right demographic and low purchasing power
4.4 Summary
Chapter 5 JUMIA MARKET SWOT ANALYSIS AND RECOMMENDATIONS
5.1 Jumia SWOT Analysis
5.1.1 Strengths
5.1.2 Weaknesses
5.1.3 Opportunities
5.1.4 Threats
5.2 Recommendations for business model improvements
5.2.1Suggested improvements on the offering component
5.2.2Suggested improvements on the infrastructure component
5.3 Summary
CONCLUSION
参考文献
TABLES AND FIGURES
致谢
燕山大学;
