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MBA硕士论文_基于O2O的家电连锁电子商务模式的研究DOC

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文本描述
摘要
I
基于O2O的家电连锁电子商务模式的研究—以M企业为例
摘要
互联网的兴起带动、改变了人们生活方式和消费习惯,网购不
受交易时间和地点的限制,支付方便快捷,受到消费者尤其是新生
代消费者的追捧。电子商务网络市场的建立丰富了原有销售渠道,
极大的满足了消费者的新需求,刺激了消费的增长,提升了市场的
规模。传统品牌纷纷触网,通过品牌官网、第三方平台旗舰店、网
络分销等方式拓展网络零售市场,并取得了可观的销售业绩。网络
销售掀起了各个产业运营模式的大变革,伴随着电子商务占领市场,
传统家电零售业的发展面临着巨大挑战

电商行业的发展可谓是如日中天,与此相反的是,传统零售行
业,尤其是家电零售业遭遇了巨大的打击。与新兴的网络销售渠道
相比,无论是经营成本、交易方式还是宣传效果,传统零售业都无
法与网络营销相比。虽然在当前的市场环境下,传统零售业凭借渠
道、品牌、信誉等优势,在零售市场仍然占据有利地位。但是在不
久的将来,线上营销与线下实体相结合的 O2O 商务模式必将顺应经
济发展的要求,成为未来零售业商务模式的主流。因此,作为传统摘要
II
零售行业,尤其是传统家电零售业,面对经济发展的大潮,面对消
费者不断增长、不断变化的消费需求,必须积极的更新发展思路,
调整发展方向。利用先进的电子商务平台,发挥自身的发展优势,
不断探索新的发展道路和领域,为企业发展找到新方向

文章的第一部分简述了研究的背景及意义。第二部分分析了国
内外学者对电子商务模式、传统模式、O2O 模式的研究现状。第三
部分介绍了国内家电连锁企业的传统商业模式以及传统电子商务模
式,在此基础上重点分析家电连锁企业 O2O 模式的几个重要的组成
要素和业务流程,从而总结分析家电连锁企业在发展 O2O 模式中存
在的问题。第四部分以 M 家电为例,首先分析 M 家电连锁布局 O2O
的内部优势和外部机遇,其次利用问卷调查了解了 M 家电连锁企业
电子商务的现状,再次用 PEST 分析法对 M 企业向 O2O 模式转型
进行可行性分析,并具体分析该企业从项目设计与执行、平台建设、
营销方式、支付方式、消费体验、物流配送到线上线下资源整合等
各方面存在的问题,结合 M 家电连锁 O2O 的初步成效提出相应的
改善措施。第五部分为总结及展望

关键词:家电连锁 O2O 模式 SWOT 分析 PEST 分析ABSTRACT
III
STUDY ON E-COMMERCE MODOEL OF HOUSEHOLD
APPLIANCE CHAINS BASED ON O2O—TAKING M
ENTERPRISE AS AN EXAMPLE
ABSTRACT
The rise of the Internet led to change people&39;s lifestyles and spending habits, online
shopping is not limited by the trading hours and places, to pay quick and easy, by consumers,
especially the new generation of consumers sought after. The establishment of e-commerce
network market enriched the original sales channels, greatly meet the new needs of consumers,
stimulating the growth of consumption, enhance the size of the market. Traditional brands have
access to the net, through the official website of the brand, third-party platform flagship store,
network distribution, etc. to expand the network retail market, and achieved considerable sales
performance. Network sales set off a variety of industrial operations model of change, along
with e-commerce to capture the market, the development of traditional home appliance retail
industry is facing enormous challenges.
The development of electricity industry is high, on the contrary, the traditional retail
industry, especially in home appliance retail industry suffered a big blow. Compared with the
emerging network sales channels, operating costs, transaction and publicity, traditional retail
industry cannot be compared with the network marketing. Although in the current market
environment, the traditional retail industry with the advantages of the channel, brand, reputation,
is still a good position in retail market. But in the near future, with the combination of online
marketing and offline entities O2O business model will comply with the requirements of
economic development, has become the mainstream in the future retail business model.ABSTRACT
IV
Therefore, as a traditional retail industry, especially the traditional home appliance retailing,
facing the tide of economic development, in the face of growing and changing consumer demand,
consumer must actively update development ideas, adjust the development direction. Use
advanced e-commerce platform and exert its advantages, the development of continuously
explore new areas of development path and find a new direction for enterprise development.
The first part of the article briefly describes the background and significance of the study.
The second part analyzes the domestic and foreign scholars on the e-commerce model, the
traditional model, O2O model research status quo. The third part introduces the traditional
business model of domestic home appliance chain enterprises and the traditional e-commerce
model. On this basis, it focuses on the analysis of several important elements and business
processes of O2O model of home appliance chain enterprises, so as to sum up the analysis of
home appliance chain enterprises in the development of O2O The problem in the model. The
fourth part of the M home appliances, for example, the first analysis of M home appliance chain
layout O2O internal advantages and external opportunities, followed by the use of questionnaires
to understand the M home appliance chain e-commerce status quo, once again PEST analysis of
M enterprises to O2O model transition This paper analyzes the existing problems of the
enterprise from the aspects of project design and implementation, platform construction,
marketing mode, payment method, consumption experience, logistics and distribution to online
and offline resources integration, and the combination of M Effectiveness of the corresponding
improvement measures. The fifth part is the summary and the prospect.
Name: Ning An(MBA)
Supervised by: Changjun Wang
KEY WORDS: electrical appliances chain; O2O pattern ;SWOT analysis;PEST analysis.目录
V
目录
摘要I
ABSTRACT.......... III
1 绪论.. 1
1.1 研究背景及问题提出......1
1.2 研究的目的及意义..........2
1.3 研究方法.. 3
1.4 创新点...... 3
1.5 研究思路.. 4
2 文献综述...... 5
2.1 电子商务模式的研究现状.......... 5
2.1.1 国内研究现状......5
2.1.2 国外研究现状......6
2.2 传统模式文献综述..........7
2.2.1 国内研究现状......7
2.2.2 国外研究现状......8
2.3 O2O 模式文献综述 .........9
2.3.1 国内研究现状......9
2.3.2 国外研究现状.... 11
3 家电连锁企业 O2O 模式 .. 13
3.1 家电连锁企业传统商业模
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