从当前来看，在消费升级的背景下，我国“新零售”行业更迭速度不断加快， 传统业态的连锁便利店在业务上很难适应人民群众的需求。而随着我国“互联网 +”战略的逐渐深化，电子商务得到了飞速发展。寻求传统业态连锁便利店与电子 商务的有效融合，成为推动“新零售”发展的重要抓手。 O2O运营模式能够有效解决传统连锁便利店存在的痛点和不足，从而进一 步依托传统连锁便利店线下的基础优势，逐渐拓展线上电子商务市场，以此来寻 求线上线下的有机融合，从而满足人民群众的生活需求。此外，社区是消费者比 较集中的地方，是“新零售”市场消费的主力群体，因此如何有效抓住社区人群的 消费需求，依托电子商务基础，优化和拓展O2O运营模式，成为传统业态连锁 便利店实现转型升级的重要推手，也成为亟待解决的现实问题。 文章首先对便利店、O2O模式、社区便利店O2O模式、运营模式等相关 概念及相关文献进行梳理；其次，通过问卷调查法等方法，了解消费者对社区型 连锁便利店的O2O模式的认知态度及消费者需求特征、行为特征进行分析。同 时，从发展定位、业务开展、盈利来源和员工管理等方面，分析了A品牌社区 型连锁便利店运营模式的现状，发现其存在运营定位不明确、核心资源优势不明 显、盈利渠道单一、品牌竞争力不强和客户粘性较差等问题；最后，依据O2O 运营模式等相关理论及A品牌社区型连锁便利店运营模式的现状，围绕如何完 善A品牌社区型连锁便利店的线下实体店经营模式、线上平台运营模式、物流 配送体系和盈利模式等方面，有针对性的提出对策建议，为A品牌社区型连锁 便利店的转型升级提供可选择的路径和方案。 关键词：连锁便利店；社区化；O2O模式； A品牌社区型连锁便利店O2O运营模式研究 II ABSTRACT Atpresent,inthecontextofconsumptionupgrading,China's"newretail" industryischangingatafasterpace,anditisdifficultforchainconveniencestoresof traditionalformatstomeettheneedsofthepeopleinbusiness.Withthegradual deepeningofChina's"Internet+"strategy,e-commercehasdevelopedrapidly.To seektheeffectiveintegrationofthetraditionalformatofconveniencestorechainand e-commerce,tobecomeanimportantstartingpointtopromotethedevelopmentof "newretail". TheO2Ooperationmodelcaneffectivelysolvethepainpointsandshortcomings ofthetraditionalconveniencestorechain,soastofurtherrelyonthebasicadvantages oftheofflineofthetraditionalconveniencestorechain,andgraduallyexpandthe onlinee-commercemarket,soastoseektheorganicintegrationoftheonlineand offline,soastomeetthepeople'slifeneeds.Inaddition,thecommunityisaplace whereconsumersmoreconcentrated,isthemainnewretailmarketconsumergroups, sohowtoeffectivelyseizetheconsumptiondemandofcommunitypeople,relyingon theelectroniccommercefoundation,optimization,expandingandO2Omodel, becomeaconveniencestorechainrealizetransformationandupgradingoftraditional formsofimportantdrivingforce,hasbecomearealisticproblemurgentlytobe solved. Firstly,thispaperreviewstheconceptsandrelevantliteratureofconvenience store,O2Omodel,communityconveniencestoreO2Omodel,operationmodel,etc. Secondly,throughthequestionnairesurveymethodandothermethods,understand consumers'cognitiveattitudetowardstheO2Omodelofcommunity-typechain conveniencestores,andanalyzethecharacteristicsofconsumerdemandandbehavior. Atthesametime,fromtheaspectsofdevelopmentpositioning,businessdevelopment, profitsourceandstaffmanagement,thepaperanalyzesthestatusquoofAbrand community-typeconveniencestorechainoperationmode,andfindsthatthereare problemssuchasunclearoperationpositioning,unobviousadvantageofcore resources,singleprofitchannel,weakbrandcompetitivenessandpoorcustomer stickiness.Finally,onthebasisofO2OmodelandotherrelatedtheoryandAbrand communityconveniencestorechainoperationmodeofthestatusquo,onhowto improveAbrandcommunityconveniencestorechainofflinestorebusinessmodel onlineplatform,operationmode,thelogisticsdistributionsystemandprofitmodel, 河北地质大学硕士学位论文 III etc.,targetedputforwardthecountermeasuresandSuggestions,toprovideAlocal brandchainconveniencestoresthetransformationandupgradingofalternativepaths andsolution. KEYWQRDS:Conveniencestorechain;community;O2OModel; 河北地质大学硕士学位论文 1 目录 摘要............................................................................................................................I ABSTRACT......................................................................................................................II 第一章绪论..................................................................................................................1 1.1研究背景与意义....................................................................................................1 1.1.1研究背景........................................................................................................1 1.1.2研究意义........................................................................................................2 1.2国内外研究现状....................................................................................................2 1.2.1国外研究现状................................................................................................2 1.2.2国内研究现状................................................................................................3 1.2.3国内外研究评述............................................................................................3 1.3研究方法和思路....................................................................................................3 1.3.1研究方法.........................................................................................................3 1.3.2研究思路.........................................................................................................4 1.4研究内容.................................................................................................................4 第二章相关概念与理论基础......................................................................................5 2.1相关概念................................................................................................................5 2.1.1连锁便利店....................................................................................................5 2.1.2O2O模式.........................................................................................................5 2.1.3社区便利店O2O模式..................................................................................6 2.1.4运营模式........................................................................................................6 2.2理论基础................................................................................................................7 2.2.1产业融合理论................................................................................................7 2.2.2供应链整合理论............................................................................................7 2.2.3竞争优势理论................................................................................................8 第三章A品牌社区型连锁便利店运营模式现状分析..............................................9 3.1A品牌社区型连锁便利店概况.............................................................................9 3.2A品牌社区型连锁便利店所处环境分析.............................................................9 3.3A品牌社区型连锁便利店运营模式现状...........................................................11 3.3.1发展定位......................................................................................................11 3.3.2经营模式......................................................................................................11 3.3.3加盟模式......................................................................................................12 3.3.4盈利模式......................................................................................................13 第四章A品牌社区型连锁便利店O2O运营模式存在的问题................................13 4.1问卷设计............................................................................................................13 4.2数据分析............................................................................................................13 4.2.1问卷发放和回收.....................................................................