近年来，随着我国经济水平的不断增长，人民的生活水平不断提高，消费观 念不断改变，老百姓对家政服务的要求更加精细化。在经济发展的推动下家政服 务业这一传统行业蓬勃发展，目前国内的家政服务业已初具规模，在现代化城市 中扮演着满足现代家庭生活服务需求、促进产业分工、解决剩余劳动力就业等重 要角色。此外，随着互联网的高速发展，尤其是移动互联的兴起，各种智能终端 用户飞速增长，新媒体应用趋向移动智能化，O2O模式应运而生，这为我国家政 行业的发展提供了一种更可行的新思路，成为家政行业未来发展的一种方向。由 于我国家政行业发展潜力巨大，大量的初创公司进军家政O2O行业，然而对于国 内年轻的家政O2O公司而言，在巨大商机的背后，也潜藏着巨大的风险，这也是 众多家政O2O公司所要亟待解决的问题。 研究对象菏泽G家政公司是采用O2O管理模式的家政公司，在通过几年的迅 速发展之后，暴露出一些问题。首先从现有研究角度梳理国内外专家学者在O2O 管理模式下家政服务行业相关研究；其次，从理论基础的角度对移动互联网、家 政服务、O2O管理模式等相关概念进行总结，梳理移动互联网的发展历程，分析 移动互联网对家政行业的影响；再次，以菏泽家政服务的供需情况为切入点，以 客观数据作为重要现实依据，深入分析菏泽家政服务业的整体环境、行业现状。 利用问卷调查法和访谈法深入了解菏泽G家政公司O2O管理模式，并基于O2O 管理要素构建了G家政公司O2O管理模式评价模型，得出了效果一般的结论。然 后，通过问卷结果分析，发现其在O2O平台运行、员工管理、产品营销方面存在 的不足之处。最后通过借鉴国内优秀家政公司O2O管理模式的先进经验，针对菏 泽G家政公司O2O管理模式存在的问题，提出优化方案，并从稳定员工队伍、企 业文化、品牌建设和政策四个方面提出保障措施，希望能够帮助菏泽G家政公司 西安建筑科技大学硕士学位论文 改善内部管理，提高企业管理能力，也希望能够为我国家政O2O企业健康发展提 供新的发展思路。 关键词：移动互联；家政公司；家政服务；O2O管理模式 西安建筑科技大学硕士学位论文 ResearchonO2OManagementModeofHezeGDomestic ServiceCompanyUndertheBackgroundofMobileInternet Specialty:BusinessAdministration Name:LiZongtu Instructor:Prof.LiCongrong Abstract Inrecentyears,people'srequirementsfordomesticserviceshavebecome increasinglyrefined,whichistheresultofChina'sboomingeconomy,improvingliving standardsandchangingconsumptionconcepts.Underthepromotionofeconomic development,domesticserviceindustry,atraditionalindustry,isthriving.Atpresent, domesticdomesticserviceindustryhasbeguntotakeshapeandplaysanimportantrole inmeetingtheneedsofmodernfamilylifeservice,promotingindustrialdivisionof labour,andsolvingtheemploymentofsurpluslabourinmoderncities.Inaddition, thankstotherapiddevelopmentoftheInternet,especiallytheriseofmobileInternet, thepopulationofallkindsofintelligentendusersisgrowingrapidlyandnewmedia applicationstendtobemobileintelligent.Asthetimesrequire,O2Omodeemergesand providesamorefeasiblenewideaforthedevelopmentofdomesticindustryinChina. Thus,O2Ohasbecomeadirectionforthefuturedevelopmentofdomesticindustry.Due tothehugedevelopmentpotentialofdomesticserviceindustryinChina,alargenumber ofstart-upshaveenteredthedomesticO2Oindustry.However,foryoungdomestic serviceO2Ocompanies,therearealsohugerisksbehindthehugebusiness opportunities.Therisksshouldbefacedanddealtwithassoonaspossible. HezeGDomesticServiceCompanyischosenasthesubject.Someproblemshave beenexposedafterseveralyearsofrapiddevelopment.Firstly,fromtheexisting researchperspectives,combspreviousstudiesofexpertsandscholarshomeandabroad onthedomesticserviceindustryundertheO2Omanagementmode.Secondly,itcombs thedevelopmentprocessofmobileInternet,andanalyzestheimpactofmobileInternet 西安建筑科技大学硕士学位论文 ondomesticserviceindustrybysummarizingtherelevantconceptsofmobileInternet, domesticservice,O2Omanagementmodeandsoonfromtheoreticalperspective. Thirdly,takingthesupplyanddemandsituationastheentrypointandtheobjectivedata astheimportantrealisticbasis,itanalyzestheoverallenvironmentandthecurrent situationofHezedomesticserviceindustry.Toacquireadeepunderstandingofthe O2OmanagementmodebyHezeGDomesticServiceCompany,theresearchapplesthe methodsoffieldwork,questionnairesandinterviews.Throughtheanalysisofdifferent data,itfindsdeficienciesinO2Oplatformoperation,staffmanagementandproduct marketing.Finally,drawinglessonsfromtheadvancedO2Oexperienceofexcellent housekeepingcompanies,thestudyputsforwardtheoptimizationplanaimingtosolve O2OmanagementproblemsexistinginHezeGDomesticeServiceCompany.Italso putsforwardsafeguardmeasuresfromfouraspects,thatis,stabilizingthestaff,the corporateculture,brandconstructionandpolicies.Itishopedthattheresearchfindings willhelpimprovetheinternalmanagementandenterprisemanagementabilityofHeze GDomesticServiceCompany.Itisalsohopedthatthefindingswillbeabletoprovide newideastopromotehealthydevelopmentofdomesticO2Oenterprises. KeyWords:MobileInternet;Housekeepingcompany;Domesticservice;O2O managementmode 西安建筑科技大学硕士学位论文 I 目录 1绪论.......................................................................................................................1 1.1研究背景及意义........................................................................................1 1.1.1研究背景.........................................................................................1 1.1.2研究意义.........................................................................................2 1.2国内外研究综述........................................................................................2 1.2.1O2O模式理论研究.........................................................................2 1.2.2家政O2O管理模式应用研究.......................................................3 1.2.3文献评价.........................................................................................4 1.3研究内容及方法........................................................................................4 1.3.1研究内容.........................................................................................4 1.3.2研究方法.........................................................................................5 1.3.3论文框架.........................................................................................6 2相关概念及理论基础...........................................................................................7 2.1相关概念....................................................................................................7 2.1.1移动互联网.....................................................................................7 2.1.2家政服务.........................................................................................7 2.1.3家政O2O管理模式.......................................................................8 2.2相关理论基础..........................................................................................10 2.2.1移动互联网相关理论...................................................................10 2.2.2服务管理理论...............................................................................11 2.3移动互联网的发展对家政服务的影响..................................................11 2.3.1移动互联网的发展历程...............................................................11 2.3.2移动互联网对家政服务行业的影响...........................................12 2.4家政O2O管理模式要素分析................................................................14 2.4.1运行平台.......................................................................................14 2.4.2员工管理.......................................................................................14 2.4.3产品服务与营销...........................................................................15 西安建筑科技大学硕士学位论文 II 2.5本章小结..................................................................................................15 3移动互联背景下菏泽G家政公司O2O管理模式现状分析...........................16 3.1G家政公司行业环境分析.......................................................................16 3.1.1菏泽家政服务产业发展现状.......................................................16 3.1.2菏泽家政服务行业外部环境分析...............................................17 3.2G家政公司管理模式现状调查及结果分析...........................................21 3.2.1菏泽G家政