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AB社区便利店运营管理研究_MBA硕士毕业论文DOC

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长春工业大学硕士学位论文原创性声明
本人郑重声明:所呈交的硕士学位论文《AB社区便利店运营管理研
究》,是本人在指导教师的指导下,独立进行研究工作所取得的成果。除
文中已经注明引用的内容外,本论文不包含任何其他个人或集体已经发
表或撰写过的作品成果,不存在学位论文买卖、代写、抄袭等学术不端
行为。对本文的研究做出重要贡献的个人和集体,均已在文中以明确方
式标明。本人完全意识到本声明的法律结果由本人承担。
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期:2022年6月10日
长春工业大学硕士学位论文版权使用授权书
本学位论文作者及指导教师完全了解“长春工业大学研究生学位论
文版权使用规定”,同意长春工业大学保留并向国家有关部门或机构送交
学位论文的复印件和电子版,允许论文被查阅和借阅。本人授权长春工
业大学可以将本学位论文的全部或部分内容编入有关数据库进行检索,
也可采用影印、缩印或扫描等复制手段保存和汇编学位论文。保密的论
文在解密后遵守此规定。
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期:2022年6月10日
I



摘要
科技技术的发展以及人们生活水平的提高,各行各业都在经历转型阶段。作为销
售链的终端零售行业也正在面临机遇与困境并存的发展阶段。社区便利店作为贴近居
民生活、多样化提供产品的重要零售类产业,也需要积极实现自我变革。目前,零售
行业的需求不断提高,要求也随之增加,传统的线下经营模式面临电商平台的激烈冲
击,越累越多的社区便利店正在经历多元化业态结构转型的重要阶段。AB社区便利
店作为进驻长春,定位线上线下多渠道发展的零售类便利店,自 2020年至今,整体
经营效益下降,两年之间相继关闭了 17家门店,其背后反应的不仅是日益激烈的市
场竞争,同样也意味着 AB社区便利店运营管理能力的不足。为此,本文以 AB社区
便利店为研究对象,结合运营管理理论,对 AB社区便利店运营管理的现状、不足进
行分析,并据此提出改进的路径及相关保障措施。
本文主要内容分为如下几方面:第一,AB社区便利店运营管理现状。本部分结
合运营管理理论,从运营规划、运营组织、运营协调及运营控制等四方面进行分析。
研究发现,AB社区便利店在运营规划方面,存在定位不准确、缺乏中长期目标等问
题;在运营组织方面,存在缺乏统一管理制度、人员配置不合理、服务观念落后等问
题;在运营协调方面,存在线下供应商种类有局限、货物配送不及时、线上运营较弱
等问题;在运营控制方面,存在门店设置陈列缺乏统一规划、缺乏统一信息沟通平台
等问题。第二,AB社区便利店运营管理的改进。结合上述问题,本文分别提出如下
对策:在运营规划方面,明确运营定位,制定中长期战略目标;在运营组织体系方面,
建立统一管理制度、合理配置工作人员、提升服务理念;在运营协调方面,及时扩充
线下供应商、优化货物配送能力、提升线上运营能力;在运营控制方面,统一规划门
店设置与陈列、建立统一信息沟通平台。第三,AB社区便利店运营管理改进方案实
施保障。AB社区便利店运营管理改进方案实施的障碍体现在认知障碍、环境障碍、
技术障碍以及人才障碍等方面。为此,AB社区便利店还需要采取如下保障措施,如:
进一步优化公司制度与组织结构、提升外部资源整合能力、注重人才培养、完善信息
化建设、注重企业文化建设。
关键词:社区便利店运营管理运营组织运营规划
II

Abstract
Abstract
With the development of science and technology and the improvement of people's
living standards, all walks of life are going through a transformation stage. The terminal
retail industry as a sales chain is also facing a development stage where opportunities and
difficulties coexist. As an important retail industry that is close to residents' lives and
provides diversified products, community convenience stores also need to actively realize
self-reform. At present, the demand in the retail industry is constantly increasing, and the
requirements are also increasing. The traditional offline business model is facing the fierce
impact of the e-commerce platform. The more tired and more community convenience
stores are, they are going through an important stage of diversified business structure
transformation. As a retail convenience store in Changchun, AB Community Convenience
Store is positioned to develop online and offline multi-channel. Since 2020, the overall
operating efficiency has declined, and 17 stores have been closed in two years. The
reaction behind it is not only the increasingly fierce The market competition also means the
lack of operation and management capabilities of AB community convenience stores.
Therefore, this paper takes the AB community convenience store as the research object,
combined with the operation management theory, analyzes the current situation and
deficiencies of the operation management of the AB community convenience store, and
puts forward the improvement path and related safeguard measures accordingly.
The main content of this paper is divided into the following aspects: First, the current
situation of operation and management of AB community convenience stores. Combining
with the operation management theory, this part analyzes from four aspects: operation
planning, operation organization, operation coordination and operation control. The study
found that in terms of operation planning, AB community convenience stores have
problems such as inaccurate positioning and lack of medium and long-term goals; in terms
of operation organization, there are problems such as lack of a unified management system,
unreasonable personnel allocation, and backward service concepts; in terms of operation
coordination , there are problems such as limited types of offline suppliers, untimely
delivery of goods, and weak online operations; in terms of operation control, there are
problems such as the lack of unified planning for store setup and display, and the lack of a
unified information communication platform. Second, the improvement of operation and
III
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