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单位代码10602
学号2020010913
分类号F203.9
密级公开
硕士专业学位论文
L集团线上线下融合发展战略研究
Research on online and offline integrated development
strategy of LGroup
学院(部)：经济管理学院
专业：工商管理
研究方向：组织与战略管理
年级：2020级
研究生：刘曹睿
指导教师：张海丰
完成日期：2023年6月L集团线上线下融合发展战略研究
研究生姓名：刘曹睿导师姓名：张海丰
学科：工商管理研究方向：组织与战略管理年级：2020级
中文摘要
近期以来，在国民经济迅猛发展，国民生活质量快速提升的形势下，在第三产业中
占据着核心地位的批发业也实现了高速发展谀壳暗木没肪诚拢⑿幸嫡醋?
型升级的黄金发展阶段，由线下专业市场渐渐发展为以市场群为主体，线上云平台为辅
助的综合性线上线下有机融合的新时代云批发市场，并逐步建立超大规模的仓储、物流
体系，打造以市场群为服务目标的供应链金融服务体系，在国家有关部门的批示下发起
并建立民营银行酆匣盗醇悍竦耐保步徊绞头帕耸谐〉男枨螅圆?
业的拉动与发展起到良好的促进作用诘鼻暗男幸当尘跋拢骼嗍谐【魈蹇冀?
立与自身主体产业相匹配的线上专业平台，以满足上下游客户的经营和消费需求，由于
这些市场的行业分布较为垂直，也导致市场信息化的竞争形势变得日益严峻虼耍琇
公司需及时调整发展战略，以促进公司在市场竞争中脱颖而出。
本文将L集团作为研究样本，通过对整个批发行业现状、市场信息化的路径、L市
场内部的运营现状、内部条件、运营腏健⑹谐』肪车确矫娼醒芯浚訪集团的当下
在互联网+背景下的线下实体市场的运营管理现状进行分析与评估，通过分析其电商化
转型之路，进而明确其线上与线下结合的战略定位，以便制定合理的战略发展与落地方
案。帮助L集团把握市场机遇、扬长避短、规避信息化转型过程中威胁L集团发展的不
利因素，以促进在互联网+批发市场信息化大背景下的平台型企业的长期发展，同时，
为B2B行业平台或者传统批发行业中螹芄换竦眯畔⒒秃妥越ㄆ教ǖ耐衅笠堤?
供启示。把L集团业务过程中的零到一的筹划、信息化平台的搭建、落地与执行的过程
进行记录，帮助这些企业进一步优化战略，在当前的这种情况中，实现更好的平台化发
展。
其次通过对L集团B2B平台战略与发展步骤的设计，将平台的发展阶段分为三步，
建设期、试运营期和运营期卑颜馊龇⒄共街柙谖闹薪新涞兀诮ㄉ杵教ǖ耐?
时，同时也完成平台各项商业腏揭约胺裉逑档纳杓啤?
最后通过对L集团的战略决策进行总结，指出在当前市场环境下，区域批发公司要
想与行业内批发型企业以及集群性批发市场进行业务竞争，其根本策略在于坚定不移地
实施平台化战略，在当前领域进行深耕、进行规模扩张；通过B2B平台的搭建与引入，
I优化产业链，降低上下游交易成本，构建以线下市场服务群为主体的批发市场自建服务
体系；促进自有批发市场线上线下业务协同促进的全面发展；并且在线上整合的基础下，
提供个性化、区域化的客户服务方案来进而改善批发行业自有区域壁垒的发展战略，这
一战略方案的实施将对L集团线上线下融合发展发展带来决定性影响。
关键词：行业B2B；平台电商；线上云市场；移动互联网
II Research on online and offline integrated development strategy of
LGroup
Graduate student:Liu Caorui
Supervisor:Zhang Haifeng
Major：Business Administration
Research direction:Organizational and strategic management
Grate:Grade 2master
Abstract
In recently,with the rapid development of the national economy and the rapid
improvement of the quality of life,the wholesale industry,which occupies the core position in
the tertiary industry,has achieved rapid development.Under the current economic
environment,the wholesale industry is ushering in a golden development stage of
transformation and upgrading.The offline professional market has gradually developed into a
new era of integrated online and offline cloud wholesale market with market group as the
main body and online cloud platform as the auxiliary.Moreover,it has gradually established a
super-large warehousing and logistics system and created a supply chain financial service
system with market group as the service target.To initiate and establish private banks under
the instructions of relevant state departments.While serving the integrated industrial chain
cluster,it also further releases the demand of the market and plays a good role in promoting
the driving and development of the industry.Under the current industrial background,various
market operating entities begin to establish online professional platforms matching their own
main industries to meet the business and consumption needs of upstream and downstream
customers.Due to the vertical distribution of industries in these markets,the competition
situation of market informatization becomes increasingly severe.Therefore,Lcompany needs
to adjust its development strategy in time to promote the company to stand out in the market
competition.
In this paper,LGroup is taken as a research sample.By studying the status quo of the
entire wholesale industry,the path of market informatization,the operation status quo,internal
conditions,operation mode,and market environment inside Lmarket,the current operation
and management status of LGroup in the offline physical market under the background of
IIIInternet +is analyzed and evaluated.By analyzing its e-commerce transformation path,
Furthermore,the combination of online and offline strategic positioning is clearly defined in
order to formulate reasonable strategic development and implementation plans.It helps L
Group to grasp market opportunities,develop strengths and avoid weaknesses,and avoid
adverse factors that threaten the development of LGroup in the process of informatization
transformation,so as to promote the long-term development of platform enterprises under the
background of Internet +wholesale market informatization.At the same time,it provides
enlightenment for B2Bindustry platforms or peer enterprises in the traditional wholesale
industry who hope to obtain informatization transformation and self-built platforms.Record
the zero-to-one planning,the construction,implementation and implementation of the
information platform in the business process of LGroup,to help these enterprises further
optimize their strategies and achieve better platform development in the current situation.
Secondly,through the design of the B2Bplatform strategy and development steps of L
Group,the development stage of the platform is divided into three steps:construction period,
trial operation period and operation period.At the same time,these three development steps
are implemented in the paper.While building the platform,the design of various business
models and service systems of the platform is also completed.
Finally,through the summary of LGroups strategic decisions,it is pointed out that in the
current market environment,if regional wholesale companies want to compete with wholesale
enterprises in the industry and the cluster wholesale market,the fundamental strategy lies in
unswervingly implementing the platform strategy,deepening the current field and expanding
the scale.Through the establishment and introduction of B2Bplatform,the industrial chain is
optimized,the upstream and downstream transaction costs are reduced,and the wholesale
market self-established service system with offline market service group as the main body is
constructed.Promote the comprehensive development of online and offline business
synergistic promotion of its own wholesale market;And on the basis of online integration,it
provides personalized and regionalized customer service solutions to improve the
development strategy of the wholesale industrys own regional barriers.The implementation
of this strategic plan will have a decisive impact on the development of LGroups online and
offline integration.
Key Words:Industry B2B;platform e-commerce;online cloud market;mobile Internet
IV 。。。以下略
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