本文關(guān)鍵詞： O2O SWOT 民生百貨　出處：《西北農(nóng)林科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在經(jīng)歷近幾年的高速成長(zhǎng)和經(jīng)營(yíng)面積的快速擴(kuò)張后,民生百貨在2014年會(huì)計(jì)年度經(jīng)營(yíng)業(yè)績(jī)的增速出現(xiàn)快速下滑,部分門店出現(xiàn)負(fù)增長(zhǎng),來客數(shù)、成交率、客單價(jià)、毛利率等核心指標(biāo)都同時(shí)下降,但企業(yè)的內(nèi)部經(jīng)營(yíng)未出現(xiàn)其它的重大調(diào)整,企業(yè)外部經(jīng)營(yíng)的政策性環(huán)境也基本平穩(wěn),GDP的增幅仍然在8%左右,居民年可支配收入仍然有10%以上的增幅,這種現(xiàn)象的出現(xiàn),必然有其它重要的因素,而且必須在企業(yè)戰(zhàn)略層面進(jìn)行調(diào)整和應(yīng)對(duì)。認(rèn)真分析原因,除國(guó)家大的經(jīng)濟(jì)環(huán)境形勢(shì)出現(xiàn)下行外,公司目前面臨最大的問題是來自于互聯(lián)網(wǎng)的電子商務(wù)的沖擊,網(wǎng)絡(luò)電子商務(wù)的快速發(fā)展,分流了一大部分追求時(shí)尚的年輕人,隨著網(wǎng)絡(luò)的近一步普及,這種情況將會(huì)愈演愈烈,有較強(qiáng)消費(fèi)能力的中產(chǎn)階段也將加入到網(wǎng)絡(luò)消費(fèi)的大軍中去,對(duì)于公司的發(fā)展是非常嚴(yán)重的挑戰(zhàn)和考驗(yàn),影響深遠(yuǎn)而且廣泛。數(shù)據(jù)顯示截止2014年底,全國(guó)大型百貨零售企業(yè)共計(jì)關(guān)店201家,近80%以上的大中型百貨零售企業(yè)出現(xiàn)負(fù)增長(zhǎng)。因此,企業(yè)應(yīng)該認(rèn)真分析內(nèi)外部的市場(chǎng)環(huán)境,并結(jié)合同行的成功經(jīng)驗(yàn),及早制定應(yīng)對(duì)措施,對(duì)企業(yè)的中期戰(zhàn)略發(fā)展進(jìn)行調(diào)整,以適應(yīng)市場(chǎng)的變化。本論文對(duì)國(guó)內(nèi)外O2O最新的研究動(dòng)態(tài)進(jìn)行了分析,總結(jié)了當(dāng)前在O2O研究領(lǐng)域提出的最新的觀點(diǎn),O2O是基于對(duì)互聯(lián)網(wǎng)的擴(kuò)展型應(yīng)用,通過進(jìn)行有效的開展線上線下業(yè)務(wù),有利于企業(yè)更好的對(duì)線上資源進(jìn)行開發(fā),將線上客群向線下引流,但也同樣也存在線上與線下的同業(yè)競(jìng)爭(zhēng),以及線上如何導(dǎo)流、如何做好吸引顧客的入口設(shè)計(jì)等,這方面也存在著大量的失敗案例,影響線上業(yè)務(wù)發(fā)展的還有誠(chéng)信問題和網(wǎng)絡(luò)安全問題。結(jié)合以上研究成果,根據(jù)民生百貨的經(jīng)營(yíng)現(xiàn)況,以及所面臨的內(nèi)外部環(huán)境,借助民生百貨的品牌優(yōu)勢(shì)、資金優(yōu)勢(shì)、管理優(yōu)勢(shì)以及網(wǎng)點(diǎn)布局優(yōu)勢(shì),利用國(guó)家對(duì)于互聯(lián)網(wǎng)+的推廣的時(shí)機(jī),克服公司存在的不足,比如業(yè)務(wù)流程復(fù)雜、企業(yè)決策周期長(zhǎng)等問題和挑戰(zhàn),對(duì)O2O的模式進(jìn)行SWOT分析,經(jīng)過分析選擇和制定適合于民生百貨的O2O發(fā)展戰(zhàn)略。通過以上的分析,本文分析和確定了公司O2O發(fā)展戰(zhàn)略定位,以提升經(jīng)營(yíng)效率為目標(biāo),以提升顧客綜合消費(fèi)體驗(yàn)為宗旨,以擴(kuò)展?fàn)I銷渠道為主要方法,制定了以電子商務(wù)網(wǎng)站、手機(jī)APP、移動(dòng)支付、同城物流為主框架的O2O系統(tǒng)構(gòu)架,以及O2O戰(zhàn)略實(shí)施的保障措施,確定了以線下體驗(yàn)為主、線上營(yíng)銷為輻的O2O發(fā)展模式。
[Abstract]:After the rapid growth in recent years and the rapid expansion of the business area, Minsheng's business performance in 2014 showed a rapid decline in the growth rate of fiscal year, some stores showed negative growth, number of visitors, transaction rate, customer unit price, Core indicators, such as gross profit margins, have all declined at the same time, but there has been no other major adjustment in the internal management of enterprises, and the policy environment of enterprises' external operations is basically stable and the growth rate of GDP is still around 8%. The annual disposable income of residents still has an increase of more than 10%. The emergence of this phenomenon must have other important factors, and must be adjusted and dealt with at the strategic level of enterprises. In addition to the downward trend in the national economic environment, the biggest problem facing the company at present is the impact of e-commerce from the Internet. The rapid development of e-business on the Internet has diverted a large number of young people who are pursuing fashion. With the further popularization of the network, this situation will become more and more intense. The middle class, which has strong consumption power, will also join the army of network consumption, which is a very serious challenge and test for the development of the company. The data show that as of end of 2014, a total of 201 large and medium-sized department stores in China had closed, and nearly 80% or more large and medium-sized retail enterprises had a negative growth. Therefore, enterprises should carefully analyze the market environment inside and outside. Combined with the successful experience of peers, early formulation of countermeasures to adjust the medium-term strategic development of enterprises to adapt to the changes in the market. This paper analyzes the latest research trends of O2O at home and abroad. This paper summarizes the latest viewpoints in the field of O2O research. O2O is based on the extended application of the Internet. It is beneficial for enterprises to develop online resources by carrying out online and offline services effectively. There are also lots of failure cases, such as how to guide the line and how to design the entrance to attract the customers, and so on, but there are also the competition between the line and the offline industry, and how to do well the design of the entrance to attract customers, and so on. There are also problems of integrity and network security that affect the development of online business. Combined with the above research results, according to the current operating situation of Minsheng Department Store and the internal and external environment it faces, with the help of the brand advantages of Minsheng Department Store and its capital advantage, In order to overcome the disadvantages of the company, such as complex business process, long decision-making period and so on, the SWOT analysis of the O2O model is carried out, which is based on the advantages of management and network layout, taking advantage of the opportunity of national promotion of the Internet, and overcoming the shortcomings of the company, such as complex business process and long decision-making period. Through the analysis and formulation of the O2O development strategy suitable for people's livelihood department stores, this paper analyzes and determines the O2O development strategy positioning of the company, with the aim of improving the operating efficiency and promoting the customer's comprehensive consumption experience. In order to expand the marketing channel as the main method, we have established the O2O system framework with e-commerce website, mobile phone app, mobile payment, city logistics as the main framework, as well as the implementation of the O2O strategy safeguard measures, determined that offline experience is the main. Online marketing for the spoke of O 2O development model.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F724.2

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本文編號(hào)：1520104