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

【摘要】：在經(jīng)歷近幾年的高速成長和經(jīng)營面積的快速擴張后,民生百貨在2014年會計年度經(jīng)營業(yè)績的增速出現(xiàn)快速下滑,部分門店出現(xiàn)負增長,來客數(shù)、成交率、客單價、毛利率等核心指標都同時下降,但企業(yè)的內部經(jīng)營未出現(xiàn)其它的重大調整,企業(yè)外部經(jīng)營的政策性環(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)略層面進行調整和應對。認真分析原因,除國家大的經(jīng)濟環(huán)境形勢出現(xiàn)下行外,公司目前面臨最大的問題是來自于互聯(lián)網(wǎng)的電子商務的沖擊,網(wǎng)絡電子商務的快速發(fā)展,分流了一大部分追求時尚的年輕人,隨著網(wǎng)絡的近一步普及,這種情況將會愈演愈烈,有較強消費能力的中產(chǎn)階段也將加入到網(wǎng)絡消費的大軍中去,對于公司的發(fā)展是非常嚴重的挑戰(zhàn)和考驗,影響深遠而且廣泛。數(shù)據(jù)顯示截止2014年底,全國大型百貨零售企業(yè)共計關店201家,近80%以上的大中型百貨零售企業(yè)出現(xiàn)負增長。因此,企業(yè)應該認真分析內外部的市場環(huán)境,并結合同行的成功經(jīng)驗,及早制定應對措施,對企業(yè)的中期戰(zhàn)略發(fā)展進行調整,以適應市場的變化。本論文對國內外O2O最新的研究動態(tài)進行了分析,總結了當前在O2O研究領域提出的最新的觀點,O2O是基于對互聯(lián)網(wǎng)的擴展型應用,通過進行有效的開展線上線下業(yè)務,有利于企業(yè)更好的對線上資源進行開發(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)競爭,以及線上如何導流、如何做好吸引顧客的入口設計等,這方面也存在著大量的失敗案例,影響線上業(yè)務發(fā)展的還有誠信問題和網(wǎng)絡安全問題。結合以上研究成果,根據(jù)民生百貨的經(jīng)營現(xiàn)況,以及所面臨的內外部環(huán)境,借助民生百貨的品牌優(yōu)勢、資金優(yōu)勢、管理優(yōu)勢以及網(wǎng)點布局優(yōu)勢,利用國家對于互聯(lián)網(wǎng)+的推廣的時機,克服公司存在的不足,比如業(yè)務流程復雜、企業(yè)決策周期長等問題和挑戰(zhàn),對O2O的模式進行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)營效率為目標,以提升顧客綜合消費體驗為宗旨,以擴展營銷渠道為主要方法,制定了以電子商務網(wǎng)站、手機APP、移動支付、同城物流為主框架的O2O系統(tǒng)構架,以及O2O戰(zhàn)略實施的保障措施,確定了以線下體驗為主、線上營銷為輻的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.
【學位授予單位】：西北農(nóng)林科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F724.2

【參考文獻】

相關期刊論文 前6條

1 肖雨晗;許弘翔;;O2O模式線上線下功能探究[J];電子商務;2014年07期

2 金敏力;蔡添泉;;我國O2O商業(yè)模式現(xiàn)狀研究[J];電子世界;2014年19期

3 張茜;趙亮;;基于顧客體驗的O2O商務模式系統(tǒng)動力學建模與仿真研究[J];科技管理研究;2014年12期

4 蓋翊中;;淺析O2O商業(yè)模式在服裝零售業(yè)中的應用[J];合作經(jīng)濟與科技;2014年13期

5 袁亞妮;;O2O商業(yè)模式發(fā)展現(xiàn)狀和優(yōu)勢分析[J];科技致富向導;2014年20期

6 張新軍;;全球傳統(tǒng)零售O2O模式的創(chuàng)新實踐[J];金卡工程;2014年04期

，

本文編號：1520104