本文選題：G百貨商場(chǎng) + O2O營(yíng)銷模式�。� 參考：《貴州財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：百貨業(yè)作為重要的零售業(yè)態(tài)之一,在我國(guó)經(jīng)濟(jì)發(fā)展和現(xiàn)代化建設(shè)中發(fā)揮著舉足輕重的作用。百貨業(yè)如何實(shí)現(xiàn)與電子商務(wù)的融合,擺脫其內(nèi)外發(fā)展困境,成為了百貨業(yè)界重要的議題。O2O作為B2C的一個(gè)特殊形式,以其推廣效果可查、每筆交易可跟蹤、消費(fèi)本地化、交易社會(huì)化、重線下體驗(yàn)等受到百貨企業(yè)的關(guān)注。因此本文以貴陽(yáng)市G百貨商場(chǎng)為研究對(duì)象,探討該百貨商場(chǎng)在O2O營(yíng)銷模式上的優(yōu)化與完善。本文主要研究工作由以下五個(gè)部分組成:第一部分是緒論,主要論述本文的研究背景、意義、國(guó)內(nèi)外研究現(xiàn)狀、研究?jī)?nèi)容及方法。第二部分是理論基礎(chǔ),論述了電子商務(wù)、O2O模式、精準(zhǔn)營(yíng)銷、百貨業(yè)態(tài)的基本概念的內(nèi)涵與特征。第三部分是國(guó)內(nèi)外百貨行業(yè)典型O2O營(yíng)銷模式分析,主要分析了國(guó)外的梅西百貨、國(guó)內(nèi)的銀泰百貨,并對(duì)國(guó)內(nèi)外百貨公司O2O營(yíng)銷模式經(jīng)驗(yàn)進(jìn)行了總結(jié)。第四部分分析G百貨商場(chǎng)O2O營(yíng)銷現(xiàn)狀及問題,介紹G百貨的概況,分析其O2O模式現(xiàn)狀及存在的若干問題。第五部分對(duì)G百貨商場(chǎng)O2O營(yíng)銷模式進(jìn)行優(yōu)化,主要從O2O數(shù)據(jù)平臺(tái)、數(shù)據(jù)挖掘、4P營(yíng)銷策略方面詳細(xì)論述了相關(guān)優(yōu)化方案。研究發(fā)現(xiàn):百貨商場(chǎng)的O2O營(yíng)銷模式注重?cái)?shù)據(jù)流在引流、轉(zhuǎn)化、消費(fèi)、反饋和存留過程中的轉(zhuǎn)換與共享,通過線上線下數(shù)據(jù)信息的有效分析,充分挖掘客戶潛在消費(fèi)需求,以消費(fèi)本地化、交易社交化、重視線下體驗(yàn)等為特征,實(shí)現(xiàn)了對(duì)消費(fèi)者需求全方位的捆綁。因此,百貨商場(chǎng)要實(shí)施O2O營(yíng)銷模式重點(diǎn)應(yīng)該放在線上線下數(shù)據(jù)平臺(tái)的整合中,通過數(shù)據(jù)分析,實(shí)現(xiàn)精準(zhǔn)營(yíng)銷,在產(chǎn)品、價(jià)格、渠道、促銷等方面制定有針對(duì)性的策略措施,才能優(yōu)化完善O2O營(yíng)銷方案。
[Abstract]:As one of the important retail forms, the department store industry plays an important role in the economic development and modernization of our country. How to realize the integration of the department store industry with electronic commerce and get rid of its internal and external development dilemma has become an important topic in the department store industry. As a special form of B2C, it can be found with its promotion effect, each transaction can be tracked, and the consumption can be localized. Transaction socialization, heavy line below the experience and so on by the department store enterprise attention. Therefore, this article takes Guiyang G department store as the research object, discusses the optimization and perfection of the O _ 2O marketing mode of the department store. The main research work of this paper consists of the following five parts: the first part is the introduction, mainly discusses the research background, significance, domestic and foreign research status, research content and methods. The second part is the theoretical basis. It discusses the connotation and characteristics of the basic concepts of E-commerce O _ 2O mode, precision marketing and department store business. The third part is the analysis of the typical O2O marketing mode in the domestic and foreign department stores. It mainly analyzes the Macy's department stores abroad and Yintai department stores at home and abroad, and summarizes the experience of the O2O marketing mode of the domestic and foreign department stores. The fourth part analyzes the current situation and problems of O _ 2O marketing in G department store, introduces the general situation of G department store, analyzes the current situation of O _ 2O mode and some existing problems. The fifth part optimizes the O _ 2O marketing mode of G department store, mainly discusses the related optimization scheme from the O2O data platform, data mining 4P marketing strategy. It is found that the O _ 2O marketing mode of department store emphasizes the conversion and sharing of data flow in the process of draining, transforming, consuming, feedback and saving, and fully excavates the potential consumption demand of customers through the effective analysis of online and offline data information. It is characterized by localization of consumption, socializing of transactions and attention to offline experience. Therefore, if the department store wants to implement the O2O marketing model, it should focus on the integration of online and offline data platforms, achieve accurate marketing through data analysis, and formulate targeted strategic measures in terms of products, prices, channels, promotions, and so on. In order to optimize and improve the O 2 O marketing program.
【學(xué)位授予單位】：貴州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F721

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