【摘要】：隨著中國經(jīng)濟進入“新常態(tài)”、產(chǎn)業(yè)結構調(diào)整、經(jīng)濟增速放緩,中國零售實體店普遍受到了沖擊。以百麗為首的中國鞋業(yè)實體經(jīng)濟如何實現(xiàn)商業(yè)模式優(yōu)化,這已給學術界提出了研究內(nèi)容。以百麗鞋業(yè)為研究對象,考察了零售實體店在新經(jīng)濟形勢下商業(yè)模式的優(yōu)化問題。國外學界對電商與實體銷售的關系作了深入的調(diào)查研究,國內(nèi)學界對如何協(xié)調(diào)電子商務和實體銷售的關系提出了建議性的意見。通過對國內(nèi)外研究現(xiàn)狀的了解,和對市場營銷理論、傳統(tǒng)零售理論、非傳統(tǒng)營銷理論的考察,指出以網(wǎng)絡銷售為核心的非傳統(tǒng)營銷,構成了百麗商業(yè)模式優(yōu)化的理論基礎。在對百麗鞋業(yè)企業(yè)簡介和營銷現(xiàn)狀分析的基礎上,深度剖析了百麗商業(yè)模式。橫向方面,百麗商業(yè)模式拓寬了自己的貨品、終端,進而提高了品牌價值、收入水平與盈利能力,在應對市場變幻方面取得了令人矚目的成就�？v向方面,百麗鞋業(yè)打通了制鞋企業(yè)的產(chǎn)業(yè)鏈,從上游到下游都開發(fā)出盈利點,形成了產(chǎn)銷一條龍的商業(yè)模式。對商業(yè)模式存在的問題進行了剖析,指出百麗商業(yè)模式存在的兩面性影響到了百麗適應新的經(jīng)濟形勢。一方面該商業(yè)模式通過做寬盈利領域和做長利潤鏈在前些年的商業(yè)環(huán)境下取得了成功,另一方面面對新經(jīng)濟形式該商業(yè)模式表現(xiàn)出了它的局限性。經(jīng)過研究后得出了研究結論。在粗放式經(jīng)濟發(fā)展模式時期,百麗鞋業(yè)的商業(yè)模式是與之適應的拼渠道。在經(jīng)濟新常態(tài)時期,百麗商業(yè)模式應當進行優(yōu)化,以適應新的經(jīng)濟形勢。對百麗優(yōu)化商業(yè)模式的宏觀經(jīng)濟形勢、資本市場背景、經(jīng)濟動力做深入分析后認為,百麗優(yōu)化商業(yè)模式的條件已經(jīng)完全具備。在剖析商業(yè)模式存在問題的基礎上,提出了優(yōu)化方案,給出了具體措施,和實現(xiàn)優(yōu)化的保障措施。上述優(yōu)化方案,既是對原有商業(yè)模式的優(yōu)化,又是兼顧電子商務的轉型,還能保留原有實體店鋪的優(yōu)勢,是對百麗原有商業(yè)模式的積極優(yōu)化。實行上述的優(yōu)化后,至少可以在短時間內(nèi)止住銷售下滑的態(tài)勢,在國家經(jīng)濟轉型的大背景下謀生存、求發(fā)展。研究具有可推廣的應用價值,有助于同類企業(yè)對自身商業(yè)模式進行優(yōu)化以便適應正在巨變的經(jīng)濟環(huán)境,同時也有益于國家的經(jīng)濟轉型和產(chǎn)業(yè)結構升級。
[Abstract]:As China's economy enters the "new normal", industrial restructuring and economic growth slow down, retail physical stores in China have generally been hit. How to optimize the business model of the real economy of Chinese shoe industry, led by Belle, has put forward the research content to the academic circles. Taking Belle shoes as the research object, this paper investigates the optimization of business model of retail physical stores under the new economic situation. Foreign scholars have made an in-depth investigation and study on the relationship between e-commerce and physical sales, and domestic scholars have put forward suggestions on how to coordinate the relationship between e-commerce and physical sales. Based on the understanding of the domestic and foreign research situation and the investigation of marketing theory, traditional retail theory and non-traditional marketing theory, it is pointed out that the untraditional marketing with network sales as the core constitutes the theoretical basis of the optimization of Belle's business model. On the basis of brief introduction and marketing status of Belle shoes, this paper analyzes the business model of Belle in depth. Horizontally, Belle's business model broadens its products, terminals, and thus improves its brand value, revenue level and profitability. It has made remarkable achievements in coping with market changes. Vertically, Belle Shoe Industry has opened up the industrial chain of shoemaking enterprises and developed profit points from upstream to downstream, forming a one-stop business model of production and marketing. This paper analyzes the problems existing in the business model, and points out that the existence of the two sides of the business model has affected Belle's adaptation to the new economic situation. On the one hand, the business model has been successful in the past few years by broadening the profit field and lengthening the profit chain, on the other hand, it has shown its limitations in the face of the new economic form. After the study, the conclusion of the study is obtained. In the period of extensive economic development, the business model of Belle shoe industry is a suitable channel. In the new normal economic period, Belle business model should be optimized to adapt to the new economic situation. After deeply analyzing the macroeconomic situation, capital market background and economic motive force of Belle's optimization business model, it is concluded that the conditions for Belle's optimizing business model are fully available. On the basis of analyzing the problems existing in the business model, the optimization scheme is put forward, and the concrete measures and the guarantee measures to realize the optimization are given. The above optimization scheme is not only the optimization of the original business model, but also the transformation of electronic commerce, and it can also keep the advantages of the original physical store, and it is the positive optimization of the original business model of Belle. Implementation of the above optimization, at least in a short period of time to stop the decline in sales, in the national economic transformation in the context of survival and development. The research has the application value which can be popularized, helps the similar enterprise to optimize its own business model in order to adapt to the changing economic environment, at the same time is beneficial to the country's economic transformation and industrial structure upgrading.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F426.86;F274

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