【摘要】：百貨業(yè)是我國(guó)傳統(tǒng)零售業(yè)態(tài)中重要的一個(gè)分支,但是隨著現(xiàn)代經(jīng)濟(jì)的高速發(fā)展,傳統(tǒng)經(jīng)營(yíng)模式下的百貨業(yè)已經(jīng)很難在市場(chǎng)經(jīng)濟(jì)中生存下去了,固有經(jīng)營(yíng)模式的改變刻不容緩。在移動(dòng)互聯(lián)網(wǎng)技術(shù)高速發(fā)展的當(dāng)代,互聯(lián)網(wǎng)已經(jīng)滲透到我們生活的方方面面。O2O電子商務(wù)模式就是利用互聯(lián)網(wǎng)技術(shù)與傳統(tǒng)實(shí)體商鋪結(jié)合在一起共同經(jīng)營(yíng)發(fā)展最好的模式。O2O電子商務(wù)模式可以融合線上線下各自特有的優(yōu)勢(shì),互相融合做到優(yōu)勢(shì)互補(bǔ)。線上電子商務(wù)平臺(tái)可以依賴(lài)于線下實(shí)體商鋪進(jìn)行體驗(yàn)活動(dòng),讓消費(fèi)者更容易接受線上的預(yù)先消費(fèi);線下實(shí)體店鋪可以利用線上訊息的廣泛、快速的傳播途徑,加強(qiáng)自身店鋪和產(chǎn)品的推廣,這是一個(gè)雙贏的經(jīng)營(yíng)模式。本文首先對(duì)O2O電子商務(wù)模式的相關(guān)概念和特征進(jìn)行概述,隨后用了對(duì)比比較的方法指出王府井商場(chǎng)在目前眾多的電子商務(wù)經(jīng)營(yíng)模式中選擇O2O電子商務(wù)經(jīng)營(yíng)模式的原因。在這個(gè)全新的經(jīng)營(yíng)模式下,王府井商場(chǎng)也看到了新的生機(jī),改善于目前固有老舊的聯(lián)營(yíng)制經(jīng)營(yíng)模式,拓寬線上服務(wù),增加銷(xiāo)售渠道以及信息傳播平臺(tái),將王府井商場(chǎng)推向全社會(huì),面向更多的消費(fèi)者,讓消費(fèi)者可以通過(guò)多種途徑在王府井商場(chǎng)進(jìn)行消費(fèi)、享受服務(wù)。本文采取O2O電子商務(wù)模式經(jīng)營(yíng)前后的數(shù)據(jù)從經(jīng)營(yíng)方式以及經(jīng)營(yíng)績(jī)效各方面進(jìn)行分析王府井商場(chǎng)產(chǎn)生的經(jīng)營(yíng)成果以及目前的經(jīng)營(yíng)現(xiàn)狀。對(duì)于王府井商場(chǎng)一切都是全新的,并沒(méi)有具有成熟經(jīng)驗(yàn)的公司進(jìn)行指導(dǎo),所以不敢在初級(jí)涉足太深,王府井商場(chǎng)O2O進(jìn)行的不徹底、不全面,目前看來(lái)效果初有成效但還不是企業(yè)的重點(diǎn)贏利部門(mén),在未來(lái)發(fā)展的過(guò)程中還需要進(jìn)行更全面、完善的O2O經(jīng)營(yíng)模式的改進(jìn)。最后,借鑒國(guó)內(nèi)外各方產(chǎn)業(yè)O2O電子商務(wù)模式經(jīng)營(yíng)的狀況對(duì)中國(guó)傳統(tǒng)百貨業(yè)發(fā)展O2O電子商務(wù)模式提出相關(guān)具體性建議。
[Abstract]:The department store industry is an important branch in the traditional retail business of our country, but with the rapid development of modern economy, it is very difficult for the department store industry under the traditional management mode to survive in the market economy, and the change of the inherent management mode is urgent. In the era of rapid development of mobile Internet technology, The Internet has permeated all aspects of our lives. O2O e-commerce model is to use Internet technology and traditional physical shops to work together to develop the best model. O2O e-commerce model can be integrated online. Their own unique advantages, Merge with each other and complement each other with each other. Online e-commerce platforms can rely on offline physical stores for experience activities, making it easier for consumers to accept online pre-consumption; offline physical stores can take advantage of the wide and rapid dissemination of online information. Strengthen the promotion of their own stores and products, this is a win-win business model. This paper first summarizes the related concepts and characteristics of the O2O e-commerce model, and then points out the reasons why Wangfujing shopping mall chooses the O2O E-commerce business model among the many current e-commerce business models by means of comparison and comparison. Under this brand new business model, Wangfujing shopping malls have also seen new vitality, improving the existing old and old joint management mode, broadening online services, increasing sales channels and information dissemination platforms. Wangfujing shopping mall to the whole society, facing more consumers, so that consumers can through a variety of channels in Wangfujing shopping malls to spend, enjoy services. In this paper, the data before and after the operation of the O _ 2O e-commerce model are used to analyze the management results and the present operating situation of Wangfujing shopping mall from the aspects of management mode and operating performance. For Wangfujing Mall, everything is completely new, and there is no company with mature experience to guide them, so they dare not set foot too deep at the primary level. The O2O in Wangfujing Mall is not thorough and comprehensive. At present, it seems that the effect is beginning to be effective, but not the key profit department of the enterprise. In the process of future development, more comprehensive and perfect O2O business model should be improved. Finally, some specific suggestions are put forward for the development of O2O E-commerce mode in Chinese traditional department store industry based on the situation of O2O E-commerce mode at home and abroad.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6

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