【摘要】：近年來,在快速發(fā)展的互聯(lián)網(wǎng)和移動互聯(lián)網(wǎng)的推動下,網(wǎng)絡(luò)零售持續(xù)繁榮,對我國傳統(tǒng)零售企業(yè)形成了巨大沖擊。加之傳統(tǒng)零售企業(yè)本身存在的成本上升、經(jīng)營模式單一等問題,使得目前我國傳統(tǒng)零售企業(yè)的銷售收入和經(jīng)濟利潤都出現(xiàn)了增速放緩甚至下滑的趨勢。網(wǎng)購的異軍突起,不僅擠壓了傳統(tǒng)零企的生存空間,同時也改變了消費者的購買習(xí)慣,傳統(tǒng)零售企業(yè)亟需進行經(jīng)營模式轉(zhuǎn)型以應(yīng)對網(wǎng)絡(luò)零售的沖擊。O2O電子商務(wù)模式以線上線下相互引流、服務(wù)體驗佳等優(yōu)點備受零售商和消費者青睞。同時,網(wǎng)絡(luò)零售也開始已經(jīng)從B2C、C2C等傳統(tǒng)模式逐漸向O2O模式轉(zhuǎn)型,O2O模式也成為傳統(tǒng)零售企業(yè)開辟網(wǎng)絡(luò)銷售業(yè)務(wù)的首選模式。論文從理論和實踐兩個層面分析了我國傳統(tǒng)零售企業(yè)應(yīng)用O2O模式的必要性,從發(fā)展與競爭現(xiàn)狀以及存在的主要問題、背后的深層次原因兩個層面對我國傳統(tǒng)零售企業(yè)應(yīng)用O2O進行了深入剖析。首先,目前我國傳統(tǒng)零售企業(yè)O2O出現(xiàn)了與第三方B2C平臺合作、與微信合作、自建B2C平臺和自建APP客戶端等四種較具代表性的模式。在對這四種典型模式進行了對比分析之后,運用競爭分析法明確了傳統(tǒng)零售企業(yè)O2O相對于純網(wǎng)絡(luò)零售企業(yè)、純線下零售企業(yè)、生產(chǎn)企業(yè)線上銷售業(yè)務(wù)的競爭優(yōu)勢與不足。其次,總結(jié)了傳統(tǒng)零售企業(yè)O2O存在的問題,并對背后的原因進行了剖析,指出當(dāng)前傳統(tǒng)零企在O2O布局中存在對O2O本質(zhì)認(rèn)識不清、信息與電子化能力弱、創(chuàng)新能力差和渠道整合能力差等不足。最后,從回歸以顧客為中心的零售理念、加強企業(yè)電子化和信息化建設(shè)、強化企業(yè)線上線下運營布局、發(fā)力移動終端和避免線上線下渠道沖突等角度出發(fā)提出了完善我國傳統(tǒng)零售企業(yè)O2O布局的策略建議。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, the continued prosperity of online retailing has formed a huge impact on the traditional retail enterprises in China. In addition, the cost rise and the single management mode of the traditional retail enterprises make the sales income and economic profit of the traditional retail enterprises slow down or even decline. The emergence of online shopping not only squeezes the traditional zero-enterprise living space, but also changes consumers' buying habits. Traditional retail enterprises urgently need to transform their business model to cope with the impact of online retailing. The O2O e-commerce model is favored by retailers and consumers because of the advantages of online and offline drainage and good service experience. At the same time, network retailing has gradually changed from traditional mode such as B2CX / C2C to O2O mode, and O2O mode has become the first choice for traditional retail enterprises to open up network sales business. This paper analyzes the necessity of using O _ 2O model in traditional retail enterprises in China from two aspects: theory and practice, and analyzes the current situation of development and competition, as well as the main problems existing in the application of O _ 2O model in Chinese traditional retail enterprises. The deep reasons behind the two levels of traditional retail enterprises in China to use O 2O in-depth analysis. Firstly, at present, there are four representative modes of O2O, such as cooperation with third party B2C platform, WeChat, B2C platform and APP client. After a comparative analysis of these four typical models, the competitive advantages and disadvantages of O2O in traditional retail enterprises compared with pure online retail enterprises, offline retail enterprises and production enterprises are determined by means of competitive analysis. Secondly, it summarizes the existing problems of O2O in traditional retail enterprises, and analyzes the reasons behind it. It points out that the essence of O2O is not clear in the layout of traditional zero enterprises, and the ability of information and electronization is weak. The innovation ability is poor and the channel conformity ability is poor and so on. Finally, from returning to the concept of customer-centered retailing, we should strengthen the construction of enterprise electronization and information, and strengthen the layout of enterprises' online and offline operations. From the point of view of mobile terminals and avoiding the conflict between online and offline channels, the paper puts forward some suggestions on how to perfect the O2O layout of traditional retail enterprises in China.
【學(xué)位授予單位】：福建師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6

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