本文選題：OTO + 海爾電器　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：2012年，海爾集團進入網(wǎng)絡(luò)化戰(zhàn)略發(fā)展階段，以“四網(wǎng)融合”（即互聯(lián)網(wǎng)、營銷網(wǎng)、服務(wù)網(wǎng)、物流網(wǎng)，其中互聯(lián)網(wǎng)為虛網(wǎng)，營銷網(wǎng)、服務(wù)網(wǎng)、物流網(wǎng)為實網(wǎng)，四網(wǎng)融合即虛實融合）為基礎(chǔ)，打造互聯(lián)網(wǎng)時代的平臺型企業(yè)。2012年11月12日，阿里巴巴集團對外宣布：其旗下淘寶、天貓僅11月11日當(dāng)天交易額突破191億元，這一天的銷量相當(dāng)于海爾電器全年銷量的1/4。海爾以及其他各行各業(yè)的公司，開始著力研究企業(yè)在互聯(lián)網(wǎng)時代的發(fā)展戰(zhàn)略。海爾集團選擇的是“OTO模式”，“OTO”是“Online To Offline”的簡寫，即“線上到線下”，核心就是把線上的消費者帶到現(xiàn)實的商店中去，在線支付購買線下的商品和服務(wù)，再到線下去享受服務(wù)。如此可以有效的保護線下的銷售網(wǎng)絡(luò)，促使其更好地為消費者提供物流、安裝、維修、反饋等服務(wù)，也可以在線上與用戶零距離的溝通，達到消費者是產(chǎn)品真正的設(shè)計者，在交付之前，充分的互動，做到“你設(shè)計我制造，你需要我送到”,打造互聯(lián)網(wǎng)時代的用戶體驗店。 本文首先分析了家電行業(yè)在互聯(lián)網(wǎng)時代面臨的時代背景，分析了電子商務(wù)發(fā)展迅速的原因，以及傳統(tǒng)家電行業(yè)在這種背景下面臨的機遇與挑戰(zhàn)，以及家電行業(yè)實體網(wǎng)絡(luò)的現(xiàn)狀，得出了本文研究的意義：OTO模式的渠道拓展，，不僅僅是線上與線下的統(tǒng)一，其急需解決的瓶頸在于大件物品（尤其是需要上門安裝的大件物品）物流配送問題，特別是縣級、鎮(zhèn)級、村級等農(nóng)村市場的物流配送問題。海爾電器在吉林省如何整合資源，實現(xiàn)虛網(wǎng)和實網(wǎng)的融合，并進一步解決物流配送安裝的的問題，適應(yīng)時代的變化，做到線上與線下相輔相成，互相促進。 本文詳細分析了蘇寧易購模式（由實網(wǎng)轉(zhuǎn)向虛網(wǎng)）、京東商城模式（只做虛網(wǎng)）和戴爾模式（由虛網(wǎng)轉(zhuǎn)向?qū)嵕W(wǎng)），分析他們在企業(yè)發(fā)展過程中如何結(jié)合企業(yè)自身情況調(diào)整戰(zhàn)略適應(yīng)互聯(lián)網(wǎng)時代，以及三種模式的成功之處和不足之處，繼而分析了海爾電器在吉林省實體網(wǎng)絡(luò)的現(xiàn)狀、虛網(wǎng)的現(xiàn)狀以及虛實融合的嘗試，結(jié)合三種模式的利弊和海爾電器現(xiàn)有的基礎(chǔ)，給出了適應(yīng)趨勢的、符合實際的、可量化操作的建議。
[Abstract]:In 2012, Haier Group entered the stage of network strategy development, with "four networks merging" (i.e. Internet, marketing network, service network, logistics network, in which the Internet is the virtual network, marketing network, service network, logistics network is the real network, On November 12, 2012, Alibaba Group announced that: its Taobao, Tmall only on November 11 trading volume exceeded 19.1 billion yuan. The day's sales were equivalent to a quarter of Haier's annual sales. Haier and other industry companies, began to focus on the development strategy of enterprises in the Internet age. Haier Group chooses the "OTO mode" and "OTO" is the abbreviation of "Online To Offline", that is, "online to offline." the core is to bring online consumers to real stores and pay for offline goods and services online. Then go offline to enjoy the service. In this way, we can effectively protect the sales network below the line, and urge them to provide better services such as logistics, installation, maintenance, feedback and so on for consumers. They can also communicate with users at zero distance online, so that consumers are the real designers of the products. Before delivery, fully interactive, do "you design I make, you need me to send", build the Internet age of user experience store. This paper first analyzes the background of the home appliance industry in the Internet era, analyzes the reasons for the rapid development of e-commerce, and the opportunities and challenges that the traditional home appliance industry faces under this background, as well as the status quo of the real network in the household appliance industry. It is concluded that the significance of the research in this paper is not only the unification of online and offline mode, but also the problem of logistics distribution of large items (especially large items that need to be installed at the door), especially at the county level. Township level, village level and other rural market logistics distribution problems. How to integrate the resources of Haier Electric Appliance in Jilin Province, realize the integration of virtual network and real network, and further solve the problem of logistics distribution installation, adapt to the change of the times, and make line and offline supplement each other and promote each other. This paper analyzes in detail the SUNING mode (from real network to virtual network), JingDong mall mode (only virtual network) and Dell mode (from virtual network to real network), and analyzes how they combine the enterprise's own situation in the process of enterprise development. Adjust the strategy to the Internet age, As well as the successes and shortcomings of the three models, and then analyzes the status quo of Haier Electric Appliance in the physical network of Jilin Province, the current situation of the virtual network and the attempt of the integration of the virtual network and the reality, combining the advantages and disadvantages of the three models and the existing basis of Haier Electric Appliances. The suggestions of adapting trend, practical and quantifiable operation are given.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F426.6

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