本文關(guān)鍵詞： 農(nóng)村電商 O2O模式 蘇寧易購(gòu)　出處：《云南財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：農(nóng)村是全面建成小康社會(huì)的關(guān)鍵,農(nóng)村問(wèn)題一直是中國(guó)最重要的問(wèn)題。中國(guó)農(nóng)村居住著大量的人口,農(nóng)村的電子商務(wù)起步較晚、發(fā)展較慢,隨著國(guó)家政策導(dǎo)向的保駕護(hù)航和農(nóng)村經(jīng)濟(jì)的發(fā)展增速,農(nóng)村電商市場(chǎng)已經(jīng)成為國(guó)內(nèi)互聯(lián)網(wǎng)企業(yè)未來(lái)最重要的戰(zhàn)略。農(nóng)村依然存在著居民分布較廣、基礎(chǔ)設(shè)施不完善、傳統(tǒng)商業(yè)渠道被壟斷、消費(fèi)意識(shí)較低等問(wèn)題,互聯(lián)網(wǎng)企業(yè)通過(guò)哪種模式能夠有效進(jìn)入農(nóng)村電商市場(chǎng)一直缺乏有效的理論以及成功的案例作為指導(dǎo)。O2O模式的客戶體驗(yàn)感更強(qiáng),在網(wǎng)購(gòu)接受程度低、實(shí)體消費(fèi)體驗(yàn)較差的農(nóng)村市場(chǎng),O2O模式通過(guò)線上虛擬空間里的交易與線下實(shí)體的商品、服務(wù)高度融合,用實(shí)惠的價(jià)格給消費(fèi)者提供符合需求的商品及更具體驗(yàn)感的服務(wù),由此產(chǎn)生的農(nóng)村電商產(chǎn)業(yè)鏈條促使農(nóng)村市場(chǎng)的各方受益。蘇寧是國(guó)內(nèi)互聯(lián)網(wǎng)轉(zhuǎn)型最成功的傳統(tǒng)企業(yè),作為電商以及農(nóng)村電商市場(chǎng)的挑戰(zhàn)者,擁有豐富線下運(yùn)營(yíng)經(jīng)驗(yàn)的蘇寧將通過(guò)O2O模式將線上、線下的商品和服務(wù)進(jìn)行有機(jī)結(jié)合,O2O模式是蘇寧農(nóng)村電商乃至整個(gè)蘇寧生態(tài)系統(tǒng)的核心。本文站在企業(yè)進(jìn)入農(nóng)村電商市場(chǎng)的角度,收集國(guó)內(nèi)外農(nóng)村電商的研究成果,介紹與分析國(guó)內(nèi)農(nóng)村電商的各類模式,通過(guò)PEST分析工具探索了蘇寧農(nóng)村電商O(píng)2O模式的發(fā)展前景,并與對(duì)標(biāo)企業(yè)的產(chǎn)品和服務(wù)特點(diǎn)、商業(yè)模式、發(fā)展理念、運(yùn)營(yíng)思路等各個(gè)關(guān)鍵點(diǎn)進(jìn)行了全方位的對(duì)比研究,采用SWOT工具,全面分析了蘇寧在農(nóng)村電商領(lǐng)域的優(yōu)劣勢(shì)、機(jī)會(huì)和面臨的威脅,最后總結(jié)與歸納了蘇寧農(nóng)村電商O(píng)2O模式的實(shí)踐路徑與方法,提出了企業(yè)進(jìn)入和發(fā)展農(nóng)村電商市場(chǎng)的相關(guān)建議。希望通過(guò)對(duì)蘇寧農(nóng)村電商O(píng)2O模式的研究,為我國(guó)發(fā)展壯大農(nóng)村電商市場(chǎng)提供一定的參考。
[Abstract]:Rural areas are the key to building a well-off society in an all-round way, and rural issues have always been the most important problems in China. With the development of the national policy and the development of the rural economy, the rural e-commerce market has become the most important strategy for domestic Internet enterprises in the future. Traditional commercial channels are monopolized, consumption awareness is low, Internet enterprises can effectively enter the rural e-commerce market through which model has been lack of effective theory and successful cases as the guidance of the .O2O model of customer experience is stronger. In the rural market with low acceptance of online shopping and poor experience of physical consumption, the O2O model is highly integrated with the goods and services of offline entities through transactions in online virtual space. The chain of rural ecommerce industries that provide consumers with goods and services that meet their needs and experience at affordable prices benefits all parties in the rural market. SUNING is the most successful traditional enterprise in the country's Internet transformation. As a challenger to ecommerce and rural e-commerce markets, SUNING, with a wealth of offline operating experience, will use the O2O model to bring him online. The organic combination of offline goods and services is the core of SUNING's rural ecommerce and even the whole SUNING ecosystem. From the perspective of enterprises entering the rural ecommerce market, this paper collects the research results of rural ecommerce at home and abroad. This paper introduces and analyzes the various models of rural e-commerce in China, explores the development prospects of SUNING's O2O model in rural areas by means of PEST analysis tools, and compares with the products and service characteristics, business models and development concepts of the standard enterprises. This paper makes a comprehensive comparative study on the key points such as operation ideas, and analyzes SUNING's advantages and disadvantages, opportunities and threats in the field of rural ecommerce by using SWOT tools, and analyzes the advantages and disadvantages of SUNING in the field of rural ecommerce. Finally, this paper summarizes and summarizes the practical ways and methods of SUNING's rural e-commerce O2O model, and puts forward some relevant suggestions for enterprises to enter and develop rural e-commerce market. For our country to develop and strengthen the rural e-commerce market to provide a certain reference.
【學(xué)位授予單位】：云南財(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;F323

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