本文選題：運(yùn)營(yíng)模式　切入點(diǎn)：成鞋網(wǎng)　出處：《電子科技大學(xué)》2015年碩士論文

【摘要】：人類在進(jìn)入信息時(shí)代以后,互聯(lián)網(wǎng)對(duì)于現(xiàn)實(shí)社會(huì)的影響不斷加大,電子商務(wù)作為“互聯(lián)網(wǎng)+經(jīng)濟(jì)”的直接產(chǎn)物,在短短數(shù)十年間就形成了足以與實(shí)體經(jīng)濟(jì)抗衡的巨大影響力,并隨之出現(xiàn)了大量互聯(lián)網(wǎng)時(shí)代獨(dú)有的電子商務(wù)模式。目前,不管是傳統(tǒng)企業(yè)還是電子商務(wù)企業(yè)紛紛宣稱布局020模式,實(shí)現(xiàn)線上線下整合,雖然雙線整合模式前景廣闊,對(duì)企業(yè)和用戶都能帶來(lái)巨大的價(jià)值,但這個(gè)模式依然不是很清晰,仍需要實(shí)踐的不斷摸索和理論研究指導(dǎo)。基于成都具備巨大的鞋業(yè)生產(chǎn)和加工能力,尤其是在女鞋生產(chǎn)方面處于全國(guó)領(lǐng)先地位,但面對(duì)金融危機(jī)、電子商務(wù)的沖擊,成都鞋企生存艱難,正是在這樣的背景下,本論文提出了對(duì)成都鞋企020雙線整合的模式研究。這篇論文首先闡述了開(kāi)展成鞋網(wǎng)這個(gè)項(xiàng)目的背景和研究意義,并對(duì)成鞋網(wǎng)的020雙線整合模式、項(xiàng)目基本情況及其優(yōu)勢(shì)進(jìn)行了分析；第二部分詳細(xì)介紹了成鞋網(wǎng)面臨的內(nèi)外部環(huán)境,分別用PEST模型、波特五力模型、SWOT模型對(duì)總體環(huán)境、競(jìng)爭(zhēng)環(huán)境、內(nèi)部環(huán)境進(jìn)行了分析,并在環(huán)境分析的基礎(chǔ)上提出了成鞋網(wǎng)的差異化優(yōu)勢(shì)和戰(zhàn)略定位；第三部分是在環(huán)境分析的基礎(chǔ)上闡述了成鞋網(wǎng)的市場(chǎng)戰(zhàn)略——選擇女鞋這一細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)及市場(chǎng)定位,運(yùn)用的是市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)細(xì)分、市場(chǎng)定位(STP)的方法。并基于市場(chǎng)戰(zhàn)略提出了成鞋網(wǎng)的營(yíng)銷組合策略——產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略；第四、第五部分別介紹了成鞋網(wǎng)運(yùn)營(yíng)過(guò)程中非常重要的兩個(gè)方面,一是成鞋網(wǎng)的平臺(tái)建設(shè),二是成鞋網(wǎng)的推廣運(yùn)營(yíng)方案；第六部分是對(duì)成鞋網(wǎng)商業(yè)模式的介紹,及這種模式帶來(lái)的實(shí)體門(mén)店和網(wǎng)站的資金優(yōu)勢(shì)、盈利渠道給予詳細(xì)剖析；接下來(lái)一章預(yù)估了成鞋網(wǎng)的資金需求、利潤(rùn)表、資產(chǎn)負(fù)債表、現(xiàn)金流量表,并通過(guò)計(jì)算營(yíng)運(yùn)能力指標(biāo)和盈利指標(biāo)得出成鞋網(wǎng)具有較高投資價(jià)值的結(jié)論；第八部分分析了成鞋網(wǎng)可能面臨的風(fēng)險(xiǎn)及防范方案。通過(guò)上述分析得出,成鞋網(wǎng)具備較高的可行性和投資價(jià)值。本研究對(duì)解決成都鞋企的生存壓力具有重大的意義,并對(duì)傳統(tǒng)企業(yè)、電子商務(wù)企業(yè)布局020模式有一定的參考和借鑒意義,同時(shí)也豐富和充實(shí)了020雙線整合商業(yè)模式的理論研究。
[Abstract]:After entering the information age, the influence of the Internet on the real society is increasing. As a direct product of the "Internet economy", E-commerce has formed a huge influence enough to compete with the real economy in just a few decades.And then appeared a large number of Internet era unique mode of e-commerce.At present, both traditional enterprises and e-commerce enterprises have declared the layout 020 model to realize online and offline integration. Although the dual line integration model has a broad prospect, it can bring enormous value to both enterprises and users.But this model is still not very clear, still need the practice of continuous exploration and theoretical research guidance.Chengdu has a huge production and processing capacity of shoes, especially in the women's shoes production in the national leading position, but in the face of the financial crisis, e-commerce impact, Chengdu shoes enterprise survival is difficult, it is under such a background,This paper puts forward the research on the two-line integration model of Chengdu shoe enterprise 020.This paper first describes the background and research significance of the project, and analyzes the 020 two-line integration model, the basic situation and advantages of the project.The second part introduces the internal and external environment of the shoe network in detail, and analyzes the overall environment, competition environment and internal environment by using PEST model and Porter's five-force model respectively.On the basis of environmental analysis, the paper puts forward the differentiation advantage and strategic orientation of the shoe network. The third part expounds the market strategy of the network based on the environmental analysis-selecting the women's shoes as the target market and positioning the market.The use of market segmentation, target market segmentation, market positioning STP) method.Based on the market strategy, this paper puts forward the marketing combination strategy of the network-product strategy, price strategy, channel strategy, promotion strategy. The fourth, fifth part respectively introduces two important aspects in the process of the operation of the network.The first is the platform construction of the network, the second is the promotion and operation plan of the network; the sixth part is the introduction of the commercial model of the network, and the capital advantages of the physical stores and websites brought by this model, and the profit channels are analyzed in detail.The next chapter estimates the capital demand, income statement, balance sheet, cash flow statement, and through the calculation of operating capacity index and profit index, the conclusion that Chengfu net has high investment value;The eighth part analyzes the risk and prevention plan that the shoe net may face.Through the above analysis, the shoe net has high feasibility and investment value.This research has great significance to solve the survival pressure of Chengdu shoe enterprises, and has certain reference and reference significance to traditional enterprises, E-commerce enterprise layout 020 model, and also enriches and enriches the theoretical research of 020 double-line integrated business model.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274;F426.86

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