本文選題：傳統(tǒng)零售業(yè)轉(zhuǎn)型　切入點：O2O模式　出處：《哈爾濱商業(yè)大學(xué)》2015年碩士論文

【摘要】：近年來,在互聯(lián)網(wǎng)和移動互聯(lián)網(wǎng)高速發(fā)展的推動下,網(wǎng)絡(luò)零售業(yè)的繁榮發(fā)展對我國傳統(tǒng)零售業(yè)造成了巨大影響。目前我國傳統(tǒng)零售業(yè)無論是銷售額、營業(yè)收入還是營業(yè)利潤都處于增速放緩的趨勢,電商行業(yè)的發(fā)展不僅使傳統(tǒng)零售業(yè)的發(fā)展受到阻礙,同時改變了消費(fèi)者的購買習(xí)慣,傳統(tǒng)零售業(yè)需要向互聯(lián)網(wǎng)轉(zhuǎn)型來自救。而互聯(lián)網(wǎng)的快速發(fā)展使B2C、C2C等電子商務(wù)模式逐漸向020新型電子商務(wù)模式邁進(jìn),020模式以其線上線下聯(lián)動、成交率高等特點受到商家與消費(fèi)者的青睞。因此,020新型電子商務(wù)模式成為了傳統(tǒng)零售業(yè)轉(zhuǎn)型的最佳模式。 雖然從理論分析的角度得到了傳統(tǒng)零售業(yè)應(yīng)向020模式轉(zhuǎn)型的結(jié)論,但是仍不足以為傳統(tǒng)零售業(yè)向020模式轉(zhuǎn)型提供有效信息。為幫助傳統(tǒng)零售企業(yè)解決困惑,更好地運(yùn)用020模式進(jìn)行轉(zhuǎn)型,運(yùn)用DEA方法和SWOT分析法從以下兩方面進(jìn)行了詳細(xì)分析。首先,為了給傳統(tǒng)零售企業(yè)向020模式轉(zhuǎn)型提供數(shù)據(jù)支撐,選取了46家在滬深兩市上市的零售業(yè)上市公司,運(yùn)用數(shù)據(jù)包絡(luò)分析法進(jìn)行了效率對比實證分析。在C2R和BC2模型的理論基礎(chǔ)上,運(yùn)用數(shù)據(jù)包絡(luò)分析軟件DEAP2.1測算了2012年和2013年46家零售上市公司的技術(shù)效率、純技術(shù)效率和規(guī)模效率,并在Malmquist指數(shù)模型的基礎(chǔ)上,對樣本公司的全要素生產(chǎn)率及其分解進(jìn)行了測算,并得到分析結(jié)論：2013年運(yùn)用020模式的企業(yè)經(jīng)營效率整體高于未運(yùn)用020模式的經(jīng)營效率,企業(yè)在運(yùn)用020模式后比未運(yùn)用020模式時,技術(shù)效率和全要素生產(chǎn)率都獲得了明顯提升。其次,通過運(yùn)用SWOT分析法對我國傳統(tǒng)零售業(yè)向020模式轉(zhuǎn)型的優(yōu)勢、劣勢、機(jī)遇和威脅進(jìn)行了分析,認(rèn)為我國傳統(tǒng)零售業(yè)向020模式轉(zhuǎn)型優(yōu)勢大于劣勢,機(jī)遇大于威脅,具有廣闊的前景和發(fā)展空間。020模式在我國興起時間尚短,我國傳統(tǒng)零售業(yè)向020模式轉(zhuǎn)型大多處于試水階段,存在著各種各樣的問題。針對傳統(tǒng)零售業(yè)向020模式轉(zhuǎn)型存在的規(guī)模問題、線上線下運(yùn)營問題和誠信問題進(jìn)行了根源剖析,并對政府監(jiān)管、傳統(tǒng)零售企業(yè)和第三方020平臺給出建議,為傳統(tǒng)零售業(yè)運(yùn)用020模式線上線下融合可以長足發(fā)展提出戰(zhàn)略意見。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, the prosperity of the network retail industry has a great impact on the traditional retail industry in China.At present, the growth rate of traditional retail business in China is slowing down in terms of sales volume, operating income and operating profit. The development of e-commerce industry not only hinders the development of traditional retail industry, but also changes consumers' buying habits.The traditional retail trade needs to transform to the Internet to save itself.With the rapid development of the Internet, the E-commerce model such as B2CX / C2C has gradually moved to the new E-commerce mode of 020, which has been favored by merchants and consumers for its characteristics such as the linkage between line and line, and the high transaction rate.Therefore, the new e-commerce mode of 0 0 20 has become the best mode for the transformation of the traditional retailing industry.Although the conclusion that traditional retailing should be transformed to 020 mode from the angle of theoretical analysis, it is still not enough to provide effective information for the transformation of traditional retailing to 020 mode.In order to help traditional retail enterprises solve their puzzles and make better use of 020 model for transformation, this paper makes a detailed analysis from the following two aspects by using DEA method and SWOT analysis method.Firstly, in order to provide data support for the transformation of traditional retail enterprises to 020 model, 46 listed retail companies listed in Shanghai and Shenzhen stock markets are selected and compared with each other by using data envelopment analysis.Based on the theory of C2R and BC2 model, the technical efficiency, pure technical efficiency and scale efficiency of 46 retail listed companies in 2012 and 2013 were calculated by using the data envelopment analysis software DEAP2.1, and based on the Malmquist index model.The total factor productivity and its decomposition of the sample company are measured, and the conclusion is drawn: the overall operating efficiency of the enterprise using 020 model is higher than that of non-020 model in 2013, and the enterprise after using 020 mode is more than that without 020 mode.Both technical efficiency and total factor productivity have been significantly improved.Secondly, this paper analyzes the advantages, disadvantages, opportunities and threats of the transformation from traditional retailing to 020 mode by using SWOT analysis method, and points out that the advantages and disadvantages of the transformation from traditional retailing to 020 are greater than those of weaknesses, and the opportunities are greater than the threats.The pattern of .020 has a broad prospect and developing space in our country. The transformation from traditional retail trade to 020 mode is mostly in the stage of water trial, and there are various problems.In view of the scale problem existing in the transformation from traditional retailing to 020 mode, the problems of online and offline operation and integrity are analyzed, and the suggestions on government supervision, traditional retail enterprises and third party 020 platform are given.This paper puts forward some strategic suggestions for the rapid development of traditional retail industry by integrating above line and below line of 020 mode.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.2;F724.6

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