本文選題：云平臺(tái) + O2O　； 參考：《昆明理工大學(xué)》2015年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)時(shí)代的到來,移動(dòng)應(yīng)用以及滲透到人們生活的中每一個(gè)角落,在改變消費(fèi)者消費(fèi)方式的同時(shí),也為傳統(tǒng)商業(yè)體帶來了壓力和新的挑戰(zhàn)。本文針對(duì)云計(jì)算和020模型在移動(dòng)互聯(lián)時(shí)代的商業(yè)應(yīng)用場(chǎng)景的創(chuàng)新應(yīng)用研究,探索商業(yè)集團(tuán)充分利用線下體驗(yàn)優(yōu)勢(shì),將營(yíng)銷模式向線上突破轉(zhuǎn)型的可操作性,通過案例的研究來驗(yàn)證020模型在商業(yè)集團(tuán)實(shí)踐的必然性。通過對(duì)RD公司云平臺(tái)的部署及在商業(yè)集團(tuán)案例中020實(shí)踐的分析,驗(yàn)證了商業(yè)集團(tuán)如果能夠抓住移動(dòng)互聯(lián)是個(gè)歷史機(jī)遇,將可實(shí)現(xiàn)線下實(shí)體資源優(yōu)勢(shì)轉(zhuǎn)化為線上市場(chǎng)優(yōu)勢(shì)的轉(zhuǎn)型。通過云平臺(tái)的部署,RD公司協(xié)助商業(yè)集團(tuán)將消費(fèi)者、商場(chǎng)、商品及資金有效的融合為一個(gè)生態(tài)系統(tǒng),構(gòu)建了一個(gè)新的消費(fèi)模式,讓消費(fèi)者、商場(chǎng)及商品制造廠家都能從云平臺(tái)中獲得收益：消費(fèi)者獲得質(zhì)優(yōu)價(jià)美的商品,商場(chǎng)提升了盈利能力,而商家則獲得了更多的銷售機(jī)會(huì)。本文從藍(lán)海戰(zhàn)略、技術(shù)集成創(chuàng)新和營(yíng)銷理論對(duì)云平臺(tái)商用后商業(yè)集團(tuán)的營(yíng)銷模式的變化入手,論證了云平臺(tái)的建設(shè)和020模式的對(duì)商業(yè)集團(tuán)發(fā)展的重要性,這也正是商業(yè)集團(tuán)應(yīng)對(duì)移動(dòng)互聯(lián)時(shí)代沖擊所需要改變的方式。結(jié)合020模型在商業(yè)集團(tuán)的實(shí)踐,從客戶引流開始,客戶數(shù)據(jù)信息采集分析、信息推送、精準(zhǔn)營(yíng)銷到最后的支付,系統(tǒng)論述了商業(yè)集團(tuán)020營(yíng)銷模式的實(shí)現(xiàn)方式,最后對(duì)實(shí)踐中出現(xiàn)的問題進(jìn)行思考并提出改進(jìn)完善意見。通過本文對(duì)RD公司云平臺(tái)的建設(shè)和020模式的研究得出：云平臺(tái)將是連接商場(chǎng)、消費(fèi)者及商品的關(guān)鍵要素,其管道的作用將影響線上營(yíng)銷市場(chǎng)的大小。020模式對(duì)于商業(yè)體應(yīng)對(duì)消費(fèi)者碎片化需求,最終實(shí)現(xiàn)銷售業(yè)績(jī)?cè)鲩L(zhǎng)將是必選之路。
[Abstract]:With the advent of the mobile Internet era, mobile applications and penetration into every corner of people's lives, while changing consumer consumption, but also for the traditional business body has brought pressure and new challenges.This paper aims at the innovative application research of cloud computing and 020 model in the business application scene in the era of mobile interconnection, explores the maneuverability of the business group to make full use of the offline experience advantage and transform the marketing model to the online breakthrough.Through the case study to verify the 020 model in the business group practice inevitability.Through the deployment of cloud platform of Rd company and the analysis of 020 practice in the case of commercial group, it is proved that if the commercial group can seize the historical opportunity of mobile interconnection, it will realize the transformation of offline entity resource advantage into online market advantage.With the deployment of the cloud platform, Rd helps business groups integrate consumers, shopping malls, goods and funds into an ecosystem, creating a new consumption model for consumers.Shopping malls and commodity manufacturers can benefit from the cloud: consumers get quality and good prices, shopping malls improve profitability, and businesses get more sales opportunities.This paper starts with the blue sea strategy, technology integration innovation and marketing theory to the change of the business group marketing mode after the cloud platform commercial, and demonstrates the importance of the cloud platform construction and the 020 model to the development of the business group.This is exactly what business groups need to change in response to the impact of the age of mobile connectivity.Combined with the practice of 020 model in commercial group, starting from customer drainage, customer data collection and analysis, information push, accurate marketing to the final payment, the realization of 020 marketing mode of commercial group is discussed systematically.Finally, the problems in practice are considered and suggestions for improvement and perfection are put forward.Through the research on the cloud platform construction and 020 model of Rd Company, it is concluded that the cloud platform will be the key element to connect stores, consumers and commodities.The role of the pipeline will affect the size of the online marketing market. 020 model for business to deal with consumer fragmentation demand, and ultimately to achieve sales growth will be the way to choose.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F721

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本文編號(hào)：1745720