發(fā)布時間：2018-04-22 16:51

  本文選題：大型百貨業(yè) + O2O經(jīng)營模式��； 參考：《首都經(jīng)濟貿(mào)易大學》2015年碩士論文

【摘要】：百貨業(yè)作為重要的零售業(yè)態(tài)之一,在我國經(jīng)濟發(fā)展和現(xiàn)代化建設中發(fā)揮著舉足輕重的作用。隨著社會經(jīng)濟形勢的變化,我國大型百貨業(yè)的發(fā)展在外受到電子商務的沖擊,在內(nèi)受到自身經(jīng)營模式的束縛,其輝煌歷史不再重現(xiàn)。在快速發(fā)展的電子信息時代下,互聯(lián)網(wǎng)已經(jīng)深入到人們生活的各個角落,百貨業(yè)如何實現(xiàn)與電子商務的融合,從而促進其O2O經(jīng)營模式的轉(zhuǎn)變,擺脫其內(nèi)外發(fā)展困境,成為了百貨業(yè)界重要的議題。然而,到目前為止,我國大型百貨業(yè)O2O經(jīng)營模式轉(zhuǎn)變?nèi)蕴幱诔跗?發(fā)展進度也異常的緩慢。這主要因為,一方面,許多大型百貨企業(yè)面對新的經(jīng)營模式不敢輕易嘗試;另一方面,進行嘗試的企業(yè)也處于摸石頭過河階段,沒有成熟的經(jīng)驗指導,發(fā)展過程中仍存在許多阻礙。因此,我國大型百貨業(yè)如何實現(xiàn)O2O經(jīng)營模式的轉(zhuǎn)型,實現(xiàn)線上線下融合,成為我國大型百貨業(yè)面臨的共同問題。本文首先對百貨業(yè)和O2O經(jīng)營模式的相關(guān)概念和理論進行概述;其次,從我國大型百貨業(yè)面臨的宏觀環(huán)境與競爭環(huán)境出發(fā),論述我國大型百貨業(yè)進行O2O經(jīng)營模式轉(zhuǎn)變的必要性與可能性;再次,從福利經(jīng)濟學角度,結(jié)合現(xiàn)階段我國大型百貨業(yè)主要的經(jīng)營模式——聯(lián)營模式,進行比較分析百貨業(yè)O2O發(fā)展模式的相對優(yōu)勢;最后,借鑒美國梅西百貨成功的O2O經(jīng)營模式,結(jié)合我國大型百貨業(yè)O2O經(jīng)營中遇到的實際障礙,從全渠道、物流體系以及運營管理等方面,進行了深入剖析并提出相應的發(fā)展措施。
[Abstract]:As one of the important retail forms, the department store industry plays an important role in the economic development and modernization of our country. With the change of social and economic situation, the development of large department store industry in our country is impacted by electronic commerce outside, which is bound by its own management mode, and its glorious history is no longer reappeared. In the era of rapid development of electronic information, the Internet has penetrated into every corner of people's lives, how to realize the integration of department store industry and electronic commerce, thus promoting the transformation of its O2O business model and getting rid of its predicament of development inside and outside. Has become an important issue in the department store industry. However, up to now, the change of O2O management mode in large department stores is still in its infancy, and the progress of development is very slow. This is mainly because, on the one hand, many large department stores do not dare to easily try out the new business model; on the other hand, the enterprises that try it are also in the stage of crossing the river by feeling the stones and without mature experience to guide them. There are still many obstacles in the process of development. Therefore, how to realize the transformation of O2O management mode and realize the integration of online and offline has become a common problem faced by large department stores in our country. This paper first summarizes the concepts and theories of department store industry and O2O business model; secondly, from the macro environment and competition environment faced by large department store industry in China, This paper discusses the necessity and possibility of the transformation of O2O management mode in large department stores in China. Thirdly, from the perspective of welfare economics, combined with the management mode of large department store owners in China at the present stage, The comparative analysis of the comparative advantages of the O2O development model of the department store industry is carried out. Finally, the successful O2O business model of Macy's Department Store in the United States is used for reference, and the actual obstacles encountered in the O2O management of the large department store industry in China are combined with the whole channel. Logistics system and operation management are analyzed in depth and corresponding development measures are put forward.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721;F724.6

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相關(guān)期刊論文 前1條

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本文編號：1788082