發(fā)布時(shí)間：2018-05-16 06:04

  本文選題：傳統(tǒng)零售企業(yè) + 經(jīng)營(yíng)優(yōu)化�。� 參考：《中國(guó)海洋大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)浪潮的推進(jìn),網(wǎng)絡(luò)零售業(yè)態(tài)的迅猛發(fā)展,傳統(tǒng)零售業(yè)態(tài)面臨巨大挑戰(zhàn)。審時(shí)度勢(shì),傳統(tǒng)企業(yè)要想保持長(zhǎng)久競(jìng)爭(zhēng)力,贏得市場(chǎng)份額,保障盈利,優(yōu)化經(jīng)營(yíng)策略是企業(yè)發(fā)展必經(jīng)之路。近年來(lái)針對(duì)傳統(tǒng)零售業(yè)在互聯(lián)網(wǎng)經(jīng)濟(jì)環(huán)境下轉(zhuǎn)型升級(jí)的研究日漸突出,成為業(yè)界關(guān)注的焦點(diǎn),同時(shí)各大傳統(tǒng)零售業(yè)也在紛紛探求新的發(fā)展思路,M大型跨國(guó)連鎖超市也在不斷嘗試改革。M企業(yè)在業(yè)界以其獨(dú)特的經(jīng)營(yíng)特點(diǎn)著稱,在對(duì)相關(guān)領(lǐng)域研究發(fā)現(xiàn),針對(duì)該企業(yè)在互聯(lián)網(wǎng)經(jīng)濟(jì)環(huán)境下轉(zhuǎn)型升級(jí)的研究比較少,本文正是基于對(duì)該企業(yè)發(fā)展現(xiàn)狀的分析,結(jié)合相關(guān)理論來(lái)研究企業(yè)如何在網(wǎng)絡(luò)環(huán)境中重獲競(jìng)爭(zhēng)優(yōu)勢(shì),對(duì)于促進(jìn)企業(yè)長(zhǎng)足發(fā)展,積極應(yīng)對(duì)經(jīng)濟(jì)環(huán)境變化帶來(lái)的巨大挑戰(zhàn)有著積極的意義。M大型跨國(guó)連鎖超市發(fā)展線上經(jīng)營(yíng)是轉(zhuǎn)型升級(jí)的必經(jīng)之路,但是在線經(jīng)營(yíng)不僅僅是在線上開(kāi)展銷售那么簡(jiǎn)單。M企業(yè)經(jīng)過(guò)多年的經(jīng)營(yíng),其優(yōu)勢(shì)主要在線下：品牌優(yōu)勢(shì)、穩(wěn)定的顧客資源、區(qū)位優(yōu)勢(shì)等，在企業(yè)改革中應(yīng)該使這些優(yōu)勢(shì)重新在網(wǎng)絡(luò)經(jīng)營(yíng)中發(fā)揮作用,使企業(yè)在新的市場(chǎng)競(jìng)爭(zhēng)中重獲新生。與電子商務(wù)公司相比,M企業(yè)所具有的這些優(yōu)勢(shì),恰恰是電子商務(wù)公司所缺乏的。網(wǎng)絡(luò)零售市場(chǎng)的繁榮,催生人們消費(fèi)行為的改變,而消費(fèi)者的喜好直接影響著企業(yè)的發(fā)展方向,消費(fèi)者對(duì)購(gòu)物體驗(yàn)的需求不斷提高,促使企業(yè)紛紛加強(qiáng)購(gòu)物體驗(yàn)環(huán)節(jié)的建設(shè),而電子商務(wù)公司加速實(shí)體店布局,恰恰說(shuō)明了喜歡網(wǎng)絡(luò)購(gòu)物的消費(fèi)者對(duì)實(shí)體店體驗(yàn)的強(qiáng)烈需求。人們對(duì)購(gòu)物體驗(yàn)的需求給零售業(yè)的發(fā)展帶來(lái)一股新的趨勢(shì),將來(lái)的競(jìng)爭(zhēng)定是圍繞體驗(yàn)場(chǎng)景展開(kāi)。因此M企業(yè)在升級(jí)中需要考慮的是線上與線下協(xié)同發(fā)展的策略。M大型跨國(guó)連鎖超市有突出的品牌優(yōu)勢(shì),良好的信譽(yù)，豐富的商品,積累有相當(dāng)?shù)念櫩唾Y源,在社會(huì)上擁有一定的知名度,通過(guò)經(jīng)營(yíng)策略的優(yōu)化調(diào)整,容易獲得消費(fèi)者的支持；目前其擁有的門店,是很好的用來(lái)滿足消費(fèi)者購(gòu)物體驗(yàn)的優(yōu)勢(shì)資源,眾多的門店可以發(fā)展成為線下售后處理中心、物流站點(diǎn),作為對(duì)線上業(yè)務(wù)的支撐,同時(shí)作為為顧客享受高效、便捷、優(yōu)質(zhì)服務(wù)的購(gòu)物體驗(yàn)中心本文研究的主要思路：首先分析目前經(jīng)濟(jì)發(fā)展環(huán)境的狀況以及國(guó)內(nèi)外研究現(xiàn)狀：其次分析M企業(yè)經(jīng)營(yíng)特點(diǎn)以及目前運(yùn)營(yíng)的現(xiàn)狀和存在的問(wèn)題,利用SWOT模型分析企業(yè)目前面臨的威脅、機(jī)遇、優(yōu)勢(shì)和劣勢(shì),分析總結(jié)出積極發(fā)展的SO戰(zhàn)略、重點(diǎn)關(guān)注的ST戰(zhàn)略、改進(jìn)加強(qiáng)的WO戰(zhàn)略、避免消除的WT戰(zhàn)略,結(jié)合對(duì)宜家轉(zhuǎn)型升級(jí)案例的分析,通過(guò)對(duì)現(xiàn)有電商O2O的擴(kuò)展應(yīng)用的研究，提出M企業(yè)在互聯(lián)網(wǎng)的環(huán)境下轉(zhuǎn)型升級(jí)的經(jīng)營(yíng)策略構(gòu)想,大膽提出企業(yè)轉(zhuǎn)型中優(yōu)化經(jīng)營(yíng)策略的構(gòu)想,并進(jìn)行經(jīng)營(yíng)流程再設(shè)計(jì),提出具體優(yōu)化策略：最后總結(jié)分析出M大型跨國(guó)連鎖超市經(jīng)營(yíng)策略優(yōu)化對(duì)策建議。本文通過(guò)分析研究得出以下結(jié)論：M大型跨國(guó)連鎖超市適用Offline To Online To Offline即線下→線上→線下的全閉環(huán)的經(jīng)營(yíng)策略,既可以充分利用線下多年積累的品牌優(yōu)勢(shì),又可以利用O2O,開(kāi)拓線上市場(chǎng),采用線上只做服務(wù),線下完成交易體驗(yàn)的全新的經(jīng)營(yíng)策略,在互聯(lián)網(wǎng)的經(jīng)濟(jì)環(huán)境中重獲競(jìng)爭(zhēng)優(yōu)勢(shì)，取得長(zhǎng)足發(fā)展。
[Abstract]:With the rapid development of the Internet wave and the rapid development of the network retail format, the traditional retail format is facing great challenges. The traditional enterprises want to maintain the long-term competitiveness, win the market share, guarantee the profit and optimize the management strategy. In recent years, the traditional retailing industry has been transformed in the Internet economic environment. The research on the level is becoming the focus of the industry. At the same time, the major traditional retail industry is also exploring new ideas of development. M large multinational supermarket chain is also constantly trying to reform the unique business characteristics of.M enterprises in the industry. It is based on the analysis of the present situation of the enterprise and the relevant theories to study how the enterprise can regain the competitive advantage in the network environment, and to promote the great development of the enterprise and actively cope with the great challenge of the economic environment change, it has a positive significance to the development of.M large multinational supermarket chain. It is the only way for the transformation and upgrading, but online operation is not only a simple online sale, so it is simple.M enterprise after years of operation, its advantages are mainly on line: brand advantage, stable customer resources, location advantages, etc., in the enterprise reform, these advantages should make these advantages play a role in the network management and make the enterprises in the new market. Compared with e-commerce companies, the advantages of M enterprises are precisely the lack of e-commerce companies. The prosperity of the network retail market leads to the change of people's consumption behavior, and the consumer preferences directly affect the direction of the development of the enterprises, and the consumer demand for the shopping experience is increasing, prompting the consumer's demand for the shopping experience. Enterprises have strengthened the construction of the shopping experience, and the acceleration of the physical shop layout by e-commerce companies shows the strong demand for the real store experience of consumers who like online shopping. People's demand for shopping experience brings a new trend to the development of the retail industry, and the competition is set around the experience scene. So M Enterprise in upgrading needs to consider the strategy of cooperative development between line and line.M large multinational supermarket chain has prominent brand advantages, good reputation, rich goods, accumulation of considerable customer resources, a certain degree of popularity in the society, and through optimization and adjustment of management strategy, it is easy to get the support of consumers; at present, The store is a good resource to meet the consumer shopping experience. Many stores can be developed into offline post-sale center, logistics site, as a support to the online business, and as a shopping experience center for the customers to enjoy high efficiency, convenience and quality service, the main idea of this article is to analyze the list first. The situation of the former economic development environment and the current research status at home and abroad. Secondly, it analyzes the operating characteristics of M enterprises and the current situation and existing problems of operation. Using the SWOT model to analyze the threats, opportunities, advantages and disadvantages that enterprises are facing at present, analyze and summarize the active development of SO strategy, focus on the ST strategy, and improve the strengthening of the WO strategy. To avoid the elimination of the WT strategy, combined with the analysis of the case of IKEA transformation and upgrading, through the study of the extended application of the existing e-commerce O2O, this paper puts forward the operation strategy conception of the transformation and upgrading of M enterprises in the environment of the Internet, puts forward the idea of optimizing the management strategy in the enterprise transformation, and redesigns the operation process, and puts forward the specific optimization strategy. At last, it summarizes and analyzes the countermeasures and suggestions for the operation strategy of M large transnational supermarket chain supermarket. Through the analysis and research, the following conclusions are obtained: M large transnational supermarket chain supermarket is suitable for Offline To Online To Offline, that is, the full closed loop management strategy under line to line, and under line to line, it can not only fill the brand advantage accumulated over the years, but also make full use of the brand advantage under the line. We can make use of O2O, open up the online market, use only service online, complete the new business strategy under the line, and gain the competitive advantage in the economic environment of the Internet and make great progress.

【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F717.6;F272.3

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