本文關(guān)鍵詞： 同城電子商務(wù) 精益管理 企業(yè)戰(zhàn)略優(yōu)化 利群網(wǎng)上商城　出處：《中國海洋大學》2014年碩士論文　論文類型：學位論文

【摘要】：電子商務(wù)作為互聯(lián)網(wǎng)時代的產(chǎn)物,已經(jīng)成為發(fā)展迅速、勢頭迅猛的主流商務(wù)模式。電子商務(wù)從銷售范圍來看,可以分為傳統(tǒng)網(wǎng)絡(luò)購物和同城網(wǎng)絡(luò)購物。目前,遠距離的網(wǎng)購克服了地域限制,有利于資源優(yōu)化,因此多數(shù)的電商網(wǎng)站以及相關(guān)的研究多集中于傳統(tǒng)的遠程網(wǎng)絡(luò)購物方面。但隨著當今各地生產(chǎn)狀況的發(fā)展,區(qū)域之間的貨物的質(zhì)量與價格上差距越來越小。但同時,人們對電子商務(wù)可信度,實時性及便捷性的需求卻越來越高。而這恰好是同城電子商務(wù)的優(yōu)勢所在,因此未來同城電子商務(wù)將成為下一個商業(yè)的熱點。利群集團是一家跨地區(qū)、多業(yè)態(tài)、綜合性的股份制商業(yè)企業(yè)集團,他在電子商務(wù)及企業(yè)信息化方面他已經(jīng)建立了較為完備的體系。在網(wǎng)絡(luò)購物方面,他擁有“利群集團網(wǎng)上商城”電子商務(wù)網(wǎng)站,并由旗下利群商務(wù)有限公司管理。目前,該公司員工近200人,在線經(jīng)營十萬余種商品,涵蓋了食品百貨、母嬰玩具、家電數(shù)碼等10多個大類上千個品牌。為滿足顧客自提的需要,利群商城在山東省凡是有利群商場、酒店、批發(fā)、連鎖藥店、連鎖便利店的地方都設(shè)立了自提點,共計107個自提點。本文針對“利群集團網(wǎng)上商城”展開研究,深入分析企業(yè)運行模式,并通過引用精益制的思想,對目前的同城電商模式進行探索性的改進,已達到最大化發(fā)揮同城電子商務(wù)可靠、方便及實時的特點。同城電子商務(wù)的特點在于：用戶群分布集中,地域特性明顯,營銷與物流可控性強,以網(wǎng)絡(luò)的形式完成購物行為。所以針對這一特點的電子商務(wù)模式必須要能夠很好的發(fā)揮這些特質(zhì)。目前的“利群集團網(wǎng)上商城”電子商務(wù)網(wǎng)站,是一個較為成熟的運營平臺,但是本質(zhì)上還是在普通的電子商務(wù)基礎(chǔ)上加了一個提貨點的功能。并沒有設(shè)計出一個很好的針對局域可控性強的特點的商務(wù)形式以及與之配套的管理體制。精益制的思想是,企業(yè)在運營過程中,要以實現(xiàn)準時制管理、消除不必要的浪費、以客戶需求為中心、拉動式集成供應鏈等為目標,從而建立科學的企業(yè)運營體系。本文在這種思想的指導下,針對“利群集團網(wǎng)上商城”出現(xiàn)的不足提出了一整套優(yōu)化方案。這一套優(yōu)化方案主要包括精益物流模式,區(qū)域式運營體系,企業(yè)動態(tài)優(yōu)化體系建設(shè),GIS電子商務(wù)戰(zhàn)略這四個方面進行。在物流方面,由于同城購物的可控性,為了達到最優(yōu)物流的目的,在原來利群公司物流的基礎(chǔ)上,改進設(shè)計了精益物流模式。目的在于,實現(xiàn)可靠的高效的指定時間指定地點的準時收貨。在運營體系方面,為了發(fā)揮同城購物的區(qū)域性特點,改革現(xiàn)有企業(yè)管理組織結(jié)構(gòu),提倡以同城內(nèi)的不同區(qū)域為管理單位,統(tǒng)一管理供應鏈、客服及宣傳,并設(shè)計與之配套的績效系統(tǒng)。在管理部門結(jié)構(gòu)方面,改革現(xiàn)有部門,增設(shè)再精益部門,并由其負責企業(yè)的節(jié)能提效與人員培訓等工作,強調(diào)建立動態(tài)的、系統(tǒng)化、常態(tài)化的企業(yè)自優(yōu)化體系,重視科學化管理與數(shù)字模型的應用。在電子商務(wù)方面,強調(diào)突出區(qū)域購物的地理性特點,大量應用地理信息系統(tǒng)(GIS)等技術(shù),改變目前區(qū)域網(wǎng)購的形式。
[Abstract]:Electronic commerce as a product of the Internet era, has become the rapid development of the mainstream business model. The momentum of rapid electronic commerce from the sales point of view, can be divided into the traditional online shopping and network shopping. At present, remote online shopping to overcome geographical restrictions, is conducive to the optimization of resources, so the study on remote online shopping business sites and most the focus on the traditional. But with the development of the situation around the production, quality and price of goods on the gap between regions is more and more small. But at the same time, people on the e-commerce credibility, real-time and convenient demand is more and more high. And this is just the city where the advantage of electronic commerce therefore, the future of e-commerce in the same city will become a commercial hotspot. Liqun group is a cross regional, multi format, comprehensive joint-stock commercial enterprise group, he in the electronic Business and enterprise informatization he has established a relatively complete system. In terms of online shopping, he has "Liqun group online mall e-commerce site, and managed by its Liqun business limited. At present, the company employs nearly 200 people, online business covers more than one hundred thousand kinds of commodities, food stores, baby toys digital home appliances, and other more than 10 categories of thousands of brands. In order to meet customer needs from mentioning, in Shandong province there are Liqun shopping mall Liqun shopping mall, hotel, wholesale, chain pharmacies, convenience store chain places have set up a self advice, a total of 107 points. According to the" Liqun group online mall "the research, in-depth analysis of enterprise operation mode, and by referencing the lean business ideas, to explore the improvement of the current city business model, has reached the maximum play city e-commerce reliable, convenient and real-time The characteristics of electronic commerce. The city is characterized in that: the user group concentrated distribution, obvious geographical characteristics, marketing and logistics control, to complete the shopping behavior in the form of network. So the electronic commerce mode according to the characteristics of these qualities must be able to play very well. The current "Liqun group online mall e-commerce website that is a relatively mature operating platform, but is still in the electronic commerce based on the common with a delivery point. And design a good for local strong controllability of the business type and related management system. The lean thinking is. Enterprises in the process of operation, to achieve JIT management, eliminate unnecessary waste, to customer demand as the center, pull the integrated supply chain as the goal, to establish a scientific operation system of the enterprise. This paper in this Kind of thought under the guidance of the "Liqun group online mall has put forward a set of optimization scheme. This set of optimization scheme including lean logistics mode, regional enterprise operating system, dynamic optimization system, GIS e-commerce strategy these four aspects. In terms of logistics, because of the controllability of the city shopping in order to achieve optimal, the purpose of logistics, based on the original Abba company logistics, lean logistics mode design improvement. The purpose is to achieve the specified time, reliable and efficient delivery on time designated locations. In the operating system, in order to play the regional characteristics of city shopping, to reform the existing enterprise management organization structure. Advocate in different area of the city within the units for the management of the unified management of supply chain, customer service and publicity, and design system matched with the performance. In the management structure, the reform of the There are additional departments, then lean department, which is responsible for the enterprise energy efficiency and personnel training work, emphasizes the establishment of systematic, dynamic, self optimization system of normalization of the enterprise, pay attention to the application of scientific management and digital model. In e-commerce, geographical characteristics to highlight regional shopping, a large number of the application of geographic information system (GIS) technology, to change the current region in the form of online shopping.

【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F259.2

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