本文選題：移動商務(wù)　切入點：O2O商務(wù)模式　出處：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著移動通信技術(shù)的發(fā)展,移動終端的功能日益增強,人們應(yīng)用移動終端進(jìn)行商務(wù)活動的需求日益凸顯。移動商務(wù)作為新型商務(wù)模式,在企業(yè)運營和發(fā)展中的作用日漸突出,通過移動商務(wù)模式,企業(yè)可以拓展業(yè)務(wù)渠道、提升營銷效果、優(yōu)化企業(yè)流程,進(jìn)而提升企業(yè)形象,增強企業(yè)競爭力。 論文以A企業(yè)的實際情況為案例,首先對企業(yè)的內(nèi)部資源和核心能力進(jìn)行了分析,并從內(nèi)部管理、供應(yīng)、營銷、支付4個方面指出了A企業(yè)對于移動商務(wù)應(yīng)用需求,然后以PEST分析方法為依據(jù),從政治、經(jīng)濟、社會、技術(shù)4個方面對企業(yè)的外部環(huán)境進(jìn)行研究,并充分結(jié)合了企業(yè)競爭者的情況,論證了A企業(yè)應(yīng)用移動商務(wù)在外部環(huán)境方面的可能性,最后應(yīng)用SWOT模型對企業(yè)應(yīng)用移動商務(wù)的優(yōu)勢、劣勢、機會和威脅進(jìn)行了分析,從企業(yè)內(nèi)部資源的角度證明了A企業(yè)應(yīng)用移動商務(wù)的可行性。 論文根據(jù)對A企業(yè)的分析,明確了企業(yè)以020模式為主的移動商務(wù)應(yīng)用定位和方向,并從總體上構(gòu)建了A企業(yè)移動商務(wù)應(yīng)用結(jié)構(gòu)模型,進(jìn)而從企業(yè)內(nèi)部、企業(yè)供應(yīng)和企業(yè)客戶三個方向,深入分析了企業(yè)移動商務(wù)的應(yīng)用范圍和應(yīng)用模式,包括移動企業(yè)管理、移動供應(yīng)管理、移動營銷、移動客戶體驗、移動支付和協(xié)同銷售6個應(yīng)用模塊,詳細(xì)闡述了企業(yè)應(yīng)用移動商務(wù)的方式和相關(guān)部門。 論文進(jìn)一步闡述了A企業(yè)在實施移動商務(wù)應(yīng)用項目的實施方式和保障措施。企業(yè)可以通過開發(fā)移動APP、整合企業(yè)內(nèi)外部資源的方式實施移動商務(wù),并從政策、人員、文化和資金4個方面闡述了A企業(yè)實施移動商務(wù)應(yīng)用項目的各項保障措施。 論文的研究結(jié)果不僅適用于A企業(yè)發(fā)展移動商務(wù),并且能夠在商業(yè)地產(chǎn)領(lǐng)域進(jìn)行廣泛的推廣,為商業(yè)地產(chǎn)行業(yè)發(fā)展移動商務(wù)提供一定的指導(dǎo)。
[Abstract]:With the development of mobile communication technology, the function of mobile terminal is becoming more and more important.As a new business model, mobile commerce plays an increasingly important role in the operation and development of enterprises. Through the mobile business model, enterprises can expand business channels, improve marketing results, optimize business processes, and then enhance the image of enterprises.Enhance the competitiveness of enterprises.Taking the actual situation of enterprise A as an example, this paper first analyzes the internal resources and core competence of the enterprise, and points out the demand for mobile commerce application in enterprise A from four aspects: internal management, supply, marketing and payment.Then based on the PEST analysis method, the paper studies the external environment of the enterprise from four aspects of politics, economy, society and technology, and fully combines the situation of the enterprise competitors.In this paper, the possibility of applying mobile commerce in the external environment of A enterprise is demonstrated. Finally, the advantages, disadvantages, opportunities and threats of mobile commerce are analyzed by using SWOT model.The feasibility of applying mobile commerce to A enterprise is proved from the angle of enterprise internal resources.Based on the analysis of enterprise A, this paper clarifies the orientation and direction of mobile commerce application based on 020 model, and constructs the structure model of mobile commerce application in enterprise A, and then constructs the structure model of mobile commerce application from the inside of enterprise.In this paper, the application scope and mode of mobile commerce are analyzed, including mobile business management, mobile supply management, mobile marketing, mobile customer experience.Mobile payment and collaborative sales six application modules, the enterprise application of mobile commerce and related departments.The paper further expounds the implementation mode and safeguard measures of A enterprise in the implementation of mobile commerce application project.Enterprises can implement mobile commerce by developing mobile app and integrating internal and external resources of enterprises. In addition, this paper expounds the various safeguard measures for enterprise A to implement mobile commerce application projects from four aspects: policy, personnel, culture and capital.The research results are not only applicable to the development of mobile commerce in enterprise A, but also can be widely promoted in the field of commercial real estate, and provide some guidance for the development of mobile commerce in commercial real estate industry.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F270.7

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