本文選題：O2O模式 + 企業(yè)籌資活動(dòng)��； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：O2O(Online To Offline,線上到線下)商業(yè)模式在我國國內(nèi)是一種新興類型的模式。從2013年開始,O2O商業(yè)模式(以下簡稱為O2O模式)盛行,也使得O2O模式下的企業(yè)得到飛速發(fā)展,從團(tuán)購興起,到現(xiàn)在已經(jīng)逐步滲透到了諸多行業(yè),像醫(yī)療、社區(qū)服務(wù)、出行服務(wù)、旅游、外賣、母嬰等,在O2O迅速發(fā)展的過程中,不管是前期的業(yè)務(wù)擴(kuò)張、人才引進(jìn),還是后續(xù)的服務(wù)提升、品牌打造,都離不開資金的支持,進(jìn)而產(chǎn)生了企業(yè)的籌資需求。由于O2O模式下的企業(yè)利用了新興的O2O商業(yè)模式,這種類型的企業(yè)不同于傳統(tǒng)企業(yè),不論是營銷模式,還是盈利能力都有較大的不同,其表現(xiàn)出來的最顯著特點(diǎn)就是對(duì)籌資有著更大的需求。因此本文從O2O模式的特點(diǎn)入手,通過與傳統(tǒng)企業(yè)的對(duì)比,來說明其特點(diǎn)對(duì)于O2O模式下企業(yè)籌資能力的影響,主要通過O2O模式下企業(yè)的商務(wù)行為和平臺(tái)設(shè)計(jì)這兩個(gè)方面的特點(diǎn)進(jìn)行分析,然后對(duì)于O2O模式下企業(yè)籌資可能存在的問題進(jìn)行總結(jié),主要包括籌資風(fēng)險(xiǎn)較高、籌資管理意識(shí)淡薄以及償還能力不足這三個(gè)方面,并提出了相應(yīng)的解決措施,包括合理選擇籌資方式、合理利用籌集資金以及提高盈利能力這三大舉措。最后,本文引入了團(tuán)購企業(yè)B公司進(jìn)行案例分析,指出B公司在籌資方面存在商務(wù)行為激進(jìn)、資金來源單一和盈利能力不佳這三個(gè)方面的問題,并結(jié)合實(shí)際情況提出相應(yīng)的對(duì)策分析,包括合理利用資金、擴(kuò)大資金來源以及吸引更多的廣告投入。本文根據(jù)O2O模式下企業(yè)籌資存在的問題,創(chuàng)新性地提出O2O模式下企業(yè)在籌資方面的對(duì)策,同時(shí)結(jié)合實(shí)際案例進(jìn)行案例分析,有利于提升企業(yè)的籌資管理水平。
[Abstract]:O2O(Online to offline (online to offline) business model is a new type of business model in China.Since 2013, the prevalence of the O2O business model (hereinafter referred to as the O2O model) has also made the enterprises under the O2O model develop rapidly. From the rise of group buying, it has gradually penetrated into many industries, such as medical treatment, community service, travel services, etc.In the process of rapid development of O2O, tourism, takeout, mother-child and so on, whether it is early business expansion, talent introduction, or subsequent service upgrading, brand building, can not do without the support of funds, and then produce the financing needs of enterprises.Because the enterprises under the O2O model make use of the new O2O business model, this type of enterprise is different from the traditional enterprise, whether it is the marketing mode or the profitability.The most striking feature of this is that there is a greater demand for funding.Therefore, this paper starts with the characteristics of the O2O model, and through the comparison with the traditional enterprises, explains the influence of its characteristics on the financing ability of the enterprises under the O2O model.This paper mainly analyzes the characteristics of business behavior and platform design in O2O mode, and then summarizes the possible problems of financing in O2O mode, mainly including the high risk of financing.This paper puts forward the corresponding measures, including the reasonable choice of raising funds, the reasonable utilization of the funds and the improvement of the profitability of the three aspects of the weak consciousness of financing management and the insufficiency of the repayment ability.Finally, this paper introduces the case study of Group purchase Company B, and points out that B Company has three problems in financing, such as radical business behavior, single source of funds and poor profitability.According to the actual situation, the paper puts forward the corresponding countermeasures, including rational use of funds, expansion of the source of funds and attracting more advertising investment.According to the problems existing in the financing of enterprises under O _ 2O mode, this paper puts forward the countermeasures of financing in the mode of O _ 2O innovatively. At the same time, combining with the actual case study, it is helpful to improve the level of financing management of enterprises.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F275

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本文編號(hào)：1742362