民生百货O2O的战略选择研究

发布时间：2018-02-20 21:43

本文关键词： O2O SWOT 民生百货　出处：《西北农林科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：在经历近几年的高速成长和经营面积的快速扩张后,民生百货在2014年会计年度经营业绩的增速出现快速下滑,部分门店出现负增长,来客数、成交率、客单价、毛利率等核心指标都同时下降,但企业的内部经营未出现其它的重大调整,企业外部经营的政策性环境也基本平稳,GDP的增幅仍然在8%左右,居民年可支配收入仍然有10%以上的增幅,这种现象的出现,必然有其它重要的因素,而且必须在企业战略层面进行调整和应对。认真分析原因,除国家大的经济环境形势出现下行外,公司目前面临最大的问题是来自于互联网的电子商务的冲击,网络电子商务的快速发展,分流了一大部分追求时尚的年轻人,随着网络的近一步普及,这种情况将会愈演愈烈,有较强消费能力的中产阶段也将加入到网络消费的大军中去,对于公司的发展是非常严重的挑战和考验,影响深远而且广泛。数据显示截止2014年底,全国大型百货零售企业共计关店201家,近80%以上的大中型百货零售企业出现负增长。因此,企业应该认真分析内外部的市场环境,并结合同行的成功经验,及早制定应对措施,对企业的中期战略发展进行调整,以适应市场的变化。本论文对国内外O2O最新的研究动态进行了分析,总结了当前在O2O研究领域提出的最新的观点,O2O是基于对互联网的扩展型应用,通过进行有效的开展线上线下业务,有利于企业更好的对线上资源进行开发,将线上客群向线下引流,但也同样也存在线上与线下的同业竞争,以及线上如何导流、如何做好吸引顾客的入口设计等,这方面也存在着大量的失败案例,影响线上业务发展的还有诚信问题和网络安全问题。结合以上研究成果,根据民生百货的经营现况,以及所面临的内外部环境,借助民生百货的品牌优势、资金优势、管理优势以及网点布局优势,利用国家对于互联网+的推广的时机,克服公司存在的不足,比如业务流程复杂、企业决策周期长等问题和挑战,对O2O的模式进行SWOT分析,经过分析选择和制定适合于民生百货的O2O发展战略。通过以上的分析,本文分析和确定了公司O2O发展战略定位,以提升经营效率为目标,以提升顾客综合消费体验为宗旨,以扩展营销渠道为主要方法,制定了以电子商务网站、手机APP、移动支付、同城物流为主框架的O2O系统构架,以及O2O战略实施的保障措施,确定了以线下体验为主、线上营销为辐的O2O发展模式。
[Abstract]:After the rapid growth in recent years and the rapid expansion of the business area, Minsheng's business performance in 2014 showed a rapid decline in the growth rate of fiscal year, some stores showed negative growth, number of visitors, transaction rate, customer unit price, Core indicators, such as gross profit margins, have all declined at the same time, but there has been no other major adjustment in the internal management of enterprises, and the policy environment of enterprises' external operations is basically stable and the growth rate of GDP is still around 8%. The annual disposable income of residents still has an increase of more than 10%. The emergence of this phenomenon must have other important factors, and must be adjusted and dealt with at the strategic level of enterprises. In addition to the downward trend in the national economic environment, the biggest problem facing the company at present is the impact of e-commerce from the Internet. The rapid development of e-business on the Internet has diverted a large number of young people who are pursuing fashion. With the further popularization of the network, this situation will become more and more intense. The middle class, which has strong consumption power, will also join the army of network consumption, which is a very serious challenge and test for the development of the company. The data show that as of end of 2014, a total of 201 large and medium-sized department stores in China had closed, and nearly 80% or more large and medium-sized retail enterprises had a negative growth. Therefore, enterprises should carefully analyze the market environment inside and outside. Combined with the successful experience of peers, early formulation of countermeasures to adjust the medium-term strategic development of enterprises to adapt to the changes in the market. This paper analyzes the latest research trends of O2O at home and abroad. This paper summarizes the latest viewpoints in the field of O2O research. O2O is based on the extended application of the Internet. It is beneficial for enterprises to develop online resources by carrying out online and offline services effectively. There are also lots of failure cases, such as how to guide the line and how to design the entrance to attract the customers, and so on, but there are also the competition between the line and the offline industry, and how to do well the design of the entrance to attract customers, and so on. There are also problems of integrity and network security that affect the development of online business. Combined with the above research results, according to the current operating situation of Minsheng Department Store and the internal and external environment it faces, with the help of the brand advantages of Minsheng Department Store and its capital advantage, In order to overcome the disadvantages of the company, such as complex business process, long decision-making period and so on, the SWOT analysis of the O2O model is carried out, which is based on the advantages of management and network layout, taking advantage of the opportunity of national promotion of the Internet, and overcoming the shortcomings of the company, such as complex business process and long decision-making period. Through the analysis and formulation of the O2O development strategy suitable for people's livelihood department stores, this paper analyzes and determines the O2O development strategy positioning of the company, with the aim of improving the operating efficiency and promoting the customer's comprehensive consumption experience. In order to expand the marketing channel as the main method, we have established the O2O system framework with e-commerce website, mobile phone app, mobile payment, city logistics as the main framework, as well as the implementation of the O2O strategy safeguard measures, determined that offline experience is the main. Online marketing for the spoke of O 2O development model.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F724.2

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