基于O2O商业模式下ZJ矿泉水公司营销策略研究

发布时间：2018-01-20 02:58

本文关键词： 营销策略 O2O商业模式营销保障措施　出处：《天津工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国家近期提出“互联网+”行动计划,“互联网+”热潮在全国蔓延,“互联网+”是我国工业和信息化深度融合的成果与标志,也是进一步促进信息消费的重要抓手。我国“互联网+”有工业互联网、电子商务和互联网金融三个重要发展方向。随着近年国家加大互联网技术的扶持力度,它正在不断夯实技术基础,拓展、调整盈利模型,在竞争激烈的零售业中,形成新消费模式即020(线上线下)商业模式。020商业模式是把消费者、商家、支付平台和运营平台整合起来。企业在线上线下经营各有优势,融合是必然趋势,可以相互促进。在新的形式下,ZJ矿泉水公司也面临着同样的问题。本文以ZJ矿泉水销售市场为研究对象,总结了ZJ矿泉水公司传统经营模式,以及整合传统经营模式与互联网线上结合的新的020商业模式下该行业销售市场的网上拓展与发展。通过使用SWOT分析法,比较了ZJ矿泉水公司当前主要销售模式的优缺点,根据零售企业商业模式构成要素,从核心层面、推动层面以及执行层面,分析并归纳了矿泉水行业“线下线上”020的商业模式现状及未来发展方向。在分析了矿泉水行业商业模式组成要素的基础上,本文提出了020模式的具体实施策略,认为矿泉水行业经营模式在未来将以传统模式与新型的商业模式020相结合的方式存在。
[Abstract]:With the recent "Internet" action plan proposed by the country, the "Internet" boom spread throughout the country, "Internet" is our country's industry and information technology deep integration of the achievement and symbol. China's "Internet" has three important development directions: industrial Internet, E-commerce and Internet Finance. With the increase of the support of Internet technology in recent years, China's "Internet" is also an important way to promote the consumption of information. It is constantly ramming up the technical foundation, expanding and adjusting the profit model, in the highly competitive retail trade, forming a new consumption mode, I. E. 020 (online and offline) business model. 020 business model is to put consumers. Businesses, payment platforms and operating platforms are integrated. Enterprises have their own advantages in online and offline operations, integration is an inevitable trend, can promote each other. In the new form. ZJ mineral water company is also facing the same problem. This paper takes the ZJ mineral water sales market as the research object, summarizes the traditional management mode of ZJ mineral water company. As well as the integration of traditional business models and Internet online integration of the new 020 business model under the industry sales market online expansion and development. Through the use of SWOT analysis. Compared the advantages and disadvantages of the current main sales model of ZJ Mineral Water Company, according to the elements of retail business model, from the core level, the promotion level and the implementation level. This paper analyzes and summarizes the present situation and future development direction of the business model 020 in mineral water industry. Based on the analysis of the elements of the business model of mineral water industry. This paper puts forward the concrete implementation strategy of 020 model, and thinks that the management mode of mineral water industry will exist in the future by combining the traditional mode with the new business model 020.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82;F724.6

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