苏宁O2O运营模式研究

发布时间：2018-04-21 10:05

本文选题：O2O + 云商模式　；参考：《石家庄铁道大学》2015年硕士论文

【摘要】：苏宁是中国最大的商业零售企业,在当今电子商务市场发展迅速的冲击下,于2013年二次转型,提出了为全面进军电子商务的“店商+电商+零售服务”云商模式。本文通过文献调查法、理论分析法、案例法对苏宁020云商模式进行了研究,目的在于分析苏宁在O2O营销模式中存在的问题。从云商模式的实践效果来看,2013年的利润比2012年下滑了将近百分之百,2014年上半年则出现大面积亏损。出现以上问题的原因主要是O2O运作的不娴熟、转型缺乏沉淀、用户体验不佳、售后服务不到位等问题造成的。基于苏宁从传统的零售企业转型到电子商务领域行业这几年存在的问题,本文从苏宁战略转型的初衷和2009-2013年零售业的盈利能力、偿债能力、营运能力、发展能力几个方面研究了020模式是否适合苏宁的发展。通过对苏宁O2O云商战略转型前后五年财务绩效指标进行剖析得出这次转型给企业带来了更多的发展空间,可见战略转型从长远来看还是有利于企业未来发展的。为了使苏宁未来在电子商务市场上站稳,针对O2O云商模式提出了一系列的完善措施,充分利用苏宁多年来精心打造的实体店的优势,变每个实体店为试用店、自提店、配送店;同时加强线上宣传力度、吸引优质商家完善全品类经营,这些措施能很好的解决苏宁在转型中遇到问题。
[Abstract]:Su Ning is the largest commercial retail enterprise in China. Under the impact of the rapid development of e-commerce market, Su Ning made a second transformation in 2013, and put forward the "store e-commerce retail service" cloud business model for the full entry of e-commerce. Through literature investigation, theoretical analysis and case study, this paper studies Su Ning 020 cloud business model, with the aim of analyzing the problems existing in the O2O marketing model. Judging from the practical effect of the cloud business model, profits in 2013 were down nearly 100 percent from 2012, and there were large losses in the first half of 2014. The above problems are mainly caused by the poor operation of O _ 2O, the lack of precipitation in the transition, the poor user experience and the lack of after-sales service. Based on the problems existing in Su Ning's transition from the traditional retail enterprises to the e-commerce industry in the past few years, this paper starts with the original intention of the strategic transformation of Su Ning and the profitability, solvency and operating capacity of the retail industry in 2009-2013. Several aspects of the development of the ability to study the 020 model is suitable for Su Ning's development. Through the analysis of five years financial performance index before and after Su Ning O2O cloud business strategic transformation, it is concluded that this transformation has brought more development space to enterprises, and it can be seen that strategic transformation is beneficial to the future development of enterprises in the long run. In order to make Su Ning stand firmly in the electronic commerce market in the future, this paper puts forward a series of perfect measures in view of the O2O cloud business model, making full use of the advantage of the physical store made meticulously over the years by Su Ning, changing every physical store into a trial shop, a self-proposal shop and a distribution shop; At the same time, strengthen the online propaganda, attract high-quality businesses to improve the whole category of management, these measures can solve Su Ning in the transformation of problems.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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