G百货商场O2O营销模式研究

发布时间：2018-04-28 02:14

  本文选题：G百货商场 + O2O营销模式　； 参考：《贵州财经大学》2017年硕士论文

【摘要】：百货业作为重要的零售业态之一,在我国经济发展和现代化建设中发挥着举足轻重的作用。百货业如何实现与电子商务的融合,摆脱其内外发展困境,成为了百货业界重要的议题。O2O作为B2C的一个特殊形式,以其推广效果可查、每笔交易可跟踪、消费本地化、交易社会化、重线下体验等受到百货企业的关注。因此本文以贵阳市G百货商场为研究对象,探讨该百货商场在O2O营销模式上的优化与完善。本文主要研究工作由以下五个部分组成:第一部分是绪论,主要论述本文的研究背景、意义、国内外研究现状、研究内容及方法。第二部分是理论基础,论述了电子商务、O2O模式、精准营销、百货业态的基本概念的内涵与特征。第三部分是国内外百货行业典型O2O营销模式分析,主要分析了国外的梅西百货、国内的银泰百货,并对国内外百货公司O2O营销模式经验进行了总结。第四部分分析G百货商场O2O营销现状及问题,介绍G百货的概况,分析其O2O模式现状及存在的若干问题。第五部分对G百货商场O2O营销模式进行优化,主要从O2O数据平台、数据挖掘、4P营销策略方面详细论述了相关优化方案。研究发现:百货商场的O2O营销模式注重数据流在引流、转化、消费、反馈和存留过程中的转换与共享,通过线上线下数据信息的有效分析,充分挖掘客户潜在消费需求,以消费本地化、交易社交化、重视线下体验等为特征,实现了对消费者需求全方位的捆绑。因此,百货商场要实施O2O营销模式重点应该放在线上线下数据平台的整合中,通过数据分析,实现精准营销,在产品、价格、渠道、促销等方面制定有针对性的策略措施,才能优化完善O2O营销方案。
[Abstract]:As one of the important retail forms, the department store industry plays an important role in the economic development and modernization of our country. How to realize the integration of the department store industry with electronic commerce and get rid of its internal and external development dilemma has become an important topic in the department store industry. As a special form of B2C, it can be found with its promotion effect, each transaction can be tracked, and the consumption can be localized. Transaction socialization, heavy line below the experience and so on by the department store enterprise attention. Therefore, this article takes Guiyang G department store as the research object, discusses the optimization and perfection of the O _ 2O marketing mode of the department store. The main research work of this paper consists of the following five parts: the first part is the introduction, mainly discusses the research background, significance, domestic and foreign research status, research content and methods. The second part is the theoretical basis. It discusses the connotation and characteristics of the basic concepts of E-commerce O _ 2O mode, precision marketing and department store business. The third part is the analysis of the typical O2O marketing mode in the domestic and foreign department stores. It mainly analyzes the Macy's department stores abroad and Yintai department stores at home and abroad, and summarizes the experience of the O2O marketing mode of the domestic and foreign department stores. The fourth part analyzes the current situation and problems of O _ 2O marketing in G department store, introduces the general situation of G department store, analyzes the current situation of O _ 2O mode and some existing problems. The fifth part optimizes the O _ 2O marketing mode of G department store, mainly discusses the related optimization scheme from the O2O data platform, data mining 4P marketing strategy. It is found that the O _ 2O marketing mode of department store emphasizes the conversion and sharing of data flow in the process of draining, transforming, consuming, feedback and saving, and fully excavates the potential consumption demand of customers through the effective analysis of online and offline data information. It is characterized by localization of consumption, socializing of transactions and attention to offline experience. Therefore, if the department store wants to implement the O2O marketing model, it should focus on the integration of online and offline data platforms, achieve accurate marketing through data analysis, and formulate targeted strategic measures in terms of products, prices, channels, promotions, and so on. In order to optimize and improve the O 2 O marketing program.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F721

【参考文献】

中国期刊全文数据库 前10条

1 王宪伟;;社会化媒体营销探析[J];东方企业文化;2015年13期

2 严丽云;杨新章;陆钢;李慧云;;O2O生态圈演变及其发展策略[J];广东通信技术;2014年12期

3 董娜;;基于O2O模式的移动电子商务发展分析[J];安徽理工大学学报(社会科学版);2014年05期

4 张荣齐;田文丽;;餐饮连锁企业O2O商业模式研究[J];中国市场;2014年32期

5 天财商龙;;“淘点点”助力餐饮020落地[J];信息与电脑;2013年12期

6 卢益清;李忱;;O2O商业模式及发展前景研究[J];企业经济;2013年11期

7 王召义;;O2O模式与B2C模式比较研究[J];安徽商贸职业技术学院学报(社会科学版);2013年03期

8 吴芝新;;简析O2O电子商务模式[J];重庆科技学院学报(社会科学版);2012年13期

9 王宁;肖欢;;精准营销研究综述[J];现代商贸工业;2011年24期

10 侯巧红;;O2O新平台:企业如何借力[J];销售与市场(管理版);2011年08期

中国硕士学位论文全文数据库 前3条

1 刘鹏;020本地生活服务电子商务模式研究[D];北京邮电大学;2012年

2 李德军;微博的营销价值及其利用策略研究[D];湘潭大学;2011年

3 桑培铭;3G背景下我国手机广告精准营销研究[D];华东师范大学;2010年

，

本文编号：1813332