S云商企业O2O转型研究

发布时间：2018-04-30 22:39

本文选题：O2O转型 + 零售行业　；参考：《电子科技大学》2015年硕士论文

【摘要】：经过近三十年社会经济发展,依托于中国庞大的消费群体和较为丰富的商品供应,中国零售行业迅速崛起。但是从2011年开始零售企业各种业态均出现不同程度的萎缩,并且回报率越来越低、成本却越来越高,开始难扩张。主要原因在于互联网的快速崛起所带来的冲击。同时,随着移动互联网的快速发展,正改变着人们的消费习惯及行为,用户可随时随地享受移动互联网所带来的便捷生活。基于移动互联网营销不断发展,加之移动技术的不断迭代更新以及O2O模式日渐成熟,将带给未来的营销更加人性化且更富有精准性。本文探讨S云商企业对内是如何开展价值链重组策略,对外应如何基于场景的营销,同时利用智能手机和IT技术进行内外连接实现O2O融合,为用户提供快捷、舒适、互动、个性化的购物体验。因此,第一部分结合零售行业的特点,以S云商企业为研究对象,通过文献分析、内外环境分析理论、波特竞争力模型等相关理论,分析S云商企业的内外环境及竞争态势,论证S云商企业为什么要转型O2O模式以及转型的必要性和重要性。其次通过价值链分析模型以及价值创造理论,为S云商企业如何进行内部价值链重组策略提供指导依据。第二部分主要研究S云商企业内部资源整合、重组价值链的过程,从组织能力、物流能力、信息能力、营销能力等方面分析了S云商企业O2O转型融合。第三部分从财务的角度比较分析S云商企业转型前后的变化,得出转型结论,S云商企业O2O营销模式,已深入到企业内部价值链核心能力的整合,完成初步的整合布局,但整合成果尚未凸显。最后针对S云商企业现状提出基于场景营销强化前端体验,支撑后台长远发展的建议。
[Abstract]:After nearly 30 years of social and economic development, relying on China's huge consumer groups and more abundant commodity supply, the retail industry in China has risen rapidly. Since 2011, however, retail businesses have experienced varying degrees of contraction, with lower and lower returns and higher costs, making it difficult to expand. The main reason is the impact of the rapid rise of the Internet. At the same time, with the rapid development of mobile Internet, it is changing people's consumption habits and behaviors. Users can enjoy the convenient life brought by mobile Internet anytime and anywhere. Based on the continuous development of mobile Internet marketing, coupled with the continuous iterative update of mobile technology and the maturity of O2O model, it will bring the future marketing more humane and accurate. This paper discusses how S cloud business enterprises carry out the strategy of value chain reorganization, how to use the scene based marketing, and how to use smart phone and IT technology to realize the integration of O2O, which provides users with quick, comfortable and interactive. Personalized shopping experience. Therefore, the first part combines the characteristics of the retail industry, taking S cloud business enterprise as the research object, through literature analysis, internal and external environment analysis theory, Porter competitiveness model and other related theories, analyzes the internal and external environment and competition situation of S cloud business enterprise. Demonstrate why S cloud business enterprises should transform O 2 O mode and the necessity and importance of transformation. Secondly, through the value chain analysis model and the value creation theory, it provides the guidance basis for the S cloud business enterprise how to carry on the internal value chain reorganization strategy. The second part mainly studies the process of resource integration and value chain reorganization in S cloud business enterprise, and analyzes the transformation and integration of O 2O in S cloud business enterprise from the aspects of organization ability, logistics ability, information ability, marketing ability and so on. The third part compares and analyzes the changes before and after the transformation of S cloud business enterprises from the financial point of view, and draws the conclusion that the O 2O marketing model of S cloud business enterprises has already penetrated into the integration of the core competence of the internal value chain of the enterprises and completed the preliminary integration layout. But the results of integration have not yet been highlighted. Finally, according to the current situation of S cloud business enterprises, the paper puts forward the suggestion of strengthening the front-end experience based on scene marketing and supporting the long-term development of the background.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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