城市团购网运营管理问题研究

发布时间：2018-01-25 02:48

本文关键词： 运营管理 O2O模式建材城市团购网　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着因特网的发展应用、支付系统的日趋完善以及人们消费方式的转变,电子商务以其惊人的速度获得举世瞩目的发展,不仅渗透到生产,而且逐步影响到生活的方方面面,在中国,网上购物已经相当普遍,在此基础上,对物流系统、支付系统、消费者行为的研究也出现强劲的上升势头。近年来房地产业的鼎盛带动建材家居行业的蓬勃发展,顺应时代发展之势,建材家居产品网上销售如火如荼,势不可挡。然而建材家居等耐用消费品有其特殊性,产品质量难以鉴别,产品体验对消费者的影响很大,对安装的要求非常高,退换货困难。在此形势下,O2O模式的出现解决了这些难题,为建材家居业的销售提供了一种新思路,O2O模式线上寻找目标客户,线下提供体验服务,让消费者既能享受网上的价格又能体验门店服务,O2O模式的出现,为建材家居行业的发展带来了生机。城市团购网是O2O模式的倡导者,是典型的运用O2O模式成长发展起来的先行企业,城市团购网主要团购装修建材家具家电,采用一站式服务,提供装修过程中所需要购买的各种材料,它一方面寻找具有装修意向的业主,另一方面联系当地建材厂家,让双方见面成交,并为双方提供相应的保障服务,O2O运营模式对于建材行业来说,有其存在的合理性,它解决了建材行业产品质量要求高、金额大、退换货困难等一系列难题,并且也能为装修业主提供双重售后保障。当然城市团购网运营过程中也存在一系列问题,本文通过对O2O模式下团购网站的运营管理问题的分析研究,综合建材家居产品销售中出现的问题,从运营管理的角度,分析城市团购网在整个运营管理中出现的问题,并提出相应的解决方案,同时也为建材家居行业的O2O模式发展提供参考依据。
[Abstract]:With the development and application of the Internet, the increasingly perfect payment system and the transformation of people's consumption mode, e-commerce has gained worldwide attention with its amazing speed, not only into production. And gradually affect all aspects of life, in China, online shopping has been quite common, on the basis of the logistics system, payment system. In recent years, the peak of the real estate industry led to the vigorous development of the building materials home industry, in line with the trend of development of the times, building materials home products online sales are in full swing. However, building materials home and other durable consumer goods have their particularity, product quality is difficult to distinguish, product experience has a great impact on consumers, installation requirements are very high, difficult to return and exchange goods. In this situation. The emergence of the O2O model solves these problems and provides a new way of thinking for the sales of building materials home industry. Let the consumer not only enjoy the online price but also experience the emergence of the store service O2O model for the development of building materials home industry vitality. Urban Group purchase Network is an advocate of the O2O model. Is a typical use of O2O model growth and development of the leading enterprises, urban group purchase network mainly group purchase decoration building materials furniture appliances, using one-stop service, to provide the process of decoration needs to buy a variety of materials. On the one hand, it is looking for owners with intention to decorate, on the other hand, contact local building materials manufacturers, let both sides meet and deal, and provide the corresponding protection services for the building materials industry. With its rationality, it solves a series of difficult problems, such as high quality requirements, large amount of money, difficult to return and exchange goods and so on. And can also provide double after-sale protection for decoration owners. Of course, there are a series of problems in the operation of urban group-buying network. From the point of view of operation management, this paper analyzes the problems in the whole operation management of city group purchase network, and puts forward the corresponding solutions. At the same time, it also provides reference for the development of O 2 O mode in building materials home industry.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F426.92

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