电子商务背景下YZ集团超市业态运营管理改进研究

发布时间：2018-02-23 17:26

本文关键词： 传统零售电子商务运营管理　出处：《西北大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着消费升级、新型业态以及网络和移动电子商务购物的兴起,传统零售业遭遇到了巨大的冲击与挑战。传统零售企业如何更好的迎合市场的需求,建立具有自身特色的、高满意度的顾客消费体验,成为传统零售业在电子商务经济时代生存发展的突出问题。而这一问题的关键,在于如何建立行之有效的、科学合理的、符合消费需求的运营管理体系。YZ集团作为传统零售业企业,根据现有经济形势,结合自身发展战略,依托‘YZ’品牌,开始尝试利用线上线下相结合的方式进行战略转型。但是,在专业人才的团队建设方面、线上线下资源整合方面、线上巨大的资金投入方面、配送物流体系的建设方面,等等方面,仍面临着许多的问题。本文以YZ集团为研究对象,结合运营管理、电子商务等的相关理论,通过对YZ集团运营管理现状进行一系列的分析,提出了YZ集团在进行线上线下协同发展方面的运营改进方案；通过对保障措施的研究,在推进全面质量管理及大数据管理方面,提出了一套有参考价值的方案,用以应对电子商务经济的发展,并对传统零售同行业企业提供理论借鉴。
[Abstract]:Along with the consumption upgrade, the rise of the new business form and the network and the mobile electronic commerce shopping, the traditional retail trade has encountered the huge impact and the challenge. The customer consumption experience with high satisfaction has become a prominent problem in the survival and development of traditional retailing in the era of electronic commerce economy, and the key to this problem lies in how to establish effective, scientific and reasonable, YZ Group, as a traditional retail business enterprise, according to the current economic situation, according to its own development strategy and relying on the YZ 'brand, began to try to use the online and offline combination of strategic transformation. There are still many problems in the field of team building of professional talents, the integration of online and offline resources, the huge capital investment on line, the construction of distribution logistics system, etc. In this paper, YZ Group is taken as the research object. Combined with the related theories of operation management, electronic commerce and so on, through a series of analysis to the present situation of operation management of YZ Group, this paper puts forward the operation improvement plan of YZ Group in the aspects of line and offline cooperative development. In the aspect of promoting total quality management and big data management, this paper puts forward a set of plans with reference value to deal with the development of e-commerce economy, and provides theoretical reference for traditional retail enterprises in the same industry.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721.7

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