维客公司O2O电子商务规划研究

发布时间：2018-02-28 20:41

本文关键词： 电子商务电子商务规划 O2O 生鲜产品物流配送　出处：《新疆大学》2016年硕士论文　论文类型：学位论文

【摘要】：零售业在经历了以连锁店为代表的实体零售阶段和以电商为代表的虚拟零售阶段后,正在加速进入以O2O零售为代表的虚实融合阶段,中国商业企业的转型刚刚开始。在电子商务全面冲击传统商业的浪潮中,电子商务不可能颠覆所有的商业活动;电子商务与传统商业整合,将是未来电子商务发展与商业企业转型的主潮流。在这个商业企业转型的历程中,维客公司作为拥有近六十年历史的传统商业企业,以现有线下优势为基础,选择生鲜产品作为进行O2O电子商务业务转型的突破口,把握好传统业务与转型业务的平衡,避免颠覆性的转型风险发生的同时,使传统企业的优势得以发挥;以客户需求为导向,合理设计价值交付通路;通过系统规划和分步实施,引进关键人才,成功推进企业O2O电子商务模式转型。本文首先介绍了研究目的和意义、国内外研究与应用现状、研究思路、方法和创新点。第二章对目前国内O2O电子商务模式进行了介绍,并以京东和苏宁的O2O电商模式为范本进行分析,并结合了农产品电子商务模式相关理论,这些理论是构建维客公司电子商务的基石,在此基础上对维客公司电子商务模式做出了选择,即综合型O2O模式。该模式有利于促进大宗农产品交易和散户交易相结合,降低交易成本,使参与交易各方获利。第三章对维客公司基本情况、经营环境和产品电子商务需求分析。重点介绍维客公司经营概况,宏观发展环境、行业环境、竞争力、商业价值分析以及维客公司农产品电子商务的需求分析并提出系统作业目标。第四章重点介绍维客公司O2O电子商务规划建议,期望在促进维客公司应用电子商务手段拓展市场的同时,为我国同类企业实施电子商务提供理论探索与实践参考。
[Abstract]:After going through the physical retail stage represented by chain stores and the virtual retail phase represented by e-commerce, retailing is accelerating into the phase of virtual reality integration represented by O _ 2O retail. The transformation of Chinese commercial enterprises has just begun. In the tide of e-commerce hitting traditional commerce in an all-round way, electronic commerce cannot possibly subvert all commercial activities; E-commerce integrates with traditional commerce. It will be the main trend of the future e-commerce development and the transformation of commercial enterprises. In the course of the transformation of this commercial enterprise, as a traditional commercial enterprise with a history of nearly 60 years, the company is based on the existing offline advantages. Choose fresh products as the breakthrough point for the transformation of O2O e-commerce business, grasp the balance between traditional business and transformation business, avoid the risk of subversive transition, at the same time, the advantages of traditional enterprises can be brought into play; Take customer demand as the direction, reasonably design the value delivery path, through the system planning and step by step implementation, introduces the key talent, successfully promotes the enterprise O2O electronic commerce pattern transformation. This article first introduced the research goal and the significance, The second chapter introduces the current domestic O2O e-commerce model, and analyzes the O2O e-commerce model of JingDong and SUNING as a model, in the second chapter, the current research and application status, research ideas, methods and innovation points of the domestic O2O e-commerce model are introduced, and the O2O E-commerce model of JingDong and SUNING is used as a model. And combined with the agricultural products e-commerce model related theories, these theories are the foundation of the construction of Weike company e-commerce, on the basis of this, we have made a choice of the Weike e-commerce model. That is, the integrated O2O model, which is conducive to promoting the combination of bulk agricultural products trading and retail trading, reducing transaction costs, and making the parties involved in the transaction profitable. Chapter three deals with the basic situation of Weike Company. Business environment and product e-commerce demand analysis. Focus on the business situation, macro development environment, industry environment, competitiveness, Commercial value Analysis and demand Analysis of Weekly's Agricultural products Electronic Commerce. Chapter 4th focuses on the O2O E-commerce planning proposal of Weike Co., Ltd., It is expected that while promoting Weike company to use electronic commerce to expand the market, it will provide theoretical exploration and practical reference for similar enterprises in our country to carry out electronic commerce.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F721

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