商业地产O2O模式的盈利能力提升研究

发布时间：2018-06-02 14:08

本文选题：商业地产 + O2O模式　；参考：《郑州大学》2017年硕士论文

【摘要】：近几年在中国互联网和电子商务发展迅猛的浪潮下,各行各业都在谋求与互联网结合。房地产行业也在进行与互联网的融合,例如传统房地产行业的线上销售模式,房地产经济公司在自己建立的门户网站上进行中介服务,卖房、租房会变得更加便捷。消费环境的改变,加之消费者的消费习惯也悄然地被互联网影响和改变,线上消费、线上买单线下消费等等与互联网有关的消费形式已经深入人心。实体经济不景气的情况下,很多商业地产品牌甚至是很多地产品牌都开始谋求其他出路,加之目前各行各业都在与互联网融合,这个时候商业地产与互联网结合既能网上消费又能线下体验无疑是最好的方式——O2O这种电子商务模式是把线上与线下结合起来的最好模式。本文以实施O2O运营模式的商业地产项目为研究对象,首先采用定性分析的方法,对影响商业地产O2O模式盈利能力的相关因素进行分析,包括商业地产O2O模式盈利能力的线上影响因素和线下影响因素。然后,根据线上的影响因素构建了评价万达和大悦城两个商业地产O2O模式的盈利水平模型。通过分析发现万达O2O模式的盈利能力不如大悦城。根据线下影响因素利用主成分分析构建评价所选样本盈利能力的综合指标。通过分析发现万达线下盈利能力最强。最后根据以上测度结果分析大悦城O2O模式和万达线下运营的成功之道。本文得出的研究结论有以下几点:(1)商业地产O2O模式是商业地产是商业地产一种新的盈利方式。(2)商业地产O2O模式本质目的是做好数据营销,同时为租户提供租售后服务。(3)实施商业地产O2O模式能够带动商铺出租出售,能够利用互联网将线上的客流量导入线下,同时O2O模式能够降低宣传推广成本。(4)商业地产O2O具有强大的跨界联合的能力,能够有效的应对互联网的浪潮。(5)大数据的应用是商业地产O2O模式的终极意义。
[Abstract]:In recent years, with the rapid development of the Internet and e-commerce in China, various industries are seeking to combine with the Internet. The real estate industry is also converging with the Internet, such as the online sales model of the traditional real estate industry, in which real estate economic companies mediate services on their own portals to sell and rent more easily. The change of consumption environment, coupled with the consumer's consumption habits are quietly influenced and changed by the Internet, online consumption, online purchase and offline consumption and other Internet related consumption forms have been deeply rooted in the people. In the recession of the real economy, many commercial real estate brands, even many real estate brands, have begun to seek other ways out. In addition, at present, all kinds of industries are converging with the Internet. At this point, the combination of commercial real estate and the Internet can both online consumption and offline experience is undoubtedly the best way-O2O e-commerce model is the best combination of online and offline mode. This paper takes the commercial real estate project which implements the O2O operation mode as the research object, first uses the qualitative analysis method, carries on the analysis to the commercial real estate O2O mode profit ability related factor. The above-line and off-line factors of commercial real estate O 2 O model profitability are included. Then, according to the influence factors on the line, the profit level model of Wanda and Dayuecheng commercial real estate O _ 2O model is constructed. Through analysis, it is found that the profitability of Wanda O 2 O 2 O 2 O model is not as good as that of Da Yuecheng. The main component analysis is used to construct a comprehensive index to evaluate the profitability of selected samples according to the offline influencing factors. Through the analysis found that Wanda line under the profitability of the strongest. Finally, according to the above measurement results, the O2O model of Dayuecheng and the successful way of operation under Wanda line are analyzed. The research conclusions of this paper are as follows: 1) the O2O model of commercial real estate is a new profit mode of commercial real estate. The essence of the O2O model of commercial real estate is to do a good job of data marketing. At the same time, providing tenants with rent and after-sales service. (3) the implementation of the commercial real estate O2O model can drive shops to rent and sell, and can use the Internet to direct the online passenger flow below the line. At the same time, the O2O model can reduce the publicity cost. 4) the commercial real estate O2O has the strong ability of cross-border joint, and can effectively deal with the wave of Internet. 5) the application of big data is the ultimate significance of the commercial real estate O2O model.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.42

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