本地化电子商务运营模式分析

发布时间：2018-06-16 02:01

本文选题：本地化电子商务 + 生活服务　；参考：《西南交通大学》2014年硕士论文

【摘要】：近年来,中国电子商务发展迅猛,越来越多的人们已经习惯了在线购物。有数据表明,2013双11淘宝销售额超过了350亿,如此庞大的金额反映出电子商务已经成为人们日常生活的一部分。然而,团购的兴起,如美团,大众点评,饿了么等软件深受大家的欢迎,更多的人愿意通过网上支付较便宜的价格来实际体验生活中超值的服务。由此看出,传统的电子商务模式还远不能满足本地用户的需求,团购的兴起反映出未来电子商务的发展趋势——本地化电子商务。本地化电子商务是为本地用户而设计的电子商务模式,它结合了本地的传统服务行业,让消费者足不出户就能享受到方便快捷的服务。首先,本文对目前电子商务的研究现状进行阐述,探讨了本地化电子商务的特征以及本地化电子商务服务平台。其次,本文对传统的电子商务运营模式进行分析,通过各个运营模式的比较,提出了本地化电子商务的运营模式构想—-B2C+O2O。为了研究本地化B2C+O2O的运营模式正确性,本文对本地化电商行业的发展现状进行分析,然后通过以A市的W公司为案例进行分析。从该公司的经营策略上看,未来的电商将更具有本地化特征。同时,本地化电商将极大改善传统电商物流速度慢的现状,实现两小时之内送达,大大提高用户的满意度。而线上支付线下体验的020运营模式,在给用户带来更好的服务体验的同时也让传统的服务型行业从线下走到了线上,带动了该行业的发展。最后本文对未来本地化电子商务的发展趋势提出了几点看法。移动电子商务将会为用户带来极大的便利；线上线下的融合拉近了企业与用户之间的距离,企业能够掌握足够多的关于用户的信息,方便他们更好地了解市场；B2C+O2O+SOLOMO模式的结合,既能解决物流慢问题,同时能改善用户体验。本文一方面通过对本地化电子商务运营策略的研究,提出了较为合理的新运营模式,是对目前已有运营模式的补充；另一方面对未来本地化电子商务的发展趋势提出了几点看法,希望能为相关企业的有序健康发展提供些许参考价值。总之,未来的本地化电子商务将更加注重用户的体验,注重企业与用户的交流。
[Abstract]:In recent years, with the rapid development of e-commerce in China, more and more people have become accustomed to online shopping. Data show that sales of Taobao exceeded 35 billion, reflecting the fact that e-commerce has become a part of people's daily lives. However, the rise of group-buying, such as Meituan, Dianping, hungry and so on, is popular, and more people are willing to pay a cheaper price online to actually experience the value of services in their lives. Therefore, the traditional mode of electronic commerce can not meet the needs of local users, and the rise of group purchase reflects the trend of electronic commerce in the future-localization electronic commerce. Local e-commerce is an e-commerce model designed for local users. It combines local traditional service industries and enables consumers to enjoy convenient and fast services without leaving home First of all, this paper expounds the current research status of electronic commerce, discusses the characteristics of localized e-commerce and the service platform of localized e-commerce. Secondly, this paper analyzes the traditional E-commerce operation mode, and puts forward the concept of localized E-commerce operation mode B2C O _ 2O through the comparison of each operation mode. In order to study the correctness of localized B2C O2O operation mode, this paper analyzes the present situation of local e-commerce industry, and then takes W Company of A City as a case study. From the company's business strategy, the future of e-commerce will be more localized features. At the same time, local e-commerce will greatly improve the current situation of traditional e-commerce logistics slow, achieve delivery within two hours, greatly improve customer satisfaction. While the 020 mode of online payment offline experience not only brings better service experience to users, but also makes the traditional service industry go from offline to online, driving the development of this industry. Finally, this paper puts forward some views on the development trend of localized e-commerce in the future. Mobile E-commerce will bring great convenience to users, the integration of online and offline brings closer the distance between enterprises and users, enterprises can grasp enough information about users, so that they can better understand the market. The combination of B 2 C O 2 O 2O SOLOMO can not only solve the slow logistics problem, but also improve the user experience. On the one hand, through the study of localized e-commerce operation strategy, this paper puts forward a more reasonable new operation mode, which is a supplement to the existing operation mode. On the other hand, this paper puts forward some views on the development trend of local electronic commerce in the future, hoping to provide some reference value for the orderly and healthy development of related enterprises. In a word, the future localization e-commerce will pay more attention to the user's experience, the enterprise and the user's exchange.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6

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