百丽鞋业营销模式优化研究

发布时间：2018-07-23 15:38

【摘要】：随着中国经济进入“新常态”、产业结构调整、经济增速放缓,中国零售实体店普遍受到了冲击。以百丽为首的中国鞋业实体经济如何实现商业模式优化,这已给学术界提出了研究内容。以百丽鞋业为研究对象,考察了零售实体店在新经济形势下商业模式的优化问题。国外学界对电商与实体销售的关系作了深入的调查研究,国内学界对如何协调电子商务和实体销售的关系提出了建议性的意见。通过对国内外研究现状的了解,和对市场营销理论、传统零售理论、非传统营销理论的考察,指出以网络销售为核心的非传统营销,构成了百丽商业模式优化的理论基础。在对百丽鞋业企业简介和营销现状分析的基础上,深度剖析了百丽商业模式。横向方面,百丽商业模式拓宽了自己的货品、终端,进而提高了品牌价值、收入水平与盈利能力,在应对市场变幻方面取得了令人瞩目的成就。纵向方面,百丽鞋业打通了制鞋企业的产业链,从上游到下游都开发出盈利点,形成了产销一条龙的商业模式。对商业模式存在的问题进行了剖析,指出百丽商业模式存在的两面性影响到了百丽适应新的经济形势。一方面该商业模式通过做宽盈利领域和做长利润链在前些年的商业环境下取得了成功,另一方面面对新经济形式该商业模式表现出了它的局限性。经过研究后得出了研究结论。在粗放式经济发展模式时期,百丽鞋业的商业模式是与之适应的拼渠道。在经济新常态时期,百丽商业模式应当进行优化,以适应新的经济形势。对百丽优化商业模式的宏观经济形势、资本市场背景、经济动力做深入分析后认为,百丽优化商业模式的条件已经完全具备。在剖析商业模式存在问题的基础上,提出了优化方案,给出了具体措施,和实现优化的保障措施。上述优化方案,既是对原有商业模式的优化,又是兼顾电子商务的转型,还能保留原有实体店铺的优势,是对百丽原有商业模式的积极优化。实行上述的优化后,至少可以在短时间内止住销售下滑的态势,在国家经济转型的大背景下谋生存、求发展。研究具有可推广的应用价值,有助于同类企业对自身商业模式进行优化以便适应正在巨变的经济环境,同时也有益于国家的经济转型和产业结构升级。
[Abstract]:As China's economy enters the "new normal", industrial restructuring and economic growth slow down, retail physical stores in China have generally been hit. How to optimize the business model of the real economy of Chinese shoe industry, led by Belle, has put forward the research content to the academic circles. Taking Belle shoes as the research object, this paper investigates the optimization of business model of retail physical stores under the new economic situation. Foreign scholars have made an in-depth investigation and study on the relationship between e-commerce and physical sales, and domestic scholars have put forward suggestions on how to coordinate the relationship between e-commerce and physical sales. Based on the understanding of the domestic and foreign research situation and the investigation of marketing theory, traditional retail theory and non-traditional marketing theory, it is pointed out that the untraditional marketing with network sales as the core constitutes the theoretical basis of the optimization of Belle's business model. On the basis of brief introduction and marketing status of Belle shoes, this paper analyzes the business model of Belle in depth. Horizontally, Belle's business model broadens its products, terminals, and thus improves its brand value, revenue level and profitability. It has made remarkable achievements in coping with market changes. Vertically, Belle Shoe Industry has opened up the industrial chain of shoemaking enterprises and developed profit points from upstream to downstream, forming a one-stop business model of production and marketing. This paper analyzes the problems existing in the business model, and points out that the existence of the two sides of the business model has affected Belle's adaptation to the new economic situation. On the one hand, the business model has been successful in the past few years by broadening the profit field and lengthening the profit chain, on the other hand, it has shown its limitations in the face of the new economic form. After the study, the conclusion of the study is obtained. In the period of extensive economic development, the business model of Belle shoe industry is a suitable channel. In the new normal economic period, Belle business model should be optimized to adapt to the new economic situation. After deeply analyzing the macroeconomic situation, capital market background and economic motive force of Belle's optimization business model, it is concluded that the conditions for Belle's optimizing business model are fully available. On the basis of analyzing the problems existing in the business model, the optimization scheme is put forward, and the concrete measures and the guarantee measures to realize the optimization are given. The above optimization scheme is not only the optimization of the original business model, but also the transformation of electronic commerce, and it can also keep the advantages of the original physical store, and it is the positive optimization of the original business model of Belle. Implementation of the above optimization, at least in a short period of time to stop the decline in sales, in the national economic transformation in the context of survival and development. The research has the application value which can be popularized, helps the similar enterprise to optimize its own business model in order to adapt to the changing economic environment, at the same time is beneficial to the country's economic transformation and industrial structure upgrading.
【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】：F426.86;F274

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