百盛连锁百货O2O商业模式下的营销策略研究
发布时间：2018-08-06 11:58
【摘要】：在全球互联网及移动互联网快速发展的大背景下,电子商务的本地化转型逐渐被人们所青睐,信息与实物的紧密联系以及线上与线下的互动成为人们追求的新趋势。日前,Amazon、eBay、Google等一些网上知名品牌商开始创建实体店,究其原因,则是为了通过实体店能更直接地联系到线下消费者,与B2C类纯粹的电商模式相比,此类实体店更有助于为客户提供优质的消费体验。在客户体验方面,传统零售企业则有着先天的优势,为了更好的与电商企业竞争,其有必要发展"鼠标+实体"的新商业模式。移动互联网的迅速崛起掀起了互联网的新革命,O2O(线上对线下)的概念应运而生。线上线下虽然各有所长,但二者相互促进,具有融合的历史必然性。在这样的新形势下,百盛连锁百货集团同样面临着转型的必要性。本文通过SWOT分析法全面分析了百盛企业目前传统商业模式的优缺点,并根据苏宁、国美等零售企业进行O2O新商业模式的转型策略,从三大层面分析了百盛连锁百货结合O2O新模式进行商业模式变革的历史必然性,即核心战略层面、执行推动层面(包括企业文化、企业家精神、洞察力、创新能力)以及操作层面(产品、市场范围、营销手段、组织管理),进而得出百盛连锁百货O2O新商业模式的基本框架。同时,在对百盛连锁百货进行传统商业模式变革框架分析的基础上,本文通过将其与传统零售业O2O新商业模式变革的对比,创新性地提出了适合自身发展的O2O变革新模式,并在此基础上进行了营销策略的改进分析,笔者展望百盛连锁百货会成为互联网发展浪潮中的一个具有代表意义的符号存在。
[Abstract]:Under the background of the rapid development of the global Internet and mobile Internet, the localization transformation of e-commerce has gradually been favored by people. The close relationship between information and physical objects and the interaction between online and offline has become a new trend that people pursue. A few days ago, some well-known online brands, such as Amazon eBay Google, started to create physical stores, and the reason is that they can reach offline consumers more directly, compared with the pure e-commerce model of B2C. This kind of brick-and-mortar shop is more helpful to provide the high-quality consumer experience for the customer. In terms of customer experience, traditional retail enterprises have inherent advantages, in order to better compete with e-commerce enterprises, it is necessary to develop a new business model of "mouse entity". The rapid rise of mobile Internet has set off a new revolution in the Internet, the concept of O2O (online to offline) came into being. Although they have their own strong points, they promote each other and have the historical inevitability of fusion. In such a new situation, Pepsi chain Department Store Group is also facing the necessity of transformation. This paper comprehensively analyzes the advantages and disadvantages of the traditional business model of Baisheng enterprise through SWOT analysis, and carries out the transformation strategy of the new business model of O _ 2O based on Su Ning, Gome and other retail enterprises. This paper analyzes the historical inevitability of the transformation of business model from three aspects: core strategic level, executive promotion level (including corporate culture, entrepreneurship, insight, etc.) Innovation ability) and operational level (product, market scope, marketing means, organization and management), and then the basic framework of the new business model of Parkson chain O _ 2O is obtained. At the same time, based on the analysis of the framework of the traditional business model reform of Pepsi chain, this paper compares it with the new business model of the traditional retail industry, and innovatively proposes a new mode of O2O reform suitable for its own development. On the basis of this, the author analyzes the improvement of marketing strategy, and the author looks forward to Parkson's chain department store as a symbolic existence in the wave of Internet development.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F717;F713.36
本文编号：2167663
[Abstract]:Under the background of the rapid development of the global Internet and mobile Internet, the localization transformation of e-commerce has gradually been favored by people. The close relationship between information and physical objects and the interaction between online and offline has become a new trend that people pursue. A few days ago, some well-known online brands, such as Amazon eBay Google, started to create physical stores, and the reason is that they can reach offline consumers more directly, compared with the pure e-commerce model of B2C. This kind of brick-and-mortar shop is more helpful to provide the high-quality consumer experience for the customer. In terms of customer experience, traditional retail enterprises have inherent advantages, in order to better compete with e-commerce enterprises, it is necessary to develop a new business model of "mouse entity". The rapid rise of mobile Internet has set off a new revolution in the Internet, the concept of O2O (online to offline) came into being. Although they have their own strong points, they promote each other and have the historical inevitability of fusion. In such a new situation, Pepsi chain Department Store Group is also facing the necessity of transformation. This paper comprehensively analyzes the advantages and disadvantages of the traditional business model of Baisheng enterprise through SWOT analysis, and carries out the transformation strategy of the new business model of O _ 2O based on Su Ning, Gome and other retail enterprises. This paper analyzes the historical inevitability of the transformation of business model from three aspects: core strategic level, executive promotion level (including corporate culture, entrepreneurship, insight, etc.) Innovation ability) and operational level (product, market scope, marketing means, organization and management), and then the basic framework of the new business model of Parkson chain O _ 2O is obtained. At the same time, based on the analysis of the framework of the traditional business model reform of Pepsi chain, this paper compares it with the new business model of the traditional retail industry, and innovatively proposes a new mode of O2O reform suitable for its own development. On the basis of this, the author analyzes the improvement of marketing strategy, and the author looks forward to Parkson's chain department store as a symbolic existence in the wave of Internet development.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F717;F713.36
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