王府井商场O2O电子商务模式研究

发布时间：2018-09-10 08:08

【摘要】：百货业是我国传统零售业态中重要的一个分支,但是随着现代经济的高速发展,传统经营模式下的百货业已经很难在市场经济中生存下去了,固有经营模式的改变刻不容缓。在移动互联网技术高速发展的当代,互联网已经渗透到我们生活的方方面面。O2O电子商务模式就是利用互联网技术与传统实体商铺结合在一起共同经营发展最好的模式。O2O电子商务模式可以融合线上线下各自特有的优势,互相融合做到优势互补。线上电子商务平台可以依赖于线下实体商铺进行体验活动,让消费者更容易接受线上的预先消费;线下实体店铺可以利用线上讯息的广泛、快速的传播途径,加强自身店铺和产品的推广,这是一个双赢的经营模式。本文首先对O2O电子商务模式的相关概念和特征进行概述,随后用了对比比较的方法指出王府井商场在目前众多的电子商务经营模式中选择O2O电子商务经营模式的原因。在这个全新的经营模式下,王府井商场也看到了新的生机,改善于目前固有老旧的联营制经营模式,拓宽线上服务,增加销售渠道以及信息传播平台,将王府井商场推向全社会,面向更多的消费者,让消费者可以通过多种途径在王府井商场进行消费、享受服务。本文采取O2O电子商务模式经营前后的数据从经营方式以及经营绩效各方面进行分析王府井商场产生的经营成果以及目前的经营现状。对于王府井商场一切都是全新的,并没有具有成熟经验的公司进行指导,所以不敢在初级涉足太深,王府井商场O2O进行的不彻底、不全面,目前看来效果初有成效但还不是企业的重点赢利部门,在未来发展的过程中还需要进行更全面、完善的O2O经营模式的改进。最后,借鉴国内外各方产业O2O电子商务模式经营的状况对中国传统百货业发展O2O电子商务模式提出相关具体性建议。
[Abstract]:The department store industry is an important branch in the traditional retail business of our country, but with the rapid development of modern economy, it is very difficult for the department store industry under the traditional management mode to survive in the market economy, and the change of the inherent management mode is urgent. In the era of rapid development of mobile Internet technology, The Internet has permeated all aspects of our lives. O2O e-commerce model is to use Internet technology and traditional physical shops to work together to develop the best model. O2O e-commerce model can be integrated online. Their own unique advantages, Merge with each other and complement each other with each other. Online e-commerce platforms can rely on offline physical stores for experience activities, making it easier for consumers to accept online pre-consumption; offline physical stores can take advantage of the wide and rapid dissemination of online information. Strengthen the promotion of their own stores and products, this is a win-win business model. This paper first summarizes the related concepts and characteristics of the O2O e-commerce model, and then points out the reasons why Wangfujing shopping mall chooses the O2O E-commerce business model among the many current e-commerce business models by means of comparison and comparison. Under this brand new business model, Wangfujing shopping malls have also seen new vitality, improving the existing old and old joint management mode, broadening online services, increasing sales channels and information dissemination platforms. Wangfujing shopping mall to the whole society, facing more consumers, so that consumers can through a variety of channels in Wangfujing shopping malls to spend, enjoy services. In this paper, the data before and after the operation of the O _ 2O e-commerce model are used to analyze the management results and the present operating situation of Wangfujing shopping mall from the aspects of management mode and operating performance. For Wangfujing Mall, everything is completely new, and there is no company with mature experience to guide them, so they dare not set foot too deep at the primary level. The O2O in Wangfujing Mall is not thorough and comprehensive. At present, it seems that the effect is beginning to be effective, but not the key profit department of the enterprise. In the process of future development, more comprehensive and perfect O2O business model should be improved. Finally, some specific suggestions are put forward for the development of O2O E-commerce mode in Chinese traditional department store industry based on the situation of O2O E-commerce mode at home and abroad.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

【参考文献】