我国传统零售企业O2O发展策略研究

发布时间：2018-10-24 07:29

【摘要】：近年来,在快速发展的互联网和移动互联网的推动下,网络零售持续繁荣,对我国传统零售企业形成了巨大冲击。加之传统零售企业本身存在的成本上升、经营模式单一等问题,使得目前我国传统零售企业的销售收入和经济利润都出现了增速放缓甚至下滑的趋势。网购的异军突起,不仅挤压了传统零企的生存空间,同时也改变了消费者的购买习惯,传统零售企业亟需进行经营模式转型以应对网络零售的冲击。O2O电子商务模式以线上线下相互引流、服务体验佳等优点备受零售商和消费者青睐。同时,网络零售也开始已经从B2C、C2C等传统模式逐渐向O2O模式转型,O2O模式也成为传统零售企业开辟网络销售业务的首选模式。论文从理论和实践两个层面分析了我国传统零售企业应用O2O模式的必要性,从发展与竞争现状以及存在的主要问题、背后的深层次原因两个层面对我国传统零售企业应用O2O进行了深入剖析。首先,目前我国传统零售企业O2O出现了与第三方B2C平台合作、与微信合作、自建B2C平台和自建APP客户端等四种较具代表性的模式。在对这四种典型模式进行了对比分析之后,运用竞争分析法明确了传统零售企业O2O相对于纯网络零售企业、纯线下零售企业、生产企业线上销售业务的竞争优势与不足。其次,总结了传统零售企业O2O存在的问题,并对背后的原因进行了剖析,指出当前传统零企在O2O布局中存在对O2O本质认识不清、信息与电子化能力弱、创新能力差和渠道整合能力差等不足。最后,从回归以顾客为中心的零售理念、加强企业电子化和信息化建设、强化企业线上线下运营布局、发力移动终端和避免线上线下渠道冲突等角度出发提出了完善我国传统零售企业O2O布局的策略建议。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, the continued prosperity of online retailing has formed a huge impact on the traditional retail enterprises in China. In addition, the cost rise and the single management mode of the traditional retail enterprises make the sales income and economic profit of the traditional retail enterprises slow down or even decline. The emergence of online shopping not only squeezes the traditional zero-enterprise living space, but also changes consumers' buying habits. Traditional retail enterprises urgently need to transform their business model to cope with the impact of online retailing. The O2O e-commerce model is favored by retailers and consumers because of the advantages of online and offline drainage and good service experience. At the same time, network retailing has gradually changed from traditional mode such as B2CX / C2C to O2O mode, and O2O mode has become the first choice for traditional retail enterprises to open up network sales business. This paper analyzes the necessity of using O _ 2O model in traditional retail enterprises in China from two aspects: theory and practice, and analyzes the current situation of development and competition, as well as the main problems existing in the application of O _ 2O model in Chinese traditional retail enterprises. The deep reasons behind the two levels of traditional retail enterprises in China to use O 2O in-depth analysis. Firstly, at present, there are four representative modes of O2O, such as cooperation with third party B2C platform, WeChat, B2C platform and APP client. After a comparative analysis of these four typical models, the competitive advantages and disadvantages of O2O in traditional retail enterprises compared with pure online retail enterprises, offline retail enterprises and production enterprises are determined by means of competitive analysis. Secondly, it summarizes the existing problems of O2O in traditional retail enterprises, and analyzes the reasons behind it. It points out that the essence of O2O is not clear in the layout of traditional zero enterprises, and the ability of information and electronization is weak. The innovation ability is poor and the channel conformity ability is poor and so on. Finally, from returning to the concept of customer-centered retailing, we should strengthen the construction of enterprise electronization and information, and strengthen the layout of enterprises' online and offline operations. From the point of view of mobile terminals and avoiding the conflict between online and offline channels, the paper puts forward some suggestions on how to perfect the O2O layout of traditional retail enterprises in China.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

【参考文献】