基于O2O模式的T公司产品升级及模式创新研究

发布时间：2019-04-27 18:40

【摘要】：随着电子商务在国内市场的迅猛发展,国内电子商务市场政策制度环境的不断完善,电子商务涉及的社会领域不断延伸以及电子商务物流服务、支付手段、电子商务平台、移动客户端等的发展,新的电子商务模式不断出现并完善。中国餐饮业巨大的线下市场规模,为餐饮市场O2O模式发展的前景提供了广阔实体资源保障。但是O2O餐饮业在快速发展的同时,也面临着餐饮商户传统的线下业务和线上业务管理数据不同步无法形成数据闭环的问题。本文以T电子科技公司为研究对象,采用引用文献索引法、实证分析、行动研究法相结合;对比论证;列事实、摆依据;理论和实践相结合等研究方法,对T公司落后的商业模式,单一的产品形态等一系列问题展开的相关的研究,并提出相应的建议和对策。本文共分为5个部分,第一部分为绪论,主要选题的背景和现实意义,对研究对象的简要介绍,并且对本文的研究方法和论文的框架结构做了扼要的描述;第二部分为O2O商业模式下餐饮管理理论概述,主要对餐饮O2O模式和餐饮信息化管理系统及其构成的相关理论概念做了相关的介绍和解析;第三部分为O2O模式下我国餐饮信息化行业分析,主要对我国餐饮O2O模式的发展现状做了分析和介绍,以及对现有的餐饮信息化管理现状和存在的问题进行了剖析;第四部分为T公司的发展现状及存在的问题,主要针对本文的研究对象T公司的现状做了详细的介绍并且详细分析了T公司在产品及模式、营销策略、技术储备、经营资金等方面的问题,并对提出了基于产品升级模式创新的SWOT分析;第五部分为T公司产品升级及模式创新对策分析,主要针对前文提出的关于T公司相应发展问题提出了解决对策。
[Abstract]:With the rapid development of e-commerce in the domestic market, the continuous improvement of the policy and system environment of the domestic e-commerce market, the continuous extension of the social fields involved in e-commerce, and the logistics services, payment means and e-commerce platform of e-commerce, With the development of mobile client, new e-commerce models appear and perfect. The huge offline market scale of Chinese catering industry provides a broad physical resource guarantee for the development of O2O model in catering market. However, with the rapid development of O2O catering industry, it is also faced with the problem that the traditional offline business and on-line business management data are not synchronized to form a closed-loop data. This article regards T electronic science and technology company as the research object, adopts the citation literature index method, the positive analysis, the action research method to combine; the contrast demonstration; lists the fact, the pendulum basis; Combining theory and practice, this paper studies a series of problems, such as backward business model and single product form of T Company, and puts forward corresponding suggestions and countermeasures. This paper is divided into five parts, the first part is the introduction, the background and practical significance of the main topics, a brief introduction to the object of the study, and the research methods and the framework of the paper are described briefly; The second part is an overview of catering management theory under O2O business model, which mainly introduces and analyzes the related theoretical concepts of catering O2O mode, catering information management system and its composition. The third part is the analysis of the catering information industry in our country under the O2O mode, which mainly analyzes and introduces the present situation of the development of the O2O mode in our country, as well as the present situation and the existing problems of the information management of the catering industry. The fourth part is the development of T company and the existing problems, mainly aiming at the research object of this paper, the present situation of T company is introduced in detail, and the product and model, marketing strategy, technology reserve of T company are analyzed in detail. Management funds and other issues, and put forward a product upgrade model based on the innovation of SWOT analysis; The fifth part is the analysis of the product upgrade and mode innovation countermeasure of T company, mainly aiming at the corresponding development problem of T company put forward the solution countermeasure.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F719.3

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