海尔电器吉林省虚实网融合渠道拓展研究

发布时间：2018-06-03 06:41

本文选题：OTO + 海尔电器　；参考：《吉林大学》2014年硕士论文

【摘要】：2012年，海尔集团进入网络化战略发展阶段，以“四网融合”（即互联网、营销网、服务网、物流网，其中互联网为虚网，营销网、服务网、物流网为实网，四网融合即虚实融合）为基础，打造互联网时代的平台型企业。2012年11月12日，阿里巴巴集团对外宣布：其旗下淘宝、天猫仅11月11日当天交易额突破191亿元，这一天的销量相当于海尔电器全年销量的1/4。海尔以及其他各行各业的公司，开始着力研究企业在互联网时代的发展战略。海尔集团选择的是“OTO模式”，“OTO”是“Online To Offline”的简写，即“线上到线下”，核心就是把线上的消费者带到现实的商店中去，在线支付购买线下的商品和服务，再到线下去享受服务。如此可以有效的保护线下的销售网络，促使其更好地为消费者提供物流、安装、维修、反馈等服务，也可以在线上与用户零距离的沟通，达到消费者是产品真正的设计者，在交付之前，充分的互动，做到“你设计我制造，你需要我送到”,打造互联网时代的用户体验店。本文首先分析了家电行业在互联网时代面临的时代背景，分析了电子商务发展迅速的原因，以及传统家电行业在这种背景下面临的机遇与挑战，以及家电行业实体网络的现状，得出了本文研究的意义：OTO模式的渠道拓展，，不仅仅是线上与线下的统一，其急需解决的瓶颈在于大件物品（尤其是需要上门安装的大件物品）物流配送问题，特别是县级、镇级、村级等农村市场的物流配送问题。海尔电器在吉林省如何整合资源，实现虚网和实网的融合，并进一步解决物流配送安装的的问题，适应时代的变化，做到线上与线下相辅相成，互相促进。本文详细分析了苏宁易购模式（由实网转向虚网）、京东商城模式（只做虚网）和戴尔模式（由虚网转向实网），分析他们在企业发展过程中如何结合企业自身情况调整战略适应互联网时代，以及三种模式的成功之处和不足之处，继而分析了海尔电器在吉林省实体网络的现状、虚网的现状以及虚实融合的尝试，结合三种模式的利弊和海尔电器现有的基础，给出了适应趋势的、符合实际的、可量化操作的建议。
[Abstract]:In 2012, Haier Group entered the stage of network strategy development, with "four networks merging" (i.e. Internet, marketing network, service network, logistics network, in which the Internet is the virtual network, marketing network, service network, logistics network is the real network, On November 12, 2012, Alibaba Group announced that: its Taobao, Tmall only on November 11 trading volume exceeded 19.1 billion yuan. The day's sales were equivalent to a quarter of Haier's annual sales. Haier and other industry companies, began to focus on the development strategy of enterprises in the Internet age. Haier Group chooses the "OTO mode" and "OTO" is the abbreviation of "Online To Offline", that is, "online to offline." the core is to bring online consumers to real stores and pay for offline goods and services online. Then go offline to enjoy the service. In this way, we can effectively protect the sales network below the line, and urge them to provide better services such as logistics, installation, maintenance, feedback and so on for consumers. They can also communicate with users at zero distance online, so that consumers are the real designers of the products. Before delivery, fully interactive, do "you design I make, you need me to send", build the Internet age of user experience store. This paper first analyzes the background of the home appliance industry in the Internet era, analyzes the reasons for the rapid development of e-commerce, and the opportunities and challenges that the traditional home appliance industry faces under this background, as well as the status quo of the real network in the household appliance industry. It is concluded that the significance of the research in this paper is not only the unification of online and offline mode, but also the problem of logistics distribution of large items (especially large items that need to be installed at the door), especially at the county level. Township level, village level and other rural market logistics distribution problems. How to integrate the resources of Haier Electric Appliance in Jilin Province, realize the integration of virtual network and real network, and further solve the problem of logistics distribution installation, adapt to the change of the times, and make line and offline supplement each other and promote each other. This paper analyzes in detail the SUNING mode (from real network to virtual network), JingDong mall mode (only virtual network) and Dell mode (from virtual network to real network), and analyzes how they combine the enterprise's own situation in the process of enterprise development. Adjust the strategy to the Internet age, As well as the successes and shortcomings of the three models, and then analyzes the status quo of Haier Electric Appliance in the physical network of Jilin Province, the current situation of the virtual network and the attempt of the integration of the virtual network and the reality, combining the advantages and disadvantages of the three models and the existing basis of Haier Electric Appliances. The suggestions of adapting trend, practical and quantifiable operation are given.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F426.6

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