建材市场O2O商业模式研究

发布时间：2018-06-09 22:29

本文选题：南昌 + 家居建材市场　；参考：《南昌大学》2014年硕士论文

【摘要】：电子商务在中国有十多年快速的发展，网络购物成为一种新型的模式正在被越来越多的消费者接受和认可，伴随着网络消费的普及，本地化的线上线下消费模式即O2O商业模式不断地发展壮大。O2O商业模式立足本地，把线上的消费者带到实体店，，在线消费，线下体验消费，完成售后服务。O2O商业模式包括消费者、商家、支付平台和运营平台，其商业模式会给所有的参与主体带来信息和价值，尤其是给消费者带来利益。在这个模型当中，消费者处于核心地位。本文以南昌市家居建材市场为研究对象，研究在O2O商业模式下该市家居建材市场的建设与发展。本文主要包括四个部分：第一部分为相关理论概述，主要陈述O2O商业模式的概念及发展现状，O2O商业模式的关键环节和主要优势，家居建材市场推广O2O商业模式前景。第二部分分析了南昌家居建材市场的基本情况，南昌家居建材市场的主要问题及原因，南昌家居建材市场推广O2O模式的必要性。第三部分为南昌家居建材市场O2O商业模式设计，包括O2O商业模式的设计思路、参与主体和流程、消费者支付平台、精准营销、品牌推广、盈利模式等。第四部分为南昌家居建材市场O2O商业模式的推广和实施。
[Abstract]:E-commerce has been developing rapidly in China for more than a decade. Online shopping has become a new model, which has been accepted and recognized by more and more consumers, along with the popularity of Internet consumption. The local online and offline consumption mode, namely, the O2O business model, is constantly developing. The O2O business model is based on the local market, bringing online consumers to physical stores, online consumption, offline experience consumption, and completing after-sales service .O2O business models, including consumers. The business model of merchants, payment platforms and operating platforms will bring information and value to all participants, especially to consumers. In this model, consumers are at the core. This paper studies the construction and development of the building materials market in Nanchang city under the O2O commercial model. This article mainly includes four parts: the first part is the related theory summary, mainly describes the concept and the development present situation of the O2O business model and the key link and the main superiority of the O2O business model, the home building materials market popularizes the O2O commercial model prospect. The second part analyzes the basic situation of Nanchang household building materials market, the main problems and reasons of Nanchang household building materials market, and the necessity of promoting O2O model in Nanchang household building materials market. The third part is the design of O2O business model in Nanchang home building materials market, including the design idea of O2O business model, the main body and process of participation, the consumer payment platform, the precise marketing, the brand promotion, the profit model and so on. The fourth part is the promotion and implementation of O 2 O commercial model in Nanchang home building materials market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F724.6

【参考文献】