O2O商务模式市场调查及发展前景分析——以“周黑鸭食品有限公司”为例

发布时间：2018-10-21 19:24

【摘要】：本文运用文献研究法和问卷调查法,以武汉卤制品市场500名消费者为样本,通过市场调研发现:一方面,大多数消费者对于周黑鸭的O 2 O模式认知度较低,同时对于周黑鸭产品购买的渴望度以及开展O 2 O模式的认可度较高。另一方面,周黑鸭目前的线上与线下的互动并不明显。因此本文认为应进一步提升消费者对于O 2 O模式的认知度;加强线上与线下的互动;充分利用微信、微博等线上营销渠道;完善实体店的功能布局和设计、优化实体店终端服务;完善会员卡制度,引导消费者通过线上进行订单支付等措施,充分实现线上和线下的融合与互动。对于周黑鸭O 2 O模式来说应该确保形成"引流-转化-消费-反馈-留存"的完整闭循环。
[Abstract]:In this paper, using literature research method and questionnaire method, 500 consumers in Wuhan Halogen products Market are taken as samples. Through market research, it is found that, on the one hand, most consumers have low awareness of Zhou's Black Duck's O 2O model. At the same time, the desire for Zhou's Black Duck products and the acceptance of O 2O mode are higher. On the other hand, Zhou's Black Duck's current online and offline interactions are not obvious. Therefore, this paper believes that consumers should further enhance their awareness of the O 2O model; strengthen the interaction between online and offline; make full use of online marketing channels such as WeChat, Weibo, etc.; and improve the functional layout and design of physical stores. Optimize physical store terminal services; improve membership card system, guide consumers through online order payment and other measures to fully realize the integration and interaction between online and offline. For Zhou's Black Duck O 2 O model, a complete closed loop of drainage-transformation-consumption-feedback-retention should be formed.
【作者单位】：武昌首义学院;湖北企业文化研究中心;
【基金】：湖北经济学院湖北省人文社科重点研究基地湖北企业文化研究中心2014年课题“企业文化软实力:结构及提升策略”(2014B03)的阶段性研究成果
【分类号】：F724.6;F426.82

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