国美电器商业模式转型中营运资金管理研究

发布时间：2018-01-04 10:46

本文关键词：国美电器商业模式转型中营运资金管理研究　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着近年来租金上涨以及电子商务行业的崛起,我国零售行业受到了严峻的冲击与挑战。为了企业的生存发展,零售行业加快转型探索,越来越多的实体零售商踏上了线上线下全渠道经营的商业模式转型之路。商业模式转型涉及广泛,营运资金管理是转型过程中不容忽视的问题,看似普通,却直接影响着企业的经营状况,对其转型的成功与否至关重要。因此,对于企业在商业模式转型过程中营运资金管理问题的研究,十分必要。本文通过对零售型企业在转型过程中营运资金管理政策与绩效进行分析,提出存在的问题及解决措施,为我国零售行业的转型提供重要的理论价值和借鉴意义。本文按照"提出问题---分析问题---解决问题"的逻辑思路进行研究。全文采用案例研究法,分析零售型企业商业模式转型带来的哪些变化对营运资金管理绩效产生了怎样的影响,并指出转型中存在哪些问题以及相关建议。首先,本文对商业模式转型以及营运资金管理绩效评价相关文献和理论进行了充分系统的阐述。其次,构建营运资金管理绩效评价指标、分析转型O2O商业模式对零售型企业营运资金管理的影响。再次,基于上述文献与理论,选取具有代表性的企业国美电器,对其转型O2O商业模式过程中的营运资金管理绩效进行了分析。最后,根据案例分析的情况,提出优化建议。通过对国美的案例分析,笔者认为零售型企业转型O2O商业模式依靠线上的快速支付方式和快速的物流体系,通过线上业务与线下业务在订单、库存、客户、配送、售后、备件的统一管理,加快了存货的流转以及与供应商的账款结算,供应链效率显著提升,总营运资金管理绩效得到改善。然而转型并非一帆风顺,其中主要存在筹资政策过于激进、营销渠道营运资金绩效提升不明显、占用供应商资金风险增加等问题。本文认为可以通过丰富融资渠道、改善筹资结构;提升线上业务、完善物流平台建设及售后服务;提升供应链管理能力及效率、投融资结构与策略相匹配等方式进行优化,最终实现商业模式的成功转变。
[Abstract]:With the rise of rents and the rise of e-commerce industry in recent years, the retail industry in China has been severely impacted and challenged. For the survival and development of enterprises, the retail industry to accelerate the transformation of exploration. More and more physical retailers have embarked on the line and offline channels of business model transformation. Business model transformation involves a wide range, working capital management is a problem that can not be ignored in the transition process, it seems to be common. However, it has a direct impact on the business situation of the enterprise, and is very important to the success of its transformation. Therefore, the study on the management of working capital in the process of business model transformation. This paper analyzes the policy and performance of working capital management in the process of transformation of retail enterprises, and puts forward the existing problems and solutions. It provides important theoretical value and reference significance for the transformation of retail industry in China. This paper studies according to the logic thinking of "posing problem-analysis problem--solving problem". Case study method is adopted in this paper. This paper analyzes what changes brought about by the transformation of retail business model have how to affect the performance of working capital management, and points out what problems exist in the transformation and relevant suggestions. In this paper, the transformation of business model and working capital management performance evaluation literature and theory are fully and systematically described. Secondly, the construction of working capital management performance evaluation indicators. This paper analyzes the impact of the transformation of O2O business model on the working capital management of retail enterprises. Thirdly, based on the above literature and theory, Gome, a representative enterprise, is selected. The performance of working capital management in the process of transforming O2O business model is analyzed. Finally, according to the case study, the optimization suggestions are put forward. Through the case study of Gome. I believe that the transformation of retail enterprises O2O business model depends on online rapid payment and rapid logistics system, through online and offline business in order, inventory, customer, distribution, after-sale. The unified management of spare parts speeds up the circulation of inventory and the settlement of accounts with suppliers, the efficiency of supply chain is improved significantly, and the performance of total working capital management is improved. However, the transition is not smooth sailing. The main problems are that the financing policy is too radical, the performance improvement of the marketing channel working capital is not obvious, the risk of occupying the supplier funds is increasing, and so on. This paper thinks that the financing structure can be improved by enriching the financing channels; Enhance online business, improve logistics platform construction and after-sales service; In order to realize the successful transformation of business model, the supply chain management ability and efficiency are improved, and the investment and financing structure is optimized to match the strategy.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F715.5

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