苏宁农村电商O2O模式的研究

发布时间：2018-03-01 03:12

本文关键词： 农村电商 O2O模式苏宁易购　出处：《云南财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：农村是全面建成小康社会的关键,农村问题一直是中国最重要的问题。中国农村居住着大量的人口,农村的电子商务起步较晚、发展较慢,随着国家政策导向的保驾护航和农村经济的发展增速,农村电商市场已经成为国内互联网企业未来最重要的战略。农村依然存在着居民分布较广、基础设施不完善、传统商业渠道被垄断、消费意识较低等问题,互联网企业通过哪种模式能够有效进入农村电商市场一直缺乏有效的理论以及成功的案例作为指导。O2O模式的客户体验感更强,在网购接受程度低、实体消费体验较差的农村市场,O2O模式通过线上虚拟空间里的交易与线下实体的商品、服务高度融合,用实惠的价格给消费者提供符合需求的商品及更具体验感的服务,由此产生的农村电商产业链条促使农村市场的各方受益。苏宁是国内互联网转型最成功的传统企业,作为电商以及农村电商市场的挑战者,拥有丰富线下运营经验的苏宁将通过O2O模式将线上、线下的商品和服务进行有机结合,O2O模式是苏宁农村电商乃至整个苏宁生态系统的核心。本文站在企业进入农村电商市场的角度,收集国内外农村电商的研究成果,介绍与分析国内农村电商的各类模式,通过PEST分析工具探索了苏宁农村电商O2O模式的发展前景,并与对标企业的产品和服务特点、商业模式、发展理念、运营思路等各个关键点进行了全方位的对比研究,采用SWOT工具,全面分析了苏宁在农村电商领域的优劣势、机会和面临的威胁,最后总结与归纳了苏宁农村电商O2O模式的实践路径与方法,提出了企业进入和发展农村电商市场的相关建议。希望通过对苏宁农村电商O2O模式的研究,为我国发展壮大农村电商市场提供一定的参考。
[Abstract]:Rural areas are the key to building a well-off society in an all-round way, and rural issues have always been the most important problems in China. With the development of the national policy and the development of the rural economy, the rural e-commerce market has become the most important strategy for domestic Internet enterprises in the future. Traditional commercial channels are monopolized, consumption awareness is low, Internet enterprises can effectively enter the rural e-commerce market through which model has been lack of effective theory and successful cases as the guidance of the .O2O model of customer experience is stronger. In the rural market with low acceptance of online shopping and poor experience of physical consumption, the O2O model is highly integrated with the goods and services of offline entities through transactions in online virtual space. The chain of rural ecommerce industries that provide consumers with goods and services that meet their needs and experience at affordable prices benefits all parties in the rural market. SUNING is the most successful traditional enterprise in the country's Internet transformation. As a challenger to ecommerce and rural e-commerce markets, SUNING, with a wealth of offline operating experience, will use the O2O model to bring him online. The organic combination of offline goods and services is the core of SUNING's rural ecommerce and even the whole SUNING ecosystem. From the perspective of enterprises entering the rural ecommerce market, this paper collects the research results of rural ecommerce at home and abroad. This paper introduces and analyzes the various models of rural e-commerce in China, explores the development prospects of SUNING's O2O model in rural areas by means of PEST analysis tools, and compares with the products and service characteristics, business models and development concepts of the standard enterprises. This paper makes a comprehensive comparative study on the key points such as operation ideas, and analyzes SUNING's advantages and disadvantages, opportunities and threats in the field of rural ecommerce by using SWOT tools, and analyzes the advantages and disadvantages of SUNING in the field of rural ecommerce. Finally, this paper summarizes and summarizes the practical ways and methods of SUNING's rural e-commerce O2O model, and puts forward some relevant suggestions for enterprises to enter and develop rural e-commerce market. For our country to develop and strengthen the rural e-commerce market to provide a certain reference.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323

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