成鞋网的运营模式研究

发布时间：2018-04-04 21:00

本文选题：运营模式　切入点：成鞋网　出处：《电子科技大学》2015年硕士论文

【摘要】：人类在进入信息时代以后,互联网对于现实社会的影响不断加大,电子商务作为“互联网+经济”的直接产物,在短短数十年间就形成了足以与实体经济抗衡的巨大影响力,并随之出现了大量互联网时代独有的电子商务模式。目前,不管是传统企业还是电子商务企业纷纷宣称布局020模式,实现线上线下整合,虽然双线整合模式前景广阔,对企业和用户都能带来巨大的价值,但这个模式依然不是很清晰,仍需要实践的不断摸索和理论研究指导。基于成都具备巨大的鞋业生产和加工能力,尤其是在女鞋生产方面处于全国领先地位,但面对金融危机、电子商务的冲击,成都鞋企生存艰难,正是在这样的背景下,本论文提出了对成都鞋企020双线整合的模式研究。这篇论文首先阐述了开展成鞋网这个项目的背景和研究意义,并对成鞋网的020双线整合模式、项目基本情况及其优势进行了分析；第二部分详细介绍了成鞋网面临的内外部环境,分别用PEST模型、波特五力模型、SWOT模型对总体环境、竞争环境、内部环境进行了分析,并在环境分析的基础上提出了成鞋网的差异化优势和战略定位；第三部分是在环境分析的基础上阐述了成鞋网的市场战略——选择女鞋这一细分市场作为目标市场及市场定位,运用的是市场细分、目标市场细分、市场定位(STP)的方法。并基于市场战略提出了成鞋网的营销组合策略——产品策略、价格策略、渠道策略、促销策略；第四、第五部分别介绍了成鞋网运营过程中非常重要的两个方面,一是成鞋网的平台建设,二是成鞋网的推广运营方案；第六部分是对成鞋网商业模式的介绍,及这种模式带来的实体门店和网站的资金优势、盈利渠道给予详细剖析；接下来一章预估了成鞋网的资金需求、利润表、资产负债表、现金流量表,并通过计算营运能力指标和盈利指标得出成鞋网具有较高投资价值的结论；第八部分分析了成鞋网可能面临的风险及防范方案。通过上述分析得出,成鞋网具备较高的可行性和投资价值。本研究对解决成都鞋企的生存压力具有重大的意义,并对传统企业、电子商务企业布局020模式有一定的参考和借鉴意义,同时也丰富和充实了020双线整合商业模式的理论研究。
[Abstract]:After entering the information age, the influence of the Internet on the real society is increasing. As a direct product of the "Internet economy", E-commerce has formed a huge influence enough to compete with the real economy in just a few decades.And then appeared a large number of Internet era unique mode of e-commerce.At present, both traditional enterprises and e-commerce enterprises have declared the layout 020 model to realize online and offline integration. Although the dual line integration model has a broad prospect, it can bring enormous value to both enterprises and users.But this model is still not very clear, still need the practice of continuous exploration and theoretical research guidance.Chengdu has a huge production and processing capacity of shoes, especially in the women's shoes production in the national leading position, but in the face of the financial crisis, e-commerce impact, Chengdu shoes enterprise survival is difficult, it is under such a background,This paper puts forward the research on the two-line integration model of Chengdu shoe enterprise 020.This paper first describes the background and research significance of the project, and analyzes the 020 two-line integration model, the basic situation and advantages of the project.The second part introduces the internal and external environment of the shoe network in detail, and analyzes the overall environment, competition environment and internal environment by using PEST model and Porter's five-force model respectively.On the basis of environmental analysis, the paper puts forward the differentiation advantage and strategic orientation of the shoe network. The third part expounds the market strategy of the network based on the environmental analysis-selecting the women's shoes as the target market and positioning the market.The use of market segmentation, target market segmentation, market positioning STP) method.Based on the market strategy, this paper puts forward the marketing combination strategy of the network-product strategy, price strategy, channel strategy, promotion strategy. The fourth, fifth part respectively introduces two important aspects in the process of the operation of the network.The first is the platform construction of the network, the second is the promotion and operation plan of the network; the sixth part is the introduction of the commercial model of the network, and the capital advantages of the physical stores and websites brought by this model, and the profit channels are analyzed in detail.The next chapter estimates the capital demand, income statement, balance sheet, cash flow statement, and through the calculation of operating capacity index and profit index, the conclusion that Chengfu net has high investment value;The eighth part analyzes the risk and prevention plan that the shoe net may face.Through the above analysis, the shoe net has high feasibility and investment value.This research has great significance to solve the survival pressure of Chengdu shoe enterprises, and has certain reference and reference significance to traditional enterprises, E-commerce enterprise layout 020 model, and also enriches and enriches the theoretical research of 020 double-line integrated business model.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274;F426.86

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