我国传统零售业向O2O模式转型升级研究

发布时间：2018-04-08 07:12

本文选题：传统零售业转型　切入点：O2O模式　出处：《哈尔滨商业大学》2015年硕士论文

【摘要】：近年来,在互联网和移动互联网高速发展的推动下,网络零售业的繁荣发展对我国传统零售业造成了巨大影响。目前我国传统零售业无论是销售额、营业收入还是营业利润都处于增速放缓的趋势,电商行业的发展不仅使传统零售业的发展受到阻碍,同时改变了消费者的购买习惯,传统零售业需要向互联网转型来自救。而互联网的快速发展使B2C、C2C等电子商务模式逐渐向020新型电子商务模式迈进,020模式以其线上线下联动、成交率高等特点受到商家与消费者的青睐。因此,020新型电子商务模式成为了传统零售业转型的最佳模式。虽然从理论分析的角度得到了传统零售业应向020模式转型的结论,但是仍不足以为传统零售业向020模式转型提供有效信息。为帮助传统零售企业解决困惑,更好地运用020模式进行转型,运用DEA方法和SWOT分析法从以下两方面进行了详细分析。首先,为了给传统零售企业向020模式转型提供数据支撑,选取了46家在沪深两市上市的零售业上市公司,运用数据包络分析法进行了效率对比实证分析。在C2R和BC2模型的理论基础上,运用数据包络分析软件DEAP2.1测算了2012年和2013年46家零售上市公司的技术效率、纯技术效率和规模效率,并在Malmquist指数模型的基础上,对样本公司的全要素生产率及其分解进行了测算,并得到分析结论：2013年运用020模式的企业经营效率整体高于未运用020模式的经营效率,企业在运用020模式后比未运用020模式时,技术效率和全要素生产率都获得了明显提升。其次,通过运用SWOT分析法对我国传统零售业向020模式转型的优势、劣势、机遇和威胁进行了分析,认为我国传统零售业向020模式转型优势大于劣势,机遇大于威胁,具有广阔的前景和发展空间。020模式在我国兴起时间尚短,我国传统零售业向020模式转型大多处于试水阶段,存在着各种各样的问题。针对传统零售业向020模式转型存在的规模问题、线上线下运营问题和诚信问题进行了根源剖析,并对政府监管、传统零售企业和第三方020平台给出建议,为传统零售业运用020模式线上线下融合可以长足发展提出战略意见。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, the prosperity of the network retail industry has a great impact on the traditional retail industry in China.At present, the growth rate of traditional retail business in China is slowing down in terms of sales volume, operating income and operating profit. The development of e-commerce industry not only hinders the development of traditional retail industry, but also changes consumers' buying habits.The traditional retail trade needs to transform to the Internet to save itself.With the rapid development of the Internet, the E-commerce model such as B2CX / C2C has gradually moved to the new E-commerce mode of 020, which has been favored by merchants and consumers for its characteristics such as the linkage between line and line, and the high transaction rate.Therefore, the new e-commerce mode of 0 0 20 has become the best mode for the transformation of the traditional retailing industry.Although the conclusion that traditional retailing should be transformed to 020 mode from the angle of theoretical analysis, it is still not enough to provide effective information for the transformation of traditional retailing to 020 mode.In order to help traditional retail enterprises solve their puzzles and make better use of 020 model for transformation, this paper makes a detailed analysis from the following two aspects by using DEA method and SWOT analysis method.Firstly, in order to provide data support for the transformation of traditional retail enterprises to 020 model, 46 listed retail companies listed in Shanghai and Shenzhen stock markets are selected and compared with each other by using data envelopment analysis.Based on the theory of C2R and BC2 model, the technical efficiency, pure technical efficiency and scale efficiency of 46 retail listed companies in 2012 and 2013 were calculated by using the data envelopment analysis software DEAP2.1, and based on the Malmquist index model.The total factor productivity and its decomposition of the sample company are measured, and the conclusion is drawn: the overall operating efficiency of the enterprise using 020 model is higher than that of non-020 model in 2013, and the enterprise after using 020 mode is more than that without 020 mode.Both technical efficiency and total factor productivity have been significantly improved.Secondly, this paper analyzes the advantages, disadvantages, opportunities and threats of the transformation from traditional retailing to 020 mode by using SWOT analysis method, and points out that the advantages and disadvantages of the transformation from traditional retailing to 020 are greater than those of weaknesses, and the opportunities are greater than the threats.The pattern of .020 has a broad prospect and developing space in our country. The transformation from traditional retail trade to 020 mode is mostly in the stage of water trial, and there are various problems.In view of the scale problem existing in the transformation from traditional retailing to 020 mode, the problems of online and offline operation and integrity are analyzed, and the suggestions on government supervision, traditional retail enterprises and third party 020 platform are given.This paper puts forward some strategic suggestions for the rapid development of traditional retail industry by integrating above line and below line of 020 mode.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F724.6

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