云平台与O2O模型在商业集团的应用创新研究

发布时间：2018-04-13 18:39

本文选题：云平台 + O2O　；参考：《昆明理工大学》2015年硕士论文

【摘要】：随着移动互联网时代的到来,移动应用以及渗透到人们生活的中每一个角落,在改变消费者消费方式的同时,也为传统商业体带来了压力和新的挑战。本文针对云计算和020模型在移动互联时代的商业应用场景的创新应用研究,探索商业集团充分利用线下体验优势,将营销模式向线上突破转型的可操作性,通过案例的研究来验证020模型在商业集团实践的必然性。通过对RD公司云平台的部署及在商业集团案例中020实践的分析,验证了商业集团如果能够抓住移动互联是个历史机遇,将可实现线下实体资源优势转化为线上市场优势的转型。通过云平台的部署,RD公司协助商业集团将消费者、商场、商品及资金有效的融合为一个生态系统,构建了一个新的消费模式,让消费者、商场及商品制造厂家都能从云平台中获得收益：消费者获得质优价美的商品,商场提升了盈利能力,而商家则获得了更多的销售机会。本文从蓝海战略、技术集成创新和营销理论对云平台商用后商业集团的营销模式的变化入手,论证了云平台的建设和020模式的对商业集团发展的重要性,这也正是商业集团应对移动互联时代冲击所需要改变的方式。结合020模型在商业集团的实践,从客户引流开始,客户数据信息采集分析、信息推送、精准营销到最后的支付,系统论述了商业集团020营销模式的实现方式,最后对实践中出现的问题进行思考并提出改进完善意见。通过本文对RD公司云平台的建设和020模式的研究得出：云平台将是连接商场、消费者及商品的关键要素,其管道的作用将影响线上营销市场的大小。020模式对于商业体应对消费者碎片化需求,最终实现销售业绩增长将是必选之路。
[Abstract]:With the advent of the mobile Internet era, mobile applications and penetration into every corner of people's lives, while changing consumer consumption, but also for the traditional business body has brought pressure and new challenges.This paper aims at the innovative application research of cloud computing and 020 model in the business application scene in the era of mobile interconnection, explores the maneuverability of the business group to make full use of the offline experience advantage and transform the marketing model to the online breakthrough.Through the case study to verify the 020 model in the business group practice inevitability.Through the deployment of cloud platform of Rd company and the analysis of 020 practice in the case of commercial group, it is proved that if the commercial group can seize the historical opportunity of mobile interconnection, it will realize the transformation of offline entity resource advantage into online market advantage.With the deployment of the cloud platform, Rd helps business groups integrate consumers, shopping malls, goods and funds into an ecosystem, creating a new consumption model for consumers.Shopping malls and commodity manufacturers can benefit from the cloud: consumers get quality and good prices, shopping malls improve profitability, and businesses get more sales opportunities.This paper starts with the blue sea strategy, technology integration innovation and marketing theory to the change of the business group marketing mode after the cloud platform commercial, and demonstrates the importance of the cloud platform construction and the 020 model to the development of the business group.This is exactly what business groups need to change in response to the impact of the age of mobile connectivity.Combined with the practice of 020 model in commercial group, starting from customer drainage, customer data collection and analysis, information push, accurate marketing to the final payment, the realization of 020 marketing mode of commercial group is discussed systematically.Finally, the problems in practice are considered and suggestions for improvement and perfection are put forward.Through the research on the cloud platform construction and 020 model of Rd Company, it is concluded that the cloud platform will be the key element to connect stores, consumers and commodities.The role of the pipeline will affect the size of the online marketing market. 020 model for business to deal with consumer fragmentation demand, and ultimately to achieve sales growth will be the way to choose.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F721

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