我国大型百货业O2O经营模式研究

发布时间：2018-04-22 16:51

本文选题：大型百货业 + O2O经营模式　；参考：《首都经济贸易大学》2015年硕士论文

【摘要】：百货业作为重要的零售业态之一,在我国经济发展和现代化建设中发挥着举足轻重的作用。随着社会经济形势的变化,我国大型百货业的发展在外受到电子商务的冲击,在内受到自身经营模式的束缚,其辉煌历史不再重现。在快速发展的电子信息时代下,互联网已经深入到人们生活的各个角落,百货业如何实现与电子商务的融合,从而促进其O2O经营模式的转变,摆脱其内外发展困境,成为了百货业界重要的议题。然而,到目前为止,我国大型百货业O2O经营模式转变仍处于初期,发展进度也异常的缓慢。这主要因为,一方面,许多大型百货企业面对新的经营模式不敢轻易尝试;另一方面,进行尝试的企业也处于摸石头过河阶段,没有成熟的经验指导,发展过程中仍存在许多阻碍。因此,我国大型百货业如何实现O2O经营模式的转型,实现线上线下融合,成为我国大型百货业面临的共同问题。本文首先对百货业和O2O经营模式的相关概念和理论进行概述;其次,从我国大型百货业面临的宏观环境与竞争环境出发,论述我国大型百货业进行O2O经营模式转变的必要性与可能性;再次,从福利经济学角度,结合现阶段我国大型百货业主要的经营模式——联营模式,进行比较分析百货业O2O发展模式的相对优势;最后,借鉴美国梅西百货成功的O2O经营模式,结合我国大型百货业O2O经营中遇到的实际障碍,从全渠道、物流体系以及运营管理等方面,进行了深入剖析并提出相应的发展措施。
[Abstract]:As one of the important retail forms, the department store industry plays an important role in the economic development and modernization of our country. With the change of social and economic situation, the development of large department store industry in our country is impacted by electronic commerce outside, which is bound by its own management mode, and its glorious history is no longer reappeared. In the era of rapid development of electronic information, the Internet has penetrated into every corner of people's lives, how to realize the integration of department store industry and electronic commerce, thus promoting the transformation of its O2O business model and getting rid of its predicament of development inside and outside. Has become an important issue in the department store industry. However, up to now, the change of O2O management mode in large department stores is still in its infancy, and the progress of development is very slow. This is mainly because, on the one hand, many large department stores do not dare to easily try out the new business model; on the other hand, the enterprises that try it are also in the stage of crossing the river by feeling the stones and without mature experience to guide them. There are still many obstacles in the process of development. Therefore, how to realize the transformation of O2O management mode and realize the integration of online and offline has become a common problem faced by large department stores in our country. This paper first summarizes the concepts and theories of department store industry and O2O business model; secondly, from the macro environment and competition environment faced by large department store industry in China, This paper discusses the necessity and possibility of the transformation of O2O management mode in large department stores in China. Thirdly, from the perspective of welfare economics, combined with the management mode of large department store owners in China at the present stage, The comparative analysis of the comparative advantages of the O2O development model of the department store industry is carried out. Finally, the successful O2O business model of Macy's Department Store in the United States is used for reference, and the actual obstacles encountered in the O2O management of the large department store industry in China are combined with the whole channel. Logistics system and operation management are analyzed in depth and corresponding development measures are put forward.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F724.6

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