基于O2O的M大型跨国连锁超市经营策略优化研究

发布时间：2018-05-16 06:04

本文选题：传统零售企业 + 经营优化　；参考：《中国海洋大学》2015年硕士论文

【摘要】：随着互联网浪潮的推进,网络零售业态的迅猛发展,传统零售业态面临巨大挑战。审时度势,传统企业要想保持长久竞争力,赢得市场份额,保障盈利,优化经营策略是企业发展必经之路。近年来针对传统零售业在互联网经济环境下转型升级的研究日渐突出,成为业界关注的焦点,同时各大传统零售业也在纷纷探求新的发展思路,M大型跨国连锁超市也在不断尝试改革。M企业在业界以其独特的经营特点著称,在对相关领域研究发现,针对该企业在互联网经济环境下转型升级的研究比较少,本文正是基于对该企业发展现状的分析,结合相关理论来研究企业如何在网络环境中重获竞争优势,对于促进企业长足发展,积极应对经济环境变化带来的巨大挑战有着积极的意义。M大型跨国连锁超市发展线上经营是转型升级的必经之路,但是在线经营不仅仅是在线上开展销售那么简单。M企业经过多年的经营,其优势主要在线下：品牌优势、稳定的顾客资源、区位优势等，在企业改革中应该使这些优势重新在网络经营中发挥作用,使企业在新的市场竞争中重获新生。与电子商务公司相比,M企业所具有的这些优势,恰恰是电子商务公司所缺乏的。网络零售市场的繁荣,催生人们消费行为的改变,而消费者的喜好直接影响着企业的发展方向,消费者对购物体验的需求不断提高,促使企业纷纷加强购物体验环节的建设,而电子商务公司加速实体店布局,恰恰说明了喜欢网络购物的消费者对实体店体验的强烈需求。人们对购物体验的需求给零售业的发展带来一股新的趋势,将来的竞争定是围绕体验场景展开。因此M企业在升级中需要考虑的是线上与线下协同发展的策略。M大型跨国连锁超市有突出的品牌优势,良好的信誉，丰富的商品,积累有相当的顾客资源,在社会上拥有一定的知名度,通过经营策略的优化调整,容易获得消费者的支持；目前其拥有的门店,是很好的用来满足消费者购物体验的优势资源,众多的门店可以发展成为线下售后处理中心、物流站点,作为对线上业务的支撑,同时作为为顾客享受高效、便捷、优质服务的购物体验中心本文研究的主要思路：首先分析目前经济发展环境的状况以及国内外研究现状：其次分析M企业经营特点以及目前运营的现状和存在的问题,利用SWOT模型分析企业目前面临的威胁、机遇、优势和劣势,分析总结出积极发展的SO战略、重点关注的ST战略、改进加强的WO战略、避免消除的WT战略,结合对宜家转型升级案例的分析,通过对现有电商O2O的扩展应用的研究，提出M企业在互联网的环境下转型升级的经营策略构想,大胆提出企业转型中优化经营策略的构想,并进行经营流程再设计,提出具体优化策略：最后总结分析出M大型跨国连锁超市经营策略优化对策建议。本文通过分析研究得出以下结论：M大型跨国连锁超市适用Offline To Online To Offline即线下→线上→线下的全闭环的经营策略,既可以充分利用线下多年积累的品牌优势,又可以利用O2O,开拓线上市场,采用线上只做服务,线下完成交易体验的全新的经营策略,在互联网的经济环境中重获竞争优势，取得长足发展。
[Abstract]:With the rapid development of the Internet wave and the rapid development of the network retail format, the traditional retail format is facing great challenges. The traditional enterprises want to maintain the long-term competitiveness, win the market share, guarantee the profit and optimize the management strategy. In recent years, the traditional retailing industry has been transformed in the Internet economic environment. The research on the level is becoming the focus of the industry. At the same time, the major traditional retail industry is also exploring new ideas of development. M large multinational supermarket chain is also constantly trying to reform the unique business characteristics of.M enterprises in the industry. It is based on the analysis of the present situation of the enterprise and the relevant theories to study how the enterprise can regain the competitive advantage in the network environment, and to promote the great development of the enterprise and actively cope with the great challenge of the economic environment change, it has a positive significance to the development of.M large multinational supermarket chain. It is the only way for the transformation and upgrading, but online operation is not only a simple online sale, so it is simple.M enterprise after years of operation, its advantages are mainly on line: brand advantage, stable customer resources, location advantages, etc., in the enterprise reform, these advantages should make these advantages play a role in the network management and make the enterprises in the new market. Compared with e-commerce companies, the advantages of M enterprises are precisely the lack of e-commerce companies. The prosperity of the network retail market leads to the change of people's consumption behavior, and the consumer preferences directly affect the direction of the development of the enterprises, and the consumer demand for the shopping experience is increasing, prompting the consumer's demand for the shopping experience. Enterprises have strengthened the construction of the shopping experience, and the acceleration of the physical shop layout by e-commerce companies shows the strong demand for the real store experience of consumers who like online shopping. People's demand for shopping experience brings a new trend to the development of the retail industry, and the competition is set around the experience scene. So M Enterprise in upgrading needs to consider the strategy of cooperative development between line and line.M large multinational supermarket chain has prominent brand advantages, good reputation, rich goods, accumulation of considerable customer resources, a certain degree of popularity in the society, and through optimization and adjustment of management strategy, it is easy to get the support of consumers; at present, The store is a good resource to meet the consumer shopping experience. Many stores can be developed into offline post-sale center, logistics site, as a support to the online business, and as a shopping experience center for the customers to enjoy high efficiency, convenience and quality service, the main idea of this article is to analyze the list first. The situation of the former economic development environment and the current research status at home and abroad. Secondly, it analyzes the operating characteristics of M enterprises and the current situation and existing problems of operation. Using the SWOT model to analyze the threats, opportunities, advantages and disadvantages that enterprises are facing at present, analyze and summarize the active development of SO strategy, focus on the ST strategy, and improve the strengthening of the WO strategy. To avoid the elimination of the WT strategy, combined with the analysis of the case of IKEA transformation and upgrading, through the study of the extended application of the existing e-commerce O2O, this paper puts forward the operation strategy conception of the transformation and upgrading of M enterprises in the environment of the Internet, puts forward the idea of optimizing the management strategy in the enterprise transformation, and redesigns the operation process, and puts forward the specific optimization strategy. At last, it summarizes and analyzes the countermeasures and suggestions for the operation strategy of M large transnational supermarket chain supermarket. Through the analysis and research, the following conclusions are obtained: M large transnational supermarket chain supermarket is suitable for Offline To Online To Offline, that is, the full closed loop management strategy under line to line, and under line to line, it can not only fill the brand advantage accumulated over the years, but also make full use of the brand advantage under the line. We can make use of O2O, open up the online market, use only service online, complete the new business strategy under the line, and gain the competitive advantage in the economic environment of the Internet and make great progress.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F717.6;F272.3

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