网购冲击下加贝超市商业模式创新研究

发布时间：2018-06-13 01:01

本文选题：网购 + 传统零售　；参考：《宁波大学》2015年硕士论文

【摘要】：自1990年随着互联网信息技术的广泛应用,我国以互联网为基础的网络经济在近十年得到了快速成长和发展,涌现出了一大批出了以淘宝、当当为代表的网络零售企业,越来越多的人开始选择网络购物。互联网信息技术用它独有的便捷性在悄然改变着很多传统行业原有的生存模式和生存环境,而其中受到影响最大、最直接的无疑是和人们的生活密不可分的传统零售企业,在这种压力之下,很多传统零售企业也在改变着企业的管理理念和组织结构,而零售企业的这种更新和调整,归根结底来讲,是商业模式的改进和创新。在此背景下,对零售企业商业模式的研究得到了越来越多国内外学者的重视,很多人逐渐认识到零售企业要再次实现跳跃式增长,单纯依靠产品、服务和技术的创新是远远不够的,必须通过企业商业模式的创新来实现,因此,如何在网购冲击下,克服挑战,抓住机遇,进行商业模式的创新,形成独特而又有效的商业模式,在严峻的市场竞争下取得胜利,成为传统传统零售企业必须面临和解决的问题。本文以加贝超市为研究案例,从国内外商业模式研究的相关理论着手,通过网购对零售企业商业模式各要素影响以及加贝超市商业模式现状的分析,采用文献综述、比较分析、图表、理论联系实际等方法,为加贝超市商业模式创新进行具体方案的设计。本论文由六个部分组成,论文的第一部分为绪论,是本论文研究的前提和理论基础,主要分析论文的研究背景与意义、国内外研究综述和研究的主要方法和思路。论文的第二部分主要分析网购对传统零售企业商业模式的影响。论文的第三部分为加贝超市商业模式分析,包括加贝超市商业模式的现状、存在问题和商业模式创新的制约因素,为加贝超市商业模式创新方案设计做铺垫。论文的第四部分为加贝超市商业模式创新方案设计。第五部分为加贝超市商业模式创新的保障措施。第六部分为总结,包括本文的研究结论、研究不足和总结。本文对加贝超市商业模式创新的方案设计,不仅符合加贝超市当前的经营策略,对加贝超市的商业模式创新具有较强的实践性和指导性,同时也对我国零售企业的商业模式创新具有一定的借鉴意义。
[Abstract]:Since 1990, with the wide application of Internet information technology, the Internet-based network economy in China has been growing and developing rapidly in the past ten years, and a large number of network retailing enterprises, represented by Taobao and Dangdang, have emerged. More and more people are choosing to shop online. With its unique convenience, Internet information technology is quietly changing the original survival mode and living environment of many traditional industries, among which, the most directly affected is the traditional retail enterprises, which are inseparable from people's lives. Under this pressure, many traditional retail enterprises are also changing the management concept and organizational structure of enterprises, and this kind of renewal and adjustment of retail enterprises, in the final analysis, is the improvement and innovation of business model. In this context, more and more scholars at home and abroad pay attention to the research of retail business model. Many people gradually realize that retail enterprises want to achieve leapfrog growth again and rely solely on products. The innovation of service and technology is far from enough and must be realized through the innovation of enterprise business model. Therefore, how to overcome the challenge, seize the opportunity and innovate the business model under the impact of online shopping, Forming a unique and effective business model and winning in the severe market competition has become a problem that the traditional retail enterprises must face and solve. This paper takes Gabby supermarket as a case study, starting from the relevant theories of domestic and foreign business model research, through the analysis of the influence of online shopping on the elements of retail enterprise business model and the current situation of Gabe supermarket business model, using literature review, comparative analysis. Chart, theory combined with practice and other methods, for Gabby supermarket business model innovation for the specific project design. This paper is composed of six parts. The first part is the introduction, which is the premise and theoretical basis of this paper. It mainly analyzes the research background and significance, the main methods and ideas of domestic and foreign research review and research. The second part of the paper mainly analyzes the influence of online shopping on the traditional retail business model. The third part of the paper is the analysis of Gabby supermarket business model, including the current situation of Gabby supermarket business model, existing problems and constraints of business model innovation, laying the groundwork for the design of Gabby supermarket business model innovation scheme. The fourth part is the innovative design of Gabby supermarket business model. The fifth part is the safeguard measure of the innovation of Gabby supermarket business model. The sixth part is the summary, including the research conclusion, the research insufficiency and the summary. This paper not only accords with the current management strategy of Gabby supermarket, but also has strong practicality and guidance to the innovation of Gabby supermarket business model. At the same time, it also has certain reference significance to the innovation of retail business model in our country.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

【参考文献】