新技术背景下传统零售业O2O商业模式研究

发布时间：2018-09-07 14:11

【摘要】：在以(移动)互联网、云计算、大数据等为代表的新一代信息技术背景下,传统零售业所面临的消费需求环境以及竞争环境都发生的巨大的改变。面对消费者碎片化、全渠道的购物行为,以及互联网电商愈加深入的线下布局,020零售成为传统零售企业转型升级的方向以及未来的主流零售模式。由于对020零售模式的认知模糊,缺少成功的案例样板,传统零售企业的020转型大多折戟沉沙或者步履维艰。传统零售企业的020转型急需针对性的系统理论做指导,然而,学术界对020零售的相关研究却存在明显的缺失。本文的主要目的是给传统零售企业020转型的提供系统的指导,以及填补020零售研究的空白。结合现有文献对020概念的认识,认为020零售是一种新型的零售商业模式,传统零售业的020转型实质是零售商业模式的创新。由于商业模式是一个由多种相互联系的要素按照一定的结构组合而成的复杂系统,因此,本文主要借鉴商业模式理论以及系统动力学方法,通过逻辑演绎、案例分析以及系统动力模型仿真等研究方法,结合020零售实践现状,明确了020零售的内涵、运作特征,进而构建了一个具备“蓝图”功能的020零售商业模式概念模型,并对模型的三大结构维度(价值主张、价值创造与传递、价值实现)以及七大基本构成要素(目标顾客、顾客价值、关键流程活动、关键资源能力、合作网络、收入模式、成本结构)及其内部的系统动力关系进行了诠释。020零售商业模式概念模型为传统零售企业的020转型提供了一个可以参照比对的“蓝图”,使得传统零售企业可以结合自身实际状况,对照蓝图中的三个维度、七大构成要素,明确020转型中的创新点。最后,本文根据020零售商业模式系统动力模型的仿真结果,提出了传统零售企业的020转型的相应的策略建议。
[Abstract]:Under the background of the new generation of information technology, such as (mobile) Internet, cloud computing, big data and so on, the consumer demand environment and the competition environment of the traditional retail trade are all changed greatly. In the face of consumer fragmentation, full-channel shopping behavior, and the increasingly in-depth Internet e-commerce off-line layout of the "020 retail" become the direction of transformation and upgrading of traditional retail enterprises and the mainstream retail mode in the future. Because of the vague cognition of 020 retail model and the lack of successful case model, the transformation of 020 in traditional retail enterprises is mostly difficult. The transformation of 020 in traditional retail enterprises needs the guidance of targeted system theory. However, there are obvious deficiencies in the research of 020 retailing in academic circles. The main purpose of this paper is to provide systematic guidance for the transformation of traditional retail enterprise 020 and to fill the gap of 020 retail research. Based on the understanding of the concept of "020" in the existing literature, it is considered that the "020" retail is a new type of retail business model, and the essence of the "020" transformation of traditional retailing is the innovation of the retail business model. Because business model is a complex system composed of several interrelated elements according to certain structure, this paper mainly draws lessons from business model theory and system dynamics method, and deduces by logic. Based on the case analysis and simulation of system dynamic model, combined with the present situation of 020 retailing practice, this paper defines the connotation and operation characteristics of 020 retail, and then constructs a conceptual model of 020 retail business model with the function of "blueprint". And three structural dimensions of the model (value proposition, value creation and transmission, value realization) and seven basic elements (target customer, customer value, key process activities, critical resource capability, cooperative network, revenue model) are analyzed. Cost structure) and its internal system dynamics model provide a "blueprint" for the transformation of traditional retail enterprises to the 020 retail business model, which can be compared with each other. So that the traditional retail enterprises can combine their own actual situation, compare the three dimensions in the blueprint, seven major elements, and clarify the innovation points in the transformation of 020. Finally, according to the simulation results of the dynamic model of 020 retail business model system, this paper puts forward the corresponding strategy suggestions for the transformation of the traditional retail business enterprise 020.
【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】：F724.2;F724.6

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