基于LBS的光谷世界城O2O商业模式与实施研究

发布时间：2018-12-17 15:32

【摘要】：近年来,在电子商务的冲击下,传统百货疲态尽显,体验业态逐步成为城市商圈未来发展方向。本地商圈如何利用互联网进行O2O商业模式的创新设计和实施成为亟待研究的问题。本文以武汉光谷世界城为切入点,深入研究基于LBS的O2O商业模式在其转型中的设计和运用,从而达到帮助企业整合线上线下资源,打造智慧商圈,获得发展的目的。本文在相关文献的基础上,理论与实际相结合,综合运用文献归纳法、比较法、案例法、图表数据分析以及实体调查访谈、问卷调查等研究方法,力图使论述的问题明晰、透彻。在梳理目前国内外对城市商圈O2O和移动电子商务的相关研究成果和局限性的基础上,从电子商务的角度切入,界定了移动电子商务、LBS、O2O等概念,并以武汉光谷世界城为具体研究对象,分析其运营和服务的现状、问题,并分析了导致这些问题产生的原因。提出基于LBS的光谷世界城商业服务需求,深入分析了LBS和O2O商业模式的深层关系,详述了LBS-O2O模式下光谷世界城商业模式要素,描绘了光谷世界城的O2O生态圈,并提出具体的操作和实施策略,构建了光谷世界城O2O平台。在实地考察和访谈的基础上,分析了基于LBS的O2O商业模式在光谷世界城实施的瓶颈和困难,实测并分析光谷世界城目前已上线的APP、微信服务号等,根据实测情况和调查问卷反馈情况,就光谷世界城O2O项目提出实施策略及方案,对其发展提出可行性建议。
[Abstract]:In recent years, under the impact of electronic commerce, the fatigue of traditional department stores has become a trend in the future. How to make use of the Internet to design and implement the O _ 2O business model in local business circles is an urgent problem to be studied. This paper takes Wuhan Optical Valley World City as the breakthrough point, deeply studies the design and application of O2O business model based on LBS in its transformation, so as to help enterprises to integrate online and offline resources, to create a business circle of wisdom, and to achieve the purpose of development. On the basis of relevant literature, this paper combines theory with practice, and makes use of the methods of literature induction, comparative method, case law, chart data analysis, entity investigation and interview, questionnaire survey and so on, in order to clarify the problems discussed. thoroughly On the basis of combing the relevant research achievements and limitations of O2O and mobile e-commerce in urban commercial circles at home and abroad, the concepts of mobile electronic commerce and LBS,O2O are defined from the perspective of electronic commerce. Taking Wuhan Optical Valley World City as the specific research object, this paper analyzes the present situation and problems of its operation and service, and analyzes the reasons leading to these problems. This paper puts forward the business service demand of optical valley world city based on LBS, deeply analyzes the deep relationship between LBS and O2O business model, details the elements of optical valley world city business model under LBS-O2O mode, and describes the O2O ecosphere of optical valley world city. And put forward the specific operation and implementation strategy, build the optical valley world city O 2 O platform. On the basis of field investigation and interview, this paper analyzes the bottlenecks and difficulties of the implementation of the O2O business model based on LBS in the Optical Valley World City, and analyzes the APP, WeChat service number which is now available in the Optical Valley World City, and so on. According to the actual situation and the feedback of the questionnaire, this paper puts forward the implementation strategy and scheme for the O2O project of the World City of Optical Valley, and puts forward some feasible suggestions for its development.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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