利群集团网上商城同城B2C运营模式优化研究

发布时间：2018-01-21 11:43

本文关键词： 同城电子商务精益管理企业战略优化利群网上商城　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：电子商务作为互联网时代的产物,已经成为发展迅速、势头迅猛的主流商务模式。电子商务从销售范围来看,可以分为传统网络购物和同城网络购物。目前,远距离的网购克服了地域限制,有利于资源优化,因此多数的电商网站以及相关的研究多集中于传统的远程网络购物方面。但随着当今各地生产状况的发展,区域之间的货物的质量与价格上差距越来越小。但同时,人们对电子商务可信度,实时性及便捷性的需求却越来越高。而这恰好是同城电子商务的优势所在,因此未来同城电子商务将成为下一个商业的热点。利群集团是一家跨地区、多业态、综合性的股份制商业企业集团,他在电子商务及企业信息化方面他已经建立了较为完备的体系。在网络购物方面,他拥有“利群集团网上商城”电子商务网站,并由旗下利群商务有限公司管理。目前,该公司员工近200人,在线经营十万余种商品,涵盖了食品百货、母婴玩具、家电数码等10多个大类上千个品牌。为满足顾客自提的需要,利群商城在山东省凡是有利群商场、酒店、批发、连锁药店、连锁便利店的地方都设立了自提点,共计107个自提点。本文针对“利群集团网上商城”展开研究,深入分析企业运行模式,并通过引用精益制的思想,对目前的同城电商模式进行探索性的改进,已达到最大化发挥同城电子商务可靠、方便及实时的特点。同城电子商务的特点在于：用户群分布集中,地域特性明显,营销与物流可控性强,以网络的形式完成购物行为。所以针对这一特点的电子商务模式必须要能够很好的发挥这些特质。目前的“利群集团网上商城”电子商务网站,是一个较为成熟的运营平台,但是本质上还是在普通的电子商务基础上加了一个提货点的功能。并没有设计出一个很好的针对局域可控性强的特点的商务形式以及与之配套的管理体制。精益制的思想是,企业在运营过程中,要以实现准时制管理、消除不必要的浪费、以客户需求为中心、拉动式集成供应链等为目标,从而建立科学的企业运营体系。本文在这种思想的指导下,针对“利群集团网上商城”出现的不足提出了一整套优化方案。这一套优化方案主要包括精益物流模式,区域式运营体系,企业动态优化体系建设,GIS电子商务战略这四个方面进行。在物流方面,由于同城购物的可控性,为了达到最优物流的目的,在原来利群公司物流的基础上,改进设计了精益物流模式。目的在于,实现可靠的高效的指定时间指定地点的准时收货。在运营体系方面,为了发挥同城购物的区域性特点,改革现有企业管理组织结构,提倡以同城内的不同区域为管理单位,统一管理供应链、客服及宣传,并设计与之配套的绩效系统。在管理部门结构方面,改革现有部门,增设再精益部门,并由其负责企业的节能提效与人员培训等工作,强调建立动态的、系统化、常态化的企业自优化体系,重视科学化管理与数字模型的应用。在电子商务方面,强调突出区域购物的地理性特点,大量应用地理信息系统(GIS)等技术,改变目前区域网购的形式。
[Abstract]:Electronic commerce as a product of the Internet era, has become the rapid development of the mainstream business model. The momentum of rapid electronic commerce from the sales point of view, can be divided into the traditional online shopping and network shopping. At present, remote online shopping to overcome geographical restrictions, is conducive to the optimization of resources, so the study on remote online shopping business sites and most the focus on the traditional. But with the development of the situation around the production, quality and price of goods on the gap between regions is more and more small. But at the same time, people on the e-commerce credibility, real-time and convenient demand is more and more high. And this is just the city where the advantage of electronic commerce therefore, the future of e-commerce in the same city will become a commercial hotspot. Liqun group is a cross regional, multi format, comprehensive joint-stock commercial enterprise group, he in the electronic Business and enterprise informatization he has established a relatively complete system. In terms of online shopping, he has "Liqun group online mall e-commerce site, and managed by its Liqun business limited. At present, the company employs nearly 200 people, online business covers more than one hundred thousand kinds of commodities, food stores, baby toys digital home appliances, and other more than 10 categories of thousands of brands. In order to meet customer needs from mentioning, in Shandong province there are Liqun shopping mall Liqun shopping mall, hotel, wholesale, chain pharmacies, convenience store chain places have set up a self advice, a total of 107 points. According to the" Liqun group online mall "the research, in-depth analysis of enterprise operation mode, and by referencing the lean business ideas, to explore the improvement of the current city business model, has reached the maximum play city e-commerce reliable, convenient and real-time The characteristics of electronic commerce. The city is characterized in that: the user group concentrated distribution, obvious geographical characteristics, marketing and logistics control, to complete the shopping behavior in the form of network. So the electronic commerce mode according to the characteristics of these qualities must be able to play very well. The current "Liqun group online mall e-commerce website that is a relatively mature operating platform, but is still in the electronic commerce based on the common with a delivery point. And design a good for local strong controllability of the business type and related management system. The lean thinking is. Enterprises in the process of operation, to achieve JIT management, eliminate unnecessary waste, to customer demand as the center, pull the integrated supply chain as the goal, to establish a scientific operation system of the enterprise. This paper in this Kind of thought under the guidance of the "Liqun group online mall has put forward a set of optimization scheme. This set of optimization scheme including lean logistics mode, regional enterprise operating system, dynamic optimization system, GIS e-commerce strategy these four aspects. In terms of logistics, because of the controllability of the city shopping in order to achieve optimal, the purpose of logistics, based on the original Abba company logistics, lean logistics mode design improvement. The purpose is to achieve the specified time, reliable and efficient delivery on time designated locations. In the operating system, in order to play the regional characteristics of city shopping, to reform the existing enterprise management organization structure. Advocate in different area of the city within the units for the management of the unified management of supply chain, customer service and publicity, and design system matched with the performance. In the management structure, the reform of the There are additional departments, then lean department, which is responsible for the enterprise energy efficiency and personnel training work, emphasizes the establishment of systematic, dynamic, self optimization system of normalization of the enterprise, pay attention to the application of scientific management and digital model. In e-commerce, geographical characteristics to highlight regional shopping, a large number of the application of geographic information system (GIS) technology, to change the current region in the form of online shopping.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F259.2

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