实体商业地产电子商务协同经营模式研究

发布时间：2018-01-28 19:17

本文关键词： 实体商业地产电子商务协同经营模式协同论　出处：《武汉理工大学》2015年博士论文　论文类型：学位论文

【摘要】：当前,实体商业地产面临两个挑战:其一,实体商业地产销售情况不良,空置率高;其二,电子商务和网络交易市场越来越对实体商业地产带来冲击。实体商业地产企业主动实施电子商务经营是大势所趋;依托其商业地产优势,实现协同经营以整合资源、扬长避短,便成为一个重要选择。而目前部分实体商业地产企业在电子商务方面的成功实践,O2O、体验式经营等的涌现,以及协同电子商务的发展,为实体商业地产电子商务协同经营提供了参照与支撑。运用系统论、协同论、协同电子商务理论,以及案例比较分析、跟踪研究、深度访谈等研究方法,以及博弈论、系统动力学等数学模型,对实体商业地产电子商务协同经营模式的理论与实践进行了探讨。本文凝练了实体商业地产电子商务经营实践中出现的业务整合模式、电商服务集聚模式、“社区化”电商服务模式、销售平台模式这四种代表模式,对每种模式进行了SWOT分析并进行了比较分析;运用动态博弈模型,分析了四种模式中的各主体间的博弈关系。论证了实体商业地产电子商务协同经营的内涵,提出了实体商业地产电子商务协同经营的四大协同。分析了实体商业地产电子商务协同经营的产业链以及四种具体方式的选择。建立了实体商业地产电子商务协同经营收益分摊的博弈论模型并进行了算例分析;构建了描述实体商业地产电子商务协同经营的运行机制的系统动力学模型。提出了实体商业地产电子商务协同经营的路径;研究了实体商业地产电子商务协同经营模式的发展策略。对实体商业地产电子商务协同经营模式的风险进行了研究,包括实体商业地产电子商务协同经营模式的风险分析、实体商业地产电子商务协同经营模式的风险评价。提出了实体商业地产电子商务协同经营的的风险管理思路,对实体商业地产电子商务协同经营的风险预警问题进行了探讨。同时,以华地工贸为案例进行分析并模拟,对其实体商业地产电子商务协同经营模式创新进行了实证分析。论文的创新点主要有:提出实体商业地产电子商务协同经营模式的四大协同理念,即主体协同、客体协同、载体协同和信息协同;建立了实体商业地产电子商务实践模式的主体博弈模型,以及实体商业地产电子商务协同经营模式的合作博弈模型,并得出了一些有益的结论;构建了实体商业地产电子商务协同经营模式实现的几种典型路径;提出实体商业地产电子商务协同经营模式的风险评价体系、PDECAL循环以及“三预结合”机制。
[Abstract]:At present, the real estate faces two challenges: first, the real estate sales situation is poor, the vacancy rate is high; Secondly, the electronic commerce and the network trade market bring the impact to the entity commercial real estate more and more, the entity commercial real estate enterprise takes the initiative to carry out the electronic commerce management is the trend of the times; Relying on its commercial real estate advantages, to achieve coordinated management in order to integrate resources, exploit the strengths and circumvent weaknesses, it becomes an important choice. At present, some commercial real estate enterprises in the successful practice of electronic commerce is O2O. The emergence of experiential management, as well as the development of collaborative e-commerce, provide reference and support for the collaborative management of real estate e-commerce. And case analysis, tracking research, in-depth interviews and other research methods, as well as game theory, system dynamics and other mathematical models. This paper probes into the theory and practice of the cooperative management mode of the E-commerce of the entity commercial real estate. This paper condenses the business integration mode which appears in the practice of the E-commerce of the entity commercial real estate, and the mode of the agglomeration of the e-commerce service. The four representative modes of "community" e-commerce service mode and sales platform mode are analyzed by SWOT and compared. By using the dynamic game model, this paper analyzes the game relations among the main bodies in the four models, and demonstrates the connotation of the cooperative management of the E-commerce in the entity commercial real estate. This paper puts forward four kinds of collaboration of E-commerce of entity commercial real estate, analyzes the industrial chain and the choice of four kinds of concrete ways of co-operation of E-commerce of entity commercial real estate, and establishes the E-commerce association of entity commercial real estate. The game theory model of sharing the operating income is given and an example is given. This paper constructs a system dynamic model to describe the operation mechanism of E-commerce cooperative operation of entity commercial real estate, and puts forward the path of E-business cooperative operation of entity commercial real estate. This paper studies the development strategy of E-commerce cooperative management model of entity commercial real estate, and studies the risk of E-business cooperative management mode of entity commercial real estate. Including the real commercial real estate e-commerce cooperative management model of risk analysis. The risk evaluation of E-commerce cooperative management mode of entity commercial real estate. The risk management thought of E-commerce cooperative operation of entity commercial real estate is put forward. At the same time, the paper analyzes and simulates the risk early warning of E-commerce cooperation in real commercial real estate, taking Huadi industry and trade as a case study. The paper analyzes the innovation of the collaborative management mode of the E-commerce of the entity commercial real estate. The main innovation points of this paper are as follows: put forward the four synergetic ideas of the E-commerce cooperative management mode of the entity commercial real estate, that is, the main body coordination. Object coordination, carrier coordination and information coordination; This paper sets up the main game model of the practice mode of the E-commerce of the entity commercial real estate, and the cooperative game model of the cooperative mode of the E-commerce of the entity commercial real estate, and draws some beneficial conclusions. This paper constructs several typical ways to realize the cooperative management mode of E-commerce in the entity commercial real estate. This paper puts forward the risk evaluation system of E-commerce cooperative management model of entity commercial real estate, which is called PDECAL cycle and "three preunion" mechanism.
【学位授予单位】：武汉理工大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F724.6;F299.23

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