A企业移动商务应用策略研究

发布时间：2018-04-09 21:43

本文选题：移动商务　切入点：O2O商务模式　出处：《大连理工大学》2014年硕士论文

【摘要】：随着移动通信技术的发展,移动终端的功能日益增强,人们应用移动终端进行商务活动的需求日益凸显。移动商务作为新型商务模式,在企业运营和发展中的作用日渐突出,通过移动商务模式,企业可以拓展业务渠道、提升营销效果、优化企业流程,进而提升企业形象,增强企业竞争力。论文以A企业的实际情况为案例,首先对企业的内部资源和核心能力进行了分析,并从内部管理、供应、营销、支付4个方面指出了A企业对于移动商务应用需求,然后以PEST分析方法为依据,从政治、经济、社会、技术4个方面对企业的外部环境进行研究,并充分结合了企业竞争者的情况,论证了A企业应用移动商务在外部环境方面的可能性,最后应用SWOT模型对企业应用移动商务的优势、劣势、机会和威胁进行了分析,从企业内部资源的角度证明了A企业应用移动商务的可行性。论文根据对A企业的分析,明确了企业以020模式为主的移动商务应用定位和方向,并从总体上构建了A企业移动商务应用结构模型,进而从企业内部、企业供应和企业客户三个方向,深入分析了企业移动商务的应用范围和应用模式,包括移动企业管理、移动供应管理、移动营销、移动客户体验、移动支付和协同销售6个应用模块,详细阐述了企业应用移动商务的方式和相关部门。论文进一步阐述了A企业在实施移动商务应用项目的实施方式和保障措施。企业可以通过开发移动APP、整合企业内外部资源的方式实施移动商务,并从政策、人员、文化和资金4个方面阐述了A企业实施移动商务应用项目的各项保障措施。论文的研究结果不仅适用于A企业发展移动商务,并且能够在商业地产领域进行广泛的推广,为商业地产行业发展移动商务提供一定的指导。
[Abstract]:With the development of mobile communication technology, the function of mobile terminal is becoming more and more important.As a new business model, mobile commerce plays an increasingly important role in the operation and development of enterprises. Through the mobile business model, enterprises can expand business channels, improve marketing results, optimize business processes, and then enhance the image of enterprises.Enhance the competitiveness of enterprises.Taking the actual situation of enterprise A as an example, this paper first analyzes the internal resources and core competence of the enterprise, and points out the demand for mobile commerce application in enterprise A from four aspects: internal management, supply, marketing and payment.Then based on the PEST analysis method, the paper studies the external environment of the enterprise from four aspects of politics, economy, society and technology, and fully combines the situation of the enterprise competitors.In this paper, the possibility of applying mobile commerce in the external environment of A enterprise is demonstrated. Finally, the advantages, disadvantages, opportunities and threats of mobile commerce are analyzed by using SWOT model.The feasibility of applying mobile commerce to A enterprise is proved from the angle of enterprise internal resources.Based on the analysis of enterprise A, this paper clarifies the orientation and direction of mobile commerce application based on 020 model, and constructs the structure model of mobile commerce application in enterprise A, and then constructs the structure model of mobile commerce application from the inside of enterprise.In this paper, the application scope and mode of mobile commerce are analyzed, including mobile business management, mobile supply management, mobile marketing, mobile customer experience.Mobile payment and collaborative sales six application modules, the enterprise application of mobile commerce and related departments.The paper further expounds the implementation mode and safeguard measures of A enterprise in the implementation of mobile commerce application project.Enterprises can implement mobile commerce by developing mobile app and integrating internal and external resources of enterprises. In addition, this paper expounds the various safeguard measures for enterprise A to implement mobile commerce application projects from four aspects: policy, personnel, culture and capital.The research results are not only applicable to the development of mobile commerce in enterprise A, but also can be widely promoted in the field of commercial real estate, and provide some guidance for the development of mobile commerce in commercial real estate industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F270.7

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