O2O模式下企业筹资管理活动研究

发布时间：2018-04-13 01:35

本文选题：O2O模式 + 企业筹资活动　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：O2O(Online To Offline,线上到线下)商业模式在我国国内是一种新兴类型的模式。从2013年开始,O2O商业模式(以下简称为O2O模式)盛行,也使得O2O模式下的企业得到飞速发展,从团购兴起,到现在已经逐步渗透到了诸多行业,像医疗、社区服务、出行服务、旅游、外卖、母婴等,在O2O迅速发展的过程中,不管是前期的业务扩张、人才引进,还是后续的服务提升、品牌打造,都离不开资金的支持,进而产生了企业的筹资需求。由于O2O模式下的企业利用了新兴的O2O商业模式,这种类型的企业不同于传统企业,不论是营销模式,还是盈利能力都有较大的不同,其表现出来的最显著特点就是对筹资有着更大的需求。因此本文从O2O模式的特点入手,通过与传统企业的对比,来说明其特点对于O2O模式下企业筹资能力的影响,主要通过O2O模式下企业的商务行为和平台设计这两个方面的特点进行分析,然后对于O2O模式下企业筹资可能存在的问题进行总结,主要包括筹资风险较高、筹资管理意识淡薄以及偿还能力不足这三个方面,并提出了相应的解决措施,包括合理选择筹资方式、合理利用筹集资金以及提高盈利能力这三大举措。最后,本文引入了团购企业B公司进行案例分析,指出B公司在筹资方面存在商务行为激进、资金来源单一和盈利能力不佳这三个方面的问题,并结合实际情况提出相应的对策分析,包括合理利用资金、扩大资金来源以及吸引更多的广告投入。本文根据O2O模式下企业筹资存在的问题,创新性地提出O2O模式下企业在筹资方面的对策,同时结合实际案例进行案例分析,有利于提升企业的筹资管理水平。
[Abstract]:O2O(Online to offline (online to offline) business model is a new type of business model in China.Since 2013, the prevalence of the O2O business model (hereinafter referred to as the O2O model) has also made the enterprises under the O2O model develop rapidly. From the rise of group buying, it has gradually penetrated into many industries, such as medical treatment, community service, travel services, etc.In the process of rapid development of O2O, tourism, takeout, mother-child and so on, whether it is early business expansion, talent introduction, or subsequent service upgrading, brand building, can not do without the support of funds, and then produce the financing needs of enterprises.Because the enterprises under the O2O model make use of the new O2O business model, this type of enterprise is different from the traditional enterprise, whether it is the marketing mode or the profitability.The most striking feature of this is that there is a greater demand for funding.Therefore, this paper starts with the characteristics of the O2O model, and through the comparison with the traditional enterprises, explains the influence of its characteristics on the financing ability of the enterprises under the O2O model.This paper mainly analyzes the characteristics of business behavior and platform design in O2O mode, and then summarizes the possible problems of financing in O2O mode, mainly including the high risk of financing.This paper puts forward the corresponding measures, including the reasonable choice of raising funds, the reasonable utilization of the funds and the improvement of the profitability of the three aspects of the weak consciousness of financing management and the insufficiency of the repayment ability.Finally, this paper introduces the case study of Group purchase Company B, and points out that B Company has three problems in financing, such as radical business behavior, single source of funds and poor profitability.According to the actual situation, the paper puts forward the corresponding countermeasures, including rational use of funds, expansion of the source of funds and attracting more advertising investment.According to the problems existing in the financing of enterprises under O _ 2O mode, this paper puts forward the countermeasures of financing in the mode of O _ 2O innovatively. At the same time, combining with the actual case study, it is helpful to improve the level of financing management of enterprises.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F275

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