S公司生鲜O2O平台商业模式及其发展对策研究

发布时间：2018-08-25 12:04

【摘要】：在农业+互联网的大背景下,农产品电商市场前景广阔。随着移动互联网普及深化应用,近年来生鲜O2O如火如荼,可谓电商的最后一块“处女地”。其中,有机生鲜垂直电商平台也引起投资者和业内关注,并在北京、上海等一线城市的中产阶层兴起风潮。本文以本地最早进入有机生鲜的S公司生鲜为案例背景,主要通过商业模式、平台模式、O2O模式作为研究的基础理论,解读其O2O平台商业模式演化及其发展对策,以此揭示出有机生鲜O2O平台模式探索。文中,首先概要介绍国内有机农业兴起背景,并剖析出国内有机产业结构和水平与国外存在较大差异的现状主要是在于国内上游供应的特殊性,为中下游的标准化、规模化带来诸多隐患和不确定性风险。因而,国内有机农产品提供商或运营商往往选择产供销一体化的商业模式。从发展趋势来看,有机生鲜提供商或运营商应抓住有机产业集群和新三农政策红利的机遇,根据自身战略定位和优劣势,通过O2O商业模式创新,以借力方式尽量避免过重资产,发起先发优势,迎来有机农产品市场的爆发时机。其次,概要介绍S公司生鲜平台定位和平台蓝图——端到端一体化的生态价值链的平台战略,以及如何通过建立信任、会员机制、连锁社区店吸引和留住用户,如何开发与上架、品类管理运营产品,如何搭建农业大平台和资源管理系统整合价值链的源头这三个层面,以点带线、以线带面逐步剖析S公司生鲜的O2O平台商业模式实践历程,侧面反映出企业面对变化中的市场环境,企业的商业模式如何随之不断演化和发展。随后,通过有机生鲜与大众生鲜做了简单比对性思考,解读出真正考验着有机生鲜电商的平台生态圈是否可持续和良性循环发展,关键甚至迫切的是通过借力或资源整合突破“绿色天花板”,即拓展更多的消费群体而不只是局限小众高端消费需求。并通过平台架构“一纵一横”和商业模式“双边效应”两个维度,对S公司生鲜O2O平台模式发展提出一系列对策和解决途径。最后,总结本文提到的主要观点及趋势展望。
[Abstract]:In the context of the agricultural Internet, the agricultural products e-commerce market prospects are broad. With the popularity and deepening of mobile Internet application, fresh O 2O in recent years is in full swing, is the last e-commerce "virgin land." Among them, organic fresh vertical ecommerce platform also attracted investors and industry attention, and in Beijing, Shanghai and other cities in the middle class rising trend. In this paper, based on the case of the earliest organic fresh S company, the evolution of the business model of the O2O platform and its development countermeasures are interpreted through the business model, the platform model and the O2O model as the basic theory of the research. This reveals the exploration of organic fresh O _ 2O platform. In this paper, the background of the rise of domestic organic agriculture is briefly introduced, and the great difference between the structure and level of domestic organic industry and that of foreign countries is analyzed. The main reason lies in the particularity of domestic upstream supply, which is the standardization of the middle and lower reaches. Scale brings many hidden dangers and uncertain risks. As a result, domestic organic agricultural product providers or operators often choose the integrated production, supply and marketing business model. From the perspective of development trend, organic fresh suppliers or operators should seize the opportunity of organic industrial clusters and the dividend of the new "three rural" policies, according to their own strategic positioning and advantages and disadvantages, through the innovation of O2O business model, and try to avoid excessive assets in the way of borrowing power. Launch first-hand advantage, ushered in the outbreak of organic agricultural markets. Secondly, it outlines the platform strategy of S company's fresh platform positioning and platform blueprint-end-to-end integration of ecological value chain, and how to attract and retain users through trust building, membership mechanism, chain community stores, How to develop and put on shelves, manage and operate products, how to build agricultural platform and resource management system integration of the source of the value chain these three levels, The practice course of the fresh O2O platform business model of S Company is analyzed step by step with the line belt surface, which reflects how the enterprise's business model evolves and develops continuously in the face of the changing market environment. Then, through the simple comparative thinking between organic fresh and popular fresh, we can find out whether the ecological platform of organic fresh and fresh food is sustainable and benign cycle development. The key is even more urgent to break through the "green ceiling" by borrowing or integrating resources, that is, by expanding the consumer base rather than limiting the high-end consumer demand of a small crowd. Through the two dimensions of "one vertical and one horizontal" and "bilateral effect", the paper puts forward a series of countermeasures and solutions to the development of S company's fresh O2O platform model. Finally, this paper summarizes the main points of view and trend outlook.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F323.7

【相似文献】