传统零售业商业模式转型研究—基于O2O视角毕业论文

 2021-10-13 08:10

摘 要

近年来,互联网经济的迅速发展,为网络零售业的发展提供了平台的同时,严重冲击了中国的传统零售业。据相关资料显示,近几年来的零售业经济效益呈逐渐下滑的趋势,发展不容乐观。电商的快速发展,带来的是消费者消费观念和产品交易方式的转变。在这样的冲击下,零售业要实现生存与发展,借助互联网平台是必经之路,也是必然趋势。另外,B2C、C2C模式向O2O的转变,让产品的交易方式不再局限于线下,而是借助线上的宣传、沟通交流,来促进线下交易的完成,这样的模式在一定程度上可以促进线下零售业的发展,也是零售业改变现状、适应新经济发展形势的有效途径。

基于以上分析,零售业实现向O2O模式转型,但这还只是停留在理论层面,具体的操作方式及产生的影响、发展趋势等并没有具体的分析,使得零售业处于被动的局面。为了给零售公司指明方向,适应经济发展的需求,本文应用SWOT分析法对零售业转型的优势和劣势进行了阐述,并且得出的结论是零售业向O2O转型是发展的必然,优势大于劣势,而且发展前景广阔。O2O模式作为一个新兴的发展模式,只是互联网经济时代的产物,它的发展还处于初级阶段。同时,零售业的转型还不成熟,需要克服和解决种种问题。本文从转型中存在的各种问题进行分析,阐述了存在问题的类型及原因,探索出解决问题的方案,希望搭建一个政府、企业、互联网三方合作的平台,为零售业的成功转型提供建议。 

关键词:传统零售业;商业模式转型;O2O模式;SWOT分析

Abstract

In recent years, the rapid development of the Internet has provided a platform for the development of the online retail industry, which has seriously impacted the traditional retail industry in China. According to the relevant information, in recent years, the economic benefits of the retail industry has gradually declined, the development is not optimistic. The rapid development of the electricity business, it is the consumer attitudes and product trading patterns of change. Under such a shock, the retail industry to achieve survival and development, with the help of the Internet platform is the only way, but also an inevitable trend. Also B2C and C2C to o2o, let products trading is no longer confined to the line, but with online publicity, communication, to promote the completion of line transactions, such a model in a certain extent can promote development of retail industry in the line, but also the retail industry change the status quo, effective way to adapt to the new situation of economic development.

Based on the above analysis, the retail trade to o2o mode transformation, but it is still at the theoretical level, the specific mode of operation and the impact of, and the trend of development and not some concrete analysis, the retail industry in the passive situation. To retail company to indicate the direction, to adapt to the economic development demand, this article applies the SWOT analysis method for retail industry transformation and the advantages and disadvantages are described, and obtains the conclusion is retail to o2o transformation is the inevitable development, the advantages outweigh the disadvantages and development prospect is broad. O2O model as a new development model, but the product of the era of the Internet economy, its development is still in the primary stage. At the same time, the transformation of the retail industry is not mature, need to overcome and solve all kinds of problems.. Various problems in this paper, the existing transformation analysis, elaborated the types and reasons of the problem of existence, to explore a scheme to solve the problem, hopes to build a government, Internet companies, third party cooperation platform, provide suggestions for the transformation of the success of the retail industry.

Key words: Traditional retail; Business model transformation; O2O model; SWOT analysis

目 录

摘 要 Ⅰ

Abstract

第1章 绪论 1

1.1研究的目的与意义 1

1.2国内外相关研究综述 2

1.3研究的内容和方法 3

第2章 我国传统零售业的发展现状与问题 4

2.1我国传统零售业商业模式的现状 4

2.2我国传统零售业商业模式的问题 6

2.3我国传统零售业商业模式转型SWOT分析 7

第3章 我国传统零售业商业模式转型分析 11

3.1转型模式分析 11

3.2我国传统零售业最佳转型模式选择 12

3.3我国传统零售业开展O2O的问题 13

第4章 我国传统零售业向O2O模式转型的建议 14

4.1 对政府的建议 14

4.2 对传统零售企业的建议 15

4.3 对O2O平台的建议 16

结论 18

参考文献 19

致 谢 20

第1章 绪论

1.1研究的目的与意义

1.1.1研究目的

零售业和群众平常生活休戚与共。由于中国经济的发展持续优良和群众人均收益的持续增加,加上中国也有全球最庞大的消费群体,中国零售业具备宽阔的上升空间。另外,有关政策的支出、激励节假日促销等活动对促进消费和零售业的成长都有着重要的帮助。不过中国传统零售业这几年的进展却差强人意。由于内外部环境影响,中国零售市场呈下降趋势,国内消费品零售总值增幅下降到八年来最低标准,传统零售公司都开始寻求转型途径来挽救公司。此文的研究方向大致集中在下列几个部分:

(1)协助公司更明白地认识传统零售业的发展状况与所面临的来自互联网零售的挑战,进而让公司明白转型的必要性;

(2)应用科学的剖析方式为传统零售业向O2O模式转型提供根据;

(3)应用SWOT分析法协助公司认清现在中国传统零售业转型所面临的内部优点、劣势与来自外部的机缘和威胁;

(4)经过剖析早就应用O2O模式转型的传统零售公司在应用中存留的不足,发掘到问题存留的根本,并依据存留的不足对中国传统零售业向O2O模式转型提出战略建议。

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