OO营销模式在传统行业中的应用研究.doc

毕业论文 O2O营销模?式在传统行业?中的应用研究? 教学单位: 管理学院 专业名称: 工商管理 完成时间: 2015年4?月20日 电子科技大学?中山学院教务?处制发 O2O营销模?式在传统行业?中的应用研究? 摘 要 在商业竞争日?益激烈的今天?，传统行业面临?着来自不同方?面的竞争压力?，传统行业需要?与时俱进，借助先进的技?术手段与商业?模式来面对激?烈的市场竞争?。随着O2O模?式的出现，传统行业与电?子商务模式结?合提供了可能?。本文将理论结?合实际来研究?O2O营销模?式在传统行业?中的应用的可?行性。首先定义了O?2O与传统行?业的概念。然后运用消费?者行为学、市场营销等相?关理论分析O?2O营销模式?在传统行业应?用的可行性及?其效益。文章通过定性?研究法和描述?性研究法分析?得出传统行业?实施 O2O 模式存在线上?线下供应链的?结合、利益分配、员工对O2O?模式的接受程?度等阻力，和传统行业缺?乏O2O模式?人才、产品标准化的?等急需解决的?问题，并对他们的形?成原因进行分?析，给出解决办法?，继而探讨O2?O营销模式在?传统行业中的?应用的可行性?。在文章结尾处?作者探讨了本?文局限，对未来的研究?进行了展望。 关键词：O2O模式；电子商务；传统行业；餐饮行业 Study on the Applic?ation of?O2O Market?ing Mode?in Tradit?ional Indust?ries Abstra?ct With the increa?singly? fierce? compet?ition nowada?ys, tradit?ional indust?ries are facing? the pressu?re from differ?ent aspect?s. To confro?nt this situat?ion, tradit?ional indust?ries requir?e advanc?e with the times meanwh?ile with the help of advanc?ed techni?que and struct?ure of busine?ss. Along with the appear?ance of O2O mode, it provid?es the possib?ility of combin?ation on tradit?ional indust?ries and E-commer?ce. Integr?ating theory? with practi?ce,this articl?e studie?s the feasib?ility that applyi?ng O2O mode into tradit?ional indust?ries. Firstl?y it define?s the concep?ts of O2O and an indust?ry. Afterw?ards it analyz?es the feasib?ility and benefi?t that applyi?ng O2O mode into tradit?ional indust?ries, utiliz?ing correl?ation theory? on consum?er behavi?or, market?ing manage?ment etc. Obtain?ing follow?ing opinio?ns based on qualit?ative resear?ch method? and descri?ptive resear?ch method?:integr?ation of on-line and off-line in supply? chain, profit? distri?bution?, obstru?ction from employ?ee accept?ance, lackin?g O2O talent?s in tradit?ional indust?ry, standa?rdizat?ion of produc?ts, which are eager to be solved?. Furthe?rmore we analyz?e the format?ion reason?s and put forwar?d soluti?ons, then discus?s the feasib?ility that applyi?ng O2O mode into tradit?ional indust?ries. Keywor?d:O2O mode;E-commer?ce;T