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英国论文proposal:从渠道协调的角度研究O2O营销策略的组合

时间:2018-05-23 08:47来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
本章首先介绍了通过对相关行业和企业在中国的发展现状,提出了本文的研究背景,然后分析了行业企业指出了本研究的研究意义和动机存在的问题RCH最后,根据研究背景和研究动机,确定了本文的研究目的和研究目标。
随着电子商务的进一步发展,O2O已经成为现代零售企业热衷于采用的一种商业模式。然而,这种模式也带来了管理和营销中的许多新问题,如渠道冲突。本文以苏宁为例,探讨零售企业如何解决渠道冲突问题。在上世纪90年代以来,电子商务作为网络发展的产品开始出现在中国迅速渗透到人们的日常经济活动效率高,促进了中国的经济格局的变革与发展。
 
1.0 Introduction 简介
 
This chapter first introduces the research background of this article by describing the development status of the related industries and enterprises in China, then it analyzes the existing problems of the industries and enterprises to point out the research significance and motivation of this research. Finally, the author has determined the research aim and objectives of this article according to the research background and motivation.
 
1.1 Background 
With the further development of e-commerce, O2O has become a kind of business model that modern retail enterprises are keen to adopt. However, this model also brings many new problems in management and marketing, such as Channel conflict. This study takes Suning as an example to discuss how retail enterprises solve the problem of channel conflict. In the 1990s, the e-commerce as the product of network development began to appear in China and rapidly infiltrated into people's daily economic activities with high efficiency, which promoted the transformation and development of China's economic landscape (Choi, Chen and Chung, 2017). According to the report, China's e-commerce market volume was 12.3 trillion yuan in 2014, and it is expected to reach 24.2 trillion yuan in 2018, of which the online retail online to offline (O2O) business grew 42.8% in 2016, which is a new force that cannot be ignored in e-commerce (Huang et al., 2017). In the future, China's commerce ministry forecasts, China's most retailers will adopt O2O business model, the rising popularity of the Internet and e-commerce make traditional retailers set up e-commerce channels and transform to multi-channel retailers (He et al., 2016). For example, Walmart has invested in YHD in China to develop its online channel, Yintai department store open Yintai mall online and Carrefour also has its online supermarket; Wanda group cooperated with  Baidu, Tencent to develop its e-commerce by using its own powerful offline commercial real estate and retail store resources, integration of information to form the shopping closed loop of offline experience and shopping online (Huang, Pan and Liu, 2017). On the other hand, large Internet companies continue to implement offline strategy, optimizing the allocation of resources through investment and acquisition to promote online and offline integration (Long and Shi, 2017). Online e-commerce companies such as Alibaba has launched an offline strategy to invest in Yintai business, promoting the development of O2O business through the use of Yintai mall stores, business products and membership data (Riquelme, Román and Iacobucci, 2016). E-commerce enterprises such as Jumei, JD and Vipshop have also opened offline retail experience stores to promote the complementary development of business online and offline (Huang, Pan and Liu, 2017).(责任编辑:cinq)


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