苏宁易购O2O运行模式的研究

苏宁易购O2O运行模式的研究

总计

毕业设计（论文）33页

苏宁易购O2O运行模式的研究

摘 要

随着移动互联网时代的来临，参照网上购物、比价竞争已成为中国零售业发展的大趋势，苏宁易购提出了线上线下联动、融合的O2O模式。O2O运行模式的兴起近年来我国零售行业出现了大洗牌的现象，不少新兴的零售商因没有做好线下的互相融合导致O2O模式运行的过程中出现了巨大问题。

O2O运行模式又称离线商务模式，O2O通过打折、服务预订、提供商品展示等方式，把线下的消息推送给互联网用户，比如：餐饮、健身、美容、看电影等这些需要到店消费的服务和商品都是采用O2O运行模式。O2O模式对用户而言可以获取更丰富、更全面的商品或服务信息；更加快捷的向商家在线咨询并进行预订；能够获得较线下更便宜的价格。对商家而言能够获得更多的宣传并吸引更过新客户到店进行消费体验；推广效果可查询，每笔订单可跟踪；通过在线预订合理安排经营从而节省了成本；大大减少了租金及店面维修的成本。

苏宁易购之所以将O2O做的如此成功，就是因为苏宁易购有苏宁这个强大的品牌支持，还有线下实体店的联动。本文介绍了O2O运行模式在国内外的发展，阐述苏宁易购提出这种模式的背景；O2O运行模式包括四种模式，对这种模式的不同列举例子说明各种模式的特点及优势，并分析苏宁易购O2O运行模式的特点，并采用SWOT分析法分析苏宁O2O运行模式，针对分析出的优劣势，提出合理的建议并描述具体操作流程。最后结合全文总结苏宁易购O2O模式的具体意义，并对其做出合理的外来展望。

关键词：O2O；苏宁易购；线上；线下

I

苏宁易购O2O运行模式的研究

Abstract

With the advent of mobile Internet with reference to online shopping, price competition has become the general trend of the development of China's retailing, suning Tesco puts the O2O mode of online interaction, fusion. O2O run mode in recent years with the rise of China's retail industry reshuffling, many new retailers have no offline mode of fused lead O2O enormous problems have arisen in the course of the run.

O2O mode also known as offline business model, O2O discount, reservation service, the provision of goods such as mode, offline push messages to Internet users, such as: food, fitness, beauty, movies such as the need to store consumer services and products are run by O2O mode. O2O mode users can get richer, more comprehensive product or service information; more efficient online services to merchants and make a reservation; to get a cheaper price online. For merchants to get more publicity and attract even more new customers to shop for consumer experience promote queryable, each order can be tracked through online booking arrangement operating cost savings; significantly reduces the cost of rent and shop maintenance.

Suningyigou O2O do so successfully, Tesco just because SUNY suning this strong brand support, or under wired store link. Paper introduced has O2O run mode in both at home and abroad of development, described suning easy purchased proposed this mode of background; O2O run mode including four species mode, on this mode of different listed example description various mode of features and the advantage, and analysis suning easy purchased O2O run mode of features, and used SWOT analysis method analysis suning O2O run mode, for analysis out of pros and cons potential, proposed reasonable of recommends and description specific operation

II

苏宁易购O2O运行模式的研究

process. Tesco finally summarizes the suning O2O mode of meaning, and make a reasonable external prospects.

Key words: O2O；suningyigou；online；offline

III

苏宁易购O2O运行模式的研究

目 录

摘 要 ...................................................... I Abstract????????????????????????? II 第一章 绪论 .........................................1

1.1 国内外O2O运行模式的发展历程 .................................................. 1

1.2 苏宁易购O2O运行模式提出的背景 .............................................. 2 第二章 苏宁易购O2O模式的分析.......................4 2.1 苏宁易购O2O模式的概述 ................................ 4 2.2 采用SWOT分析法探讨苏宁易购O2O模式

2.1.1 先线上后线下模式（腾讯） .................................................. 8 2.1.2 先线下后线上模式（苏宁） .................................................. 9 2.1.3 先线上后线下再线上模式（京东） ...................................... 9 2.1.4 先线下后线上再线下模式（必胜客） ................................ 10 2.3 O2O四种运行模式的对比分析 ...................... 错误！未定义书签。

2.2.2 苏宁易购O2O运行模式的特点 ......................... 错误！未定义书签。

第三章 苏宁易购O2O运行模式存在的问题

3.1 线上系统与线下系统对接不协调 ......................................................... 12 3.2 自建支付渠道的支付能力及安全性能低 ...................................... 13 3.3 品牌扩张与供应链管理能力提升不协调 ...................................... 14 3.4 不发达地区物流配送服务质量差 .................................................. 14 3.5 流量不稳，引流压力大 .................................................................. 15

第四章 苏宁易购O2O运营模式的改善建议 ............. 16

4.1 着力突破线上、线下对接难题 ...................................................... 16

4.1.1 发挥门店体验优势，稳定线上、线下流量 ........................ 16 4.1.2 加快信息同步建设，保证线上、线下同价 ........................ 16 4.1.3 重视线上、线下互补性 ........................................................ 17 4.2 强化易付宝的安全性能及支付能力 .............................................. 18 4.3 完善上下游供应链，降低O2O运行成本 .................................... 18 4.4 做好“最后一公里”，提升配送物流水平 .................................... 19 4.5 开展增值业务，提高O2O运行附加值 ........................................ 19

第五章 结论 ....................................... 22 致谢

IV

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