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O2O毕业论文文献综述

2016-10-17 14:29:40 来源网站: 百味书屋

篇一:O2O毕业论文文献综述

青岛滨海学院

毕业设计(论文)文献综述

学 院:

专 业:姓 名:学 号:指导教师:

2015 年 1 月 23 日

基于消费者行为特征的O2O网络营销模式研究

——以美团网为例

文献综述

1 引言

网络团购的研究基本上都是产生在21世纪,网络团购得以广泛实际应用后,国内和国际学者开始对网络团购进行了大量研究。但网络团购尚且属于新兴产业,仅有不到五年的发展历史,因此国内外在相关方面的研究还比较缺乏,也不是非常成熟和完善。国内外学者对消费者消费行为的研究大约有十年左右的时间,其研究方向和内容也较为零散。

2国外研究现状及其分析

2.1国外研究现状

对于O2O网络营销模式的研究,国外学者和相关的国际组织在O2O的支付方式、发展及现状存在的问题、设计的金融机构等相关问题上做了大量的研究工作,而专门针对O2O企业的网络营销的文章比较少。目前西方消费者行为研究路线:实证主义路线和阐释主义路线,对消费者消费行为的研究适合采用实证主义研究方法。而且国内外的研究情况主要着手理论研究,实践数据比较欠缺。

2.2国外研究现状分析

2.2.1 O2O网络营销模式研究

2012年Dan J.Kim.An认为电子商务模式借助传统因特网和移动互联网庞大用户群体优势,能够带来商业模式变革和产业链利益的重新分配,但是O2O电子商务也面临着虚假宣传、销售伪劣商品、承诺服务不到位以及交易资金的安全等问题。因此,网络信任的缺失成为制约消费者拒绝网上交易的关键因素。Hitoshi Yamamoto, Kazunari Ishida and ToshizumiOhta(2004)觉得在电子商务中引入信任机制可以有效提高交易的质量,这是O2O交易模式努力发展的目标。McKnight D.H 也认为商家与顾客之间的信任在创建到继续或消失的过程中是不

断进行调整,这是O2O发展必经的过程。Jones,G.R.,George,J.M(2009)同样也支持说信任管理可以确保在缺乏网上交易规则保障的情况下达到预期的约束结果,一个完整的电子商务O2O活动,至少会涉及到厂家、商家、客户、金融机构四方的权利和业务。Matthias Maisch, Bernd Bertsche(2005)认为O2O作为一种非常态下的电子商务形式,一定会趋向于商品服务多样化,最终走上生活服务类折扣商城的形式。

2.2.2 消费者行为研究

Russell,M.G.认为从年龄角度讲一般认为年轻人有更多的时间上网并拥有更多的网络知识,从性别角度讲,男性比女性更经常在网上购物,但Frankel K.A.以及Lowe G.S.,KrahnH.在其研究中则发现女性比男性更渴望使用互联网。Sandra M.Forsythe,BoSh则在其研究中指出传统上网络使用者大多是一些受过良好教育富有的人,但现在网络使用者的构成已发生了变化拥有大学文凭的网络使用者已从43%降至29%其构成中中产阶级占多数且其中40%为女性。另外,他们的研究还指出了有过网络购物经历的消费者更易从浏览者转化为购物者。

3国内研究现状及其分析

3.1国内研究现状

在国内前人已经在很多方面对于O2O网络营销模式进行了研究,这些研究得以让我们对O2O模式的概念和发展历程、基本特征、宏观的发展趋势等有更深入的了解。而网络消费者行为的研究大多集中在网络消费者行为特征、影响因素、消费者心理等。

3.2国内研究现状分析

3.2.1 O2O网络营销模式研究

曾荷(2005.8)在《电子商务领域个性化信息服务商业模式分析》中说随着大批团购网站的死亡,如何将更多的消费从线下转移到线上成为新的电子商务领域急需解决的问题,O2O 电子商务模式应运而生。

刘佳(2010)在《传统企业线上生存》曾说 O2O 本身是非常强调线下体验的经营模式,现有的团购网站并没有把握住这一精髓,仅仅依靠低价吸引用户。

而 O2O 本身是可以做出很多“花样儿”的,在线下实体店的客户咨询、免费体验等环节都有文章可做,关键看 O2O 经营者和商家是否有足够的创新意识去进行探索。

张波(2011)在《网店与实体店将长期并存》中说O2O 是一种模式,它超越了行业的概念,几乎涉及到各行各业,它带动了整体商业生态的创新和转型。O2O 模式是未来经济发展的一个新趋势,未来的 O2O 将是一种多层次、多维度的复合生态体系,不断向多元化和纵深化发展,将引领市场步入新的发展阶段。在这个特殊时期里,经济转型和调 整势在必行,企业需要结合自身特点,不断创新,才能立于不败之地。

3.2.2 消费者行为研究

(1)网络消费者特征的研究

CNNIC2011年1月发布的《中国互联网络发展状况统计报告》显示我国网民的规模、网民属性、结构特征等内容。最新数据显示我国2010年网民总数达到

4.57亿;男性网民和女性比例为55.8:44.2,男性群体高出11.6个百分点;年龄结构趋于年轻化,初中学历人数上升,高中下降等等。根据学者高晖(2006)以及葛幼康等人的探索,可将网络消费者的特征归纳为:第一,男性网民居多;第二,网络消费者任以年轻人为主;第三,较低文化水平的网民增多;第四,中低收入所占比例在上升。

(2)网络消费者行为的影响因素研究

不同的研究者从不同的切入点着手,涉及到网络消费者行为的各个方面。主要有三个方面:第一,消费者个人因素。其中个人因素包括性别、年龄、学历、收入、职业等等。学者杜新丽根据问卷调研方式发现网络消费者行为受到性别、年龄、学历因素影响较大,受收入和职业影响较小。经过文献整理,国内外研究考察个体特征因素是研究较多的重要因素。个人是购买的决策者,是网络消费的主体。在了解购买者的个人特征下,对研究消费者行为有重大作用。第二、外部环境因素。研究发现网站的信用、服务、网页设计以及网上购物风险等等外界因素。

学者汤云、朱云松(2007)等人认为企业诚信环境和营销因素等原因影响了消费者购买行为。井淼、周颖、王方华(2007)等学者通过对网上购物感知风险的实证研究,提出网站方便性、真实性、安全性以及风险对消费者行为的影响。第三、产品因素。根据4PS理论,产品在首位,在产品因素中,产品质量的影响最大。

(3)网络消费者消费心理的研究

根据国内外学者的研究发现网络消费者的消费心理大致可以分为以下几类:追求实惠的价格心理;追求快捷、方便的心理;追求名利、炫耀的心理;追求个性化消费心理等。高晖(2006)也验证了这些消费心理,并提出“孩童化”消费心理以及从众心理。赵霞(2008)在浅析电子商务中的消费心理和消费行为验证了这些特征,并提出新的追求自主、独立的消费心理。

(结语:在回看众多有关O2O网络营销模式及消费者行为的研究成果中,O2O团购消费者行为特征研究已经成为国内外学者研究的热点,他们从多方面、多视角进行探讨,为展开针对我国网络团购消费者行为特点的研究奠定了良好的基础。学者们把众多因素逐一分开来研究,使得研究更加细致、有条理、具体。然而,相对于传统消费者行为的研究来说,网络消费者行为研究还处于一个发展阶段,从单一的角度上对网络消费者行为作出分析,但是网络环境下的消费者行为复杂多变,仅靠单一的理论不能全面了解其复杂性。但是既有的研究内容为论文的撰写提供了许多理论支持。因此,论文从O2O团购网站的现状出发,以美团网为例研究分析影响消费者购买行为的影响因素,为美团团购网站的发展提供可实施的策略和方法。)

篇二:电子商务文献综述

沈阳化工大学科亚学院毕业论文文献综述

论电子商务对实体店铺的影响文献综述

姓名:班级:工商管理1002指导教师:

摘要:21世纪是信息化的时代,信息服务业已成为21世纪的主导产业。在全球信息化的影响下,电子商务不断改进和完善,使传统商务的地位受到了冲击。如何顺应商业发展的潮流,在稳住自己传统强项的情况下,发展自己的电子商务销售渠道,是传统商务的当务之急。传统商务模式在电子商务的冲击下,既是挑战,也是机遇。

作者主要查阅了中国电商行业网、维普资讯网、中国知网、中国文献网、中国零售网和图书馆等资料进行查询,共搜索多篇论文资料,主要的文献有《KT网络公司营销策略研究》、《浅谈电子商务环境下营销渠道的选择与协调》和《中国电子商务发展“冲击”传统零售业》等。

正文

一.引言

在当今商业模式日趋多元化的时代,电子商务在一定程度上冲击着传统零售商,但也为消费者带来了更为便捷的消费方式。笔者个人认为,电子商务的快速发展是现代经济发展的必然。电子商务的发展增加了交易机会,降低了交易成本,提高了交易效率,简化了交易流程,改变了交易模式,带动了经济变革。电子商务的出现,必定将为市场经济带来一场信的商业革命。传统企业在信息化时代需要了解电子商务,应用电子商务,并思考如何开展电子商务,从而适应市场竞争和企业发展的需要。

二.业内人士及专家学者对电子商务对实体店影响的看法

在《KT网络公司营销策略研究》(2009)中,作者陈浪提到,网络营销是适应网络技术发展与信息网络时代变革的新型营销方式:它改变了传统的营销理念、营销策略、营销手段和方式,将成为21世纪企业营销的主流。网络营销在给企业带来机遇的同时,也使企业面临巨大的挑战。中小企业在我国的社会经济中有着重要的地位,但在某些方面又属于弱势群体,尤其需要给以更多的关注。

在《浅谈电子商务环境下营销渠道的选择与协调》(2010)中,作者邓红梅提到,在电子商务环境下,由于渠道之间的价格竞争,在原有传统零售渠道基础上,制造商通过增开网上直销渠道,这会将威胁传统零售商在定价、市场份额和利润等即得利益。而双渠道市场在一定条件就能改进制造商与零售商的收益。

在《电子商务对企业的影响与对策》(2011)中,作者江源提到,电子商务作为一种新兴的商务给企业带来新的革命是毫无疑问的。他认为,电子商务对企业影响主要有缩短企业生产周期、降低生产企业成本、降低企业采购成本、降低企业销售和运营成本、减少企业库存、加强企业之间的信息沟通、创造企业商机、提高企业知名度和提高企业管理水平等方面。

在《中国电子商务发展“冲击”传统零售业》(2012)中,作者姜旭平提到,对传统零售业来说,作为一种新兴商业模式,电子商务不是颠覆和取代,而是某种意义上对生产力的解放和补充。但是,处在零和需求环境下的新旧两种零售业态模式,面对同一个市场、同一个消费群体,分食同一块蛋糕,难免产生激烈竞争和相互碰撞,此消彼长。事实是,电子商务的快速发展给传统零售业带来巨大的冲击和挑战。

在《传统零售业力争线上线下业务协同发展》(2012)中,作者莫岱青提到,近年来,越来越多的传统零售企业禁不住互联网的诱惑,纷纷向电子商务领域进军,传统零售企业“触网”俨然已经成为趋势。他认为,传统零售企业触网原因不外乎来自客户需求、自身发展和市场竞争这三方面。

在《传统零售商的第三条道路》(2012)中,作者王甲佳提到,面对电子商务的蒸蒸日上与不断增加的运营成本,使零售业陷入到越来越强烈的恐慌中。他认为,传统零售业需要看到自己的优势,在发挥优势的基础上考虑创新。第三条路有以下几个情形:门店以体验为主、网上网下统一价格体系、向社区进军、物流能力像电商看齐。

在《SoLoMo时代:零售业营销的新路径》(2012)中,作者颜艳春提到,零售业最大的挑战和困惑在与消费者需求的“能见度”太低,以至于看不见、摸不着,只能靠猜。今天的零售业必须改变,“要请消费者真正站到前面去讲需求,而零售商在下面倾听”。SoLoMo即社交+定位+移动,这种模式可以将消费者的力量汇聚起来,将最终解构并重朔零售业,进而波及到整个消费品行业。

在《O2O电子商务模式之我见》(2012)中,作者杨盛强提到,O2O这种线上消费线下享受的模式让一直徘徊在互联网大门之外的服务业抓住了互联网的机会,将线上消费者带到线下的店中消费。O2O正在成为电子商务领域的新方向,但此模式的应用推广对企业的线下能力是一个不小的挑战,也蕴含着一定的风险,不管传统企业还是电商,都要综合考虑其中的成本和收益。

三.电子商务影响实体店转型

在我们的日常生活中许多商品和服务消费都是离不开实体店的,比如实物类的家具、珠宝、奢侈品等;服务类的餐馆,KTV,洗浴中心等,这些消费是我们平时消费的大头。但传统商业在电子商务的挑战下,使传统的营销观念彻底被颠覆。未来的传统商业采用“水泥+鼠标”的完美结合才是王道。

总结

(1)传统企业需触网:电子商务,代表了一个全新的商业模式,并吸引了大量的购买力逐渐增强的人群。面对未来的发张趋势,传统商业也应该开展自己的电子商务。目前网上开店,有官网和店中店两种形式。官网,就是有自己独立域名的网店,是代表企业电子商务的官方机构:而店中店,就是在第三方平台上建立自己的网店。个人认为,企业不需要急于组建自己的电子商务团队,而是将企业的电子商务外包或是在第三方网站上建立网店,摸索运营经验,等到技术成熟,再开展自己的官网。在未来主要以体验为主的线上线下结合的趋势下,官网是必不可少的。

(2)O2O模式线上线下的完美结合:O2O即指互联网与线下商务的集合,成为线下交易的前台。这种模式对于服务型尤其是体验型产品将是最佳的方式,与传统电子商务的在线消费形式不同。我们一直强调,未来的商业模式是线上与线下的结合,而O2O模式的出现为未来的商业模式迈出了第一步。我国的O2O模式还处于初级阶段,面临诸如盈利模式简单,定位不清等许多问题。个人认为,传统企业应今早开展O2O模式,毕竟传统企业已经错过了电子商务,不该再错过O2O。因此,传统企业顺应社会发展的潮流,提前一步抢占市场。传统企业可先与第三方网站合作,摸索O2O模式的经验,一来可以为自己后期建立自己的电子商务模式做铺垫;二来也可以在O2O这座“金矿”中淘金。但是,O2O模式对企业的线下能力是个不小的挑战,不论传统企业还是电商,一旦定制的商品低于预期质量,就很难获得良好的口碑和信誉,甚至很难获得持续发展。

(3)社交网络和电子商务相结合:消费者通过社交网络,可以将已购用户的建议选择产品和品牌,或消费者将购买的产品推荐给朋友和其它用户,通过用户群分享产品评价及体会;企业通过社交网络,可以与消费者进行互动,与消费者建立更好的关系,并让消费者告诉企业他们需要的商品或服务。在未来,甚至还可能出现消费者通过某些软件的订阅购物等行为,让代理商或零售商来找消费者,而不是消费者找商品或服务。

(4)手机引领未来零售哲学:智能手机和移动互联网具有真正解构零售行业的能力,如果未来五至十年大型零售商在移动互联网领域没有什么作为,就丧失了天机。未来的

零售哲学是体验式购物,体验式的核心是消费者想要知道更多关于商品的信息。体验购物时代,消费者可以通过智能手机了解更多有关的门店信息、品牌信息、消费信息等,使自己尽快的找到需要的靠谱产品。未来的场景可能会出现,智能手机当会员卡,当信用卡;通过智能手机随时随地的了解门店的新品信息,促销信息等。如果决策层没有意识到智能手机和移动互联给实体店带来的巨大商机,那么实体店将真正错过未来。

参考文献

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篇三:O2O模式研究文献综述及外文文献资料

本份文档包含:关于该选题的外文文献 、文献综述

一、外文文献

文献信息

Analysis of O2O Model's Development Problems and Trend

Abstract

Future competition not only exists in the products and channels, but also exists in the resource integration and terminal consumers. O2O mode is new commerce model which does a deeper explore to the sales channels, and has a very good prospect. But there are certain obstacles in its development. This paper analyzes their respective advantages of two kinds of sale models under the background of electronic commerce, including online electricity sales mode and offline store sales model. Then it points out the problems that are needed to solve in the development process of O2O mode. At last, this paper analyzes the five networks needing to be built in the process of O2O model integration.

Keywords:O2O Mode, Online and Offline, Mobile Commerce, Network

1. Introduction

People who hold resources and consumers can win in this industry. Since the rise of Internet (especially the mobile Internet) and e-commerce, the Omni-Channel is often considered by the major merchants as a strategic direction of a traditional business, that puts all the "customers contact" including traditional channels based on the aid of the application of Internet and information integration as the sales opportunities and channels, in order to achieve maximum of potential traffic and purchases deal. The better model development is currently O2O mode (Online To Offline). O2O is an electronic commerce mode based on online effective interactivity. This efficient integration mode between virtual world and real world gets support and recognition from all walks of life. O2O aims to maximize the use of offline and online resource; they promote each other and depend on each other to achieve a win-win situation

[1]-[4].

O2O, unlike Omni-Channel's perspective of business thinking, puts more attention on

the maximization of consumption value, and makes consumption cost of customer lower through building the systematic process and the consumption system; O2O realizes the transformation process from the simple vendors or manufacturers to life service providers by developing the biggest advanced technology and commercial environment.

2. Analysis of Two Patterns of Online e-Commerce

2.1. Advantage of Online e-Commerce Mode

China's e-commerce started late, but its development is rapid. Since the establishment of Taobao, a large number of electric business enterprises grew up, and, its online commodity trading appeared with explosive growth (Figure 1). They absorbed many small entities sellers on the platform. The reason why this online store has many sellers is mainly that the display of shop goods close to zero cost, no stock, and sellers have risk-free inventory for commodities although they have no professional experience.

In a word, these sellers simply put main energy into online infrastructure, including IT system to be build, fine decoration details of online store page, team building, etc. Some sellers with vivid web design have been very successful to show their own products, and win a lot of successful online transactions.

2.2. Advantage of Offline Entity Sales Model

Offline entity model whose core is the shopping experience still maintain a strong competitive advantage. While online e-commerce price has certain advantages, customers need better service in this era of giving priority to customer demand, and not just the low price. The development of e-commerce is limited after all. Entity industry cannot be replaced at all by service industry anyway. Especially the new electronic products, have taken the customer experience as its tenet to retain customers only through better service experience. E-commerce in its business essence is difficult to achieve good service, which is the one important reason why entity industry cannot be replaced at the moment.

So the advantages and disadvantages are summed up as follows: (Table 1).

2.3. The Development Trend of Online and Offline Integration

As the e-commerce still warming trend in 2014, more and more consumers begin to turn to offline store, online flagship store, or to buy goods in e-commerce platform or mobile client through related e-commerce sites query. Whether e-commerce or no e-commerce, both within the Taobao and out of Taobao, only the basic daily IP traffic operating sites have or daily UV, they have basic business value. The growing number of Internet users reflects the growth of the whole flow supply, and the growth of the e-commerce group is a form of traffic demand growth. Obviously, the customer traffic supply falls short of demand on the background of the growth of absolute number of netizen in Internet has slowed, but the absolute number of electric business absolutely continue to surge. The client drive is becoming economic main body, the customer traffic flow and direction become new power to drive the development of new commodity supply chain, and this kind of power will trigger a new business model, which called O2O and mobile e-commerce business integration model.

There is no denying that, the entity industry still gives a support of our country economic artery. So if they want to have strong competitiveness in such economic trends, they should not only build their own trading system (including the construction of the platform, products promotion, store layout, etc.) in the field of e-commerce platform, but also cooperate between online and offline, balance layout of goods distribution online and offline, and balance the relationship between the form and sales price so that realize complement each other, promote each other, and then build online and offline integration business model.

For example, has transformed successfully into O2O mode about online and offline double fusion. Compared with the traditional shopping mode, O2O shopping mode fuse online and offline, and gets through the data between online and offline member, payment and after sales, logistics, etc. Make online be trading platform to offline stores. Online obtain consumers and then drainage to offline. Consumers can screen services online, and also clinch a deal by online settlement. Offline can not only provide consumers with display, experience, and other functions, but also can be logistics distribution site.

3. The Research of Realize Online Integrated Problem

3.1. The Layout of the O2O Need to Secure the Support of Traditional Enterprise Decision-Makers

Offline guide to online need the support of policy makers. From the intuitive level, we can discover that O2O destroyed the traditional enterprise solid mode and organization system, as well as the traditional sales channels. It is difficult to change the traditional thinking, and it is also difficult to gain support and decision makers to make policymakers understand the profit pattern of O2O. Offline guide to online, for example, the lost is in the interests of the entity shop, where the entrepreneur's enthusiasm is, how to bring offline sales to online, all these need time to be proved, and how to get understanding and recognition from decision-makers.

3.2. How to Change User Flow Leaded by Consumption Habits

How online bring traffic and sales to the offline. From the point of practice, there is a big piece of no coincidence degree between online and offline consumers. Consumers may be more willing to spend a certain amount of money on a physical store than to place an order online. Because of their traditional consumption idea, they would feel more ease if they purchase in a physical store when they need to buy merchandise of big value and good quality, it is the most obvious when they use commodity in the home especially. To persuade and guide the consumer's process ,either from the perspective of the commodity prices, the emotional care, or to move con- sumers from the humanistic spirit, e-commerce conversion rate will be made by customer perception of value and price upside down and secondary experience to decide except the drainage technique .

Traditional stores, the business process is a process of "turning a visitor into a customer, turning the customer into the regular, making familiars VIP member", the cumulative members process is so slow. In the face of today's e-commerce, more and more consumers choose online shopping. However, Customers who purchase online can't experience the entity shop service of face to face, customers who purchase offline can't enjoy novelty online discount. Whether online or offline, the number of membership is increasing continuously and losing at the same time.

Such as Starbucks, who gave up online group-buying for that there is no customer

loyalty. Starbucks choose cooperation with the third-party payment, per one hundred electronic payments in the United States and Canada, have one payment from Starbucks, while in China' stores, per ten consumptions, there is one from a cash card.

3.3. The Difference between Online and Offline

It's not only to do some diversion, but how to make difference. Because online provided actually is a kind of service that cannot experience offline. It includes appreciate and cognition early to the new products, the balance of the price differential, indifference of channels.

Any e-commerce are unable to get rid of disturbance that comes from these three factors, as follows, percent conversion, per customer transaction, and passenger flow cost (AD). The percent conversion is one of the most important factors. The factors affecting the conversion can be summed up in the degree of inversion in value and price, which is called popularly "cost performance". As e-commerce business, anything they do is making high cost-effective for consumers, high cost performance is the key to impress consumers, in addition, in order to improve cost-effective, it also needs precision flow and high quality. Because the goods' value is the largest reflect for people in need. How to create a perfect, efficient supply chain logistics system to control the cost in order to reduce the cost or increase profits, how to use the collected data to understand the consumer psychology, how to show consumer goods value and convince consumers with details page and advertising material, and then to enhance the brand value. All these are the issues to consider.

Ikea don't sell things online firmly, which is different from Suning. If it can directly buy Ikea products on the Internet rather than go to the store, the customers will don't have the strong brand feeling of shopping experience anymore.

3.4. The Insufficiency of O2O Model in Logistics, Inventory and Supply Chain Management of Congenital

First, O2O mode can't improve the delivery service and commodity experience, unable to solve the problem of user trust; Second, O2O mode need high requirement of line strength and the degree of localization; Third, O2O mode emphasizes only paying online and offline experiences, lack of a clear concept of the fresh market

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