O2O营销模式在传统行业中的应用研究.doc

PAGE   PAGE \* MERGEFORMAT 1  PAGE \* MERGEFORMAT  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  PAGE \* MERGEFORMAT V 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O2O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O2O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O2O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 Application of?O2O Marketing Mode?in Traditional Industries Abstract With the increasingly fierce competition nowadays, traditional industries are facing the pressure from different aspects. To confront this situation, traditional industries require advance with the times meanwhile with the help of advanced technique and structure of business. Along with the appearance of O2O mode, it provides the possibility of combination on traditional industries and E-commerce. Integrating theory with practice,this article studies the feasibility that applying O2O mode into traditional industries. Firstly it defines the concepts of O2O and an industry. Afterwards it analyzes the feasibility and benefit that applying O2O mode into traditional industries, utilizing correlation theory on consumer behavior, marketing management etc. Obtaining following opinions based on  HYPERLINK app:ds:qualitative \t qualitative research method and descriptive research method:integration of on-line and off-line in supply chain,  HYPERLINK app:ds:profit \t profit  HYPERLINK app:ds:distribution \t distribution, obstruction from employee acceptance, lacking O2O talents in traditional industry,  HYPERLINK app:ds:standardization \t standardization  HYPERLINK app:ds:of \t of  HYPERLINK app:ds:products \t products, which are eager to be solved. Furthermore we analyze the formation r