建材市场O2O商业模式研究-工商管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘 要 电子商务在中国有十多年快速的发展，网络购物成为一种新型的模式正在 被越来越多的消费者接受和认可，伴随着网络消费的普及，本地化的线上线下 消费模式即 O2O 商业模式不断地发展壮大。O2O 商业模式立足本地，把线上的 消费者带到实体店，在线消费，线下体验消费，完成售后服务。O2O 商业模式 包括消费者、商家、支付平台和运营平台，其商业模式会给所有的参与主体带 来信息和价值，尤其是给消费者带来利益。在这个模型当中，消费者处于核心 地位。 本文以南昌市家居建材市场为研究对象，研究在 O2O 商业模式下该市家居 建材市场的建设与发展。本文主要包括四个部分：第一部分为相关理论概述， 主要陈述 O2O 商业模式的概念及发展现状，O2O 商业模式的关键环节和主要优 势，家居建材市场推广 O2O 商业模式前景。第二部分分析了南昌家居建材市场 的基本情况，南昌家居建材市场的主要问题及原因，南昌家居建材市场推广 O2O 模式的必要性。第三部分为南昌家居建材市场 O2O 商业模式设计，包括 O2O 商 业模式的设计思路、参与主体和流程、消费者支付平台、精准营销、品牌推广、 盈利模式等。第四部分为南昌家居建材市场 O2O 商业模式的推广和实施。 关键词：南昌；家居建材市场；O2O 商业模式 I Abst Abstract ABSTRACT E-commerce in China has ten years of rapid development, online shopping become a new kind of model is accepted by more and more customers and recognition, along with the popularization of Internet consumption, the localization of online consumption pattern namely O2O business model continuously developing. O2O business model based on the local, to bring online consumers in the entity shop, online consumption, offline consumer experience, complete after-sales service. O2O business model including consumers, merchants, payment platform and operation platform, its business model can bring information to the participation of all the main body and value, especially the benefits to consumers. In this model, the consumer in a core position. Taking Nanchang home building materials market as the research object, research in O2O business mode construction and development of the citys household building materials market. This paper mainly includes four parts: the first part is the summary of relevant theories, mainly state the concept and current situation of the development of O2O business model, a key link in the process of O2O business model and the main advantages and home building materials market promotion prospect of O2O business model. The second part analyzes the basic situation of Nanchang home building materials market, the main problems and reasons of Nanchang home building materials marke