本文選題：本地化電子商務(wù) + 生活服務(wù)�。� 參考：《西南交通大學(xué)》2014年碩士論文

【摘要】：近年來,中國電子商務(wù)發(fā)展迅猛,越來越多的人們已經(jīng)習(xí)慣了在線購物。有數(shù)據(jù)表明,2013雙11淘寶銷售額超過了350億,如此龐大的金額反映出電子商務(wù)已經(jīng)成為人們?nèi)粘Ｉ畹囊徊糠�。然�?團(tuán)購的興起,如美團(tuán),大眾點(diǎn)評(píng),餓了么等軟件深受大家的歡迎,更多的人愿意通過網(wǎng)上支付較便宜的價(jià)格來實(shí)際體驗(yàn)生活中超值的服務(wù)。由此看出,傳統(tǒng)的電子商務(wù)模式還遠(yuǎn)不能滿足本地用戶的需求,團(tuán)購的興起反映出未來電子商務(wù)的發(fā)展趨勢(shì)——本地化電子商務(wù)。本地化電子商務(wù)是為本地用戶而設(shè)計(jì)的電子商務(wù)模式,它結(jié)合了本地的傳統(tǒng)服務(wù)行業(yè),讓消費(fèi)者足不出戶就能享受到方便快捷的服務(wù)。首先,本文對(duì)目前電子商務(wù)的研究現(xiàn)狀進(jìn)行闡述,探討了本地化電子商務(wù)的特征以及本地化電子商務(wù)服務(wù)平臺(tái)。其次,本文對(duì)傳統(tǒng)的電子商務(wù)運(yùn)營模式進(jìn)行分析,通過各個(gè)運(yùn)營模式的比較,提出了本地化電子商務(wù)的運(yùn)營模式構(gòu)想—-B2C+O2O。為了研究本地化B2C+O2O的運(yùn)營模式正確性,本文對(duì)本地化電商行業(yè)的發(fā)展現(xiàn)狀進(jìn)行分析,然后通過以A市的W公司為案例進(jìn)行分析。從該公司的經(jīng)營策略上看,未來的電商將更具有本地化特征。同時(shí),本地化電商將極大改善傳統(tǒng)電商物流速度慢的現(xiàn)狀,實(shí)現(xiàn)兩小時(shí)之內(nèi)送達(dá),大大提高用戶的滿意度。而線上支付線下體驗(yàn)的020運(yùn)營模式,在給用戶帶來更好的服務(wù)體驗(yàn)的同時(shí)也讓傳統(tǒng)的服務(wù)型行業(yè)從線下走到了線上,帶動(dòng)了該行業(yè)的發(fā)展。最后本文對(duì)未來本地化電子商務(wù)的發(fā)展趨勢(shì)提出了幾點(diǎn)看法。移動(dòng)電子商務(wù)將會(huì)為用戶帶來極大的便利；線上線下的融合拉近了企業(yè)與用戶之間的距離,企業(yè)能夠掌握足夠多的關(guān)于用戶的信息,方便他們更好地了解市場(chǎng)；B2C+O2O+SOLOMO模式的結(jié)合,既能解決物流慢問題,同時(shí)能改善用戶體驗(yàn)。本文一方面通過對(duì)本地化電子商務(wù)運(yùn)營策略的研究,提出了較為合理的新運(yùn)營模式,是對(duì)目前已有運(yùn)營模式的補(bǔ)充；另一方面對(duì)未來本地化電子商務(wù)的發(fā)展趨勢(shì)提出了幾點(diǎn)看法,希望能為相關(guān)企業(yè)的有序健康發(fā)展提供些許參考價(jià)值�？傊�,未來的本地化電子商務(wù)將更加注重用戶的體驗(yàn),注重企業(yè)與用戶的交流。
[Abstract]:In recent years, with the rapid development of e-commerce in China, more and more people have become accustomed to online shopping. Data show that sales of Taobao exceeded 35 billion, reflecting the fact that e-commerce has become a part of people's daily lives. However, the rise of group-buying, such as Meituan, Dianping, hungry and so on, is popular, and more people are willing to pay a cheaper price online to actually experience the value of services in their lives. Therefore, the traditional mode of electronic commerce can not meet the needs of local users, and the rise of group purchase reflects the trend of electronic commerce in the future-localization electronic commerce. Local e-commerce is an e-commerce model designed for local users. It combines local traditional service industries and enables consumers to enjoy convenient and fast services without leaving home First of all, this paper expounds the current research status of electronic commerce, discusses the characteristics of localized e-commerce and the service platform of localized e-commerce. Secondly, this paper analyzes the traditional E-commerce operation mode, and puts forward the concept of localized E-commerce operation mode B2C O _ 2O through the comparison of each operation mode. In order to study the correctness of localized B2C O2O operation mode, this paper analyzes the present situation of local e-commerce industry, and then takes W Company of A City as a case study. From the company's business strategy, the future of e-commerce will be more localized features. At the same time, local e-commerce will greatly improve the current situation of traditional e-commerce logistics slow, achieve delivery within two hours, greatly improve customer satisfaction. While the 020 mode of online payment offline experience not only brings better service experience to users, but also makes the traditional service industry go from offline to online, driving the development of this industry. Finally, this paper puts forward some views on the development trend of localized e-commerce in the future. Mobile E-commerce will bring great convenience to users, the integration of online and offline brings closer the distance between enterprises and users, enterprises can grasp enough information about users, so that they can better understand the market. The combination of B 2 C O 2 O 2O SOLOMO can not only solve the slow logistics problem, but also improve the user experience. On the one hand, through the study of localized e-commerce operation strategy, this paper puts forward a more reasonable new operation mode, which is a supplement to the existing operation mode. On the other hand, this paper puts forward some views on the development trend of local electronic commerce in the future, hoping to provide some reference value for the orderly and healthy development of related enterprises. In a word, the future localization e-commerce will pay more attention to the user's experience, the enterprise and the user's exchange.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6

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本文編號(hào)：2024704