本文選題：移動(dòng)商務(wù)　切入點(diǎn)：O2O商務(wù)模式　出處：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著移動(dòng)通信技術(shù)的發(fā)展,移動(dòng)終端的功能日益增強(qiáng),人們應(yīng)用移動(dòng)終端進(jìn)行商務(wù)活動(dòng)的需求日益凸顯。移動(dòng)商務(wù)作為新型商務(wù)模式,在企業(yè)運(yùn)營(yíng)和發(fā)展中的作用日漸突出,通過(guò)移動(dòng)商務(wù)模式,企業(yè)可以拓展業(yè)務(wù)渠道、提升營(yíng)銷(xiāo)效果、優(yōu)化企業(yè)流程,進(jìn)而提升企業(yè)形象,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力。 論文以A企業(yè)的實(shí)際情況為案例,首先對(duì)企業(yè)的內(nèi)部資源和核心能力進(jìn)行了分析,并從內(nèi)部管理、供應(yīng)、營(yíng)銷(xiāo)、支付4個(gè)方面指出了A企業(yè)對(duì)于移動(dòng)商務(wù)應(yīng)用需求,然后以PEST分析方法為依據(jù),從政治、經(jīng)濟(jì)、社會(huì)、技術(shù)4個(gè)方面對(duì)企業(yè)的外部環(huán)境進(jìn)行研究,并充分結(jié)合了企業(yè)競(jìng)爭(zhēng)者的情況,論證了A企業(yè)應(yīng)用移動(dòng)商務(wù)在外部環(huán)境方面的可能性,最后應(yīng)用SWOT模型對(duì)企業(yè)應(yīng)用移動(dòng)商務(wù)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行了分析,從企業(yè)內(nèi)部資源的角度證明了A企業(yè)應(yīng)用移動(dòng)商務(wù)的可行性。 論文根據(jù)對(duì)A企業(yè)的分析,明確了企業(yè)以020模式為主的移動(dòng)商務(wù)應(yīng)用定位和方向,并從總體上構(gòu)建了A企業(yè)移動(dòng)商務(wù)應(yīng)用結(jié)構(gòu)模型,進(jìn)而從企業(yè)內(nèi)部、企業(yè)供應(yīng)和企業(yè)客戶(hù)三個(gè)方向,深入分析了企業(yè)移動(dòng)商務(wù)的應(yīng)用范圍和應(yīng)用模式,包括移動(dòng)企業(yè)管理、移動(dòng)供應(yīng)管理、移動(dòng)營(yíng)銷(xiāo)、移動(dòng)客戶(hù)體驗(yàn)、移動(dòng)支付和協(xié)同銷(xiāo)售6個(gè)應(yīng)用模塊,詳細(xì)闡述了企業(yè)應(yīng)用移動(dòng)商務(wù)的方式和相關(guān)部門(mén)。 論文進(jìn)一步闡述了A企業(yè)在實(shí)施移動(dòng)商務(wù)應(yīng)用項(xiàng)目的實(shí)施方式和保障措施。企業(yè)可以通過(guò)開(kāi)發(fā)移動(dòng)APP、整合企業(yè)內(nèi)外部資源的方式實(shí)施移動(dòng)商務(wù),并從政策、人員、文化和資金4個(gè)方面闡述了A企業(yè)實(shí)施移動(dòng)商務(wù)應(yīng)用項(xiàng)目的各項(xiàng)保障措施。 論文的研究結(jié)果不僅適用于A企業(yè)發(fā)展移動(dòng)商務(wù),并且能夠在商業(yè)地產(chǎn)領(lǐng)域進(jìn)行廣泛的推廣,為商業(yè)地產(chǎn)行業(yè)發(fā)展移動(dòng)商務(wù)提供一定的指導(dǎo)。
[Abstract]:With the development of mobile communication technology, the function of mobile terminal is becoming more and more important.As a new business model, mobile commerce plays an increasingly important role in the operation and development of enterprises. Through the mobile business model, enterprises can expand business channels, improve marketing results, optimize business processes, and then enhance the image of enterprises.Enhance the competitiveness of enterprises.Taking the actual situation of enterprise A as an example, this paper first analyzes the internal resources and core competence of the enterprise, and points out the demand for mobile commerce application in enterprise A from four aspects: internal management, supply, marketing and payment.Then based on the PEST analysis method, the paper studies the external environment of the enterprise from four aspects of politics, economy, society and technology, and fully combines the situation of the enterprise competitors.In this paper, the possibility of applying mobile commerce in the external environment of A enterprise is demonstrated. Finally, the advantages, disadvantages, opportunities and threats of mobile commerce are analyzed by using SWOT model.The feasibility of applying mobile commerce to A enterprise is proved from the angle of enterprise internal resources.Based on the analysis of enterprise A, this paper clarifies the orientation and direction of mobile commerce application based on 020 model, and constructs the structure model of mobile commerce application in enterprise A, and then constructs the structure model of mobile commerce application from the inside of enterprise.In this paper, the application scope and mode of mobile commerce are analyzed, including mobile business management, mobile supply management, mobile marketing, mobile customer experience.Mobile payment and collaborative sales six application modules, the enterprise application of mobile commerce and related departments.The paper further expounds the implementation mode and safeguard measures of A enterprise in the implementation of mobile commerce application project.Enterprises can implement mobile commerce by developing mobile app and integrating internal and external resources of enterprises. In addition, this paper expounds the various safeguard measures for enterprise A to implement mobile commerce application projects from four aspects: policy, personnel, culture and capital.The research results are not only applicable to the development of mobile commerce in enterprise A, but also can be widely promoted in the field of commercial real estate, and provide some guidance for the development of mobile commerce in commercial real estate industry.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.233.4;F270.7

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