美特斯邦威O2O策略研究

毕业论文

题目：美特斯邦威服饰有限公司O2O电子商务实施策略研究

美特斯邦威服饰有限公司O2O电子商务策略研究

摘要

O2O（online To online）本身，它区别于B2C、C2C等电子商务模式，即把线上的消费者带到实体商店中，在线支付线下商品、服务，再到线下去享受服务。通过打折、提供信息、服务预订等方式，把线下商店的消息推送给互联网用户，从而将他们转换为线下客户。中国电子商务发展至今经历三波浪潮。先期，以B2B为主导的电子商务模式主要为中小制造业企业提供触网机会；二期，C2C、B2C、C2B等网上零售电子商务模式出现，为传统零售企业提供触网机会；现今，伴随着前两波浪潮，O2O这一非常态电子商务模式的出现，为传统行业提供了互联网化的机遇，但同时也对传统行业造成了强烈的冲击。零售和服饰业，正遭受互联网企业的强烈冲击，电商以更透明的价格和更高效的服务逐步蚕食着原本属于它们的市场份额。所以O2O转型对于传统行业是一个极其迫切的问题。

本文就美特斯邦威的O2O的转型策略进行研究。通过美特斯邦威目前的O2O转型策略，结合行业O2O转型的具体情况，对美特斯邦威的O2O转型策略进行改进，通过查找美特斯邦威的O2O转型策略，具体落实情况和相关的O2O转型策略的知识，结合中国现今行业O2O转型现状和趋势，指出O2O转型策略对于推动传统行业成长的重要意义。

关键词: O2O；电子商务；传统行业

RESEARCH ON ElECTRONIC COMMERCE OF O2O STRATEGY OF METERS/BONWE COMPANY

ABSTRACT

O2O (online To online) itself, it is different from B2C, C2C e-commerce model, namely the online consumer to the store, online payment for goods, service line, and then to go to enjoy the service line. Through discount, providing information, booking service way, take the line store messages pushed to Internet users, so as to convert them to line the customer. The development of e-commerce in China has experienced the three wave. First, using B2B as the mode of electronic business affairs dominated mainly for small and medium-sized manufacturing enterprises to provide net opportunity; the two period, C2C、B2C、C2B and other online retail e-commerce model, provides opportunities for the traditional net retail enterprises; today, accompanied by two wave, O2O the very state of e-commerce mode. The Internet offers the opportunity for traditional industry, but also to the traditional industry caused a strong impact. Retail and apparel industry, it suffered a strong impact of Internet enterprise, business in a more transparent prices and more efficient service gradually nibbling originally belonged to their market share. So O2O transformation for the traditional industry is an This paper studies on the transformation strategy of Meters/bonwe O2O.

Through the Meters/bonwe current O2O transformation strategy, combined with the specific circumstances of the industry O2O transformation, improvement of the Meters/bonwe O2O strategy transformation, through the search Meters/bonwe O2O transformation strategy, the specific implementation and related O2O transformation strategy of knowledge, combined with the China nowadays industry status and trends of O2O transformation.

Key words: O2O；strategy；traditional industries

目录

1 绪论 (1)

1.1 课题研究背景、目的及意义 (1)

1.2 国内外O2O研究的历史、现状 (2)

1.3本课题研究的基本内容和方法 (3)

2 美特斯邦威的O2O策略分析 (5)

2.1 美特斯邦威简介 (5)

2.2 美特斯邦威O2O策略 (5)

3 美特斯邦威O2O策略存在的问题 (9)

3.1 品牌定位不清晰 (9)

3.2 线上线下轻重失衡，线下体系不完善 (9)

3.3 表面化O2O (10)

3.4 忽略开放的电商平台 (10)

3.5移动支付方式单一，且宣传力度不够 (10)

4 美特斯邦威服饰O2O转型的对策和建议 (12)

4.1 整合互联网思维，调整品牌定位 (12)

4.2 利用线下成熟的实体体制，建立“虚实互动”的体系 (12)

4.3 建设线下实体店的商品数字化 (13)

4.4 入驻电商平台，横纵向打通渠道 (13)

4.5 完善移动支付方式，提升购物体验 (14)

5 结束语 (15)

参考文献 (16)

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