【作者】 郭峰；

【导师】 王林雪；

【作者基本信息】 西安电子科技大学 ， 工商管理硕士（专业学位）， 2016， 硕士

【摘要】 互联网时代下,信息技术向多元化发展,渗透进生活的方方面面。O2O模式潜移默化地影响着社会、商家和消费者。WD集团作为中国知名企业,如何在互联网背景下如何更深程度、更大范围、更有成效地吸引、留住顾客,如何改革组织结构、实现盈利,本文将以商业模式创新理论为基础,以WD集团为例,系统地分析WD集团商业模式发展演进、盈利模式、组织架构、营销模式、价值网络等,结合现有文献,围绕“如何设计组织商业模式、实现利润最大化”这一问题进行解答。本文探讨了 WD集团城市综合体如何运用用户数据分析和管理,不断进行营销方式、经营模式的调整,包含了组织价值主张、市场细分与客户关系、合作伙伴与分销、盈利模式等部分。在前文基础上,本文提出线上线下交互运作,大会员系统、大数据系统管理,引入商家信用机制,加强人力资源支持,培养忠实稳定的顾客群等保障措施,并提出市场目标扩大,建立最佳的人与服务的连接平台,引入社交、游戏等功能,打造异业积分联盟等战略建议。本文在回顾了基本商业模式与O2O商业模式的概念与特点后,总结出O2O模式具有简化交易流程、减少库存、缩短交易流通水平、突破时空限制、增加商业机会的优势。回顾WD转战商业地产的过程,以价值网络的视角,将WD商业模式发展历程划分为单店模式、组合店模式和城市综合体三个阶段,并通过SWOT模型分析内部性与外部性,在此基础上提出战略发展建议。结合WD集团基本情况与O2O模式特点,从WD集团为O2O商业模式设计的基本思路,扩展到具体实施,提出过程中的主要难点和问题,并展开分析,最后提出保障措施,在互联网时代的大背景之下,运用用户数据分析和管理,不断进行营销方式、经营模式的调整,包含了组织价值主张、市场细分与客户关系、合作伙伴与分销、盈利模式等部分。更多还原

【Abstract】 Under the age of the Internet,information technology to a diversified development,penetration into the life of all aspects of the.020 mode has a subtle influence on society,businesses and consumers.As China’s famous enterprises,how to attract and retain customers,how to reform the organizational structure and achieve profitability,this paper will be based on the business model of WD group,WD group as an example,systematically analyze the development of WD group’s business model,profit model,organizational structure,marketing model,value network,etc..This paper discusses how to use the WD group to analyze and manage the urban complex,and constantly adjust the marketing mode and management mode,which includes the organization value proposition,the market segmentation and customer relationship,cooperation partners and distribution,profit model and so on.On the basis of the above,this paper puts forward the interactive operation of the online and offline,the large member system,the management of large data system,the introduction of business credit mechanism,strengthen human resources support,training of loyal and stable customer base and other security measures.After reviewing the concepts and features of the basic business model and 020 business model,this paper concludes that the 020 model has the advantages of simplifying the transaction process,reducing the inventory,the short transaction level,breaking the time limit,increasing the business opportunity.Review of WD fought in the process of commercial real estate,in the perspective of value network,WD business model development process is divided as a single store model,combination store mode and urban complex three stages,and through the SWOT model analysis of internal and external,based on proposed strategic development proposals.According to the basic situation of WD group and the characteristics of WD model,the 020 group’s 020 business model is designed.The main difficulties and problems in the process are analyzed.Finally,the security measures are put forward.更多还原