京东与苏宁新零售商业模式对比分析(任务书,开题报告,论文13000字)
摘 要
新零售既是电商逐渐遭遇“天花板”拓展线下空间、开辟新的利润源的倒逼行为，又是电商在消费升级时代弥补网络零售短板、依托信息技术争取竞争优势的战略之举。“新零售”时代的线下零售实体不同于传统零售实体，大数据的开发应用是“新零售”的关键，这也决定了当前网络零售企业主导“新零售”的基本格局。在新的零售时代，对于企业而言，现阶段新零售的核心要义在于推动线上与线下的融合，关键是让互联网平台的大数据和线下的实体商店体验形成真正的协同效应，零售商不仅要组织和协调商品交易的顺利完成，还要利用自己强大的数据分析能力为整个供应链参与者提供综合服务。 对于下游消费者来说，他们必须深入生活，了解他们的潜在需求，为消费者提供满意的产品和服务;对于上游供应商，有必要提供准确的供需信息，为供应商的生产和销售提供服务指导。通过对苏宁及京东两大零售服务企业新零售的商业布局比较比较分析，所得结果对于新零售商业模式具有一定的借鉴意义。论文主要研究了苏宁及京东在新零售商业模式上的布局。研究结果表明：新零售时代呈现全渠道互通、数字消费、场景购物、零售新业态大爆发四大趋势。本文的特色：横向对比分析两大零售服务商的线上及线下布局更为直观的展现新零售的商业模式及发展趋势。
关键词：新零售；商业模式；线上线下；苏宁京东
Abstract
The new retail is not only the electric dealer gradually encountering the ceiling expands the line space, opens up the new profit source The backward force behavior, is also the electric business in the consumer upgrades time to make up the network retail short board, relies on the information technology strives for the competitive advantage the strategy. The "new retail" era of offline retail entities is different from the traditional retail entities, the development and application of large data is the key to "new retail", which must set the basic pattern of the current network retailing enterprises leading "new retailing". In the new retail era , for enterprises, the core of the new retail at this stage is to promote the integration of online and offline, the key is to let the Internet platform's large data and offline entity store experience to form a real synergy, retailers should not only organize and coordinate the smooth completion of commodity transactions, but also use their strong data analysis capabilities to provide integrated services to the entire supply chain participants. For downstream consumers, they must live in depth to understand their potential needs, to provide consumers with satisfactory products and services ;For upstream suppliers, it is necessary to provide accurate supply and demand information to provide service guidance for the production and sales of suppliers. Through the comparison and analysis of the new retail business layout of Suning and the two major retail service enterprises, the results are useful for the new retailing business model. This paper mainly studies the layout of Suning and Jingdong in the new retail business model. The results show that the new retailing era presents four major trends of total channel interoperability, digital consumption, scene shopping and new retail business. The characteristics of this article: horizontal and comparative analysis of the two major retail service providers online and offline business model layout is more intuitive to show the new retail business model and development trend.
Key Words： new retailing;business model;OTO; Suning &Jing Dong；
目录
第1章 绪论 1
1.1选题背景 1
1.2研究方法与研究思路 1
1.3国内外研究动态 1
第2章 新零售内涵与理论支撑 3
2.1新零售内涵 3
2.2新零售驱动因素 3
第3章 苏宁、京东新零售的理念及发展基础 4
3.1苏宁、京东新零售的发展基础 4
3.2苏宁、京东新零售的发展理念 5
第4章 苏宁、京东线上线下布局对比 7
4.1苏宁京东线上模式对比 7
4.1.1京东开放线上平台 7
4.1.2苏宁经营线上流量 8
4.2苏宁京东线下模式对比 9
4.2.1京东线下领域布局分析 9
4.2.2苏宁线下领域布局分析 11
第5章 总结与启示 16 |
