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论文编号：	10269
作者编号：	2220160874
上传时间：	2018/12/5 15:13:12
中文题目：	奥特莱斯零售商业模式创新研究
英文题目：	Research On The Retail Business Model Innovation Of Outlets
指导老师：	胡望斌
中文关键字：	零售商业模式；商业模式创新；互联网；奥特莱斯
英文关键字：	Retail business mode；Business model innovation；Internet；Outlet
中文摘要：	在宏观经济增速下滑、信息技术变革、消费结构的升级等一系列因素的影响下，我国实体零售企业正在经历着一段非常艰难的时期，表现为销售收入增速持续下滑和成本的增加。然而，随着我国居民收入水平的整体提高，在适应新消费群体多样性、个性化体验的需求方面，实体业中奥特莱斯零售行业又表现出发展势头良好的一面。因此，总体来讲，传统零售业面临着转型升级的迫切要求，尤其是奥特莱斯应该抓住信息技术革命的机遇以及自身在整个零售行业的优势地位，借鉴行业内新零售等创新模式，主动求变转型。本文通过分析前沿信息技术对传统零售业的冲击和影响，在梳理相关文献并结合目前零售行业的最新实践现状，发现国内外学者对于零售业战略模式的相关研究已有了一定的基础，并且在互联网思维下探讨零售业商业模式创新路径的相关文献也开始出现。然而国内对奥特莱斯商业模式创新的研究和实践均还处于探索阶段，尤其是对结合最新的互联网技术的实践应用及相关分析仍存在研究缺口。本文通过对零售商业模式的框架、商业模式的核心要素、以及零售业态转型的相关理论进行分析，并结合零售业的前沿实践，构建了一个新的奥特莱斯商业模式创新框架，探索出互联网思维背景下零售商业模式的创新来源是：信息技术平台支撑下的价值主张、价值链、组织形态三个核心商业创新要素的创新优化和组合，并且围绕这三个要素的创新与企业变革探讨了以奥特莱斯为代表的实体零售业“价值主张创新：数据驱动的个性化服务平台建设—价值链创新：零售核心业务流程变革—组织形态创新：数字化重塑零售线下体验场景”的创新实施与保障措施，并在实践层面提出具有可实施性的策略建议，最终本文结合首创奥特莱在奥特莱斯零售业态里这些方面已经有所启蒙并在积极实践的一些的做法进行了案例分析。本论文的研究意义在于可为零售商业模式的创新提供理论和实践指导。在传统零售业尤其是百货商场低迷发展的环境下，奥特莱斯在中国正蓬勃发展的黄金时期，如何通过抓住以移动互联网、大数据、云计算为代表的新一轮信息技术革命的机遇，主动适应消费需求升级，让中国奥特莱斯零售行业成为拉动零售行业持续发展的重要力量，对提升中国传统零售行业的竞争力和发展活力具有重要现实意义。
英文摘要：	Under the influence of a series of factors such as the decline of macroeconomic growth rate, the impact of information technology and the upgrading of consumption structure, China's physical retail enterprises are experiencing a very difficult period, which is characterized by the continuous decline in sales revenue growth and the increase in cost. However, with the overall improvement of the income level of Chinese residents, the Outlet retail industry has shown a good momentum of development in adapting to the needs of the diversity and individualized experience of new consumer groups. Therefore, in general, the traditional retail industry is facing the urgent need for transformation and upgrading. In particular, Outlets should seize the opportunity of the information technology revolution and its dominant position in the entire retail industry, and learn from the new retail and other innovative models in the industry. Actively seek transformation. By analyzing the impact and impact of cutting-edge information technology on traditional retail industry, this paper has combed relevant literature and combined with the current state of practice in the retail industry, and found that domestic and foreign scholars have a certain foundation for the research on the retail business strategy model, and Relevant literature on the innovation path of retail business model under the Internet thinking has also begun to appear. However, domestic research and practice on Outlet business model innovation are still in the exploratory stage, especially the research gaps in the practical application and related analysis of the latest Internet technology. This paper analyzes the framework of retail business model, the core elements of business model, and the related theories of retail business transformation, and combines the cutting-edge practice of retail industry to build a new outlet business model innovation framework, explore the Internet The innovation source of the retail business model in the context of thinking is: the innovation, optimization and combination of the three core business innovation elements of value proposition, value chain and organizational form supported by the information technology platform, and the innovation and enterprise reform around these three elements The real estate retail industry represented by Outlets: “Value Proposition Innovation: Data Driven Personalized Service Platform Construction – Value Chain Innovation: Retail Core Business Process Transformation – Organizational Form Innovation: Digital Reshaping Retail Offline Experience Scene” Innovation Implementation and safeguard measures, and put forward practical strategies and suggestions at the practical level. Finally, this paper analyzes the case with the original Outlet. The research significance of this paper is to provide theoretical and practical guidance for the innovation of retail business models. In the traditional retail industry, especially in the downturn of department stores, how to take the opportunity of the new round of information technology revolution represented by mobile Internet, big data and cloud computing to actively adapt to the upgrading of consumer demand, let China Outlet The retail industry has become an important force driving the sustainable development of the retail industry, which has important practical significance for enhancing the competitiveness and development vitality of the traditional Chinese retail industry.
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