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论文编号：	11117
作者编号：	2220160594
上传时间：	2019/12/7 9:44:19
中文题目：	友格（天津）通讯科技公司 运营管理策略研究
英文题目：	Research for the strategy of operation management for Youge (Tianjin) Communication Technology
指导老师：	古志辉
中文关键字：	通讯科技企业；运营管理；成本控制；客流量；盈利模式
英文关键字：	Communication technology enterprises; Operation management; Cost control; Customer flow; Revenue model
中文摘要：	2016年10月，马云在杭州的云栖大会[1]的公开演讲中提出：“电子商务”这个名词很快会被淘汰：“新零售、新制造、新金融、新技术、新能源。” 将会出现在未来社会中。自此言一出，整个零售业，掀起了一场无声的革命。从某种程度上，“电子商务”是互联网实现社会信息化、数字化的过程，而零售行业是这一方式的表现形式，当零售业开始发展、不断变化，并且有2003年至2018年的15年间尤其是相对较快的一个变化阶段。 然而，自2018年后，无论是传统街边商超等零售商，还是线上互联网零售商，均进入了销售的停滞期，无法扩大市场份额，这是整个零售行业遇到的瓶颈。分析其主要原因是整体零售商在用户增长及流量获取上的红利逐渐萎缩；线上与线下均未能找到提供真实场景和良好体验的现实路径，体验式消费的需求成为阻碍企业可持续发展的“硬伤”；并且随着移动支付、大数据、虚拟现实新技术的革新，发展与成长，90后、95后、00后逐渐成为新消费主体，世界进入了新零售时代。 本文在论述新零售时代背景和对相关理论进行回顾的基础上，通过对友格公司历史，现状和内外部环境的分析，揭示了其在运营方面所存在的库存，成本，进店率，客流量，盈利等方向所存在的问题，针对公司产品库存特点和成本结构，研究性的提出了公司库存控制的三大环节和成本控制的三大要点；从门店选址，陈列创新和销售模式改变等方面提出了进店率和客流量提升策略；进而又研究提出了通过市场细分，顾客价值曲线分析，增强客户粘性和复购率从而增加公司运营盈利模式的具体策略。愿此研究成果能对相关企业有一定些理论性指导作用和具体应用价值。
英文摘要：	In October 2016, Jack Ma(The Chairman of the Board of Alibaba) said in a public speech at the Yunqi Conference in Hangzhou [1] that the term “e-commerce” will soon be totally replaced by “new retail, new manufacturing, new finance, new technologies and new energy”in our future society. Since then, a silent revolution has set off in the entire retail industry. To a certain extent, "e-commerce" is the process of the Internet to realize social information and digitization, while the retail industry is the expression of this extent. When the retail industry begins to develop and change, especially during the 15 years from 2003 to 2018, it’s the time this industry changing very rapidly.However, since 2018, both traditional retailers(with decent shops beside street) and online retailers have entered a period of stagnation in sales and cannot expand their market share. This is the bottleneck encountered by the entire retail industry. The main reason is the overall retailer's dividends on users growth and traffic acquisition are gradually shrinking. But what makes this even worse situation is both online and offline retailers still haven’t found a way to provide real scenarios and good customer experiences, and the demand for experiential consumption has become a hindrance to corporate sustainability. With the development and growth of mobile payment, big data, virtual reality those new technologies. The 90, 95, and 00 generation gradually became the major consumer group. The world entered a time belongs to new retail. Based on the above background of the new retail and the review of relevant theories, this paper reveals the problem of Youge(Tianjin) company's inventory, cost, store-in rate, profit, and customer traffic of historical and current situation, and internal and external environment. For the company's product inventory characteristics and cost structure. We researched the three major links of the company's inventory control and cost control from the store location selection, display innovation and sales model changes, for proposing the strategy of store entering rate and traffic increasing strategy. Furthermore, the research also proposes a specific strategy to increase the sales profit of the company through market segmentation, customer value curve analysis, customer viscosity and repurchase rate. We hope this research will have some theoretical guidance and specific application value for related enterprises.
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