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论文编号：	6730
作者编号：	2120122905
上传时间：	2014/12/5 14:03:17
中文题目：	基于O2O的五味厨房发展战略研究
英文题目：	Based on O2O of the 5vcooking Development Strategy Research
指导老师：	林润辉
中文关键字：	生鲜电商，O2O，商业模式，战略，SWOT分析，PEST分析，众筹
英文关键字：	Fresh Bussiness；O2O；Business model；Strategy；SWOT；PEST；Crowdfunding
中文摘要：	随着2012年中央“一号文件”鼓励规模化、集约化耕种，鼓励工商资本到乡下投资发展政策的发布，生鲜电商开始起步发展，并越来越受到资本的关注。在短短2年时间中，总计出现了近3000家生鲜电商企业。虽然每个企业所处产业链的环节有差异，但是一个共同特点是：没有盈利的企业。除去使命和责任之外，赚钱是企业生存的根本。如何建立一种商业模式，将生鲜电商带入盈利的阶段，是行业中人员都在思索的问题。 2013年开始O2O开始兴起，在众多领域取得了快速的发展，例如：团购、打车、租车等行业。BAT等巨头也纷纷在O2O领域进行布局投资。当一种新的商业模式出现的时候，是否可以探讨将生鲜电商与O2O模式结合的商业模式？ 本文对商业模式的相关理论进行了回顾，介绍了一种商业模式分析工具—商业模式画布，并详细的介绍了工具的使用。以及如何根据分析的结果了解自己商业模式中缺陷和问题，如何对方向进行调整。同时对生鲜电商发展过程中机遇以及问题进行了分析，对国内外的生鲜电商发展现状进行了介绍。在介绍O2O商业模式的定义以及发展现状的同时，发现O2O商业模式的特征、趋势、瓶颈和未来前景，对生鲜电商和O2O的结合进行了探讨。企业的发展离不开战略规划，通过的战略相关理论的回顾，了解了企业战略的种类以及如何通过SWOT分析进行战略的调整。 结合五味厨房的创业项目--生鲜电商一个细分市场的商业模式进行了分析，并对整个运作发展的过程进行了详细的还原，案例中涉及到战略，商业模式，组织构架以及相应的IT技术。对参照案例的两个不同阶段采取的战略和商业模式调整进行了描述，并采取了PEST方法对不同环境进行分析。对创业过程中数据分析对营销、产品定位的影响进行了总结。另外对一种新的筹资方式--众筹进行了介绍。 论文最后对生鲜电商O2O这种商业模式的关键点进行了分析，并对论文中的不足进行了总结。希望对从事相关行业的企业有所借鉴。
英文摘要：	With the promulgation of the Central “No. 1 Document” in 2012 that encourages large-scale, intensive farming, and encourages industrial and commercial capital to invest in rural, the fresh food e-business began to develop and grow, which has caught more and more investors’ attention. Just in past two years, a total of nearly 3000 fresh food e-business enterprises have been set up. Although those enterprises are in different sections of the industry chain, there is a common feature for them: no profit. In addition to the mission and responsibility, making money is fundamental for business survival. How to build a business model that will bring fresh food e-business enterprises into a profitable phase, which is the issue the practitioners are thinking about. In 2013 the O2O model became popular, which has achieved rapid development in many fields, such as group buying, taxi, car rental and other fields. BAT and other giants have invested in the O2O. As a new business model appears, whether it is possible to build a business model that integrates the fresh food e-business with O2O model? This paper reviews the theories of business model, introduces a business model analysis tool - the business model canvas, and makes the introduction on how to use the tool in detail and how to find the defects and problems in business models based on the results of the analysis and adjust the developing direction. Meanwhile, the opportunities and problems in the fresh food e-business development process are analyzed, and the development status of domestic and overseas fresh food e-business is described in it. While introducing the definition and development status of the O2O business model, it analyzes the features, trends, bottlenecks and future prospects of O2O business model, discusses the combination of fresh food e-business and the O2O. Enterprise development is inseparable from the strategic planning. This paper reviews the relevant strategic theories review to understand the types of enterprise strategy and how to adjust the strategies based on SWOT analysis. Based on the entrepreneurial program 5vcooking, this paper analyzes the business model in a segment of the fresh food e-business market, makes detailed introduction on the entire operation process, and discusses the strategies, business models, organizational structure and the corresponding IT technologies in the case. It describes the strategies and business model adjustments of two cases in different stages, adopt the PEST method to analyze different environments. It summarizes the effects of data analysis on marketing and product positioning in the entrepreneurial process. In addition, a new financing method- crowd-funding is introduced. At the end, this paper analyzes the key points of O2O business model for fresh food e-business, and sum up its own weakness, hoping to provide a reference for enterprises engaged in related industries.
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