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论文编号：	7474
作者编号：	2120132449
上传时间：	2015/6/10 13:58:50
中文题目：	母婴行业的O2O商业模式研究
英文题目：	Research on O2O Business Model of Maternal and Infant Industry: A Case Study with Tianjin A Company
指导老师：	李亚
中文关键字：	商业模式；网络营销；O2O；母婴行业
英文关键字：	business module; online marketing; O2O module; maternal and child supplies industry
中文摘要：	近年来，随着消费水平逐步提高、生育高峰的出现以及消费习惯的转变，导致中国母婴市场发展潜力巨大。母婴行业多渠道发展和经营的背后，是线上和线下迥然不同的经营方式，线上和线下的不同经营方式造成了业务重叠，从而进一步产生了价值耗散等问题。这就是如今的母婴行业商业模式急需更新的原因所在，而商业模式创新也能进一步获取竞争优势。 正是基于以上的分析，本研究通过对商业模式及商业模式创新的学术研究回顾，寻求相关理论支持，为后续设计母婴行业O2O模式奠定基理论基础。此外，在分析母婴行业供求现状之后，本研究认为当前母婴行业最迫切需要解决的问题在于目标客户缺乏相应的指导和服务。由此，本研究认为，母婴O2O行业发展机遇广阔，对母婴行业企业而言，线上线下成本耗散，赢利点也多重重叠，想要发展则需要基础架构重新组建。 本研究结果是母婴行业O2O需要从三方面入手，分别是业务流程、盈利模式以及价值模式。本研究所设计的母婴行业O2O商业模式设计体现在：1、在同一垂直领域线上和线下共同经营；2、各模块盈利点不同，且具有独立运营能力；3、模块之间相互联系，形成闭环并相互补充。此外，本研究认为为落实O2O，应建立起社交、本地化、移动端三者的无缝整链接系统，以最大化利用和整合线上线下资源。本研究设计出来的母婴行业O2O模式将互联网的多元化、本地化、移动化和人文化包容在内，且比较适合小微企业初创期。 案例分析以天津市A公司为例进行分析，从A公司的创业历程开始，分析A公司的组成结构、产品和服务、目标客户、渠道选择、市场区域选择、组成与资源优势分析，进而分别从业务流程、盈利模式和价值模式三方面分析其母婴O2O模式，本文研究结果为，A公司的O2O商业模式业务流程与其组成架构相匹配，盈利模式以价值模块为基础，价值模式上，则实现了包括公司、自由职业人和客户的多方共赢，也主动承担了相应的企业社会责任。但是，A公司的O2O商业模式仍存在一些问题与短板，主要体现在人力资源、管理和融资上，就这些问题，本研究提出了相应的解决方案。
英文摘要：	In recent years, maternal and child supplies market in China has a great potential for development with the gradual improvement of people’s consumption, the arrival of the baby boom and the change of people’s consumption habits. Behind the multi-channel development and operation of the maternal and child supplies industry, operation modes vary in online and offline, which creates a kind of business juxtaposition and some problems such as cost dissipation. Therefore, it is urgent to renew the business module for maternal and child supplies industry. Furthermore, it is worth noting that innovating new business module can obtain a competitive advantage to some certain. Based on the above analysis, this thesis reviews the status of academic research for business module and business modules innovation to seek the relevant supporting theory, laying a theoretical foundation for the consequent O2O module design in maternal and child supplies industry. After the analysis of present supply and demand status of maternal and child supplies industry, this thesis suggests that the lack of target customers-oriented guidance and service is the most urgent problem to resolve at present. Thus, this thesis believes O2O module for maternal and child supplies industry faces unprecedented opportunities and broad prospects. But, on account of the online and offline dissipative cost and the overlapping profitability, it’s indispensable and necessary to rebuild the fundamental structure of the module. This thesis indicates that O2O business module contains three aspects, namely, business processes, profit module and value module. The design characteristics of the O2O business module embody that 1. the products sale both online and offline in each vertical; 2. each module has different profitable point and the ability to operate independently; 3. each module is interlinked and complementary at a form of closed loop. In addition, this thesis suggests that in order to put O2O business module into practice, it is supposed to establish seamless joint system among social contact, localization and mobile terminal to make the most of online and offline resources. O2O business module put forward in this thesis integrates the diversification, localization, mobilization and humanization of the Internet, which is more suitable in start-up period for small and micro enterprises. This thesis takes A company in Tianjin as an example to analyze many aspects of A company, such as composition structure, products and services, target customers, choice of channels and market areas and composition and resource superiority from the beginning of A company’s entrepreneurial journey. Then it also analyzes O2O business module of A company from three aspects, like business processes, profit module and value module. The conclusion of this thesis shows O2O business module of A company matches its composition structure, profit module is based on value module and that under the value module win-win of enterprise, staff and customers is realized and enterprise social responsibility is beard. However, there still exist some problems and shortcomings on human resources, management and financing in the module. So this thesis presented here will put forward the corresponding solutions account of the problems mentioned above.
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