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论文编号：	7667
作者编号：	2220130088
上传时间：	2015/11/26 14:59:39
中文题目：	米氏孕婴公司经营模式创新研究
英文题目：	Innovation Michaelis infants and pregnant company business model
指导老师：	王迎军
中文关键字：	连锁经营;母婴行业;米氏孕婴;经营模式
英文关键字：	Chain;Maternal and infant industry;Michaelis infants and pregnant;Business model
中文摘要：	随着我国市场经济的快速发展，各行各业竞相发展，我国的零售连锁企业伴随着改革开放和入世（WTO），快速发展并逐渐走向成熟；提到零售连锁经营，人们能想到的有沃尔玛，家乐福等大型超市，还有诸如屈臣氏，优衣库等不同类型的零售连锁企业，还有诸如国美、李宁、海瑞依等国内不同商业类型的连锁企业，经过三十多年的学习、探索，中国的零售连锁企业无论在数量、规模、经营管理水平上都有了长足发展，并在竞争中渐趋成熟。 零售连锁经营是零售业的一种业态和模式，也是管理学和经济学研究的重点商业类型之一，近几年来，新兴行业—“母婴连锁机构”成为社会关注的焦点，这个新兴的行业，拥有亿万的发展空间，吸引很多其他商业资本涉足，在不断的摸索中前进；母婴零售行业并存着多种形式，近几年来，受到电子商务的冲击，呈现出来动荡的变革趋势，线下实体店局势不定，线上运营模式多变，母婴行业面临着种种抉择；在资本市场的涉入，跨境购的出现都将是母婴行业转型和变革的动因。 米氏孕婴作为行业发展以来不断壮大的代表，企业有着清晰战略定位思想，紧随母婴行业高速发展的契机，快速发展壮大，使其在全国母婴市场上具有一定的影响力和知名度，米氏孕婴公司通过早期在省内的壮大，初期形成战略雏形，发展自己的核心竞争力，适应外部竞争市场环境，不断的创新运营模式，在一次次的挑战者获胜；属于自己的互动体验式营销、动态专业化数据营销，对全服务链探索和全产业链发展、培育自己的核心竞争能力等等业态的探索和创新；在行业内占据稳定的地位和发展前景，米氏孕婴的发展模式对整个行业有着一定的风向标性意义，但是也存在一些经营过程中的问题，要在未来的发展过程中逐步解决。母婴行业的运营模式研究借助零售连锁经营的成功理论，结合米氏孕婴实际发展中的操作模式，总结研究我国未来母婴行业的发展模式，企业的发展，走变革之路，不断的创新，寻求一条迈向成功的道路。 关键词： 连锁经营 母婴行业 米氏孕婴 经营模式
英文摘要：	With the rapid development of China's market economy, businesses compete development, China's retail chain along with the reform and opening up and the WTO (WTO), the rapid development and gradually matured; mention retail chain operations, people can think of Wal-Mart, Carrefour and other large supermarkets, as well as Watson, Uniqlo, such as different types of retail chains, as well as the United States, Li Ning, and other domestic Hai according to the different types of commercial chain enterprises, after 30 years of learning, exploration, China's retail chain in terms of number, size, management level has made considerable progress, and maturing in the competition. Retail chain is a retail format and model, is one of the key management type of business and economics research in recent years, emerging industries - "maternal chain" has become the focus of attention, this emerging industry , with hundreds of millions of space for development, to attract a lot of capital to get involved in other business, constantly groping forward; maternal retail industry coexist in various forms in recent years, by the impact of e-commerce, the presentation of changes in trends unrest line store uncertain situations, the online business model changing, baby industry is facing a variety of options; involved in the capital markets, the emergence of cross-border shopping will be a restructuring of the industry and changes in maternal motivation. Since the development of infants and pregnant Milosevic as representatives of the industry has grown, companies have a clear strategic positioning thinking, followed by an opportunity mother industry of rapid development, rapid development and expansion, making it the country's maternal and child market have a certain influence and visibility, Michaelis infants and pregnant company through the early growth of the province, the initial formation of strategic prototype, develop their own core competitiveness, adapt to the external competitive market environment, constant innovation business model, in a time of challenger wins; their own interactive experience marketing, dynamic professional data marketing, for the whole service chain exploration and development of the whole industry chain, to cultivate their own core competitiveness, etc. Format of exploration and innovation; occupy a stable position in the industry and prospects, infants and pregnant of Mie development model for the entire industry has a certain benchmark significance, but there are some management problems in the process, should be gradually resolved in the future course of development. Operational Mode maternal and infant industries by means of successful retail chain theory, combined with the actual development of infants and pregnant Michaelis operating mode, summarizes research and development mode of the future mother of the industry, the development of enterprises, and take the road of change, constant innovation seeking a road to success Keywords: Chain，Maternal and infant industry，Michaelis infants and pregnant，Business model
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