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论文编号：	9461
作者编号：	2220150573
上传时间：	2017/12/5 20:43:18
中文题目：	雷士照明O2O商业模式研究
英文题目：	Study on NVC O2O Business Model
指导老师：	张永强
中文关键字：	照明产品；雷士照明；SWOT分析；O2O模式
英文关键字：	Lighting product; NVC; SWOT analysis; O2O
中文摘要：	与世界照明产业的发展相比，中国照明产业起步较晚，从上世界80年代至今，经过三十多年，取得行业的进步和发展，从起步的生产总值不足百亿的小行业，发展到生产总值达到3500亿元的大行业。本文以雷士照明为研究对象，围绕问题的提出，问题的分析，问题的解决思路展开，采用理论和实际结合的方法，运用应用性论文的研究范式，对内部条件和外部环境进行分析，对现象进行比较总结，针对性地提出解决问题的方法，并对方案的实施进行指导。 本文基于SWOT分析工具和波特五力模型等营销分析工具，对雷士照明的环境和条件进行分析，结合产品的市场细分以及企业的经营目标，制定企业的O2O商业模式。 随着居民消费需求的多样化和个性化发展，照明市场的竞争愈演愈烈，作为行业的一员，雷士面临着发展的困境。为了在激烈的竞争之下提升雷士的竞争力，开阔雷士的销售渠道，提升品牌形象，提高雷士的经济效益。在分析雷士照明的内外部条件的基础之上，明确了雷士发展的外部环境的优劣，提出适合企业发展的O2O商业模式，并对这一商业模式的具体实现方式进行了讨论，制定了商业模式运行的方法和操作方式。 本论文的结构如下：绪论、相关理论、内外部条件和环境、雷士、结论，本文运用了SWOT、五力竞争理论以及O2O理论，对O2O商业模式雷士理论进行了解析，从商业价值入手，确立了雷士的战略定位和市场选择，并对该商业模式进行了流程设计。 本文的研究价值体在于，本文在充分了解雷士照明和中国照明灯具行业发展现状的基础上，对雷士照明进行了SWOT分析；针对公司现状设计了O2O模式，并为了确保其顺利实施，提出了相应的实施方案。预计方案会对雷士照明及行业内的其他企业开展营销带来参考价值。
英文摘要：	Compared with the development of the world lighting industry, China's lighting industry started late from the 80s of the world so far, after more than 30 years, made the industry's progress and development, from the initial production of less than 10 billion small industry, To the GDP reached 350 billion yuan in the big industry. This paper takes NVC as the research object, analyzes the problem, the analysis of the problem, the solution of the problem, the use of theoretical and practical methods, the use of applied research paradigm, the internal conditions and external environment analysis, The phenomenon of comparative summary, targeted to solve the problem of the method, and the implementation of the program to guide. Based on the marketing analysis tools such as SWOT analysis tool and Porter Huli model, this paper analyzes the environment and conditions of NVC lighting, and sets out O20 business model of enterprises according to the market segmentation of products and the business objectives of enterprises. With the diversification of consumer demand and personalized development, lighting market competition intensified, as a member of the industry, NVC is facing the plight of development. In order to enhance the competitiveness of NVC in the fierce competition, broaden the NVC sales channels, enhance the brand image, improve the economic benefits of NVC. On the basis of analyzing the internal and external conditions of NVC lighting, it clarifies the advantages and disadvantages of NVC's external environment, puts forward the O2O business model which is suitable for enterprise development, and discusses the concrete realization of this business model. The business model of the operation of the method and mode of operation. This paper uses SWOT, five-force competition theory and O2O theory to analyze the O20 business model NVC theory, and start from the commercial value of the paper. , Established the strategic positioning and market selection of NVC, and the business model of the process design. The research value of this paper is that the SWOT analysis of NVC lighting is carried out on the basis of fully understanding the development status of NVC and China's lighting industry. O2O model is designed for the present situation of the company, and in order to ensure its smooth implementation, The corresponding implementation. The program is expected to bring value to NVC lighting and other companies in the industry.
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