I 摘要 I 摘要 伴随各类互联网技术的出现，电子商务进入了高速发展轨道，人们的消费 习惯逐渐发生改变，网购已经成为常态，衣食住行都离不开网络，需求进一步 升级，“懒人经济”得以应运而生。网络零售的迅猛发展，也对传统零售业提 出了新的标准。而国家也在不断出台众多相关政策，推进传统零售业的创新升 级。因此，各大零售商们开始不断探索如何将传统零售业与互联网相结合。从 最初2011年O2O概念被引入我国后，各零售商们就开始对O2O模式进行不断 研究和完善，从不同的视角尝试将O2O模式和传统零售业更好的相结合，虽然 研究成果呈现“百花齐放”的状态，但是未能对传统零售业的转型起到有意义 的借鉴和指引作用。直到2016年新零售的概念被提出后，各大零售商们才真 正看到了传统零售业较为行之有效的转型方向，同时，由于我国的基本国情， 社区已经成为人们日常生活最为集中的区域，当中孕育着万亿级以上的市场， 各类零售企业、电商巨头等开始纷纷布局这一市场。因此，对于传统零售业来 讲，如何合理配置资源，构建适合在社区发展的商业模式具有重要研究意义。 本文通过对国内外文献研究，梳理了商业模式、O2O、新零售、社区O2O 等相关概念，为后面的相关研究提供了理论支持。并且，运用案例分析法，首 先对X公司的现状进行了说明，描述了X公司的基本状况，先从宏观和微观这 两个角度对X公司所处环境进行了分析；其次对X公司现有的商业模式进行了 分析；然后对X公司目前存在问题进行详细说明，同时，运用商业模式要素比 对方式，对X公司目前存在问题进行原因分析；最后，针对X公司存在问题提 出解决方案，重新构建适合企业发展的零售类社区O2O模式，梳理新的商业模 式构建要素和确认企业运营模式，并且对重构后的各方面运营数据进行追踪比 对，证明重构后的商业模式确实行之有效。通过对X公司的商业模式研究和重 构，不仅能帮助公司实现快速转型和发展，快速抢占社区这一市场，也可以为 同类型零售公司在遇到类似发展问题时提供一些借鉴。 关键词：商业模式；零售类社区O2O；传统零售企业；转型 Abstract II Abstract With the emergence of all kinds of Internet technologies, e-commerce has entered the track of rapid development. People's consumption habits have gradually changed. Online shopping has become the normal state. The rapid development of network retail also puts forward new standard to the traditional retail trade. And the country is also issuing a lot of relevant policies continuously, promote the innovation and upgrade of traditional retail trade. As a result, retailers are constantly exploring how to combine traditional retail with the Internet. From the initial O2O concept was introduced into China in 2011, the retailers began to continuous research and improvement of O2O model from a different perspective to try combining O2O mode and traditional retail industry better, although research present state of "flowers", but not the transformation of traditional retail meaningful reference and guidance. Until after the new retail concepts were put forward in 2016, major retailers are truly see the transformation of traditional retail industry is relatively effective direction, at the same time, because our country's basic national conditions, the community has become the most concentrated area, People's Daily life gestates trillions of magnitude of the market, all kinds of retail enterprises, such as electricity giant began to layout the market. Therefore, for the traditional retail industry, how to rationally allocate resources and build a business model suitable for community development has important research significance. Through literature research at home and abroad, this paper sorted out the business model, operation process, O2O, new retail, community O2O and other related concepts, providing theoretical support for the following related research. In addition, the case analysis method is used to firstly explain the current situation of X company, describe the basic situation of X company, and analyze the environment of X company from the macro and micro perspectives. Secondly, the existing business model of X company is analyzed. Then, the current problems of X Company are explained in detail. Meanwhile, the business model element comparison method is used to analyze the causes of the current problems of X Company. Finally, a solution was proposed to solve the existing problems of X Company, and the O2O model of retail community suitable for the development of the enterprise was rebuilt. The new business model construction elements were sorted out and the operation process of the enterprise was confirmed. Moreover, the operation data of all aspects after Abstract III reconstruction were tracked and compared to prove that the reconstructed business model was indeed effective. Through the study and reconstruction of the business model of X Company, it can not only help the company to achieve rapid transformation and development and seize the market of the community, but also provide some reference for similar retail companies when they encounter similar development problems. Key Words: Business model; Retail community O2O; Traditional retail enterprises; Transformation 目录 I 目录 摘要 ................................................................................................................ I Abstract ............................................................................................................ II 第一章 绪论 .................................................................................................... 1 第一节 研究背景及意义 ................................................................................ 1 一、选题背景 ................................................................................................. 1 二、研究意义 ................................................................................................. 3 第二节 国内外文献综述 ................................................................................ 5 一、O2O电子商务模式的概述 .......................................................................... 5 二、O2O模式在企业应用的研究动态 ................................................................. 5 三、社区O2O发展现状 ................................................................................... 6 第三节 研究内容与研究方法 ........................................................................ 7 一、研究内容 ................................................................................................. 7 二、研究方法 ................................................................................................. 8 第二章 零售类社区O2O模式的相关理论及应用 .................................. 9 第一节 商业模式 ........................................................................................... 9 一、商业模式基本理论概述 .............................................................................. 9 二、商业模式的组成要素 ................................................................................. 9 三、运营模式 ............................................................................................... 11 四、电商现有运营模式 ................................................................................... 11 第二节 O2O电子商务 ................................................................................. 12 一、O2O概念 ............................................................................................... 12 二、O2O现有应用模式 .................................................................................. 13 第三节 新零售模式的内涵 .......................................................................... 14 第四节 社区O2O电子商务相关概述 .......................................................... 14 一、社区O2O概念 ....................................................................................... 17 二、社区O2O现有应用模式 ........................................................................... 18 第三章 X公司应用零售类社区O2O现状 ........................................... 25 第一节 X公司情况概述 .............................................................................. 25 一、企业基本情况 ......................................................................................... 25 二、企业宏观环境分析 ..................................................