CAJ | 학술논문

随着电子商务的快速发展,移动终端的商业价值凸显.O2M全渠道战略方兴未艾,为现代企业指明发展新方向的同时,也给企业发展带来了不小的挑战.文中在对O2M全渠道战略的概念与驱动力进行界定与描述的基础上,从5R理论分析方法入手,以广州微壹购南铺北店为例,探讨分析企业O2M转型的对策,以期对其他传统零售企业的转型与发展有所借鉴.研究发现,5R模型对O2M企业仍然具有指导意义,消费者为中心的市场营销策略在新时代被赋予更深刻的内涵.
수착전자상무적쾌속발전,이동종단적상업개치철현.O2M전거도전략방흥미애,위현대기업지명발전신방향적동시,야급기업발전대래료불소적도전.문중재대O2M전거도전략적개념여구동력진행계정여묘술적기출상,종5R이론분석방법입수,이엄주미일구남포북점위례,탐토분석기업O2M전형적대책,이기대기타전통령수기업적전형여발전유소차감.연구발현,5R모형대O2M기업잉연구유지도의의,소비자위중심적시장영소책략재신시대피부여경심각적내함.
With the rapid development of e-commerce, the mobile terminal business tends to be increasingly impor-tant. The O2M omni-channel marketing strategy, even in the growth stage, brings opportunities as well aschallenges to modern enterprises. This paper, on the basis ofpresenting the definition and driving force of O2M omni-chan-nel marketing development strategy, makes a case study of NBOTMshop, then uses the 5R-principle to analyze and discuss the countermeasures of O2M transformation for enterprises. The primary objective of this study is to set a modelof O2M for the traditional retail enterprises.Study result shows that the 5R model still plays a role for the O2M enterprise as consumer-orientated marketing strategybeing given a more profound connotation in the new era.