摘要随着电子商务的不断发展及应用的深化，借助移动互联网这一利器，渠道大战的战火从消费者的电脑里，进一步点燃进了线下的门店中，让大战背后的家电厂商叫苦不迭。2014年，整体家电市场不容乐观，从总体销售来看，各品类家电线下市场进一步收紧，彩电市场甚至出现了30年来首次销量下滑。正在这时，O2O概念的出现，让饱受电商冲击之苦的传统家电企业找到了救命稻草，各大渠道企业、家电厂商纷纷推出了自己的O2O战略。基于此，本文对家电行业O2O模式进行了研究。本文结构如下：第一部分研究家电行业O2O模式的发展现状；第二部分以苏宁云商和国美电器为例分析和比较家电企业发展O2O模式的具体措施，分别从组织结构、营销体系、服务体系、物流体系等四个角度深入分析两个企业O2O模式的具体方案。第三部分以苏宁国美发展O2O的情况、措施和意义等方面的介绍为切入点，进一步为传统家电企业提供参考意义。75139

Abstract：•With the development of the electrinic commerce and the deepening of it's application。The channels of the Internet as a tool of war fighting from the consumer's computer, further into the offline stores,merchants squealed。In 2014,the overall home appliance market is depression。 From  overall sales, each category offline market further tightening of household appliances, color TV market and even the decline in sales for the first time in 30 years。 Just then, the emergence of O2O concept, let suffering from electricity business impact of the traditional home appliance enterprises found a life-saving straw, major channels for enterprise, household appliances manufacturers have launched their own O2O strategy。 Based on this, O2O mode is studied in this paper, the home appliance industry。 This paper structure is as follows: the first part of the home appliance industry development status quo of O2O mode; The second part Su Ningyun agent and gome electrical appliances, for example analysis and comparison home appliance enterprise specific measures for the development of O2O mode, respectively from the organization structure, marketing system and service system, logistics system in-depth analysis from the four angles of the concrete scheme of two enterprises O2O mode。 The third part to suning, gome development conditions, measures and significance of O2O introduction as the breakthrough point, to further provide reference value for the traditional home appliance enterprises。

毕业论文关键词：O2O 模式，电子商务，家电行业，苏宁云商，国美电器

Keyword: Online to offline；Electronic commerce；The household appliance industry；Suning Appliance；Gome electrical appliances

目录

第1章 引言 1

1。1研究背景和意义 1

1。2研究内容 3

1。3研究方法 3

第2章 文献综述 3

2。1家电行业发展O2O模式的必然性 3

2。2家电行业发展O2O模式的可行性 3

第3章 家电行业O2O模式相关研究 3

3。1 O2O模式在家电行业中的应用 4

3。2家电行业发展O2O模式的风险研究 5

第4章 案例分析——苏宁云商、国美电器 6

4。1苏宁云商 6

4。1。1苏宁云商的发展现状 6

4。1。2苏宁云商的O2O模式分析