八天在线商城运营现状调查分析与改进(附调查问卷)

八天在线商城运营现状调查分析与改进(附调查问卷)(开题报告,论文14000字)
摘要
近年来，随着O2O商业模式的快速发展， 出现了一个以在校生为主要消费对象的商业模式——“校园O2O”商业。最近几年，“校园O2O”企业数量呈现井喷式的增长，由最初的59Store、八天在线商城少数几个公司发展到现在的群雄争霸，“校园O2O”企业的竞争压力也越来越大。
八天在线要想能够在如此激烈的竞争环境中，继续保持领先者的姿态，就要了解现在的发展状况，发现目前运营过程中存在的问题，并及时得出有效的优化措施。同时通过对八天在线的研究，可以以小见大，推断出目前“校园O2O”行业普遍存在的问题，希望可以通过这份研究，帮助到其他同行业的企业，以此来优化国内“校园O2O”商业模式。本文主要用过问卷调查来研究八天在线目前的发展现状，根据影响企业运营的宏观、微观因素设置了一些问卷问题。
通过研究发现，八天在线发展中遇到的问题主要有以下几个方面：客户认知信任度尚不完全、商品品种比较单一、配送速度较慢、商品质量存在缺陷等问题。本文针对这些问题提出了一些实用性较强的优化措施，希望这些优化措施能够帮助到八天在线的发展，同时也希望这边文章能够对同行业企业有所帮助。
关键词：校园O2O  电子商务  企业运营
 
Abstract
In recent years, with the rapid development of O2O business model, there has been a business model with the main consumer in the school - "campus O2O" business. In recent years, the number of "campus O2O" enterprises showed a blowout growth, from the initial 59Store, eight days online mall a few companies to the current development of the hegemony, "campus O2O" business competition pressure is also growing.
Eight days online To be able to compete in such a competitive environment, continue to maintain the attitude of the leader, we must understand the current development situation, found that the current operation of the existing problems, and timely effective measures to achieve effective. At the same time through the eight days of online research, can be small, infer the current "campus O2O" industry ubiquitous problems, hope that through this research, to help other companies in the same industry, in order to optimize the domestic "campus O2O "business model. This paper mainly uses the questionnaire to study the present situation of eight days of online development, according to the impact of business operations macro, micro factors set some questionnaires.
Through the research found that eight days of online development problems encountered in the following areas: customer awareness is not yet fully trusted, relatively simple varieties of goods, delivery speed is slow, the quality of goods defects and other issues. In this paper, some practical measures are put forward to solve these problems. It is hoped that these optimization measures will help the development of eight days of online, and hope that this article can help the same industry enterprises.
Keywords: campus O2O;e-commerce;business operations
目  录
摘要    I
ABSTRACT    II
第一章  绪论    1
1.1研究背景及意义    1
1.1.1 O2O电子商务研究背景    1
1.1.2 研究意义    1
1.2研究内容与思路    2
1.2.1 研究内容    2
1.2.2 研究思路    2
1.2.3研究方法    3
1.2.4创新点    3
第二章 文献综述    4
2.1 O2O模式概述    4
2.1.1定义    4
2.1.2 O2O模式关键因素    4
2.1.3 O2O模式价值    4
2.2 国内外学者对中小型电子商务企业发展的研究    5
2.3数据调查与分析方法    6
第三章八天在线商城运营现状调查    7
3.1八天在线商城发展概述    7
3.2八天在线商城运营影响因素分析    8
3.2.1从宏观外部环境解析八天在线商城运营的影响因素    8
3.2.2从微观内部运营解析八天在线商城运营的影响因素    8
3.3八天在线调查研究    9
3.3.1 设计调查问卷    9
3.3.2 发放调查问卷    10
第四章  调查结果分析    12
4.1基本情况分析    12
4.1.1性别比例均衡    12
4.1.3 月生活费存在自由支配空间    13
4.2 八天在线商城的使用情况分析    14
4.2.1 八天在线在全国并未全面普及    14
4.2.2 八天在线的了解渠道    14
4.2.3 八天在线的需求量不高    15
4.3 使用感受分析    16
4.3.1 八天在线商城优势显著    16
4.3.2 活动更加注重返现或者红包的方式    16
4.3.3 APP的使用设计尚需完善    17
第五章 八天在线商城存在的问题与优化    19
5.1 八天在线商城存在的问题    19
5.2相关对策及优化建议    20
5.3 总结    21
参考文献    22
附录    24
致  谢    31