摘 要

Abstract 2

第1章 绪论 1

1.1 选题的目的、背景及意义 1

1.2 国内外研究现状 1

1.3 本文拟主要解决的问题 2

第2章 传统百货业面临的危机与机遇 3

2.1 经营危机 3

2.1.1关店数量不断增加 5

2.1.2奢侈品关店数超往年 5

2.2 VR技术带来的新危机 5

2.3 互联网带来的机遇 6

第3章 传统企业进行互联网转型的六大误区 7

3.1把微信和微博等同于网络营销 7

3.2 把传统生意简单照搬到互联网上 7

3.3 把信息化等同于互联网化 8

3.4 外包方式不能根本解决人才瓶颈 8

3.5 用传统思维企图实现互联网模式 8

3.6 多数人急功近利 8

第4章 危机中谋出路——转型路径探究 10

4.1 新的商业模式的创新与融合 10

4.1.1工具/内容 社区 电商 10

4.1.2长尾型商业模式——以ZARA为例 11

4.1.3满足新时代消费者的个性需求——个性购物 12

4.1.4众筹开店 13

4.2管理模式的变革 13

4.2.1组织架构变革 13

4.2.2绩效转型-消费者驱动 14

4.3 营销模式创新 14

总 结 16

参考文献 17

致 谢 18

摘 要

科学技术的飞速发展使得整个商业圈内企业的淘汰速度也在不断加快。在电商发展如此之快的今天，一方面电商企业的成交额屡创新高，而另一方面，传统的百货企业却面临着营收、利润双双下滑，不得不关闭门店的窘迫境地。前不久，阿里巴巴又提出VR购物的概念，再次引爆了新一轮零售行业的革命。传统企业转型迫在眉睫，但是在转型中往往存在6大误区，这些误区是导致转型失败的关键。想要转型成功，必须在商业模式、经营理念、管理方式、营销模式等各个方面进行创新改革。

本文主要通过环境分析、因素分析等对传统百货行业企业进行多方面分析， 对目前传统企业转型互联网过程中存在的误区进行了简要的阐述，并针对这些误区、移动互联时代的环境特征、消费特征以及一些实际案例的得到了综合分析结果，所得结果对于传统百货行业企业进行互联网转型具有重要指导意义。论文主要研究了目前传统百货行业的发展现状、面临的危机与机遇、未来的发展趋势，并对互联网 背景下传统百货企业互联网化提出了一些可行性建议。

本文的特色在：社会实用性强，抓住当前热门的话题，分析未来传统百货的发展趋势，并提出了一些创新性建议。

关键词：传统百货业 互联网思维 转型 O2O

Abstract

This paper is mainly through the environment analysis, factor analysis to the traditional department store industry enterprises to carry out various analysis of the current misunderstanding between the traditional enterprise transformation in the process of the Internet are briefly described.And according to the environmental characteristics of these pitfalls, mobile Internet era, consumer characteristics and some actual cases,it obtained the comprehensive results . The results have important guiding significance for the traditional department store industry enterprises to carry out Internet transformation .

Thesis mainly studied the present situation of the traditional department store industry, facing the crisis and the opportunities and the future development trend. And puts forward some feasible suggestions under the background of Internet traditional general merchandise enterprise Internet .

The results of the research show that the rapid development of science and technology make the enterprises in the business circle of elimination speed is accelerating.on the one hand, the electric business enterprise turnover reached new highs, on the other hand, traditional department stores enterprises are faced with revenue and profits slid in. Even they have have to close the embarrassed situation of the store.Recently, alibaba puts forward the concept of VR shopping and once again sets off a new round of revolution of retail industry. Traditional enterprise transformation is imminent. But there is 6 big error in thetransformation , which is the key to cause the failure of transformation. The enterpise must innovate in the business model, management concept, management methods and marketing mode to be successful intransformation.

Characteristic of this paper is: social practical strong, seize the current hot topic, analyze the future development trend of the traditional department stores, and puts forward some innovative Suggestions.

Key Words:traditional retailing industry thinking in the Internet transformation