本地超市O2O体验创新模式发展研究—以西安地区为例 市场营销专业

本地超市 O2O 体验创新模式发展研究—以西安地区为例摘 要近年来，在电商的冲击下，实体超市的发展面临着严峻的形势 。O2O 作为一种影响人们社会生活的新型模式，使人们的消费过程由物质享受层次升级为情感体验阶段，一种新零售的格局随之而来。超市要想在这场大变革中站稳脚跟，就必须重新打造战略布局，结合互联网、大数据等先进技术手段，探索出更多以消费者体验为中心的新型 O2O 模式。本文主要以西安地区超市为研究对象，通过对西安地区超市的基本现状研究，总结出西安超市在转型过程中遇到的问题，从而提出解决对策。以西安世纪金花为例，分析其 O2O 布局，希望对西安地区各超市企业提供经验。探索超市 O2O 模式的创新，提出独特的线上、线下及物流方面的体验，为超市消费者提供更新颖的购物模式。通过文献研究法，案例分析法，探索超市 O2O 体验下的新模式，希望对西安以及其他地区的各型超市发展提供一些有用的信息。关键词：超市；O2O 模式；西安地区；体验AbstractIn recent years, the development of physical supermarket is facing a severe situation under the impact of the electricity supplier.O2O, as a new business mode of influencing people's social life, makes people's consumption process upgrade from the level of material enjoyment to the stage of emotional experience.The supermarket to gain a foothold in this revolution, we must re create strategic layout, combining with the Internet, big data and other advanced technology, to explore more consumers to experience the new O2O business mode as the center.This paper is mainly to the supermarket in Xi'an area as the research object, through the research on the basic situation of the supermarket in Xi'an area, summed up Xi'an supermarket encountered problems in the transition process, and puts forward countermeasures. Taking the Ginwa as an example, this paper analyzes the layout of its O2O,hope to provide experience for the supermarket enterprises in Xi'an area. To explore the innovation of supermarket O2O bu...