Research on Business Model of Click-and-Mortar for Hypermarkets: A Case Study of the R company in China
| Autor: | Cheng-Yen Wang, 王正彥 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Mobile devices and Internet grow up rapidly in the recent years, so the consumption habits of people are gradually changing. Because the proportion of online shopping is leaps and bounds growthing, Brick-and-mortar stores gradually lose the advantage of retail markets. Therefore, they come up with some new business models such as China''s RT-Mart feiniu.com and Wal-Mart Walmart.com. However, the electronic commerce industry also begins to develop physical access such as Amazon Amazon.go. It is a good example of electronic commerce industry to setup physical stores. In summary, the O2O(Online to Offline) becomes the main business model. This thesis applys the case study method; moreover, we interview executives from R company in order to realize the new threat from electronic commerce industry. Besides,this thesis extends the research report of the McKinsey & Company, “Making stores matter in a multichannel world”.Finally, this thesis will summarize some conclusions which bases on the above analysis. Main conclusions are summarized as follows 1.R company should take the consumer demand as priority in the process of O2O transformation. 2.R company should adjust the structure of the commodity because the consumption demands are changing. 3.R company should try to open medium-sized supermarkets in the downtown because the consumption habits are changing |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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