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摘要古语有云：民以食为天。我国饮食餐饮行业一直以来十分发达，饮食消费作为生活生活消费的一种，离消费者的生活更为接近。面对这一庞大的消费群体和消费市场，对于很多新生的饮食中小企业而言，是一个全新的机遇。在新的信息时代里，我们面临着传统行业转型的问题，开发线上线下相结合的经营模式成为很多中小企业一直思考的难题。而当前，O2O模式在国内的引用，受到了众多企业的关注和应用。在电子商务发展迅猛的推动下，传统的餐饮行业面临着越来越激烈的市场竞争，而新的O2O模式的出现，或许会让餐饮行业发生巨大改变和全新机遇。46363
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O2O模式是一种结合网络购物和传统市场的特点，同时也采用了电子商务早期优势经验的新型商业经营模式。本文通过查阅相关资料和文献，并结合馥宼丝甜品店当前采用O2O商业模式的具体状况、SWOT以及存在的问题，进行研究，并得出结论。会员营销是O2O营销模式中一种营销策略，它是一种以个人会员为基础，将普通用户变为会员的一种营销方式，企业通过对会员的消费能力和购物习惯进行分析和研究，从而发展会员的消费能力，进行口碑宣传，将来这种营销手段能够使会员的价值实现最大化。
毕业论文关键词：O2O,电子商务，会员营销，价值最大化
Abstract
Goes the: food is. Food, food industry has been developed in our country, as the life of the life consumption of a diet consumption, life more close to the consumers. In the face of a huge consumer groups and consumer market, for a lot of new diet of small and medium-sized enterprises, is a new opportunity. In the new information age, we faced with the problem of traditional industry transformation, combining the development of online business model for many small and medium-sized enterprises (smes) have been thinking of problem. Currently, O2O mode in domestic references, by the attention of many enterprises and application. Under the impetus of the fast development of electronic commerce, traditional food and beverage industry is facing increasingly fierce market competition, and the emergence of new O2O model may make food industry huge change and new opportunities.
O2O model is a combination of online shopping and the characteristics of the traditional market, but also the use of e-commerce experience in the early advantages of the new business model. Through access to relevant information and literature, and the combination of Fu Kou silk dessert the o2o business model of the specific situation, SWOT and existing problems, research, and draws the conclusion. Affiliate marketing is a marketing strategy in o2o mode of marketing, it is a kind of to inpidual members based, common user variable is a member of the marketing, the enterprise through the members of the consumption capacity and shopping habits are analyzed and studied, in order to develop the consumption capacity of the member, word of mouth publicity, in the future this kind of marketing means to enable members to achieve maximum value.
Key words: O2O,E-commerce,Membership marketing, Value maximization
目 录
摘 要 I
Abstract II
1.1 营销策略概念 1
1.2 O2O模式概况 1
1.3 会员营销模式 2
第二章 馥宼丝甜品店运营现状 2
2.1 馥宼丝甜品店简介 2
2.2 馥宼丝甜品店发展现状 3
2.3 馥宼丝甜品店的SWOT分析 4
第三章 馥宼丝甜品店会员营销中存在的问题 6
3.1 商家角度 6
3.2 运营角度 7
第四章 解决策略和建议 7
4.1 加强会员的系统化管理 8