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1、AbstractSUNINGisthelargestretailcompanyinChina,andchangesitsoperationmodelforthesecondtimein2003,inordertofullyenterthee-commercemarket,undertheimpactoftherapiddevelopmentofe-commerceintoday’smarket.Thistime,itsnewoperationiscalledcloudbusinessmodel,whichmeansstores+e-commerce+retailse
2、r-vice.Throughthemeansofliterature,theoreticalanalysisandcasestudy,thispaperstudiesthepresentsituationofSUNING’snewbusinessmodel,inordertofindtheproblemsexistingintheprocessofnewmodel’soperation.However,thenewbusinessmodeldoesnotbringSUNINGgoodresult.Com-paredto2012,itsprofitfellbynear
3、lyonehundredpercent,andthesituationbecameworseinthefirsthalfof2014.ThemainreasonsthatresponsibleforthissituationisitsunskilledO2Ooperation,thelackofprecipitationinthistransformation,pooruserexperience,heafter-salesservicenotgoodenoughandsoon.BasedontheprobleminSUNING’stransformation,th
4、ispaperstudiestheques-tionthatwhethertheO2OmodelissuitableforSUNING,andtheresultisthatthestrategictransformationisbeneficialtothefuturedevelopmentofSUNING.InordertopromotethesmoothdevelopmentofSUNINGinthee-commercemarket,thispaperpresentsaseriesofimprovementmeasures,suchas,makingfullus
5、eoftheadvantagesoftheentityshop,strengtheningonlineandofflinepublicityatthesametime,whichcanbegoodsolutionstotheprobleminSUNING’stransfor-mation.Keywords:O2O,cloudbusinessmodel,retailenterprise,strategictransfor-mation目录第一章绪论.............................................................
6、................................................11.1选题背景........................................................................................................11.2研究意义........................................................................................................21.3国内外研究现状...
7、.........................................................................................31.3.1国外研究现状.........................................................................31.3.2国内研究现状.........................................................................41.4研究思路与方法..............
