大数据下的零售业的发展策略研究(任务书,开题报告,论文12500字)
【摘要】大数据的快速发展创造了消费者全新的生活方式和劳动价值创造方式，谁能够借助大数据的力量更了解和贴近消费者，谁就能够在竞争中胜出。麦肯锡认为“大数据”将变为未来重要的生产要素，并将带来新一轮生产率增长和消费者盈余浪潮，也将是创新、竞争的下一领域。互联网技术的巨大突破，彻底改变了消费者传统的购物方式，营销环境发生了前所未有的变革，大数据与微时代同时并存。一方面，商业数据变得史无前例的巨大；另一方面，产品、服务与客户洞察要求精细化、个性化，企业必须针对每一个具体的消费者个性化营销。此外，海量的数据资源背后是对传统人类行为分析工具的彻底突破，过去的商业决策更多依赖于经验、直觉或小样本调查的统计推论，而大数据时代的决策更多要依靠全面数据分析，大数据背景下，消费者各种行为与特点的发展变化更容易被记录、观察、分析和了解。大数据已改变了零售企业传统的经营模式，在全新的营销环境中，零售企业传统的商业模式将越来越难以适应新的市场环境，其必须重新认识大数据对零售业的影响，重构大数据下的零售经营策略。
【关键词】大数据 零售业 发展策略
Strategy Research of Retail Development at the Age of Big Data
【Abstract】The rapid development of the big data creates a new way of life and labor value creation for consumers. The ones who can closely understand consumers better with the power of big data will be able to win in the competition. McKinsey hold that“big data”will become the next important factor of production, and will lead to a new wave of productivity growth and consumer surplus. It also will be the next area of innovation and competition. The great breakthrough of Internet technology completely changes the traditional way of shopping, and unprecedented changes have taken place in the marketing environment. The Big Data and Micro Age exist at the same time. On the one hand, the business data becomes unprecedented huge; on the other hand, products, services and customer insight require refinement, personalization. The enterprise must do personalized marketing for each specific consumer. In addition, it is completely a breakthrough to the traditional human behavior analysis tools to work under vast amounts of data resources. In the past, business decisions mainly depend on experience, intuition or small sample survey of statistical inference. However, the decision of the Big Data era largely depends on comprehensive data analysis. Under the background of Big Data, the development and change of consumer behavior and characteristics are more likely to be recorded, observed, analyzed and understood. Big data has changed the management pattern of traditional retail enterprise. In the new marketing environment, it will be increasingly difficult for traditional retail enterprise business model to adapt to the new market environment. For them, it is essential to rediscover big data influence on retail, and to reconstruct retail strategy under the influence of Big Data.
【Key words】Big Data Retail industry Development strategy
目 录
任务书 Ⅰ
开题报告 Ⅱ
指导教师审查意见表 Ⅲ
评阅教师评语 Ⅳ
答辩会议记录 Ⅴ
中文摘要 Ⅵ
外文摘要 Ⅶ
1 绪论 1
1.1 研究的可行性和大背景 1
1.2 研究的目的及意义 2
2 相关理论概述 3
2.1 零售的定义 3
2.2 大数据的定义 3
2.3 两者的结合 4
3 大数据下零售业的发展 4
3.1 国内零售业发展现状 5
3.2 国外零售业发展现状 6
4 零售业与大数据的融合的角度分析 6
4.1 选址角度分析 6
4.2 销售角度分析 8
4.3 消费者角度分析 9
4.4 储存角度分析 10
4.5 选址、销售、消费者、储存的相互对比 11
5 大数据下零售业的发展策略 12
5.1 大数据下零售业的价格策略 12
5.2 大数据下零售业的销售策略 12
5.3 大数据下零售业的供应链策略 13
5.4 大数据下零售业的库存策略 13
6 结束语 13
参考文献 14
致谢 16
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