|本期目录/Table of Contents|

[1]居玲玲,胡守忠,王晓艳.服装零售业O2O可持续盈利影响因素扎根研究[J].丝绸,2018,55(4):041110.[doi:10.3969/j.issn.1001-7003.2018.04.010]
 JU Lingling,HU Shouzhong,WANG Xiaoyan.Grounded research on the factors influencing sustainable profitability of clothing retailing O2O[J].Journal of Silk,2018,55(4):041110.[doi:10.3969/j.issn.1001-7003.2018.04.010]
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服装零售业O2O可持续盈利影响因素扎根研究(PDF)
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《丝绸》[ISSN:1001-7003/CN:33-1122/TS]

卷:
55
期数:
2018年4期
页码:
041110
栏目:
研究与技术
出版日期:
2018-04-20

文章信息/Info

Title:
Grounded research on the factors influencing sustainable profitability of clothing retailing O2O
文章编号:
1001-7003(2018)04-0057-08
作者:
居玲玲胡守忠王晓艳
上海工程技术大学 服装学院,上海 201620
Author(s):
JU Lingling HU Shouzhong WANG Xiaoyan
  College of Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
关键词:
O2O商业模式服装零售O2O可持续盈利影响因素扎根理论
Keywords:
O2O business model clothing retailing O2O sustainable profitability influencing factors grounded theory
分类号:
TS941.19
doi:
10.3969/j.issn.1001-7003.2018.04.010
文献标志码:
A
摘要:
传统服装零售业纷纷尝试“触网”,但可持续盈利难。文章主要挖掘服装零售业O2O可持续盈利影响因素,从营销角度提出可持续盈利模式的实现途径在于商业模式的创新。基于扎根理论方法,并借助质性分析软件QSR NVivo 8.0来完成编码工作,包括开放性编码、主轴编码、选择性编码。研究发现11项主要影响因素,类属于3个主范畴,即企业战略流程创新、消费购买价值感知和基础支撑体系。研究结论有助于为服装零售业发展O2O模式实现可持续盈利提供因素优化指导,为企业可持续发展提供理论支持,同时也给予其他探索O2O模式的企业一些启发。
Abstract:
Traditional clothing retailing enterprises tried to touch “the net”, but it is still difficult to obtain sustainable profitability. The paper mainly explored the influencing factors of sustainable profitability in clothing retailing O2O, and proposed that business model innovation is the way to achieve sustainable profitability from the marketing viewpoint. Based on the grounded theory, the qualitative analysis software QSR NVivo 8.0 was used to complete the coding work, including open coding, principal axis coding and selective encoding. The study found 11 main factors which belong to 3 main categories: enterprise strategic process innovation, consumer purchase value perception and the basic support system. The conclusion is helpful for providing factors optimization guidance for clothing retailing O2O to achieve sustainable profitability and providing theoretical support for the sustainable development of enterprises. Meanwhile, this paper can also enlighten other enterprises to explore the O2O model

参考文献/References:

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备注/Memo

备注/Memo:
基金项目:上海教育科学研究资助项目(B14035);上海市教育委员会高校教师培养计划资助项目(A1-5300-15-020305);上海工程技术大学课程建设资助项目(p201509001);上海工程技术大学研究生科研创新课题项目(E3-0903-16-01245/ E3-0903-17-01292)
收稿日期:2017-06-18
修回日期:2018-00-00
作者简介:居玲玲(1990—),女,硕士研究生,研究方向为服装市场营销
通讯作者:胡守忠,教授,hushzh@sues.edu.cn
更新日期/Last Update: 2018-03-22