In our current society, the use of reports has become the norm in daily life, and different kinds of reports have different uses. You have no clue when you write the report? The following is the opening report of my graduation thesis for e-commerce major, which is for reference only. Welcome to read it.

1. Background, purpose and significance of this research

(1) Research background

We have entered a new era of intelligence represented by mobile intelligent terminals. The emergence of Internet, smart phones, bus mobile phones, mobile terminals and other devices has made its communication subjects infinitely increased, and its content has been quantified and autonomous. This new technical environment has also provided a foundation for the emergence of new communication and marketing models, which is O2O communication. As a new development mode of e-commerce, O2O has set off a boom in China, which has combined offline and offline well, greatly enriched people's lives, greatly improved everyone's leisure and entertainment methods, and met people's needs more efficiently and conveniently.

this paper will make a qualitative study on the successful domestic development of catering, retail, medical care, tourism, home improvement and leasing, focusing on the role of online to offline's websites in actual marketing. As the enterprises with O2O e-commerce mode in China have only developed in recent years, there are few theories and documents about the enterprises with O2O e-commerce mode, so it is inevitable to cause some one-sidedness. However, the enterprise of O2O e-commerce mode is a hot phenomenon in today's society, which greatly affects people's lives and has great research value. According to the latest survey, although domestic e-commerce was in a downturn last year, the overall transaction scale of e-commerce still reached 7 trillion yuan, an increase of 46% over the previous year. Behind this rapid growth, e-commerce also showed three obvious trends. Among them, O2O plays a pivotal role in the middle. First of all, e-commerce has gradually evolved from decentralization to branding, specialization and integration. The evolution of e-commerce from C2C, B2B to B2C to O2O. The major e-commerce companies have also developed from Taobao and Alibaba to professional B2C malls such as Tmall Mall and JD.COM Mall. With the development of mobile Internet, offline integration has been accelerated and the development of O2O e-commerce model has been promoted. Secondly, with the development of platform-based e-commerce, vertical e-commerce began to evolve to O2O. At present, the platform-based e-commerce such as Tmall Mall, whose main income is commission service fee, has rapidly expanded its scale with its good platform foundation and user reputation. The traditional vertical e-commerce is increasingly squeezed by platform-based e-commerce, and its development space is greatly limited. Therefore, vertical e-commerce began to rely on O2O to develop vertically under the condition of limited horizontal expansion, and explored offline business opportunities and potential by providing high-quality and unique services. Finally, the co-development of online and offline integration (O2O) is the future development trend of e-commerce.

(II) Research Purpose

O2O(OnlinetoOffline) refers to taking online consumers to real stores-paying offline goods and services online, and then enjoying services offline. The proportion of people's online consumption is far less than that of offline consumption, because most of them are consumed locally, and people will spend money on coffee shops, bars, gyms, restaurants, gas stations, plumbers, dry cleaners and hair salons. Because these goods or services can't be realized by traditional e-commerce, they must be consumed in the present entity. The main research purpose of this topic is to make the profit of O2O e-commerce model serve 91% of the vacancies in ordinary e-commerce, and bring certain value reference and reference significance to enterprises. The final effect is to change our consumption form and lifestyle, and meet daily needs more conveniently.

(III) Research Significance

Enterprises use the O2O e-commerce model to combine offline and online, which is beneficial to the physical feeling of online goods, and at the same time, it increases the sales channels of offline goods, which is mutually beneficial, and * * * brings profits to businesses; The purpose of the study is to help businesses develop healthily in the future business and guide enterprises to achieve multi-faceted profits under the O2O e-commerce model.

Second, the research status and analysis of the issues involved in this topic in China

(I) the research status in China

Chen Shou-song, an analyst at China E-commerce Research Center, said that O2O, on the one hand, does not mean only online and offline exchange capabilities, but actually represents that another expression of e-commerce is different from another category. Our traditional e-commerce sells physical objects, but what we want to sell in O2O is service, our traditional catering, our entertainment, and these things will be very important in our research on O2O; At the same time, Zhang Tao, CEO of Public Comment, believes that the essence of the Internet is to bring people more convenient and efficient services. At present, there are four basic forms: information platforms such as portals and search solve the relationship between people and information, social platforms such as SNS solve the relationship between people, e-commerce platforms solve the relationship between people and goods, and local consumption platforms, namely O2O, solve the relationship between people and services.

(II) Research Status in Foreign Countries

In foreign countries, Groupon set off a wave of group buying, which made the concept of O2O popular. In addition, Yelp, FourSquare, Google and Apple also attach great importance to local services. Yelp started with restaurant reviews and is naturally suitable for online and offline combination; FourSquare was born in the era of mobile internet, and several revisions are recommended around local life information, which is no longer a sign-in like a game. It can be said that Yelp and FourSquare have a direct competitive relationship, and the core of their competition is the local life consumption platform.

Third, the task requirements proposed by the subject and the feasibility analysis of achieving the goal

(1) Task requirements:

1. Question: Although the development of enterprises with O2O e-commerce mode is in full swing at present, the development prospects of enterprises with O2O e-commerce mode are not clear. In the future development, whether enterprises with O2O e-commerce mode can achieve profitability, Whether it can reduce many hidden dangers of enterprises in O2O e-commerce mode and realize multi-channel marketing and profit in competition are all problems that enterprises in O2O e-commerce mode need to overcome in the future development process.

2. Analysis of the problem: Through the analysis of the enterprise value and mode of O2O e-commerce model, the paper discusses it from different aspects by using the knowledge of the learned e-commerce theory and their actual operation on the website, providing a new perspective for answering the question.

3. Propose a solution: analyze the marketing strategy and operation mode of enterprises with O2O e-commerce mode by using the learned knowledge.

4. Let more traditional (non-e-commerce-oriented) enterprises and traditional e-commerce-oriented enterprises read this article, and respond to the development trend of the current O2O e-commerce model.

(2) Feasibility analysis:

In the analysis of the role of enterprises with O2O e-commerce model in actual competition, there are the following feasibility:

1. Theoretical basis: First, through in-depth study of e-commerce courses, the operation status and development of enterprises with O2O e-commerce model are studied and analyzed. Secondly, it has the ability to effectively collect all kinds of data and information needed for analysis.

2. Information status: Collecting relevant information and data through personal experience can ensure the authenticity of the information source; At the same time, through consulting books, library documents and periodicals, we can collect all kinds of materials online to ensure the completeness of the materials. It is best to experience their goods and services for yourself.

3. Equipment used: computer, relevant documents, etc.

IV. Problems and solutions of this topic

(1) Problems of this topic:

1. Introduction

1.1 Research background

1.2 Research purpose and significance

1.3 Summary of research status at home and abroad

2. Overview of related theories

Overview of 2.1o2o e-commerce model

Characteristics of 2.2o2o e-commerce model

Marketing mode of 2.3o2o e-commerce model

Marketing value of 2.4o2o e-commerce model

3, The present situation and existing problems of enterprises in China's O2O e-commerce mode

3.1 The present situation of enterprises in China's O2O e-commerce mode

The current situation of users in enterprises in 3.2O E-commerce mode

The analysis of the social influence of enterprises in 3.32O E-commerce mode

The problems existing in the development of enterprises in 3.4o2o E-commerce mode

Enterprises in 3.5o2o E-commerce mode. Countermeasures for the future development of the industry

4. Strategies and methods of enterprises that study O2O e-commerce mode

Marketing theory of 4.1O2O e-commerce mode

Strategies used in 4.1O2O e-commerce mode

Four minefields of 4.3O2O e-commerce mode marketing

4.4 Steps for enterprises to launch e-commerce marketing

5, Successful case analysis of enterprises in O2O e-commerce mode

5.1 SouFun marketing case in O2O e-commerce mode

5.2 Ctrip marketing case in O2O e-commerce mode

5.3 Jiji.com, 58 successful cases of the same city network in O2O e-commerce mode

5.4 successful cases of Dianping.com in O2O e-commerce mode

5.5 successful cases of Handan.com in O2O e-commerce mode

Conclusion:

Thanks:

References:

Appendix

(2) Solutions to the key research problems of this topic:

Collect and sort out the literature and materials about enterprises and network marketing of O2O e-commerce mode. 2. Understand the enterprise marketing value and marketing strategy of O2O e-commerce mode through your own experience. 3. Summarize and analyze the role of enterprises of O2O e-commerce mode in brand marketing. < P > 5. Work conditions necessary to complete this topic (such as reference books, experimental equipment or experimental environment conditions, certain market research, computer-aided design conditions, etc.). And solutions

(1) Necessary working conditions

1, periodicals, newspapers and Internet-related books

2, computer and Internet support: periodical database of electronic library and related professional websites

3, opinions and help of tutors

(2) Solutions

Experience summary method, case method, comparative research method, literature method, etc. Focus on the case method, and then the literature method, and compare with foreign technology, find out the advantages and disadvantages, and put forward their own views.

VI. Complete the work plan and schedule of this topic:

Complete the work plan of this article:

Schedule:

On July 21xx, September 2, 21xx, students and holidays prepare relevant materials for the opening report.

from September 3rd to October 9th, 21xx, under the guidance of teachers, students consult and collect materials, prepare the opening report and write the opening report.

from October 22 to October 26, 21xx, the instructor will decide whether to start the topic according to the

content of the topic opening report, and the teaching and research section and the instructor will be responsible.

October 29th, 21xx-February 4th, 21xx, the first stage of graduation thesis writing, with one draft completed.

February 17, 21xx-October 25, 21xx, the second stage of graduation thesis writing, and the second draft was completed.

October 28th, 21xx-March 29th, 21xx, the third stage of graduation thesis writing, with three drafts completed.

from April 1, 21xx to April 3, 21xx, the graduation thesis will be defended once, and the graduation defense results will be summarized.

from April 5, 21xx to May 11, 21xx, the second defense of graduation thesis and the summary of graduation defense results.

VII. Main references

[1] Wang Xuemei. The value breakthrough of O2O [J].IT manager world, 21xx

[2] Sun Jiankun. Online and offline: another kind of O2O thinking [J]. Internet Weekly, 21xx.

[3] Yuan Lei. Review of foreign business model theory research. 21xx.

[4] Lv Wenlong. Group buying attracts jade O2O[J]. Internet Weekly, 21xx.11

[5] A Dai. The future of O2O mobile development [J]. Communication World, 21xx (5): 58-59

[6] Gao Wei. O2O.