O2O趋势下连锁经营管理专业建设背景研究

The Research of the Background on Chain Management Major Construction under the O2O Tendency

随着电子商务的快速发展，传统连锁零售企业被强势冲击之后，开始调整战略，向线上渗透，O2O成为众多传统企业在新形势下求生存、求发展的关键策略。O2O即OnlineToOffiine，是零售企业在移动互联网时代实现实体店和互联网融合对接，商业资源在线上线下自由流动的新型商业模式。本文以浙江省特别是温州地区连锁经营行业、企业发展状况和省内高职院校连锁经营管理专业办学状况为研究对象，采用文献资料法、实地调查法、问卷调查法与理论研究和个案考察研究相结合，对O2O趋势下连锁经营企业发展趋势和人员需求及人才培养模式创新进行综合研究与分析。

With the rapid development of E-commerce, after the traditional chain retail enterprises are impacted strongly, they adjust their strategies and permeate business online. O2O has become the key strategy for many traditional enterprises to survive and develop in the new situation. O2O is the abbreviation for online and offline, it means the new commercial model for retail enterprises integrate hypostatic stores with the Internet in the age of mobile Internet, commercial resources flow freely between online and offline. The research objects of the paper are the chain management industry, the development situation of enterprises and the running of chain management major of vocational colleges in Zhejiang Province, especially in Wenzhou. Use the methods of document literature, field investigation, questionnaire investigation, combine theory research and case investigation, to make the comprehensive study and analysis on the developing tendency of chain management enterprisesicstaff demand and the innovation of talents training pattern under the O2O tendency.