线上线下模式整合管理问题与对策——以格力电器为例

Problems and Countermeasures of integrated management of online and offline modes

以格力电器为案例进行线上线下模式调查研究,采取波特价值链对比分析传统商业模式和线上线下模式基本活动与辅助活动的变化。研究发现:①传统商业模式与线上线下模式存在差异,需从供应链价值链重新构建,消除两种模式的制约因素,深度整合提高价值链水平,培育线上模式,释放线下模式各体系的潜力。②企业进行价值链重构,应注重整合4个过程,包括资源共享、现有部门能力匹配、整体管理能力匹配以及市场强势地位获得。③企业应注意从环境、技术、人员、组织方面进行深度整合并提出相应对策。

Faced with the development environment of the Internet,this paper investigates and studies the online and offline modes of Gree Electric Appliances,and adopts Porter Value Chain to compare and analyze the changes between the traditional business mode and the basic and auxiliary activities of online and offline modes.The results show that:(1)There are differences between the traditional business model and the online and offline model.It is necessary to reconstruct the supply chain value chain,eliminate the constraints of the two models,improve the level of the value chain through deep integration,cultivate the online model and release the potential of the offline model systems.(2)In order to restructure the value chain,enterprises should pay attention to the integration of four processes,including resource sharing,capacity matching of existing departments,overall management capability matching and the acquisition of a strong market position.(3)Enterprises should pay attention to the deep integration from seven aspects:environment,technology,personnel and organization,elimination of hostile psychological sharing boundary,power distribution and online and offline differences.The corresponding strategies are put forward.This study can provide strong empirical evidence for enterprises to accurately understand the promotion of online and offline mode.