O2O Mode And Group Management And Control Mode Analysis Of Pasture Enterprises

"Internet +" is an inevitable choice for enterprises in China, but in grass industry, it is not common to promote enterprise development by the application of the advantage of Internet. The author has carried on the on-the-spot investigation and case analysis based on Inner Mongolia Caodu agriculture development co., LTD(hereinafter referred to as "Caodu Company"), combined with the development of domestic and overseas researches, proposed an O2 O mode with chain operation and group management and control mode of pasture trading enterprises. The main results are as follows:1. The O2 O mode of pasture trading enterprises is comprised of four parts including online trading platform of grass products, regional operating centers, sales outlets of grass products and third-party providers. The main function of each part can be explained as follows: online trading platform of grass products can be divided into computer platform and mobile platform whose main function is the information release and pasture trading. The key function of regional operating centers is website operation, training for franchisee, logistics coordination and pasture reserve. The function of sales outlets of grass products is to provide grass products, ways of agricultural production and financial services. The major function of the third party service provider is to provide logistics, insurance and loan services to consumers, businesses and operators in O2 O mode.2. Caodu Company is a representative enterprise which applies O2 O model in grass industry. The O2 O mode of the company has centered on herdsmens and franchisees, which has established five regional operating centers covering Xilinhot, Bayannur, Hulun Buir, Chifeng, and Linhe in Inner Mongolia. The online part in O2 O mode is the grass bulk commodity e-commerce platform. The offline part in O2 O mode is Yimu chain supermarket which is a chain management project of Caodu Company and has been built 51 shops in Inner Mongolia. The third party service providers in O2 O mode of this company is Bank of China Xilinhot branch, China United Property Insurance Company and "Logistic cloud platform in Inner Mongolia". These business activities of Caodu Company have basically formed the original O2 O mode of pasture trading enterprises. The combination of online part of the trading platform and offline part of sales outlets of grass products has improved the efficiency of information communication of grass products and increased the degree of information transparency.3. Yimu chain supermarket, the offline part in O2 O mode of Caodu Company, provides products with 10% cheaper than in other market in order to reduce the user purchase cost, manufacturing cost and increase the income of herdsmens. The chain supermarket project should improve management in four aspects: joining in authorization, supporting the communication between Yi Mu chain division and franchisees to improve the transaction efficiency. Yi Mu chain division should integrate its direct sales stores, limit the quantity of pure franchise stores and focus on supporting franchise stores with trusteeship, which should be on the basis of perfecting its management system to realize the integration, normalization and standardization of joining in the chain operation mode.4. One of the problems that Caodu Company need to be solved is the organizational risk during the process when the role of Caodu Company is changing from grass products manufacturer and supplier to the grass industry group involved in many industries whose core business is grass industry. Caodu Company should adjust its management and control mode to its each business sectors and subsidiaries from three aspects: business status, resource capabilities of headquarter and stage of business development. The changes are as follows: the main business control mode of its original grass industry should be strategy-operation type; the primary business control mode of its grass bulk commodity e-commerce platform should transfer from operation-manage type to strategy-operation type; the major business control mode of Yimu chain supermarket should be strategy- manage type; the key business control mode of trading market of forage should be strategy- support type, to realize the role of enterprise risk management and staff decision, and successfully accomplish enterprise transformation to multi-business.