Research On Optimization Of Dairy Terminal Based On O2O Model

In recent years, the domestic market has attached higher importance to safety of dairy products and the government has accelerated transformation and upgrading of dairy enterprises intentionally, as a result, small-sized and weak diary enterprises will be eliminated. Diary tycoons continuously squeeze the living space for other urban diary enterprises by means of milk source,brand, capital, talent and other advantages. Fresh, nutritious and profitable pasteurized milk requires intraday production and distribution and cold-chain transportation, so urban diary enterprises enjoy exceptional advantages and pasteurized milk becomes an important fortress to resist diary tycoons.The author analyzes urban diary enterprises’ predicament in market competition and development space, and indicates how urban diary enterprises should make use of their advantages to build distinctive profit model and core competitiveness and to enhance O2 O diary terminals based on door-to-door delivery of pasteurized milk under new internet development opportunities.Urban diary enterprises spread all over milk stations in every corner of the city in the form of O2 O Offline. O2 O marketing not only has natural advantages to transformation of urban diary enterprises but also creates an opportunity for them, however, O2 O POS terminals of urban diary enterprises are confronted with serious homogeneous competition and other operation problems.Through the analysis of the predicament in O2 O terminal construction of a typical urban diary enterprise Ganlu Diary, the author studies existing difficulties and problems with SWOT model, combined with Maslow ’ s Demand Theory, Theory of Supply Chain Management and Project Stakeholders Management Theory, and from the point of organizational structure, project stakeholders management, cold-chain logistics optimization and IT system optimization, raises optimizing strategies combined with relevant theoretical knowledge and industry characteristics,carries out empirical researches, analyzes advantages and disadvantages of O2 O terminal optimizing strategies based on empirical research data, and indicates that urban diary enterprises can open up a living space only through terminal optimal construction and supply chain transformation of O2 O e-commerce framework as well as such regional framework design and innovative operation as product segmentation and brand loyalty cultivation by means of new media and other business technologies.