From SFbest to Sfstore：
How Can SF Develop E-commerce Business
本案例由华东师范大学郭玉冰撰写初稿，倪丰燕修改。由于企业保密的要求，在本案例中对有关名称、数据等做了必要的掩饰性处理。本案例只供课堂讨论之用，并无意暗示或说明某种管理行为是否有效。
摘要：案例介绍了物流速递公司顺丰如何从最初的传统物流行业逐渐进军电子商务的发展历程、业务模式、O2O试错摸索及运营现状，剖析了顺丰在业务模式选择、公司内部运营、品牌维护、O2O战略构思等方面的问题，引出了其未来可能面临的业务模式调整问题：是坚持现在的以线上导流为主的O2O模式，还是向以线下店面服务为主的新型O2O模式延伸并转型，亦或是走原来的B2C模式?案例通过以上分析，旨在帮助学生了解传统行业公司在拓展电子商务业务时面临的一些业务转换及决策问题，并引导学生利用电子商务相关理论、方法对电子商务服务商在商业模式选择、公司运营、供应链管理等方面展开分析。
关键词：顺丰优选;冷链物流;嘿客;战略规划;电子商务模式
Abstract：The case introduces how SF com pany develop from traditional logistics industry to e-comm erce business by presenting its grow th history，business model and model transition trial，as wellas its current situations.The case also analyzes the decision making p roblem s it faces during the process of business model ad justm ent，brand operation and strategy conceiving.So whether stick to the online O2O m ode lor change to the new O2O m ode lwhich m ainly provides offline service.This case aim s to he lp students to know more about the traditional industry enterprises and their difficu lt decision making problem s for the future deve lopment.It a lso leads the students to m ake use of their know ledge studied in e-comm erce to analyze E-commerce service providers'business m odel selection，com pany operation as well as the supp ly chain Managem ent.
Keywords：SFbest;Cold chain logistics;Sfstore;Strategic p lanning;E-commerce model
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