Analysis on Operation and Management Problems of Micro Enterprises under Online-Offline Integration Mode

Huang Guoshui

Hainan Vocational University of Science and Technology

Abstract：

Driven by the booming digital economy and omnichannel commercial transformation, online-offline integration has become a vital strategy for micro enterprises to expand markets and enhance customer loyalty. Unlike large and medium-sized enterprises with sound organizational systems and sufficient digital resources, micro enterprises face prominent operational and managerial bottlenecks due to their small scale, capital shortages, and limited digital capabilities during dual-channel transformation. This paper explores four core operational problems of micro enterprises in channel collaboration, inventory governance, digital operation, and talent management, and analyzes their underlying causes. Corresponding targeted strategies are proposed to promote channel integration, refined inventory management, digital upgrading, and talent development. The findings provide practical references for micro enterprises to achieve steady digital transformation, cut operating costs, improve operational efficiency, and support sustainable development.

Key Words：

micro enterprises; online-offline integration; omnichannel operation