O2O商业模式和团购网站外文翻译文献Word格式文档下载.docx

O2O商业模式和团购网站外文翻译文献Word格式文档下载.docx

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sDevelopmentProblemsandTrend

Abstract

Futurecompetitionnotonlyexistsintheproductsandchannels,butalsoexistsintheresourceintegrationandterminalconsumers.O2Omodeisnewcommercemodelwhichdoesadeeperexploretothesaleschannels,andhasaverygoodprospect.Buttherearecertainobstaclesinitsdevelopment.Thispaperanalyzestheirrespectiveadvantagesoftwokindsofsalemodelsunderthebackgroundofelectroniccommerce,includingonlineelectricitysalesmodeandofflinestoresalesmodel.ThenitpointsouttheproblemsthatareneededtosolveinthedevelopmentprocessofO2Omode.Atlast,thispaperanalyzesthefivenetworksneedingtobebuiltintheprocessofO2Omodelintegration.

Keywords：

O2OMode,OnlineandOffline,MobileCommerce,Network

1.Introduction

Peoplewhoholdresourcesandconsumerscanwininthisindustry.SincetheriseofInternet（especiallythemobileInternet）ande-commerce,theOmni-Channelisoftenconsideredbythemajormerchantsasastrategicdirectionofatraditionalbusiness,thatputsallthe"

customerscontact"

includingtraditionalchannelsbasedontheaidoftheapplicationofInternetandinformationintegrationasthesalesopportunitiesandchannels,inordertoachievemaximumofpotentialtrafficandpurchasesdeal.ThebettermodeldevelopmentiscurrentlyO2Omode（OnlineToOffline）.O2Oisanelectroniccommercemodebasedononlineeffectiveinteractivity.Thisefficientintegrationmodebetweenvirtualworldandrealworldgetssupportandrecognitionfromallwalksoflife.O2Oaimstomaximizetheuseofofflineandonlineresource;

theypromoteeachotheranddependoneachothertoachieveawin-winsituation[1]-[4].

O2O,unlikeOmni-Channel'

sperspectiveofbusinessthinking,putsmoreattentiononthemaximizationofconsumptionvalue,andmakesconsumptioncostofcustomerlowerthroughbuildingthesystematicprocessandtheconsumptionsystem;

O2Orealizesthetransformationprocessfromthesimplevendorsormanufacturerstolifeserviceprovidersbydevelopingthebiggestadvancedtechnologyandcommercialenvironment.

2.AnalysisofTwoPatternsofOnlinee-Commerce

2.1.AdvantageofOnlinee-CommerceMode

China'

se-commercestartedlate,butitsdevelopmentisrapid.SincetheestablishmentofTaobao,alargenumberofelectricbusinessenterprisesgrewup,and,itsonlinecommoditytradingappearedwithexplosivegrowth（Figure1）.Theyabsorbedmanysmallentitiessellersontheplatform.Thereasonwhythisonlinestorehasmanysellersismainlythatthedisplayofshopgoodsclosetozerocost,nostock,andsellershaverisk-freeinventoryforcommoditiesalthoughtheyhavenoprofessionalexperience.

Inaword,thesesellerssimplyputmainenergyintoonlineinfrastructure,includingITsystemtobebuild,finedecorationdetailsofonlinestorepage,teambuilding,etc.Somesellerswithvividwebdesignhavebeenverysuccessfultoshowtheirownproducts,andwinalotofsuccessfulonlinetransactions.

2.2.AdvantageofOfflineEntitySalesModel

Offlineentitymodelwhosecoreistheshoppingexperiencestillmaintainastrongcompetitiveadvantage.Whileonlinee-commercepricehascertainadvantages,customersneedbetterserviceinthiseraofgivingprioritytocustomerdemand,andnotjustthelowprice.Thedevelopmentofe-commerceislimitedafterall.Entityindustrycannotbereplacedatallbyserviceindustryanyway.Especiallythenewelectronicproducts,havetakenthecustomerexperienceasitstenettoretaincustomersonlythroughbetterserviceexperience.E-commerceinitsbusinessessenceisdifficulttoachievegoodservice,whichistheoneimportantreasonwhyentityindustrycannotbereplacedatthemoment.

Sotheadvantagesanddisadvantagesaresummedupasfollows:

（Table1）.

2.3.TheDevelopmentTrendofOnlineandOfflineIntegration

Asthee-commercestillwarmingtrendin2014,moreandmoreconsumersbegintoturntoofflinestore,onlineflagshipstore,ortobuygoodsine-commerceplatformormobileclientthroughrelatede-commercesitesquery.Whethere-commerceornoe-commerce,bothwithintheTaobaoandoutofTaobao,onlythebasicdailyIPtrafficoperatingsiteshaveordailyUV,theyhavebasicbusinessvalue.ThegrowingnumberofInternetusersreflectsthegrowthofthewholeflowsupply,andthegrowthofthee-commercegroupisaformoftrafficdemandgrowth.Obviously,thecustomertrafficsupplyfallsshortofdemandonthebackgroundofthegrowthofabsolutenumberofnetizeninInternethasslowed,buttheabsolutenumberofelectricbusinessabsolutelycontinuetosurge.Theclientdriveisbecomingeconomicmainbody,thecustomertrafficflowanddirectionbecomenewpowertodrivethedevelopmentofnewcommoditysupplychain,andthiskindofpowerwilltriggeranewbusinessmodel,whichcalledO2Oandmobilee-commercebusinessintegrationmodel.

Thereisnodenyingthat,theentityindustrystillgivesasupportofourcountryeconomicartery.Soiftheywanttohavestrongcompetitivenessinsucheconomictrends,theyshouldnotonlybuildtheirowntradingsystem（includingtheconstructionoftheplatform,productspromotion,storelayout,etc.）inthefieldofe-commerceplatform,butalsocooperatebetweenonlineandoffline,balancelayoutofgoodsdistributiononlineandoffline,andbalancetherelationshipbetweentheformandsalespricesothatrealizecomplementeachother,promoteeachother,andthenbuildonlineandofflineintegrationbusinessmodel.

Forexample,hastransformedsuccessfullyintoO2Omodeaboutonlineandofflinedoublefusion.Comparedwiththetraditionalshoppingmode,O2Oshoppingmodefuseonlineandoffline,andgetsthroughthedatabetweenonlineandofflinemember,paymentandaftersales,logistics,etc.Makeonlinebetradingplatformtoofflinestores.Onlineobtainconsumersandthendrainagetooffline.Consumerscanscreenservicesonline,andalsoclinchadealbyonlinesettlement.Offlinecannotonlyprovideconsumerswithdisplay,experience,andotherfunctions,butalsocanbelogisticsdistributionsite.

3.TheResearchofRealizeOnlineIntegratedProblem

3.1.TheLayoutoftheO2ONeedtoSecuretheSupportofTraditionalEnterpriseDecision-Makers

Offlineguidetoonlineneedthesupportofpolicymakers.Fromtheintuitivelevel,wecandiscoverthatO2Odestroyedthetraditionalenterprisesolidmodeandorganizationsystem,aswellasthetraditionalsaleschannels.Itisdifficulttochangethetraditionalthinking,anditisalsodifficulttogainsupportanddecisionmakerstomakepolicymakersunderstandtheprofitpatternofO2O.Offlineguidetoonline,forexample,thelostisintheinterestsoftheentityshop,wheretheentrepreneur'

senthusiasmis,howtobringofflinesalestoonline,alltheseneedtimetobeproved,andhowtogetunderstandingandrecognitionfromdecision-makers.

3.2.HowtoChangeUserFlowLeadedbyConsumptionHabits

Howonlinebringtrafficandsalestotheoffline.Fromthepointofpractice,thereisabigpieceofnocoincidencedegreebetweenonlineandofflineconsumers.Consumersmaybemorewillingtospendacertainamountofmoneyonaphysicalstorethantoplaceanorderonline.Becauseoftheirtraditionalconsumptionidea,theywouldfeelmoreeaseiftheypurchaseinaphysicalstorewhentheyneedtobuymerchandiseofbigvalueandgoodquality,itisthemostobviouswhentheyusecommodityinthehomeespecially.Topersuadeandguidetheconsumer'

sprocess,eitherfromtheperspectiveofthecommodityprices,theemotionalcare,ortomovecon-sumersfromthehumanisticspirit,e-commerceconversionratewillbemadebycustomerperceptionofvalueandpriceupsidedownandsecondaryexperiencetodecideexceptthedrainagetechnique.

Traditionalstores,thebusinessprocessisaprocessof"

turningavisitorintoacustomer,turningthecustomerintotheregular,makingfamiliarsVIPmember"

thecumulativemembersprocessissoslow.Inthefaceoftoday'

se-commerce,moreandmoreconsumerschooseonlineshopping.However,Customerswhopurchaseonlinecan'

texperiencetheentityshopserviceoffacetoface,customerswhopurchaseofflinecan'

tenjoynoveltyonlinediscount.Whetheronlineoroffline,thenumberofmembershipisincreasingcontinuouslyandlosingatthesametime.

SuchasStarbucks,whogaveuponlinegroup-buyingforthatthereisnocustomerloyalty.Starbuckschoosecooperationwiththethird-partypayment,peronehundredelectronicpaymentsintheUnitedStatesandCanada,haveonepaymentfromStarbucks,whileinChina'

stores,pertenconsumptions,thereisonefromacashcard.

3.3.TheDifferencebetweenOnlineandOffline

It'

snotonlytodosomediversion,buthowtomakedifference.Becauseonlineprovidedactuallyisakindofservicethatcannotexperienceoffline.Itincludesappreciateandcognitionearlytothenewproducts,thebalanceofthepricedifferential,indifferenceofchannels.

Anye-commerceareunabletogetridofdisturbancethatcomesfromthesethreefactors,asfollows,percentconversion,percustomertransaction,andpassengerflowcost（AD）.Thepercentconversionisoneofthemostimportantfactors.Thefactorsaffectingtheconversioncanbesummedupinthedegreeofinversioninvalueandprice,whichiscalledpopularly"

costperformance"

.Ase-commercebusiness,anythingtheydoismakinghighcost-effectiveforconsumers,highcostperformanceisthekeytoimpressconsumers,inaddition,inordertoimprovecost-effective,italsoneedsprecisionflowandhighquality.Becausethegoods'

valueis