O2O模式研究文献综述及外文文献资料.docx

O2O模式研究文献综述及外文文献资料.docx

《O2O模式研究文献综述及外文文献资料.docx》由会员分享，可在线阅读，更多相关《O2O模式研究文献综述及外文文献资料.docx（14页珍藏版）》请在冰豆网上搜索。

O2O模式研究文献综述及外文文献资料

本份文档包含：

关于该选题的外文文献.文献综述

一、外文文献

文献信息

AnalySiSOf020MOderSDeVelOPmentPrObIemSandTrend

AbStraCt

FUtUreCOmPetitiOnnotOnIyexistsinthePrOdUCtSandChanneIs,butalsoexistsintheresourceintegrationandterminalCOnSUmerS・020InOdeisnewCOmmerCemodelWhiChdoesadeeperexploretotheSaleSChanneIs5andhasaVerygoodprospect.BUtthereareCertainObStaCleSinitsdevelopment.ThiSPaPeranalyzestheirrespectiveadvantagesOftwokindsOfSaleInOdeISUnderthebackgroundOfelectroniccommerce,includingOnlineelectricitySaIeSInOdeandOffIineStOreSaIeSInOdeLThenitPOintSOUtthePrObIemSthatareneededtoSOIVeintheCieVelOPmentPrOCeSSOf020mode.Atlast,thisPaPeranalyzesthefivenetworksneedingtobebuiltinthePrOCeSSOf020modelintegration・

KeyWOrds：

020Mode,OnlineandOffline,MObileCommerce,NetWOrk

1・Introduction

PeOPIeWhOholdresourcesandCOnSUmerSCanWininthisindustry.SinCetheriseOfInternet（especiallythemobileInternet）ande-conιmerce5theOmni-ChannelisOftenCOnSideredbythemajormerchantsasaStrategiCCiireCtiOnOfatraditionalbusiness,thatPUtSalltheHCUStOnlerSCOntaCtHincludingtraditionalChanneISbasedOntheaidOftheapplicationOfInternetandinformationintegrationastheSaleSOPPOrtUnitieSandChanneIs,inOrdertoachieveInaXimUmOfPOtentialtrafficandPUrChaSeSdeal.ThebettermodeldevelopmentisCUrrently020mode（OnlineTOOffline）・020isanelectronicCOmmerCemodebasedOnOnlineeffectiveinteractivity.ThiSefficientintegrationmodebetweenVirtUalWOrldandrealWOrldgetsSUPPOrtandrecognitionfromallWaIkSOflife.020aimstomaximizetheUSeOfOfflineandOnIineresource;theyPrOnIOteeachOtheranddependOneachOthertoachieveaWin-WinSitUatiOn[1∏4].

020,UnIikeOmni-ChcmncrsPerSPeCtiVeOfbusiness什linking,PUtSInOreattentionOnthemaximizationOfCOnSUmPtiOnvalue,andmakesCOnSUmPtiOnCOStOfCUStOmerIOWerthroughbuildingtheSyStematiCPrOCeSSandtheCOnSUmPtiOnsystem;020realizesthetransformationPrOCeSSfromtheSimPleVendOrSOrmanufacturerstoIifeSerViCePrOViderSbydevelopingthebiggestadvancedtechnologyandCOmmerCialenvironment.

2.AnalySiSOfTWOPatternSOfOnlinee-Commerce

2.1・AdVantageOfOnlinee-ConιmerceMOde

China,se-commerceStartedlate,butitsdevelopmentisrapid.SinCetheestablishmentOfTaObao,aIargenumberOfelectricbusinessenterprisesgrewup,and,itsOnlineCOInmOditytradingappearedWithexplosivegrowth（FigUreΓ）.TheyabsorbedmanySmallentitiesSenerSOnthePlatfOrnI・ThereasonWhythisOnlineStOrehasmanySenerSismainlythattheCiiSPIayOfShOPgoodsClOSetoZerOcost,nostock,andSellerShaverisk-freeinventoryforCOmmOditieSalthoughtheyhavenoPrOfeSSiOnalexperience・

Inaword,theseSenerSSimPlyPUtmainenergyintoOnIineinfrastructure,includingITSyStemtobebuild,finedecorationdetailsOfOnIineStOrepage,teambuilding,etc.SOmeSenerSWithViVidWebdesignhavebeenVerySuCCeSSfUltoShOWtheirOWnproducts,andWinaIOtOfSUCCeSSfUlOnIinetransactions.

2.2.AdVantageOfOffIineEntitySaleSMOdel

OffIineentitymodelWhOSeCOreistheShOPPingexperienceStillmaintainaStrOngCOmPetitiVeadvantage・WhileOnlinee-commercePnCehasCertainadvantages,CUStOmerSneedbetterSerViCeinthiseraOfgivingPriOritytoCUStOmerdemand,andnotjusttheIOWPriCe・ThedevelopmentOfe-commerceisIimitedafterall.EntityindustryCannOtbereplacedatallbySerViCeindustryanyway・ESPeCianythenewelectronicproducts,havetakentheCUStOmerexperienceasitstenettoretainCUStOmerSOnIythroughbetterSerViCeexperience・E-COmmerCeinitsbusinessessenceisCliffiCIIIttoachievegoodservice,WhiChistheOneimportantreasonWhyentityindustryCannOtbereplacedattheInOment・

SOtheadvantagesandCiiSadVantageSareSUmmedUPasfollows:

（TabIe1）.

2.3.TheDeVelOPmentTrendOfOnIineandOfflineIntegratiOn

ASthee-commerceStinWarmingtrendin2014,moreandmoreCOnSUmerSbegintoturntoofflinestore,OnIineflagshipstore,Ortobuygoodsine-commercePIatfOnnOrmobileCIientthroughrelatede-commerceSiteSquery.Whethere-commerceOrno■commerce,bothWithintheTaObaOandOUtOfTaobao5OnlythebasicdailyIPtrafficOPeratingSiteShaveOrdailyUV,theyhavebasicbusinessVakIe・ThegrowingnumberOfInternetUSerSreflectsthegrowthOftheWhOIeflowsupply,andthegrowthOfthee-commercegroupisaformOftrafficdemandgrowth・ObViOUsly,theCUStOmertrafficSUPPIyfallsShOrtOfdemandOnthebackgroundOfthegrowthOfabsolutenumberOfnetizeninInternethasslowed,buttheabsolutenumberOfelectricbusinessabsolutelyCOntinUetoSUrge・TheCIientClriVeisbecomingeconomicmainbody,theCUStOmertrafficflowanddirectionbecomenewPOWertodrivethedevelopmentOfnewCOmmOditySUPPIychain,andthiskindOfPOWerWilltriggeranewbusinessmodel,WhiChCaned020andmobilee-commercebusinessintegrationmodel.

Thereisnodenyingthat,theentityindustryStingivesaSUPPOrtOfOUrCOUntryeconomicartery・SOiftheyWanttohaveStrOngCOmPetitiVeneSSinSUCheconomictrends,theyShOUldnotOnlybuildtheirOWntradingSyStem（includingtheCOnStnJCtiOnOfthePlatfOrm,PrOdUCtSPrOnIOtion,StOrelayout,etc.）inthefieldOfe-commerceplatform,butalsoCOOPeratebetweenOnIineandoffline,balanceIayOUtOfgoodsdistributionOnlineandoffline,andbalancetherelationshipbetweentheformandSaleSPriCeSOthatrealizeCOmPlementeachother,PrOmOteeachother,andthenbuildOnIineandOfflineintegrationbusinessInOdeL

FOrexample,hastransformedSUCCeSSfUnyinto020modeaboutOnIineandOffIinedoublefusion・COmParedWiththetraditionalShOPPingmode,020ShOPPingmodefuseOnlineandoffline,andgetsthroughthedatabetweenOnlineandOfflinemember,Paymentandaftersales,logistics,etc.MakeOnlinebetradingPlatfOrmtoOffIineStOres.OnIineObtainCOnSUmerSandthendrainagetoOffIine・COnSUmerSCanSCreenSerViCeSonline,andalsoClinChadealbyOnIineSettlement.OfflineCannotOnlyPrOVideCOnSUmerSWithdisplay,experience,andOtherfunctions,butalsoCanbeIOgiStiCSdistributionsite.

3.TheReSearChOfRealiZeOnIineIntegratedPrOblem

3.1.TheLayOUtOfthe020NeedtoSeCUretheSUPPOrtOfTraditiOnalEnterPriSeDeCiSiOn-MakerS

OfflineguidetoOnlineneedtheSUPPOrtOfPOliCymakers・FrOmtheintuitiveIeVeLWeCanCiiSCOVerthat020destroyedthetraditionalenterpriseSOlidmodeandOrganiZatiOnsystem,asWeilasthetraditionalSaIeSChannelS.ItisdifficulttoChangethetraditionalthinking,anditisalsodifficulttogainSUPPOIIanddecisionmakerstoInakePOIiCymakerSUnderStandthePrOfitPatternOf020.OffIineguidetoonline,forexample,theIOStisintheinterestsOftheentityshop,Wheretheentrepreneursenthusiasmis,howtobringofflineSaIeStoonline,alltheseneedtimetobeproved,andhowtogetUnderStandingandrecognitionfromdecision-makers・

3.2.HOWtoChangeUSerFlOWLeadedbyCOnSUmPtiOnHabitS

HOWOnIinebringtrafficandSaIeStotheOffIine・FrOmthePOintOfpractice,thereisabigPieCeOfnoCOinCidenCedegreebetweenOnlineandOfflineCOnSumerS・COnSUmerSmaybemoreWiningtoSPendaCertainamountOfmoneyOnaPhySiCalStOrethantoPlaCeanOrderOnline・BeCaUSeOftheirtraditionalCOnSUmPtiOnidea,theyWOUldfeelmoreeaseiftheyPUrChaSeinaPhySiCalStOreWhentheyneedtobuymerchandiseOfbigVakIeandgoodquality,itisthemostObViOUSWhentheyUSeCOnImOdityinthehomeespecially・TOPerSUadeandguidetheconsumer'sPrOCeSS,eitherfromthePerSPeCtiVeOftheCOmmOdityprices,theemotionalcare,OrtomoveCOn-SUmerSfromthehumanisticspirit,e-commerceCOnVerSiOnrateWillbemadebyCUStOmerPerCePtiOnOfVakIeandPriCeUPSidedownandSeCOndaryexperiencetodecideexceptthedrainagetechnique・

TraditiOnalstores,thebusinessPrOCeSSisaPrOCeSSOfHtUrningaViSitOrintoaCUStOInenturningtheCUStOmerintotheregular,makingfamiliarsVIPInember,∖theCUmUlatiVemembersPrOCeSSisSOSIOW.InthefaceOftoday,se-commerce,InOreandmoreCOnSUmerSChOOSeOnIineShOPPing・However,CUStOmerSWhOPUrChaSeOnIinecan,texperiencetheentityShOPSerViCeOffacetoface,CUStOmerSWhOPUrChaSeOffIinecan,tenjoynoveltyOnlinediscount.WhetherOnlineOroffline,thenumberOfmembershipisincreasingCOntinUOUSIyandIOSingattheSametime.

SUChasStarbucks,WhOgaveUPOnIinegroup-buyingforthatthereisnoCUStOnIerloyalty.StarbUCkSChOOSeCOOPeratiOnWiththethird-partypayment,PerOnehundredelectronicPaymentSintheUnitedStateSandCanada,haveOnePaymentfromStarbucks,WhileinChina*stores,Pertenconsumptions,thereisOnefromaCaShCard・

3.3.TheDifferenCebetweenOnIineandOffline

It,snotOnlytodoSOmediversion,buthowtomakedifference・BeCaUSeOnIinePrOVidedactuallyisakindOfSerVriCethatCannOtexperienceOffIine・ItincludesappreciateandCOgnitiOnearlytothenewproducts,thebalanceOfthePriCedifferential,indifferenceOfChannelS・

Anye-commerceareUnabletogetridOfdisturbancethatCOmeSfromthesethreefactors,asfollows,PerCentCOnVerSion,PerCUStOnIertransaction,andPaSSengerflowCOSt（AD）.ThePerCentCOnVerSiOnisOneOfthemostimportantfactors.ThefactorsaffectingtheCOnVerSiOnCanbeSUmmedUPinthedegreeOfinversioninVakIeandprice,WhiChisCanedPOPUlarIy"costPerfOrmanCen・ASe-conιmercebusiness,anythingtheydoismakinghighCOSt-effectiveforconsumers,highCOStPerfOrmanCeisthekeytoimpressconsumers,inaddition,inOrdertoimprovecost-effective,italsoneedsPreCiSiOnflowandhighquality.BeCaUSethegoods*VakleistheIargeStreflectforPeOPlein