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O2O模式研究文献综述及外文文献资料.docx

1、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AnalySiS Of 020 MOderS DeVelOPment PrObIemS and TrendAbStraCtFUtUre COmPetitiOn not OnIy exists in the PrOdUCtS and ChanneIs, but also exists in the resource integration and terminal COnSUmerS 020 InOde is new COmmerCe model WhiCh does a deeper explo

2、re to the SaleS ChanneIs5 and has a Very good prospect. BUt there are Certain ObStaCleS in its development. ThiS PaPer analyzes their respective advantages Of two kinds Of Sale InOdeIS Under the background Of electronic commerce, including Online electricity SaIeS InOde and OffIine StOre SaIeS InOde

3、L Then it POintS OUt the PrObIemS that are needed to SOIVe in the CieVelOPment PrOCeSS Of 020 mode. At last, this PaPer analyzes the five networks needing to be built in the PrOCeSS Of 020 model integrationKeyWOrds: 020 Mode, Online and Offline, MObile Commerce, NetWOrk1 IntroductionPeOPIe WhO hold

4、resources and COnSUmerS Can Win in this industry. SinCe the rise Of Internet (especially the mobile Internet) and e-conmerce5 the Omni-Channel is Often COnSidered by the major merchants as a StrategiC CiireCtiOn Of a traditional business, that PUtS all the HCUStOnlerS COntaCtH including traditional

5、ChanneIS based On the aid Of the application Of Internet and information integration as the SaleS OPPOrtUnitieS and ChanneIs, in Order to achieve InaXimUm Of POtential traffic and PUrChaSeS deal. The better model development is CUrrently 020 mode (Online TO Offline) 020 is an electronic COmmerCe mod

6、e based On Online effective interactivity. ThiS efficient integration mode between VirtUal WOrld and real WOrld gets SUPPOrt and recognition from all WaIkS Of life. 020 aims to maximize the USe Of Offline and OnIine resource; they PrOnIOte each Other and depend On each Other to achieve a Win-Win Sit

7、UatiOn 14.020, UnIike Omni-Chcmncrs PerSPeCtiVe Of business 什linking, PUtS InOre attention On the maximization Of COnSUmPtiOn value, and makes COnSUmPtiOn COSt Of CUStOmer IOWer through building the SyStematiC PrOCeSS and the COnSUmPtiOn system; 020 realizes the transformation PrOCeSS from the SimPl

8、e VendOrS Or manufacturers to Iife SerViCe PrOViderS by developing the biggest advanced technology and COmmerCial environment.2.AnalySiS Of TWO PatternS Of Online e-Commerce2.1 AdVantage Of Online e-Conmerce MOdeChina,s e-commerce Started late, but its development is rapid. SinCe the establishment O

9、f TaObao, a Iarge number Of electric business enterprises grew up, and, its Online COInmOdity trading appeared With explosive growth (FigUre ). They absorbed many Small entities SenerS On the PlatfOrnI The reason Why this Online StOre has many SenerS is mainly that the CiiSPIay Of ShOP goods ClOSe t

10、o ZerO cost, no stock, and SellerS have risk-free inventory for COmmOditieS although they have no PrOfeSSiOnal experience In a word, these SenerS SimPly PUt main energy into OnIine infrastructure, including IT SyStem to be build, fine decoration details Of OnIine StOre page, team building, etc. SOme

11、 SenerS With ViVid Web design have been Very SuCCeSSfUl to ShOW their OWn products, and Win a IOt Of SUCCeSSfUl OnIine transactions.2.2.AdVantage Of OffIine Entity SaleS MOdelOffIine entity model WhOSe COre is the ShOPPing experience Still maintain a StrOng COmPetitiVe advantage While Online e-comme

12、rce PnCe has Certain advantages, CUStOmerS need better SerViCe in this era Of giving PriOrity to CUStOmer demand, and not just the IOW PriCe The development Of e-commerce is Iimited after all. Entity industry CannOt be replaced at all by SerViCe industry anyway ESPeCiany the new electronic products,

13、 have taken the CUStOmer experience as its tenet to retain CUStOmerS OnIy through better SerViCe experience E-COmmerCe in its business essence is CliffiCIIIt to achieve good service, WhiCh is the One important reason Why entity industry CannOt be replaced at the InOmentSO the advantages and CiiSadVa

14、ntageS are SUmmed UP as follows: (TabIe 1).2.3.The DeVelOPment Trend Of OnIine and Offline IntegratiOnAS the e-commerce Stin Warming trend in 2014, more and more COnSUmerS begin to turn to offline store, OnIine flagship store, Or to buy goods in e-commerce PIatfOnn Or mobile CIient through related e

15、-commerce SiteS query. Whether e-commerce Or no commerce, both Within the TaObaO and OUt Of Taobao5 Only the basic daily IP traffic OPerating SiteS have Or daily UV, they have basic business VakIe The growing number Of Internet USerS reflects the growth Of the WhOIe flow supply, and the growth Of th

16、e e-commerce group is a form Of traffic demand growth ObViOUsly, the CUStOmer traffic SUPPIy falls ShOrt Of demand On the background Of the growth Of absolute number Of netizen in Internet has slowed, but the absolute number Of electric business absolutely COntinUe to SUrge The CIient ClriVe is beco

17、ming economic main body, the CUStOmer traffic flow and direction become new POWer to drive the development Of new COmmOdity SUPPIy chain, and this kind Of POWer Will trigger a new business model, WhiCh Caned 020 and mobile e-commerce business integration model.There is no denying that, the entity in

18、dustry Stin gives a SUPPOrt Of OUr COUntry economic artery SO if they Want to have StrOng COmPetitiVeneSS in SUCh economic trends, they ShOUld not Only build their OWn trading SyStem (including the COnStnJCtiOn Of the PlatfOrm, PrOdUCtS PrOnIOtion, StOre layout, etc.) in the field Of e-commerce plat

19、form, but also COOPerate between OnIine and offline, balance IayOUt Of goods distribution Online and offline, and balance the relationship between the form and SaleS PriCe SO that realize COmPlement each other, PrOmOte each other, and then build OnIine and Offline integration business InOdeLFOr exam

20、ple, has transformed SUCCeSSfUny into 020 mode about OnIine and OffIine double fusion COmPared With the traditional ShOPPing mode, 020 ShOPPing mode fuse Online and offline, and gets through the data between Online and Offline member, Payment and after sales, logistics, etc. Make Online be trading P

21、latfOrm to OffIine StOres. OnIine Obtain COnSUmerS and then drainage to OffIine COnSUmerS Can SCreen SerViCeS online, and also ClinCh a deal by OnIine Settlement. Offline Can not Only PrOVide COnSUmerS With display, experience, and Other functions, but also Can be IOgiStiCS distribution site.3.The R

22、eSearCh Of RealiZe OnIine Integrated PrOblem3.1.The LayOUt Of the 020 Need to SeCUre the SUPPOrt Of TraditiOnal EnterPriSe DeCiSiOn-MakerSOffline guide to Online need the SUPPOrt Of POliCy makers FrOm the intuitive IeVeL We Can CiiSCOVer that 020 destroyed the traditional enterprise SOlid mode and O

23、rganiZatiOn system, as Weil as the traditional SaIeS ChannelS. It is difficult to Change the traditional thinking, and it is also difficult to gain SUPPOII and decision makers to Inake POIiCymakerS UnderStand the PrOfit Pattern Of 020. OffIine guide to online, for example, the IOSt is in the interes

24、ts Of the entity shop, Where the entrepreneurs enthusiasm is, how to bring offline SaIeS to online, all these need time to be proved, and how to get UnderStanding and recognition from decision-makers3.2.HOW to Change USer FlOW Leaded by COnSUmPtiOn HabitSHOW OnIine bring traffic and SaIeS to the Off

25、Iine FrOm the POint Of practice, there is a big PieCe Of no COinCidenCe degree between Online and Offline COnSumerS COnSUmerS may be more Wining to SPend a Certain amount Of money On a PhySiCal StOre than to PlaCe an Order Online BeCaUSe Of their traditional COnSUmPtiOn idea, they WOUld feel more ea

26、se if they PUrChaSe in a PhySiCal StOre When they need to buy merchandise Of big VakIe and good quality, it is the most ObViOUS When they USe COnImOdity in the home especially TO PerSUade and guide the consumers PrOCeSS ,either from the PerSPeCtiVe Of the COmmOdity prices, the emotional care, Or to

27、move COn- SUmerS from the humanistic spirit, e-commerce COnVerSiOn rate Will be made by CUStOmer PerCePtiOn Of VakIe and PriCe UPSide down and SeCOndary experience to decide except the drainage technique TraditiOnal stores, the business PrOCeSS is a PrOCeSS Of HtUrning a ViSitOr into a CUStOInen tur

28、ning the CUStOmer into the regular, making familiars VIP Inember, the CUmUlatiVe members PrOCeSS is SO SIOW. In the face Of today,s e-commerce, InOre and more COnSUmerS ChOOSe OnIine ShOPPing However, CUStOmerS WhO PUrChaSe OnIine can,t experience the entity ShOP SerViCe Of face to face, CUStOmerS W

29、hO PUrChaSe OffIine can,t enjoy novelty Online discount. Whether Online Or offline, the number Of membership is increasing COntinUOUSIy and IOSing at the Same time.SUCh as Starbucks, WhO gave UP OnIine group-buying for that there is no CUStOnIer loyalty. StarbUCkS ChOOSe COOPeratiOn With the third-p

30、arty payment, Per One hundred electronic PaymentS in the United StateS and Canada, have One Payment from Starbucks, While in China* stores, Per ten consumptions, there is One from a CaSh Card3.3.The DifferenCe between OnIine and OfflineIt,s not Only to do SOme diversion, but how to make difference B

31、eCaUSe OnIine PrOVided actually is a kind Of SerVriCe that CannOt experience OffIine It includes appreciate and COgnitiOn early to the new products, the balance Of the PriCe differential, indifference Of ChannelSAny e-commerce are Unable to get rid Of disturbance that COmeS from these three factors,

32、 as follows, PerCent COnVerSion, Per CUStOnIer transaction, and PaSSenger flow COSt (AD). The PerCent COnVerSiOn is One Of the most important factors. The factors affecting the COnVerSiOn Can be SUmmed UP in the degree Of inversion in VakIe and price, WhiCh is Caned POPUlarIy cost PerfOrmanCen AS e-conmerce business, anything they do is making high COSt-effective for consumers, high COSt PerfOrmanCe is the key to impress consumers, in addition, in Order to improve cost-effective, it also needs PreCiSiOn flow and high quality. BeCaUSe the goods* Vakle is the IargeSt reflect for PeOPle in

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