汗流浃背文献出处:Heney L.The Development of O2O Business Model and Group Purcha [J] The Journal of International E-commerce, 2014, 26(5): 15-31
留学英语原文
The Development of O2O Business Model and Group Purcha
Heney L
Abstract
O2O came up with the business model for the current business and consumer provides a more convenient communication channels, the business model in some industries have mature application, but some of the industry is still in the early stage of development. In this paper, the plight of traditional retail stores, more detailed introduction to O2O mode is put forward, and did some rearch on some industries development-commerce mode gradually update, especially in group-buying attention and recognition. Among them, the main is the purchar at the completion of additional rvices, online payment activities at the same time can be achieved offline real enjoyment. This new form of business operation method, the development from the traditional manufacturing industry and rvice form of tran
let me e you push pushsportation advantage, complete e-commerce to offline space extension at the same time, guarantee the excellent market center internal competitiveness and advantage level, the technical innovation and industry planning are late for a very important role.
can you feel thatKey words: business model; Electronic commerce; the actual effect;
1 O2O mode
天堂英语1.1 The concept of O2O mode
Along with the rapid development of Internet information technology, the interaction between real life and Internet is more and more complex, the network become more and more important information platform, people's life into the life rvices to mobile Internet. Bad on the support of the Internet, the virtual world of the Internet and offline interaction between real life form a new business model, namely the O2O business model.
O2O this concept put forward by American Alex Ramp ell at the earliest. Alex began operating company 10 years old Ramp ell has focud on Internet sales, in 2006 he founded the new company Trial Pay, the company to provide free virtual goods for audience can garner information, th
澳大利亚留学条件雅思us to push audience APNETFLIX shopping sites such as advertising, the audience through advertising links into the shopping website to buy goods, Trial Pay will get the corresponding commission. By the end of 2012, Trial Pay earning more than $50 million, the company currently has 130 employees.
In 2010, the United States was very fire group company has attracted the attention of Alex Ramp ell, he on the analysis of the company's operating model and profit model, found that this is a kind of brand-new business model, after continuous rearch, exploration, Alex Ramp ell in August the same year O2O concept is propod. Alex Ramp ell thinks, this kind of brand-new business model is good to make sure the Offline and Online audience docking, formed a business from Online to Offline mode, so Alex Ramp ell defines the pattern as "Online and Offline" business model (Online to Offline), hereinafter referred to as "O2O" mode.
O2O mode will be offline business opportunities and the organic combination of
the Internet, the Internet in the O2O mode plays the role of advertising platform and trading platform. Line of products or rvices through the Internet to spread, the audience can be more easily and fast filter products and rvices. Clinch a deal at the same time, the ttlement can be done on the Internet, make the business model of scale expands soon.
Alex Rappel defined by the core of O2O business model is: online, Internet urs to find the potential consumers, after complete the payment in advance or make an appointment, will they take to offline in real shops. Bad on the consumption way of payment, each of O2O clinch a deal the order is quantifiable, such a form of online payment for quantitative performance of enterpris and brought to help complete the transaction.
With the continuous development of O2O business model in recent years, O2O business model has not merely is the original "Online and Offline" (Online to Offline) of a single model, the incread "Offline and Online" (Offline to Online), "Online - Offline and Online" (Online to Offline to Online), "Offline - Online and Offline" (Offline to Online to Offline) the new directions.O2O business model, however, is the esnce of life for localization rvices, in fact is the process of mobile Internet, local life consumption in this regard, the above veral kinds of new pattern has not changed the esnce of O2O.Life consumption of the local mobile network, the process of the change in the consumption behavior of the original, which changes the consumption spending habits. In 2010, the company follow the United States group formed a blowout situation. Group-buying websites to flourish in around 2011.英语文章在线翻译
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1.2 The spread of the O2O mode characteristics
O2O as a new mode to among the Internet as a platform, has obvious characteristic, specific displays in:
Model is simple and clear, the website is a medium for audience and merchants. O2O mode bad on network transmission platform, website as an intermediary, through the website for information relea media largely solved the traditional mode of information asymmetry, audience and communicators.
Encourage the audience to take the way of interpersonal communication, sharing of product information, and provide the corresponding transmission tool. Audience in order to achieve a goal (to buy high quality and low price products), using the medium (web, WeChat, community website) and new media communication platform (such as mobile phone video, etc.) (product) of communication of information, to produce the virtual social network of interpersonal communication effect, embodies the social network rvice (SNS) charm of word of mouth marketing, integrated marketing is realized.
2 O2O mode current rearch were reviewed
O2O business model development is just the start stage, less study of O2O business model, and ma
inly introduces the development of the pattern and operating strategy."O2O: the era of mobile Internet business revolution" in running process of the enterpri in the O2O business model is prented; As it's book O2O combat: qtr. code channel marketing is in the form of a ca of O2O marketing strategy in the business model for the empirical analysis, O2O business model provides a basis forgilt
academic rearch.
blind loveCompetitiveness lies in the capacity of local rvices, therefore, in the era of big data analysis of consumer preferences, make the enterpri urs more accurate positioning is the key to the development of O2O enterpris. Becau the O2O business mainly localized rvice class experiential consumption, so there are no foreign scholar’s study of O2O business model in China. The author thinks after analyzing the related rearch literature review, study of O2O business model should be from the deeper level for mining, for example, this paper will combine related subjects such as economics, sociology, communication theory, the analysis of the effect of herd behavior of O2O business model.
2.1 Herd behavior
When people complete their tasks or do their own thing, often with others as a mock object, with reference to the behavior of others to complete their own thing, this kind of phenomenon which is regarded as a herd phenomenon. Conformity phenomenon is widespread in individual or group decision link to certain questions. In the 1930 s American psychologist Mr. Sharif and josh found this psychological phenomenon, Mr. Sharif and josh confirmed the existence of a herd mentality through trial and error, and after a large number of scholars study of Mr. Sharif and josh experiment, confirmed the cau of herd behavior and motivation. After the 1950 s, some scholars will extend the definition of herd behavior in areas such as sociology, marketing, rearch the influence factors of herd behavior, namely the individual factor, group factor, brand features, the influence of the situational characteristics of
