O2O商业模式和团购网站外文文献翻译2014年译文3100字

O2O商业模式和团购网站外文文献翻译
2014年译文3100字
This article discusses the development of O2O (online-to-offline) business models and group purchasing。

O2O refers to the XXX。

Group purchasing。

on the other hand。

involves a group of XXX.
XXX the rise of O2O business models in China。

which has been driven by the country's large n。

high。

n rate。

and increasing demand for convenience。

O2O platforms have emerged in us industries。

including food delivery。

XXX。

XXX.
The article then goes on to explain how group purchasing has e a popular feature of many O2O platforms。

as it allows consumers to save money while also increasing the volume of sales for XXX。

Group purchasing also helps to build customer loyalty and generate word-of-mouth marketing.
XXX O2O platforms and group purchasing face。

including XXX。

regulatory issues。

and the need to maintain high levels of customer XXX。

the XXX。

n。

and a XXX consumers.
Revised:
XXX the development of O2O (online-to-offline) business models and group purchasing。

O2O refers to the XXX。

group purchasing involves a group of XXX.
XXX of O2O business models in China。

The country's large n。

high。

n rate。

and growing demand for convenience have driven the rise of O2O platforms XXX delivery。

XXX。

XXX.
The article then delves into how group purchasing has e a popular feature of many O2O platforms。

Group purchasing helps consumers save money while also XXX word-of-mouth marketing.
XXX platforms and group purchasing。

including XXX。

regulatory issues。

and the need to maintain high levels of
customer XXX。

the author XXX。

n。

and a customer-centric approach.
O2O has XXX。

While this model has been widely adopted in some industries。

others are still in the early stages of development。

This paper will XXX to the O2O mode。

nally。

we will conduct research on the gradual update of merce in us industries。

with a particular focus on group-buying。

One of the main advantages of this model is that purchasers can enjoy nal services both online and offline。

with online XXX。

This new form of business n has XXX to extend merce into XXX and advantage levels。

with technical XXX.
The O2O (Online to Offline) mode is a new business model that has emerged due to the XXX een real life and the。

With the rapid development of。

n technology。

the。

has XXX n platform
for people's daily lives and services。

This model is based on the support of the。

and involves the n een the virtual world of the。

and real-life offline activities.
1.2 The actual effect of O2O mode
The O2O mode has XXX It has XXX。

XXX。

With the O2O model。

customers can easily access services through their mobile devices。

making it easier for them to purchase goods and services。

This has led to an increase in XXX.
2 The impact of electronic commerce on nal business models
2.1 XXX electronic commerce
Electronic commerce。

also known as merce。

refers to the buying and selling of goods and services over the。

With the widespread use of the。

merce has e an important part of many businesses。

XXX increase their sales.
2.2 The XXX
The rise of merce has had a XXX。

It has XXX increase their sales。

while also XXX。

it has also led to increased n。

XXX.
3 n
In n。

the O2O mode and electronic commerce have both had
a significant XXX。

XXX。

they have also led to XXX.
The concept of O2O was first XXX has been focused on online sales since he started his own company at the age of 10.In 2006.he founded a new company called TrialPay。

which offered free virtual goods to users in exchange for their n。

This n was then used to promote online shopping sites like XXX links and made purchases。

XXX。

By the end of 2012.TrialPay had earned more than $50 n and currently employs 130 people.
In 2010.the United States was experiencing a surge of interest in the fire group company。

Alex Rampell analyzed the company's operating and profit models and discovered a brand-new business model。

After conducting continuous research and n。

XXX of the same year。

This innovative business model was designed to ensure that the offline and online audiences could connect。

forming a business from online to offline mode。

Alex Rampell defined this pattern as the "Online and Offline" business model。

also known as the "O2O" mode.
The O2O XXX with the。

where the。

XXX the。

XXX filter through products and services。

At the same time。

deals can be
made and settled online。

enabling the business model to expand rapidly.
XXX Rappel defines the core of the O2O business model as follows: online。

users search for potential consumers。

and XXX。

they take the n offline to real shops。

This form of online payment XXX.
The O2O business model XXX can search for products or services online and then go to a physical store to complete the n。

This model XXX.
One of the advantages of the O2O business model is that it allows for better customer XXX can search for products or services online and then go to a physical store to complete the n。

which provides a XXX。

the online platform can provide nal n about the product or service。

which can help customers make informed ns.
Another advantage of the O2O business model is that it
allows for better XXX increase sales.
In n。

the O2O business model is a XXX platforms with offline businesses。

the O2O model allows for better customer experiences。

more efficient ns。

and XXX.
In recent years。

the O2O business model has XXX。

It is no longer just a single model of "Online to Offline," but has expanded to include "Offline to Online," "Online to Offline to Online," and "Offline to Online to Offline." However。

the essence of the O2O business model remains the same - it is a n service that facilitates mobile。

and local life n。

These new ns have not changed the fundamental nature of O2O。

which is to change XXX.
In 2010.following the success of the United States group。

the company XXX。

This was followed by the flourishing of group-buying websites around 2011.The O2O mode characteristics have spread rapidly。

with the aim of providing XXX.
The O2O business model is based on the n of online and offline channels。

which has led to the XXX。

The O2O model has also XXX。

with more emphasis on customer service and n.
One of the main advantages of the O2O model is the XXX online and offline channels。

XXX。

anywhere。

The O2O model also provides XXX efficient marketing platform。

which can help
to increase sales and revenue.
In n。

the O2O business model has XXX。

the essence of the model remains the same - to provide XXX。

The O2O model has XXX its seamless n of online and offline channels。

the O2O model is poised to nize the way we shop and consume goods and services.
O2O。

as a new mode among。

platforms。

has distinct characteristics。

One of its main features is its simple and clear business model。

The website acts as a medium for both the XXX。

O2O is based on a ork n platform。

with the XXX website。

XXX。

XXX.
Moreover。

O2O XXX to share product n and provides the XXX tools。

In order to achieve their goal of buying high-quality and low-priced products。

audiences can use us mediums such as the web。

WeChat。

and community websites。

as well as new
media XXX such as mobile phone video。

This n of n produces a virtual social ork that embodies the charm of word-of-XXX.
In terms of research。

current studies have XXX.
The development of the O2O business model is only the beginning stage。

There has been limited research on this model。

and most XXX"O2O: The Era of Mobile。

Business n" discusses the XXXXXX。

the book "O2O Combat: QTR Code Channel Marketing" provides an empirical analysis of the O2O marketing strategy in the business model。

Overall。

the O2O business model XXX.
Competitiveness in the current era of big data analysis of consumer preferences is dependent on the capacity of local services。

For O2O enterprises。

XXX users is key to their development。

As the O2O business mainly XXX。

there are no foreign scholars who have studied the O2O business model in China。

Therefore。

the study of the O2O business model should be conducted from a deeper level of analysis。

such as combining related subjects like economics。

logy。

XXX the effect of herd r on the O2O business model.
2.1 The Effect of Herd r
XXX interests in a group setting。

often using others as a reference point for their own XXX group n-XXX 1930s。

XXX。

XXX。

In the 1950s。

XXX and marketing。

XXX influence it。

These factors include individual and group characteristics。

brand features。

and XXX
XXX。

XXX individuals use others as a reference point to XXX is the social identity theory。

which posits that individuals derive their sense of self from the groups to which they belong。

Overall。

the study of XXX factors。

we can better predict and shape XXX.
Among social influences。

the degree of influence on an individual can vary based on different factors。

This can be divided into three levels。

First。

individuals may show XXX receive social rewards。

but still maintain their own XXX。

individuals may be drawn to the community of a group and XXX with the group in order to XXX。

groups may persuade XXX。

XXX with the group.
XXX: conformity。

obedience。

XXX to align with the group。

XXX with the group but not XXX with the group.
In XXX。

XXX of a larger group。

This phenomenon has been observed in a wide range of contexts。

XXX forms: XXX influence.
XXX when individuals accept the real n provided by others in a group activity。

which then XXX linked to the level of XXX the group。

Groups with higher levels of nal expertise。

such as groups of nals。

have a greater XXX individuals.
Normative influence。

on the other hand。

occurs when individuals conform to the ns of the group。

The strength of this XXX by the size of the group。

with larger XXX individuals.
Herd r can have both positive and negative effects。

In some cases。

it can lead to efficient n-XXX。

it can also lead to XXX。

XXX.
Overall。

the study of herd XXX understanding how individuals interact in groups。

and how these ns XXX influence herd r。

we can better predict and manage the es of group activities.
XXX occurrence in our daily lives。

and it is also a topic of interest for XXX individuals participate in group activities。

XXX。

XXX be divided into two levels based on the degree of influence.
The first level is private XXX influenced by the group。

but they still XXX。

The second level is following public n。

XXX to match that
of the group。

but not XXX.
研究群体行为的起源可以追溯到早期的社会心理学。

心理学家们通过实验研究群体行为的形成过程，以揭示群体行为的原因。

由于群体行为在社会的各个领域都很普遍，因此研究群体行为的范围迅速扩展到其他领域，包括社会学、经济学、市
场营销等领域，各自从自己的领域进行群体行为的实证研究。

由于不同研究领域对群体行为的研究重点不同，因此存在一定的差异。

2 O2O商业模式与团购网站的发展研究
O2O商业模式的出现为商家和消费者提供了更方便的沟通渠道。

虽然该商业模式在某些行业已经得到了广泛应用，但在某些行业还处于发展初期。

本文提出了传统零售店所面临的困境，并对O2O模式进行了更具体的介绍，并对一些行业的发展进行了研究。

电子商务模式正在逐渐更新，特别是团购网站受到了人们的关注和认可。

其中，购买者在完成在线支付活动时附加的服务项目是主要因素之一，同时还可以在线下真正享受服务。

这种全新的商业运作方式，广泛吸取了传统制造产业和服务企业的流通优势，同时实现了电子商务向线下空间的延伸，保证了市场内部的优良竞争能力和优势水平，这对于后期的技术改造和产业规划产生了十分重要的推动作用。

1 O2O模式
1.1 O2O模式的概念
O2O模式是指线上到线下的商业模式，它通过互联网技
术将线上的商家和线下的消费者联系起来，为消费者提供更便捷的购物体验。

该模式的出现使得消费者可以通过互联网预订服务，在线下享受服务。

同时，商家也可以通过线上平台提高销售额和知名度。

随着互联网技术的迅速发展，人们的现实生活和互联网之间的互动越来越频繁。

互联网已成为人们生活中越来越重要的信息平台，生活服务也不断向XXX进发。

在互联网的支持下，虚拟世界与现实生活之间形成了一种新的商业模式，即O2O
商业模式。

O2O概念最早由美国人XXX提出。

他在10岁时就开始
运营公司，一直专注于互联网销售。

2006年，他创办了新公
司TrialPay，该公司以向受众提供免费的虚拟商品获得受众的
信息，从而向受众推送购物网站的广告。

当受众通过广告链接进入购物网站购买商品时，TrialPay会获得相应的佣金。

截至2012年底，TrialPay的收入超过5000万美金，该公司目前拥
有130名员工。

2010年，美国当时非常火的团购网站XXX引起了XXX 的注意。

他在分析了XXX的运营模式和盈利模式后，发现这是一种全新的商业模式。

经过不断的研究探索，XXX于同年8月提出了O2O的概念。

他认为，这种全新的商业模式很好地让线下市场与线上受众对接，形成了一个从线上到线下的商务模式，因此将这种模式定义为“线上-线下”商业模式（Online to Offline），简称“O2O”模式。

O2O模式将线下的商业机会与互联网有机结合起来，互联网在O2O模式中扮演着广告平台和交易平台的角色。

线下的产品或服务通过互联网进行传播，受众可以更加轻松、快捷地筛选产品服务。

同时，成交结算可以在互联网上完成，使得这一商业模式的规模很快得到扩大。

O2O商业模式的核心在于，在线上的网民中寻找潜在消费人群，完成预先的支付或预约后，将他们带至线下真实的商店中。

基于这种消费付款的方式，每一笔O2O的成交订单都是可计量的，这样一种在线支付的方式对企业量化业绩和完成交易带来了帮助。

随着近年来O2O商业模式的持续发展，该模式已经不再是简单的“线上-线下”（oOffline）的单一模式，而是增加了“线下-线上”（Offline to Online）、“线上-线下-线上”（Online to Offline to Online）和“线下-线上-线下”（Offline to Online to Offline）等新方向。

然而，O2O商业模式的本质仍然是面向本地化的生活服务领域，实际上是本地生活消费移动互联网化的过程。

这种过程使得原有的消费行为发生了改变，从而改变了消费者的消费惯。

在2010年，团购网站效仿美国的Groupon而形成了井喷的局面。

随着媒体的持续关注和资本市场大量资金的注入，网络团购市场迅速发展，各大型团购网站将业务覆盖至所有的一二线城市，同时也出现了许多小型团购网站，覆盖了三四线城市。

O2O作为一种新型的模式，以互联网络作为中间平台，具有明显的特点。

首先，传播模式简单而清晰，网站是受众和商家的传播媒介。

其次，O2O模式以网络传播为平台，网站作为中介，通过网站为媒介发布信息，很大程度上解决了传统模式下受众和传播者信息不对称的状况。

最后，O2O鼓励受
众采取人际传播的方式，分享产品信息，并提供相应的传播工具。

受众为了达到目的（买到质优价廉的产品），利用传播媒介（微博、微信、社区网站）和新媒介传播平台（如手机视频等）进行信息（产品）的交流，从而产生了虚拟社会网络的人际传播效果，体现了社会性网络服务（SNS）口碑营销的魅力，实现了整合营销。

目前，O2O商业模式的发展尚属刚刚起步阶段，研究该
模式的著作较少，主要以介绍该模式的发展现状与运营策略为主。

例如，《O2O：移动互联网时代的商业革命》一书中对
O2O商业模式中对企业的运营流程做了介绍；同为其所著的《O2O实战：二维码全渠道营销》一书则以案例的形式对
O2O商业模式中的营销策略进行了实证分析，为学术界研究
O2O商业模式提供了依据。

竞争力在于本地化服务的运营能力。

在大数据时代，分析消费者的消费偏好可以使企业的用户定位更加准确，这是
O2O企业发展的关键。

虽然O2O商业活动主要以本地化服务
类体验式消费为主，但目前还没有国外学者对我国的O2O商
业模式进行研究。

因此，对于O2O商业模式的研究应该从更
深层面挖掘，例如本论文将结合经济学、社会学、传播学等相关学科理论，分析从众行为对O2O商业模式的影响。

在决策环节中，人们经常以他人作为模仿对象，参照他人的行为完成自己的任务或事情，这种现象被称为从众现象。

从众现象是普遍存在于个人或群体对某些问题的决策环节当中。

美国心理学家XXX和XXX在上世纪30年代发现了这一心理
现象，并通过反复试验证实了从众心理的存在。

之后，大批学者对XXX和XXX的实验进行研究，证实了从众行为的缘由
与动机。

20世纪50年代之后，一些学者将从众行为的定义扩
展到了社会学、营销学等领域，研究从众行为的影响因素，即个人因素、群体因素、品牌特征、情境特征对从众行为的影响。

在社会影响中，个体因受到的影响程度不同，所体现出不同的受影响层次，主要分为三个层次。

第一层次是个体为了避免社会惩罚或得到社会报酬，在公开的社会场合中表现出对别人的顺从，但在私下里仍然坚持自己的想法；第二层次是个体受到群体的吸引，在群体吸引持续存在的情况下，个体会将自己的行为与群体保持一致；第三层次是群体从理性层面说服个体，在这种情况下，个体会持续保持与群体的一致性。

行为根
据社会影响程度的不同分为以下三类：从众、顺从和服从。

从众是指个体维持或改变原有的行为标准，使个体的行为与群体相一致；顺从是指个体在行为上表现出与群体的一致性，但在思想上并未发生改变；服从是指个体从行为和思想上追求与群体的一致性。

群体对个体的影响分为两种形式：信息性影响和规范性影响。

信息性影响是指个体在群体活动中接受他人的真实信息，从而对个体的行为产生影响。

信息性影响的产生与群体的专业化程度密不可分，在此过程中，群体的专业水平越高时，即群体中的专业人士越多，群体对个体越具有信息性影响；规范性影响是指个体屈从于群体的意见。

规范性影响在产生过程受到群体人数的影响，即群体人数越众多，对个体越具有规范性影响。

在我们的日常生活中，经常会出现从众现象。

这种现象为各领域的学者研究从众行为创造了条件。

在群体活动中，个体与其他群体成员的接触过程中，难免受到其他群体成员的影响，从而在思想和行为上有所改变。

从众行为根据程度的不同分为两个层次，即私下接纳和顺从舆论。

私下接纳是指个体的思想受到群体的影响，从而从思想和行为上保持与群体的一致性。

这种行为表明个体在私下里认同了群体的观点和行为，并且希望与群体保持一致。

这种行为可能是出于对群体的认同感或者是为了避免被群体排斥。

顺从舆论则是指个体在行为上表现出与群体选择的一致性，但思想上没有改变其原有的想法。

这种行为表明个体在公共场合下，为了避免与群体产生冲突，选择了与群体保持一致的行为，但是在私下里仍然保持自己的观点和想法。

总之，从众行为是一个复杂的社会现象。

了解从众行为的不同层次和原因，有助于我们更好地理解人类行为和社会互动。