O2O商业模式及发展策略(英文)

O2O Business Patterns and Developing Strategies O2O商业模式及策略

Casillas J C.

Abstract

To most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile Internet is beyond ordinary people imagine the pace of development, make O2O business model more rich, let more O2O mentioned. However, the majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O business model, and think about effective O2O strategy.

Key words: O2O business pattern; Electronic commerce; Development strategy

摘要

对于许多人而言，O2O（Offline to Online）并不难理解。十几年前，即有Brick and Click的提法，其实那就是O2O的原型。随着电商的深入发展，以及近年来移动互联网超出常人想象的发展速度，让O2O的商业模式变得更丰富，让O2O更多被提及。然而，目前多数的O2O讨论常流于浅层次。为此，有必要深入理解当今O2O商业模式，并思考有效的O2O策略。

关键词：O2O 商业模式；电子商务；发展策略

1 Introduction

O2O mainly depending on the degree of active network goods to complete the construction of the actual goods store, carry, people can choose their own goods at home at any time and complete the related transactions, then can enjoy the activities of the entity stores offer directly. The basic existing way is to use a discount, sales information and service standard of complete online business structure transformation. This is like is the center of the network as offline trading platform, the shop which can be realized using this channel, assures the consumer also dispense with the trouble that the entity shop and the goods directly to screening, this convenient service process started by most Internet users, and promote its has been towards larger scale expansion and development.

1 引言

O2O 主要是根据网络商品的活跃程度完成实际商品店的建设、搬运，人们随时可以在家挑选自己喜欢的商品并完成相关交易，之后便可直接享受到实体商店提供的活动优惠。其基本存在方式就是利用打折、销售情况信息和服务标准等完成商务结构线上改造。这就好比是将网络作为线下交易的中心平台，商店既可以利用这种渠道实现揽客，消费者也免去了到实体店的麻烦并能直接进行商品筛选，这种方便的服务流程开始受到大多数网民的追捧，并促进其一直朝着更大的规模扩建和发展。

2 The background and objectives of O2O

Is the background of the O2O business model, in addition to pure Offline business or community, other business or community may have Offline (Offline) and Online (Online) two pieces, need to get through. Current situation is that many businesses online and offline business/community contact closely, even fragmented, online and offline business or community to enterprises' development is adverse, it also clearly against the idea of integrated marketing communications. In fact, online and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the two sides form partnerships, so more conducive to the comprehensive development of the enterprise, to produce more benefits. In the end of the O2O fundamental goal is to get through offline and online. From the concrete situation, O2O is divided into the development of new customers and retaining old customers two stage, two stages have different goals. For the new customer development stage, the main target of the O2O has two kinds: one kind is drainage to offline, another kind is the drainage to online. For retaining old customers stage, O2O's main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loop, let the customer constantly shuttling between online and offline.O2O combination of four different business model for the application of the O2O, one thing must first clear train of thought, namely the O2O are contain both online and offline business or community enterprise, its have four kinds of offline online portfolio model.

2 O2O商业模式的背景与目标

O2O商业模式的背景是，除纯线下业务或社区外，其他业务或社区都可能有线下（Offline）及线上（Online）两块，需要将二者打通。目前情况是许多企业的线上及线下业务/社区联系不紧密，甚至是割裂的，这对企业的线上