O2O电子商务动力模式与前景分析.pdfVIP

中国科技论文在线 # O2O 电子商务：动力、模式与前景分析 彭惠，吴利* （北京邮电大学经济管理学院） 5 摘要：电子商务交易中消费人群必须上网、诚信体系不完善、线上推广成本日益提升、物流 配送覆盖有限等问题，均导致电子商务无法对传统线下销售形成颠覆性改变。这就导致业 界中出现了线上交易与线下交易的结合方式，即O2O 电子商务。本文从对消费者价值、对 电商企业的角度分析了O2O 电子商务模式发展的动力所在，并根据O2O 的特点总结出适合 10 采用O2O 模式的商品类型即服务型和体验型的产品。其次，本文总结了O2O 商务发展的遭 到创新、诚信和线上流量等瓶颈,接着分析了单纯线上和线下企业发展O2O 电子商务面临的 挑战和问题。最后展望了O2O 模式未来的发展，即未来的O2O 将是一种多层次、多维度的 复合生态体系，不断向多元化和纵深化发展。 关键词：O2O 电子商务模式；现状；瓶颈；未来发展 15 中图分类号：F49 O2O e-commerce: Power, Patterns and Prospects Peng Hui, Wu Li (Economics and Management School, BUPT) 20 Abstract: In e-commerce transactions, consumer groups must be the Internet, imperfect credit system, the rising cost of online promotion logistics limited coverage issues are leading e-commerce can not form a disruptive change to traditional offline sales. This leads the combination of online trading and offfline transactions in the industry, that is O2O e-commerce. 25 This paper analyzes the driving force for development of O2O commerce model from the point of the consumers’ value and electricity supplier,and summarized characteristics of O2O which suitable for the type of goods that is service-oriented and experiential products. Secondly, the paper summarizes the innovation, integrity and online traffic and others are bottlenecks of O2O business . Then analyze the challenges and problems which pure online or offline business 30 development O2O commerce suffer. Finally, predict the future of O2O model that will