O2O与S2C业务——基于商业模式的比较研究.docVIP

PAGE PAGE 32 O2O与S2C业务——基于商业模式的比较研究 摘要：纵观全球经济，早已进入了信息化、电子化、网络化、数据化的电子商务时代。伴随着云计算、物联网、特别是移动互联网等现代信息技术的高速发展，经历B2B、C2C、B2C模式后，O2O模式与S2C模式应运而生。O2O与S2C电子商务模式给广大企业在运营模式和营销观念上带来了重大改变，也促进了消费者需求的升级和消费习惯的转变。本文对近年来关于O2O与S2C电子商务模式的相关理论整合，构建出O2O与S2C两种模式的要素框架，结合典型案例，在此基础之上对O2O与S2C进行对比研究。 通过本文的研究分析得出了以下两方面的结论：一是O2O模式与S2C模式应跳出单纯线上和线下结合的简单模式，构建时应考虑九大要素，针对不同产业、不同产品、不同客户群体有不同的特征体现。二是O2O的升级版应该是S2C，不论线上还是线下，模式的本质应该是精准把握用户需求，给客户提供更好的体验，模式的核心在于服务，而不是交易。本文的研究对于我们深刻了解两者新型电商模式、促进电商创新发展具有重要参考作用，也为本地生活服务产业互联网化的研究和实践做铺垫。 关键词：电子商务商业模式 O2O S2C 比较研究 O2O and S2C business : a comparative study based on business model Abstract: With Internet heightly penetratiing in people’s life and mobile phones and other mobile network terminal largely popularizing, more and more people gradually began to pay attention to the e-commerce and formed the habit of shopping and paying online. The e-commerce business is rapidly developing all over the world, and there ae many different models of e-commerce, such as B2B, C2C, B2C, O2O and so on. O2O is a new-fashioned e-business model, proposing the combination of online and offline. This model worked early abroad and there were many successful examples. In recent years, the O2O entrepreneurial boom in China is causing widespread concern outside the industry. However, with the emergence of bottlenecks in the O2O development and the upgrade of customers’ needs as well as the transformation of Internet marketing strategies, a new mode: S2C mode gradually appears in peoples vision. S2C mode differs from the O2O mode which advocates online service to offline customer. The concept of business model rose in the late 20th century from the e-commerce area which is generally considered to be the mode of operation of the Internet business. As we all konw, many business scholars and entrepreneurs have studied these four concepts: “E-commerce”, “O2O”, “S2C”, “Business Model” , trying to form a professional theoretical system about the e-commerce model. Then, these four concepts