O2O商业模式及发展策略(英文)

什么是O2O商业模式所谓O2O就是online to offline，也就是说将线下商务的机会与互联网结合在了一起，让互联网成为线下交易的前台。

这样线下服务就可以用线上来揽客，消费者可以用线上来筛选服务，还有成交可以在线结算，很快达到规模。

最重要的是：推广效果可查，每笔交易可跟踪。

Groupon、OpenTable、和SpaFinder之间的共同点是：它们促进了线上- 线下商务的发展。

Groupon的成长一直都很特别，但它只是一个大类下的一个类别，我称之为“线上–线下”商务（Online2Offline），或者简称为On2Off（O2O），这样就可同其它商务术语一致，例如B2C、B2B和C2C。

O2O商务的关键是：在网上寻找消费者，然后将他们带到现实的商店中。

它是支付模式和为店主创造客流量的一种结合（对消费者来说，也是一种“发现”机制），实现了线下的购买。

它本质上是可计量的，因为每一笔交易（或者是预约，比如在OpenTable上预约）都发生在网上。

这同目录模式明显不同（例如Yelp，CitySearch)，因为支付有助于量化业绩和完成交易等。

回想起来，很明显，这个规模非常“大”，或者说Groupon 的高利润增长速度超过了互联网历史上几乎任何其它公司。

普通的网络购物者每年花费大约1千美元。

如果普通美国人每年收入为4万美元。

那么剩下的39000美元到哪里了？（考虑到电子商务购物者多为高收入美国人时，这个差额更大）答案是：大部分（税后可任意支配的收入）都在本地消费了。

人们会把钱花在咖啡店、酒吧、健身房、餐厅、加油站、水电工、干洗店和发廊。

排除旅游，网上B2C电子商务大多将你在网上订购的物品塞到箱子里，然后运过来。

这很没有意思，尽管网上销售的商品种类正在日益增加（Zappos在卖鞋方面取得了成功：在10年间从0扩张到了10亿美元，BlueNile在珠宝方面也获得了成功）。

FedEx（联邦快递）无法像餐厅、酒吧、瑜伽、航海、网球课程一样传递社交体验，但Groupon 可以。

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。

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and increasing demand for convenience。

O2O platforms have emerged in us industries。

including food delivery。

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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。

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O2O的商业模式与发展趋势一、 O2O的商业模式O2O（Online to Offline）是近几年兴起的电子商务新模式，它是以线上消费与线下服务的互动为基础，将线上用户转变为线下消费者，切实解决了消费者对线上产品，线下服务的矛盾。

O2O商业模式可以分为三类：服务型O2O、商品型O2O和信息咨询型O2O。

1. 服务型O2O服务型O2O是以互联网技术为基础，将传统服务线下化、点对点地进行服务的模式，转变为在互联网平台上进行服务和交易，在O2O平台上上约定时间和地点，让商家和消费者进行服务和交易。

如叫车软件、外卖平台、医疗预约平台等。

2. 商品型O2O商品型O2O是通过互联网将线上购买、线下交付的模式，建立在电子商务的基础之上，可以将线上销售，通过门店、自提点等多种渠道提供商品服务的模式，通过线上推广吸引更多的客户，在线下进行实物商品的消费。

如电商平台，线下门店的“云店”等。

3. 信息咨询型O2O信息咨询型O2O是以信息服务为基础，利用互联网技术和大数据分析手段，为用户提供更准确的信息和咨询服务。

如医疗咨询平台、教育咨询平台等。

二、 O2O的发展趋势1. 门店数字化随着互联网的普及，许多传统企业开始积极拥抱数字化，建立线上门店，构建完善的数据平台，强化与消费者之间的联系，以更好地满足他们的需求。

2. 引入AI技术人工智能技术在O2O行业中逐渐引进，部分O2O企业已经开始使用AI技术，通过自动化挑选、配送等方式，提高了送餐效率、减少了出错率等问题。

3. 云店模式广泛应用互联网和O2O模式的结合，促成了云店模式的出现。

云店模式的优势在于：无需拥有大量实体店，不用考虑店面租金和人力成本，搭建和运营成本也比实体店低，提高了商家利润的同时，也为消费者带来了便利。

4. 社交O2O社交O2O利用社交媒体的流行和社交关系的强度，通过将线下服务转移到线上来促成交易的完成。

总之，O2O市场正在不断发展壮大，既有传统行业与互联网的结合，也有新兴行业的蓬勃发展。

电子商务课程论文题目O2O电商新模式浅析所在院系国际学院专业名称物流管理年级2012级学生姓名李珊学号631226020216指导教师冯檬莹AbstractWith the continuous development of Internet technology, business models emerging era of transition from the traditional model has been successful to a virtual mode. O2O e-commerce business model is emerging in recent years, the business model of online and offline boundary blurring, relying on full-channel mobile Internet consumption is gradually forming. O2O model produces changed people's way of life, especially leisure entertainment, better enrich people's lives, more easily meet people's needs. Change and strategic transformation from major companies, the integration of online and offline is an inevitable trend, how to achieve seamless online and offline, using a variety of marketing tools and means to accelerate the integration of online and offline marketing has become a research hot spots.Key Words：O2O mode; E-commerce; Online and offline integrationContentsAbstract (1)Ⅰ. Introduction (1)1.1 Background (1)1.2 Purpose and Significance (2)1.3 Literature Review (2)1.3.1 Review (2)1.3.2 Review Summary (5)II.Generality (6)2.1 Overviews of O2O Mode (6)2.2.1 Concept (6)2.2.2 Origin (7)2.2 Characteristics of the O2O Mode (8)2.3 O2O Mode Compared with Other Models (9)2.3.1 O2O Compared with B2C, C2C and Group Buying (9)2.3.2 The Advantage of O2O Model (10)2.4 Four Basic Patterns of O2O (11)2.4.1 Online to Offline (11)2.4.2 Offline to Online (12)2.4.3 Online to Offline to Online (12)2.4.4 Offline to Online to Offline (12)Ⅲ. The Development Status of O2O Model (13)3.1 Development Status of Foreign O2O (13)3.2 Development Status of Domestic O2O (13)3.2.1 Market Size and User Scale (14)3.2.2 Development Dilemma (14)3.2.3 Development Strategies (15)Ⅳ.The Application of O2O Model (17)4.1 O2O Mode in Travel (17)4.1.1 Definition (17)4.1.2 Characteristics (18)4.1.3 Factors Affecting the Development of Tourism O2O Mode (19)4.2 Catering O2O mode (20)4.2.1 Three Modes of Catering Industry O2O (20)4.2.2 Advantages of catering O2O Model (22)Ⅴ. Development Trend in the Future (24)5.1 Group-buying (24)5.2 O2O Mode is Flourishing (25)Conclusion (27)References (28)Ⅰ. Introduction1.1 BackgroundAfter more than ten years development, China's e-business has entered a rapid growth, market transactions exceeded one trillion level. B2C, C2C these concepts we have not unfamiliar. B2B, B2C business models under the buyer captured goods online, the seller packaged goods, looked for logistics companies to send goods . Logistics Courier the goods delivery to the buyer, to complete the transaction. This consumption pattern has developed very mature, has also been widely accepted, each of us almost has a online shopping experience. Traditional companies are forced to receive from the beginning of active participation in the electricity supplier feast, forced network brand was born, the rise of pressure mall platform, these traditional enterprise with its advantage in the channel, stores, and the store will be online source consumption docking, "store + online store" business model is a new trend in the future economic development, constitute the main body of state power business to diversify and become innovation and integration.But most of the consumer cannot leave the store. Even in the United States, electronic commerce is the most developed offline consumption ratio is as high as 92%. Which contains huge business opportunities. This environment has spawned O2O mode. With the emergence of a variety of online group-buying, for can't express the packaged service life also to the way of network marketing. Such as KTV, bars, restaurants, gas stations, barber shop, a gym, dry cleaners, etc. Group-buying is O2O model to show the tip of the iceberg. Almost overnight, group-buying model red through the e-commerce industry, in the "thousand regiment war" tragic situation. 2O this concept since has been proposed up to now less than six years. This new model in the exploration practice by many industries in the world, some successful and some failure. In our country, O2O is also underwaydevelopment, according to research data show that in 2011 China O2O market size is 56.23 billion yuan, in the next few years will continue to grow, is expected to reach 221.16 billion yuan in 2015. Everything has its life cycle, only to explore O2O mode in the process of development problems and put forward countermeasures, can better development.1.2 Purpose and SignificanceMany domestic traditional industries have begun to try e-commerce, O2O e-commerce model is a new concept, not much domestic and foreign research literature. People for the understanding of this model is also very vague. Through this analysis, hope to be able to in-depth understanding of the features of this new type O2O mode and it brings the whole reform of e-commerce. And, through the analysis of my arrangement can let more people to have further understanding of O2O mode.O2O pattern just getting started, but the momentum to start a prairie fire. Each time to grasp the innovation, is to grasp new opportunities strategic transformation. As mobile the popularization, the development direction of O2O more and more clear, online payment, offline consumption. But the real integration of online and offline this is not an easy thing, online payment problems and the consumers offline shopping experience can not achieve the desired effects etc .These problems show the development of this model will not be easy as imagined. There are many problems have been found or have not revealed need to be resolved. Therefore, e-commerce model for O2O exploration and research to be done.1.3 Literature Review1.3.1 Review40 years ago, Alvin Toffler predicted that manufacturing, services, industry experience will be the direction of industrial upgrading. 10 years ago, this prophecy began to become a reality in the world.B2C, C2C concepts I believe we have not unfamiliar, and now we have seen that e-commerce has changed the public's way of life. When it comes to public life, as the C-terminus, more is to buy goods on the Internet , then B side or the owner of the goods stuffed goods into the box, through the logistics company to the front of the consumer.Today, e-commerce to sell goods only to meet, selling services is no longer enough, it can not sell the experience to achieve higher added value it? O2O model is an answer, O2O for those face to face "personally" received hands-on service. For example, personally meet friends, eating out personally, personally fitness, personally see theater, beauty salons and other personally. These special services for the consumer to shop, can not be completed online, and have a nature experience. This is O2O advantage of the stage.With the traditional e-commerce "electronic market + distribution" mode, the mode-based O2O buy site mostly used "to store consumer electronics market +" mode, the consumer orders online and complete the payment, get a very favorable consumer certificate order and then to the store consumption. It allows consumers to have both perfect consumer experience at affordable and convenient online ordering line, especially for the need to store the consumption of goods and services, such as catering, fitness, watching movies and shows, beauty salon.Group purchase as a form of O2O model used is widely known.Group-buying websites originator was born in November 2008 in Chicago, Groupon, to break even in just seven months, 2009 revenues $ 33 million, $ 760 million in 2010 revenue, $ 2.5 billion in 2011 revenue, and successfully listed on NASDAQ November 4, 2011, the United States Group-buying Groupon has announced a landmark figure: buy services provided by the company has accumulated to the user to save more than one billion dollars.Domestic situation: Since the line on the first Group-buying site sold-out in June 2012, Chinese Internet market is extremely strong buy. Just six months, nearly 1,000 have been sent to buy the site, the scale is growing.TrialPay founder and CEO Alex Rampell In describing the scale of consumption under a huge line for example, "general online shoppers spend about $ 1,000 a year, if the average American annual income of $ 40,000, the remaining $ 39,000 to go it? The answeris, most of them in the local consumption, people will spend money in a coffee shop, bar, gym, restaurant, gas station, plumbers, dry cleaners and hair salon. "This is not just because the service delivery of the line can not be boxed, more importantly, express themselves unable to deliver social experience brought happiness. But if through O2O mode, the line of goods and services on display, and provide online payment "reserve consumption", which for consumers, not only broadens the scope of choice, but also through online comparison by choosing the most expectations of its customers, as well as a more suitable service according to regional consumers enjoy business offer. But if there is no line display, perhaps consumers will be hard to know business information, not to mention the word consumer. In addition, merchants who currently use the line before O2O groping, often used than the line to pay for a more favorable means of attracting customers to online payments, which also saves a lot of consumer spending.For local businesses, the effectiveness of the original online advertising can be directly converted into actual purchase behavior, since each completed order confirmation page has a "tracking code", businesses are more easily learned online marketing ROI At the same rate, but also to be continued in depth "customer intelligence maintenance." Secondly, O2O is an incremental market, due to the large number of service sector enterprises, and regional particularly strong, it is difficult in the Internet advertising platform, just as rarely bars, KTV, restaurant on Baidu keywords, but O2O appearance pattern, make those services industry businesses have jumped online promotional campaigns.On the surface, seems to be the key O2O information dissemination on the network, because only the Internet to spread the business information faster, farther and wider, you can instantly gather strong spending power. But in fact, the core O2O that online payment, if there is no online payment function, O2O of on-line, but nothing is for others to do the wedding dress. Take the buy, if not the ability to provide online payment, online shopping only by their own statistics and businesses to go after money, the results can not be trapped in a dispute the two sides reached unity on the exact number of people actually buy. Online payment is paid not only to complete itself, the only sign of a particular consumer can befinally formed, it is the only reliable consumption data assessment criteria. In particular, the provision of on-line Internet service professional firms, only users online to complete the payment, it may derive benefit itself, thereby to provide accurate information on consumer demand to offline business partners. Whether B2C, or C2C, are capable of achieving consumer online payment only after the formation of a complete business forms. In order to provide the service consumer-oriented, and not in advertising revenues O2O profit model, the online payment even more important.1.3.2 Review SummaryO2O as an non-normal state of e-commerce, will tend to goods and services diversification, eventually took the form of life service discount mall.in the future, O2O will go beyond the traditional (with box) e-commerce, because the offline business will beat online business, but simply to change O2O online discovery and payment patterns."O2O Nuggets war" no one is absent, either ambitious ambitious mobile Internet entrepreneurs, or a large fortune veteran Internet company, just as Kai-fu Lee said, will change China, online O2O future, even if the line up this is a huge explosive force. Data show that in 2011 China market size of 56.23 billion yuan O2O 2012 is expected to reach 98.68 billion yuan, an increase of 75.5%.To this end, China's two largest Internet company Tencent,and Alibaba have been set in O2O battalion soldiers cloth, China's largest media predators Balintimes media also joined the ranks of O2O. This is the Internet, subway advertising giant turned to the strength of the mobile terminal from the PC side and the traditional contest, they have to grab life service O2O and electricity supplier of the opportunity, no doubt, O2O is one of the future shape of the electricity supplier.II.Generality2.1 Overviews of O2O Mode2.2.1 ConceptO2O, Online To OfflineOnline, the Internet is the front desk of the transaction. Consumers can online screening service, as well as settlement of transactions online; offline, consumers can customize to enjoy the service. Offline business opportunity combining together with the Internet, so that the Internet becomes the foreground of the offline transactions (Figure 1).So the offline services can be used online to Showmanship, consumers can use online screening service, as well as settlement of transactions online, quickly reach the scale.O 2 O Online To offline Figure 1O2O model achieved the integration of the online virtual economy and real offline economy .1) Warehouse convergence: the same brand online and offline sales channels shareConsumption Offline Buyonlinethe storehouse, that Internet sales can reach the nearest shipping, better play the advantages of Multiple brands,Multiple warehouse .2) Stores convergence: offline store and online store are complementary to reach the sharing of resources, synchronize sales, integration management. Increase market share through a variety of marketing methods.3) Service convergence: convergence of online and offline customer data, a variety of after-sales services, increase the user experience and improve the entire service process.2.2.2 OriginIn China, O2O (Online to Offline) concept was sizzling, someone called 2014, the first year of O2O. O2O concept is generally considered to be first proposed in 2010 by American AlexRampell, 2011 was introduced in China. The basic business logic of O2O e-commerce model is that users pay in advance online, then to the consumption offline , businesses track their marketing results in real time, thereby forming a closed-loop business services and experience of the process. And other e-commerce model is different, O2O use of "electronic market + to store consumption" mode instead of "e-market + distribution" mode. Some people think, O2O model is an upgraded version of the B2C model, more emphasis on consumer experience. At present, the concept has been the generalization of O2O, the chain involved in online and offline mode are called O2O mode.O2OPark self-organization founder Bo believes, O2O not only in online or offline, but in the interactive online and offline. Enterprises under the O2O business model that virtual and real combined, focusing on combing“fragmentation channels + personalized content”to a variety of interactive social marketing precision, and finally formed fan community through interactive, is the key of O2O.Ovid Consulting brand director Su-liang thinks, O2O model have to meet three characteristics: with a completely open platform for online and offline, with the thinking mode of the Internet to run the two platforms, user-centric. Information flow and capital flow through online implementation, business flow and service flow is offlineimplementation.2.2 Characteristics of the O2O ModeO2O mode through O2O platform connecting users and business value chain( Figure 2).1)For the user, O2O can bring them more rich and comprehensive information about business service that allows users to quickly and easily order the appropriate products and services, but also can be obtained with respect to the cable directly to the consumer at a cheaper price.2)For businesses, O2O mode reduces the dependence on the location offline merchant store , and reduces the expenditure of rent; ontinuing "Guest mood maintenance" sustained and in-depth , and then precision marketing. O2O is possible to give them more publicity and the opportunity to demonstrate, and its publicity easy to measure, and the effects can be found, each transaction can be tracked. O2O also help businesses acquire the relevant data users to better safeguard customers and develop new customers. Online booking patterns can help businesses more reasonable arrangements for management, control costs, but also help businesses get rid of dependence on a prime location, reducing rental expenses. Its discount mode is particularly suitable for the promotion of new products and new stores.3) For O2O service provider, this business model can bring them on a large scale, high viscosity of the users, help them get business resources, as well as abundant cash flow. The profit model is relatively clear, commission, advertising are common forms. On the basis of the master user data, but also provide a series of value-added services for businesses.Figure 22.3 O2O Mode Compared with Other Models2.3.1 O2O Compared with B2C, C2C and Group Buyinga. DifferencesAlthough O2O mode and B2C, C2C, all is the online payment, the difference is that goods bought through a B2C, C2C is boxed courier to consumers' hands, while O2O is that consumers buy goods and pay online, and need to go consumption offline. This is a combination of the payment mode and attract consumers for the owner. For consumers, is also a kind of new mechanism of "discovery" (table 1).Different from the value-added services and in-kind funds B2C revenue model O2O model has attracted the maximum point is, O2O model expected cash flow from the user in real life, with continuous, rigid, representing life service consumption dominance.O2O, of course, and the difference between groupon: O2O is online mall, group buying is a low discount temporary promotional (Figure 3).线下商家 用户生活 O2O 应用 实体/虚拟打通需求传递 价值传递GrouponB2CO2O 在线营销＋物流配送在线营销＋客流到店 对抗分流实体店面优化使用实体店面 现实货物销售现实现场服务 淘宝、凡客Groupon opentable 人均在线消费1000美元 人均离线消费39000美元table 1 The difference between B2C and O2O business modelFigure 3b. Similarities1) With the Internet as a platform.2) Online payment is its core.Whether B2C, C2C or O2O ,all is after the realization of consumers ’ online payment, to form a complete business form.2.3.2 The Advantage of O2O ModelO2O model makes full use of these advantages including the Internet across the region, no boundary, huge amounts of information , vast users, and fully excavating offline resources. At the same time, excavating offline resources goods and promote the trade between online users and offline commodities and service, groupon is the typical representative of O2O.O2O mode can provide with intuitive statistics of business marketing effectivenessB2C /C2CO2Oand track assessments, to avoid the unpredictability and the effects of the traditional marketing model, O2O the consumption of online orders and line combination, all of consumer behavior can be accurate statistics thus attracting more businesses come in, provide consumers with more quality products and services.3) In the service sector,O2O mode have some advantages such as cheap, convenient and discount information in time etc.4) O2O mode will broaden the development direction of e-commerce, the large-scale transition to pluralism.2.4 Four Basic Patterns of O2OO2O model has two basic implementation mode and path: Online to Offline (Online marketing and Offline experience) and Offline to Online, (Offline marketing to complete transactions Online), respectively, referred to as "online first and then offline” and “offline first and then online”. Based on this, the other two modes derived from the implementation of the modes: Online to Offline to Online (Offline to Online marketing experience, to Online trading) and Offline to Online to Offline (Offline marketing to Online transactions, and then to Offline experience), respectively, referred to as "the first line after the Offline and Online mode” and “ Online and Offline after Offline mode”.2.4.1 Online to OfflineOnline to offline, is that enterprise build up an online platform and take this platform as the basis and the entrance to turn the offline business into online marketing and trading, at this time, the online user go to the offline and to enjoy the same service experience. This platform is the foundation o2o operation, should have powerful resource transfer capability and promote the ability to interact with its online and offline. In reality, many of the local life of service companies have adopted this model. For example, Tencent Company with resources aggregation , conversion capacity and its accumulated economic base, built the o2o platform ecosystem that is the case.2.4.2 Offline to OnlineOffline to Online , is the enterprise to set up offline platform, based on the platform of offline marketing, let users enjoy the corresponding service experience, at the same time will be offline business flow into the online platform, online trading, thus to promote online interaction and form a closed loop. In this kind of o2o mode, enterprises need to build two platforms, namely the offline entity platform and online Internet platform. Its basic structure is: first open entity shop, after the self-built online mall, and realize the offline stores and online network mall synchronous operation. In reality, the use of the o2o mode the materialization of enterprises in the majority, Su Ningyun quotient o2o platform built by the ecological system is the case.2.4.3 Online to Offline to OnlineOnline to Offline to Online, is first to set a online platform to marketing ,and then allow users to enjoy the commercial stream-line service experience, and finally let the user to conduct online transactions or consumer experience. In reality, many groupon sites, electricity providers and other companies have adopted this o2o patterns, such as Jingdong Mall.2.4.4 Offline to Online to OfflineOffline to Online to Offline, first to set a offline platform to marketing ,and then commercial stream-line or third-party online platform leveraging national distribution for online transactions, and then let the user to the offline enjoy spending experience. In the o2o mode, third-party platform selected is usually readily available, influential social platforms, such as WeChat, micro Amoy, HankowThames, etc. Also can simultaneously borrow multiple third-party platform, so that you can leveraging third-party platform for drainage, in order to achieve their business goals. In reality, food, beauty, entertainment and other local life services O2O enterprises to adopt this model in the majority.Ⅲ. The Development Status of O2O Model3.1 Development Status of Foreign O2OWith groupon is swept around the world, O2O mode is more and more people are concerned. Wherein lifestyle o2o is currently on the market only generates super power business field. Many companies are beginning to layout o2o fields. Foreign o2o mode of operation more successful site uber, jhilburn, jetsetter, zaarly, getaround, trunk club and so on. O2O market in the end how much the United States data shows that "common network shopper spends about $ 1,000, if the annual income of the average American is $ 40,000, the remaining $ 39,000 to where? The answer is that most of them in local consumption, people will spend money in a coffee shop, bar, gym, restaurant, gas station, plumbers, dry cleaners and hair salons. "O2O mission is bring the effects of e-commerce into the part that over 90% of current consumption accounted . Many businesses in developed countries have entered the information modernization, extensive use of business intelligence systems, including Europe, Japan's department stores have already entered the era of business intelligence;From the point of the Qr code market around the world, the Asian development is the best. In 2010, Japan has 1200 million users, awareness is as high as 98%, Korea has reached nearly 30 million users, 90% of mobile phones with the scan code tool. Information technology, two-dimensional code technology to stimulate the rapid development of foreign O2O mode3.2 Development Status of Domestic O2OWith the emergence of current thousand regiment groupon sites failures, o2o domestic market began to pull the curtain. Each electricity supplier chiefs also began toreflect, have started the transition to intervene O2O field, Chinese e-commerce market began to emerge a number of new ventures O2O mode. Such as street library network, jelly beans network, toot fast car, ant short rent and so on.3.2.1 Market Size and User ScaleThe development prospects of the O2O mode in china is good. And the next five years will give birth to a super E-commerce like Taobao, even beyond Taobao. According to statistics, the first half of 2011, China overall e-cmmerce transactions reached 3.2 trillion yuan, total net consumption reached 473.4 billion yuan, representing an annual increase of 48.8 percent in 2010. According to iResearch predicts that by 2013, the overall scale of China's e-commerce transactions will reach 13.9 trillion yuan, an average annual compound growth rate of 42.6 percent, and the growth rate annually. Data show that, even in the most developed of the US e-commerce, AOL consumption accounts for only 8%, the proportion of consumption of the line is still as high as 92%. The proportion of China, were 3% and 97%. In the future five years the country will further enhance the GDP share of the service sector. Fully confident, O2O opened in China will be a one trillion yuan level in the market.3.2.2 Development Dilemmaa. Integrity Mechanism is not PerfectFor O2O questioned mainly from two aspects, the first is a common problem with online shopping consumption. Different from physical goods , when consumers pay in advance for the service, if the quality is lower than expected even very poor, because consumers can not "return" and can only withstand a maximum sentence of complaints made. O2O mode not only can not solve this problem, and may even intensify. This is because the traditional online shopping as well as intermediaries such as PayPal to make the transition, when the goods received well, you can apply for a refund returns, sales person has certain constraints. While o2o, it can only be carried out is to pay for consumption, to some extent it is to increase the rights of difficulty. Street library networkas the introduction of Alipay to obtain the trust of consumers.Secondly, the biggest difference with the traditional E-commerce is, o2o does not have distribution and quality of the goods, the biggest challenge comes from consumer recognition to the next line service entity. However, o2o and can not grasp the quality of the line service, only the equivalent of a third-party intermediary, to play a coordinating role in the middle. For o2o mode, the subject line is mostly under the service type of industry, and the type of service industry, there are many uncertain factors, describe the consistency of how to protect online and offline services will affect the rapid development of the most deadly factor.b. Review Mechanism is not StrictBusiness many businesses are channels one by one commissioner calling pull over, many businesses do not know how it is at first, sleepwalk to come, there is no long-term service plan, but know can bring tourists to enter, barriers to entry are low, the lack of competition between businesses.c.The lack of innovation capability, low viscosityConsumers buy mode only a O2O mode, but many sites still o2o buy mode operation in accordance with the mechanism, the lack of awareness and reform nature. Order a single platform, the service is similar, pay attention to the size of the business process, not to provide diversified services, offline and online merchant service unequal, causing consumers to lower the viscosity of the website.3.2.3 Development Strategiesa. Establish and Improve the Integrity of the MechanismFrom the perspective of the whole o2o industry development perspective, we should establish and improve the integrity of the mechanism. Buy, classification, evaluation websites have failed to resolve the problem, evaluate the class trying to solve, but if there is no actual consumption-based evaluations were doubtful. Only the establishment of a。

O2O营销模式(Online To Offline)O2O营销模式(Online To Offline)又称离线商务模式，是指线上营销线上购买带动线下经营和线下消费。

O2O通过打折、提供信息、服务预订等方式，把线下商店的消息推送给互联网用户，从而将他们转换为自己的线下客户，这就特别适合必须到店消费的商品和服务，比如餐饮、健身、看电影和演出、美容美发等。

O2O模式的益处在于，订单在线上产生，每笔交易可追踪，展开推广效果透明度高。

让消费者在线上选择心仪的服务再到线下享受服务。

O2O营销模式的核心是在线预付。

从表面上看，O2O的关键似乎是网络上的信息发布，因为只有互联网才能把商家信息传播得更快，更远，更广，可以瞬间聚集强大的消费能力。

但实际上，O2O的核心在于在线支付，一旦没有在线支付功能，O2O中的online不过是替他人做嫁衣罢了。

就拿团购而言，如果没有能力提供在线支付，仅凭网购后的自家统计结果去和商家要钱，结果双方无法就实际购买的人数达成精确的统一而陷入纠纷。

在线支付不仅是支付本身的完成，是某次消费得以最终形成的唯一标志，更是消费数据唯一可靠的考核标准。

尤其是对提供online服务的互联网专业公司而言，只有用户在线上完成支付，自身才可能从中获得效益，从而把准确的消费需求信息传递给offline的商业伙伴。

无论B2C，还是C2C，均是在实现消费者能够在线支付后，才形成了完整的商业形态。

而在以提供服务性消费为主，且不以广告收入为盈利模式的O2O中，在线支付更是举足轻重。

O2O模式的多元化创新工场CEO李开复在提及O2O模式时指出，“你如果不知道O2O至少知道团购，但团购只是冰山一角，只是第一步。

”眼下仍旧风靡的团购，便是让消费者在线支付购买线下的商品和服务，再到线下去享受服务。

然而，团购其实只是O2O模式中的初级商业方法，二者区别在于，O2O是网上商城，而团购是低折扣的临时性促销，对于商家来说，团购这种营销方法没有可持续性，很难变成长期的经营方法。

零售业O2O商业模式创新方案第1章 O2O商业模式概述 (4)1.1 O2O商业模式的发展历程 (4)1.1.1 O2O模式的起源 (4)1.1.2 O2O模式在我国的发展 (4)1.2 零售业O2O的机遇与挑战 (4)1.2.1 机遇 (4)1.2.2 挑战 (4)1.3 国内外O2O成功案例分析 (4)1.3.1 国内案例 (4)1.3.2 国外案例 (5)第2章零售业O2O市场环境分析 (5)2.1 市场规模与增长趋势 (5)2.1.1 市场规模 (5)2.1.2 增长趋势 (5)2.2 消费者行为分析 (6)2.2.1 购物渠道 (6)2.2.2 购物偏好 (6)2.2.3 支付方式 (6)2.3 竞争态势分析 (6)2.3.1 竞争对手 (6)2.3.2 市场份额 (6)2.3.3 竞争策略 (7)第3章 O2O商业模式创新策略 (7)3.1 线上线下融合策略 (7)3.1.1 概述 (7)3.1.2 实施措施 (7)3.2 社交电商的运用 (7)3.2.1 概述 (7)3.2.2 实施措施 (7)3.3 数据驱动的个性化推荐 (7)3.3.1 概述 (8)3.3.2 实施措施 (8)第4章技术创新在O2O中的应用 (8)4.1 人工智能与大数据 (8)4.1.1 智能推荐系统 (8)4.1.2 智能客服 (8)4.1.3 供应链优化 (8)4.2 物联网与智能物流 (8)4.2.1 智能仓储 (8)4.2.2 智能配送 (9)4.2.3 智能门店 (9)4.3.1 移动支付 (9)4.3.2 区块链技术 (9)4.3.3 跨境支付与结算 (9)4.3.4 供应链金融 (9)第5章 O2O平台架构设计 (9)5.1 平台架构概述 (9)5.1.1 功能模块设计 (9)5.1.2 业务流程设计 (10)5.2 技术选型与实现 (10)5.2.1 技术选型 (10)5.2.2 技术实现 (11)5.3 数据分析与挖掘 (11)5.3.1 数据分析 (11)5.3.2 数据挖掘 (11)第6章线上线下融合的物流体系 (12)6.1 仓储与配送策略 (12)6.1.1 仓储体系构建 (12)6.1.2 配送策略优化 (12)6.2 智能物流设备应用 (12)6.2.1 自动化设备 (12)6.2.2 信息化设备 (12)6.3 供应链优化与协同 (12)6.3.1 供应链协同管理 (12)6.3.2 供应链优化策略 (13)第7章用户运营与社群营销 (13)7.1 用户画像与标签体系 (13)7.1.1 用户画像构建 (13)7.1.2 标签体系搭建 (13)7.2 精准营销策略 (13)7.2.1 个性化推荐 (14)7.2.2 场景营销 (14)7.2.3 智能营销 (14)7.3 社群营销与口碑传播 (14)7.3.1 社群建设 (14)7.3.2 社群运营 (14)7.3.3 口碑传播 (14)7.3.4 社交媒体营销 (14)第8章服务创新与客户体验 (14)8.1 多元化服务策略 (14)8.1.1 线上线下融合服务 (14)8.1.2 个性化定制服务 (14)8.1.3 价值链延伸服务 (15)8.2 客户体验优化 (15)8.2.2 实体店环境优化 (15)8.2.3 互动式体验营销 (15)8.3 售后服务与客户关系管理 (15)8.3.1 高效响应机制 (15)8.3.2 客户关系维护 (15)8.3.3 智能化客户服务 (15)第9章跨界合作与生态圈构建 (15)9.1 跨界合作模式摸索 (16)9.1.1 跨界合作的概念与意义 (16)9.1.2 零售业跨界合作的动机与目标 (16)9.1.3 零售业跨界合作的主要模式 (16)9.1.3.1 产业上下游企业间的跨界合作 (16)9.1.3.2 产业链横向企业间的跨界合作 (16)9.1.3.3 跨行业企业间的跨界合作 (16)9.1.4 跨界合作的风险与挑战 (16)9.2 产业生态圈构建 (16)9.2.1 产业生态圈的定义与特征 (16)9.2.2 零售业产业生态圈构建的原则与策略 (16)9.2.3 零售业产业生态圈的构成要素 (16)9.2.3.1 核心企业 (16)9.2.3.2 上下游企业 (16)9.2.3.3 服务平台与基础设施 (16)9.2.3.4 政策环境与市场环境 (16)9.2.4 零售业产业生态圈的运作机制 (16)9.3 合作伙伴关系管理 (16)9.3.1 合作伙伴关系管理的意义与价值 (16)9.3.2 合作伙伴选择与评估 (16)9.3.3 合作伙伴关系建立与维护 (16)9.3.4 合作伙伴关系管理的策略与措施 (16)9.3.5 合作伙伴关系管理的挑战与应对 (16)第10章风险控制与合规发展 (16)10.1 法律法规与政策环境分析 (16)10.1.1 我国零售业相关政策概述 (16)10.1.2 法律法规对O2O商业模式的影响 (17)10.2 风险识别与防范 (17)10.2.1 市场风险识别 (17)10.2.2 法律风险识别 (17)10.2.3 财务风险识别 (17)10.2.4 运营风险识别 (17)10.3 合规管理体系建设与优化 (17)10.3.1 合规管理体系构建原则 (17)10.3.2 合规管理体系构建步骤 (17)10.3.3 合规管理体系优化策略 (17)第1章 O2O商业模式概述1.1 O2O商业模式的发展历程1.1.1 O2O模式的起源O2O（Online to Offline）商业模式最早起源于美国，互联网技术的飞速发展和移动终端设备的普及，逐渐在全球范围内兴起。

O2O策划方案概述O2O（Online to Offline）是指在线与线下相结合的商业模式。

O2O模式以互联网为媒介，通过线上平台吸引用户，然后将用户引流到线下实体店进行消费。

本文将提出一种O2O策划方案，旨在帮助企业更好地实施O2O模式，提升营销效果和用户粘性。

目标本策划方案的目标是提高企业的线上线下融合效果，增加线下实体店的客流量和销售额。

通过提供便捷的线上服务和优惠活动，吸引更多用户进入线下店铺，提升用户体验和忠诚度。

方案1. 优化线上平台•网站设计和用户体验改进通过改善网站的设计和用户体验，提高用户的访问粘性和转化率。

重点包括页面布局优化、响应式设计、简洁易用的导航结构、高质量的内容和商品展示等。

•引入在线预订服务提供在线预订服务，让用户在线上平台选择线下实体店的服务、日期和时间，并通过在线支付或预约方式确认预订。

•引入移动应用开发移动应用，提供方便的用户界面和操作体验，使用户可以随时随地浏览商品、查看优惠活动、预订服务等。

2. 加强线上线下互动•线上推广活动在线上平台开展推广活动，包括折扣、优惠券、限时特价等，吸引用户进入线下店铺消费。

•线下体验活动在线下店铺举办体验活动，提供免费试用、特别活动或用户互动等，增强用户对线下店铺的好感度和黏性。

•线上线下联动将线上活动和线下活动进行联动，例如线上购买后到线下领取实物，线下消费后可获得在线下店铺使用的优惠券等，增强用户对线上线下互动的积极性。

3. 数据分析和个性化推荐•用户数据分析收集用户行为数据和偏好，进行深入的数据分析，了解用户购买喜好、消费习惯等，为线上线下推广和精准营销提供数据支持。

•个性化推荐基于用户数据分析结果，通过算法推荐个性化的商品和服务，提高用户购买意愿和转化率。

4. 客户服务和用户评价•增加客户服务渠道提供多种客户服务渠道，例如在线客服、电话咨询、邮件反馈等，帮助用户解决问题和提供购物咨询。

•用户评价和反馈鼓励用户进行评价和反馈，通过用户评价了解用户对产品和服务的满意度，及时改进产品和服务质量。

O2O模式的发展趋势和应用场景第一章：O2O模式的概述O2O (Online to Offline) 是一种商业模式的缩写，指的是在线线上平台（例如手机app，网站等）通过线上的方式带动线下的实体商家的销售，服务或体验，这种模式的兴起极大地推动了线下实体经济的发展，同时也增加了线上互联网企业的盈利。

第二章：O2O模式的发展趋势2.1 投入资金不断增加随着O2O模式的逐渐成熟，越来越多的互联网资本开始涌向这一领域，这些资本带来了大量的投入，以优惠券、抽奖等促销活动为载体吸引更多用户，扩大O2O平台的用户基础。

2.2 线下零售商家加入O2O模式线下零售商家也加入了O2O模式中，通过线上平台为用户提供优惠，借助线上平台的流量和社交影响力提高线下门店销售额。

2.3 服务类行业正快速崛起服务业在O2O模式下也得到了很大的发展，涵盖了如外卖、家政、洗车、私人助理等多个行业，通过线上平台，让用户可以简单、快捷地享受各种服务。

2.4 智能化趋势明显随着智能手机、物联网、云计算等技术的发展，O2O模式也逐渐实现了智能化，让用户享受更加便捷的服务，例如手机预约、语音识别等。

第三章：O2O模式的应用场景3.1 餐饮O2O模式外卖O2O模式大概是最为流行的O2O模式之一，用户通过手机app预订美食，在线支付，在一定时间内等待配送员送来美食，同时这也大大提高了餐饮业的销售额。

3.2 旅游O2O模式O2O模式在旅游业也有大量的应用，通过线上平台预订旅游产品，例如酒店、机票、旅游团等。

而且可以大幅降低中间商的利润，带来更多实惠。

3.3 生鲜O2O模式生鲜O2O模式可以保证用户能够早买早吃，生意繁忙者无需特地前往超市，只需挑选自己喜欢的食材，通过线上购买等待送货上门，极大的方便了消费者的生活。

第四章：未来趋势面对越来越多的竞争，O2O领域中，必须要不断地创新，华丽转型才能在市场竞争中立于不败之地。

未来需要加强智能化的开发，将更多的焦点放在智能技术的研发上，如人工智能、物联网，通过这些技术，O2O模式可以实现更多人性化的服务。