基于扎根理论的O2O平台商业模式研究

发布时间：2018-01-11 20:41

本文关键词：基于扎根理论的O2O平台商业模式研究　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：近些年来电子商务得到迅猛地发展,线下实体店受到互联网虚拟店的强大冲击。在这种背景下O2O(online to offline)模式孕育诞生,该模式将网上支付与网下体验有效地结合起来,带给消费者全新的消费体验,展现出了良好的发展前景。平台作为O2O模式的关键一环,平台企业在该模式中扮演十分重要的角色,而经历了大浪淘沙后,能够依然屹立在O2O领域的平台所剩无几,尤其是移动互联端口,诸如打车软件、外卖软件的竞争已趋于白热化,商业模式模糊不清的现象摆在企业的面前,如何从竞争中脱颖而出,为企业带来利润是目前平台企业遇到的普遍问题。本文首先对O2O的相关研究进行了梳理整合,普遍的研究表明O2O模式能够有效降低用户、商户的交易成本,达到共赢的目的,但是盈利模式依然存在问题,目前国内的O2O模式盈利点都还在探索当中,缺乏有效的获利手段是当前的棘手问题。其次,本文对前人关于商业模式的研究进行了述评。商业模式的理解目前还没统一的标准,大部分学者比较认同从系统角度看待商业模式,而且与战略、盈利模式、运营模式有着交叉重合的关系。最后,本文介绍了研究方法——扎根理论。商业模式目前界定还不清晰,而且是个抽象的概念,适合用扎根理论方法研究。在对相关理论进行回顾后,本文选取了Groupon和大众点评网两个案例,其中Groupon作为典型团购企业具有一定的代表性,而大众点评即是点评类网站又是本土企业,从他们的案例中可以分析出异同点,对相关企业的发展有一定的帮助。选取两个案例后,分别进行了开放性编码、主轴编码以及选择性译码过程,通过典范模型将他们的要素进行了关系梳理,最后给出了案例的故事线。而后将两个案例的主范畴进行比较分析后发现两者的主范畴是O2O平台企业商业模式核心要素,于是在这基础上绘制了商业模式图。本文随后选取比较热门的打车软件案例作为商业模式图的案例应用,发现打车软件的主要问题出现在盈利模式中,没有盈利点与盈利方式,只是依靠补贴提高使用率。在分析案例后,本文从盈利模式、平台、营销、成本控制、人力资源、外部环境、战略规划几方面入手针对打车软件给出了相关建议。本文最后一章总结了研究结论,并从平台、营销、人力资源、企业文化、领导特质、价值主张、成本控制、盈利点与盈利方式、相关利益者、资金利用、大数据几个要素角度对O2O平台企业提出了相关建议。最后列举了本文在数据选取以及研究方法上存在的三点不足之处。
[Abstract]:In recent years, e-commerce has developed rapidly, and offline physical stores have been strongly impacted by internet virtual stores. Under this background, the O 2O online to online model was born. This model combines online payment and offline experience effectively, brings consumers a new consumption experience, and shows a good development prospects. The platform is a key link of the O2O model. Platform enterprises play a very important role in this model, and after experiencing the tide of Taisha, there are few platforms remaining in the O2O field, especially mobile interconnection ports, such as ride-hailing software. The competition of take-out software has become more and more intense, and the fuzzy phenomenon of business model is in front of enterprises, how to stand out from the competition. To bring profits to enterprises is a common problem faced by platform enterprises. Firstly, this paper combs and integrates the related research of O2O, which shows that the O2O model can effectively reduce the users. The transaction cost of merchants, to achieve the goal of win-win, but there are still problems in the profit model, the current domestic O2O model profit points are still in the exploration. Lack of effective means of profit is the current thorny problem. Secondly, this paper reviews the previous research on business model. The understanding of business model has not yet unified standards. Most scholars agree that the business model is viewed from a system perspective, and has a cross-overlap relationship with the strategy, profit model and business model. Finally. This paper introduces the research method-rooted theory. The definition of business model is not clear, and it is an abstract concept. This article selects Groupon and the public comment network two cases, among them Groupon as the typical group purchase enterprise has the certain representativeness, but the public comment is not only the comment class website but also the local enterprise. The similarities and differences can be analyzed from their cases, which will be helpful to the development of related enterprises. After selecting two cases, open coding, spindle coding and selective decoding process are carried out respectively. Through the canonical model of their elements to sort out the relationship. Finally, the story line of the case is given, and the main category of the two cases is found to be the core element of the business model of the O2O platform by comparing the main categories of the two cases. Then we draw the business model diagram on this basis. Then this paper selects the more popular case of ride-hailing software as the case application of the business model diagram and finds that the main problems of the ride-hailing software appear in the profit model. There is no profit point and profit mode, only rely on subsidies to improve the utilization rate. After analyzing the case, this paper analyzes the profit model, platform, marketing, cost control, human resources, external environment. The last chapter summarizes the research conclusions, and from the platform, marketing, human resources, corporate culture, leadership characteristics, value proposition, cost control. Profit points and ways of profit, relevant stakeholders, capital utilization. In this paper, the author puts forward some suggestions to the O2O platform enterprises from several factors' angles. Finally, the paper lists three deficiencies in the data selection and research methods in this paper.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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