O2O经营模式分析
发布时间：2018-08-08 13:36
【摘要】：随着信息技术的发展,在“互联网+”的新常态下,线上线下融合发展的O2O模式成为了电子商务发展的新趋势。本文详细介绍了O2O电子商务模式的基本含义,并对国内外O2O相关模式进行了对比。采用案例分析法详解了国内O2O各成功领域,并对O2O在我国新兴的其他领域进行分析展望。本文第一章分别介绍了O2O电子商务的研究背景,接着对国内外对于O2O商业模式的研究现状分别进行了阐述并做了对比分析,从而得出本文的研究重点。随后对本文的研究思路以及研究框架进行了说明。本文的第二章重点介绍了电子商务理论,首先介绍了电子商务的基本概念和组成要素,同时介绍了集中电子商务的几种基本模式,根据电子商务的基本组成要素来区分比较不同的电子商务模式的特点及功能。本文的第三章对O2O电子商务模式进行了详细的解释,介绍了O2O电子商务模式的定义以及具体形式。同时介绍了O2O电子商务模式分类,对比其他电子商务模式的区别,最后对影响O2O电子商务模式发展的因素进行逐一解释。本文的第四章分析了我国O2O电子商务模式的发展现状以及与国外O2O类似模式的区别与联系。本文的第五章通过企业案例的数据分析,对我国O2O电子商务模式成功应用领域进行了阐述。本章通过四个代表企业,对我国电影产业、餐饮业、旅游业以及汽车服务业四个领域的O2O模式发展现状,发展规律以及发展方向做出了阐述。本文的第六章通对我国O2O电子商务模式新兴应用领域进行了深入探究。通过分别分析目前的发展现状、存在的问题以及未来发展方向三个方面,对我国医疗、奢侈品以及社区服务O2O进行了详解。本文的第七章为结论与展望部分。根据本文对O2O电子商务模式在我国的发展方向做出总结。
[Abstract]:With the development of information technology, under the new normal condition of "Internet", the O2O mode, which integrates the online and offline development, has become a new trend in the development of electronic commerce. This paper introduces the basic meaning of O 2 O e-commerce model in detail, and compares the O 2 O related models at home and abroad. The successful fields of O2O in China are discussed in detail by case analysis, and the prospect of O2O in other emerging fields in China is also discussed. The first chapter introduces the research background of O2O E-commerce, and then describes the current research situation of O2O business model at home and abroad, and makes a comparative analysis, so as to get the research focus of this paper. Then the research ideas and research framework of this paper are explained. The second chapter focuses on the theory of electronic commerce. Firstly, it introduces the basic concepts and elements of electronic commerce, at the same time, it introduces several basic models of centralized electronic commerce. According to the basic elements of e-commerce, the characteristics and functions of different e-commerce modes are distinguished. In the third chapter, the O2O E-commerce model is explained in detail, and the definition and concrete form of O2O E-commerce mode are introduced. At the same time, this paper introduces the classification of O2O E-commerce mode, compares the differences of other E-commerce models, and finally explains the factors that affect the development of O2O E-commerce mode one by one. The fourth chapter analyzes the development of O2O E-commerce model in China and the difference and relationship between O2O E-commerce model and foreign O2O model. In the fifth chapter, through the data analysis of enterprise cases, the successful application field of O2O e-commerce model in China is expounded. Through four representative enterprises, this chapter expounds the current situation, development law and development direction of O2O mode in four fields of China's film industry, catering industry, tourism industry and automobile service industry. The sixth chapter explores the new application field of O 2 O e-commerce model in China. Based on the analysis of the present development situation, the existing problems and the future development direction, the medical treatment, luxury goods and community service O _ 2O in China are explained in detail. The seventh chapter is the conclusion and prospect. According to this paper, the development direction of O 2 O e-commerce in China is summarized.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
本文编号：2171944
[Abstract]:With the development of information technology, under the new normal condition of "Internet", the O2O mode, which integrates the online and offline development, has become a new trend in the development of electronic commerce. This paper introduces the basic meaning of O 2 O e-commerce model in detail, and compares the O 2 O related models at home and abroad. The successful fields of O2O in China are discussed in detail by case analysis, and the prospect of O2O in other emerging fields in China is also discussed. The first chapter introduces the research background of O2O E-commerce, and then describes the current research situation of O2O business model at home and abroad, and makes a comparative analysis, so as to get the research focus of this paper. Then the research ideas and research framework of this paper are explained. The second chapter focuses on the theory of electronic commerce. Firstly, it introduces the basic concepts and elements of electronic commerce, at the same time, it introduces several basic models of centralized electronic commerce. According to the basic elements of e-commerce, the characteristics and functions of different e-commerce modes are distinguished. In the third chapter, the O2O E-commerce model is explained in detail, and the definition and concrete form of O2O E-commerce mode are introduced. At the same time, this paper introduces the classification of O2O E-commerce mode, compares the differences of other E-commerce models, and finally explains the factors that affect the development of O2O E-commerce mode one by one. The fourth chapter analyzes the development of O2O E-commerce model in China and the difference and relationship between O2O E-commerce model and foreign O2O model. In the fifth chapter, through the data analysis of enterprise cases, the successful application field of O2O e-commerce model in China is expounded. Through four representative enterprises, this chapter expounds the current situation, development law and development direction of O2O mode in four fields of China's film industry, catering industry, tourism industry and automobile service industry. The sixth chapter explores the new application field of O 2 O e-commerce model in China. Based on the analysis of the present development situation, the existing problems and the future development direction, the medical treatment, luxury goods and community service O _ 2O in China are explained in detail. The seventh chapter is the conclusion and prospect. According to this paper, the development direction of O 2 O e-commerce in China is summarized.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6
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