基于O2O电子商务的商业模式基础构件、进化过程与策略探析

发布时间：2018-11-27 13:19

【摘要】：在互联网革命飞速发展的今天,O2O作为一种新型商业模式彻底改变了人们的生活。本文在总结了商业模式的内涵、基础构件等核心概念的基础上,以O2O餐饮行业为情境,分析了O2O电子商务的交易运作流程,并围绕"价值主张"、"价值网络"、"核心资源"、"收入成本"四个方面对商业模式的内容进行要素解构,据此指出了O2O电子商务的生命周期进化路径、各阶段驱动因素和商业模式特征。本文还针对三个不同的主体给出相关的发展建议,即正在参与的企业应进行商业模式要素的创新,培育竞争优势;传统企业应抓住O2O机会,打通线上线下障碍,尝试在电子商务领域分一杯羹;政府部门则要及时监管市场并制定新政策,做好控制职能。
[Abstract]:With the rapid development of the Internet revolution, O _ 2O, as a new business model, has completely changed people's lives. On the basis of summarizing the connotation of business model and the core concepts such as basic components, this paper analyzes the transaction operation process of O2O e-commerce based on the situation of O2O catering industry, and revolves around "value proposition" and "value network". Four aspects of "core resources" and "income cost" deconstruct the elements of business model, and then point out the evolution path, driving factors and characteristics of business model of O2O e-commerce. This article also gives the related development suggestions for three different subjects, that is, the participating enterprises should innovate the elements of business model and cultivate the competitive advantage; Traditional enterprises should seize the opportunity of O2O, break through the online and offline obstacles, and try to get a share in the field of electronic commerce, while government departments should timely supervise the market and formulate new policies to do a good job of control.
【作者单位】：南京信息工程大学商学院;南京信息工程大学管理工程学院;
【基金】：教育部人文社科项目“基于我国闭环供应链回收分级定价的政府补贴效率研究”(项目编号:14YJC630072) 江苏省社会科学基金项目“O2O电子商务企业商业模式构建与创新研究——以江苏为例”(项目编号:14GLC002)
【分类号】：F724.6

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