海航易生的O2O模式应用探索

发布时间：2018-02-16 15:34

本文关键词： O2O 互联网支付预付费卡价值网　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：O2O是下一个千亿的市场,面对这块肥沃的土壤,各大公司都在紧密布局。本文通过分析阿里入股高德、百度投资糯米、腾讯的微信O2O模式对目前O2O各种模式下对市场细分情况做一个系统性的梳理,论述各方如何利用自己优势资源,来布局O2O市场。同时也反映出在O2O市场如此激烈的竞争模式下,需要通过模式创新的方式找到区别于其他支付公司模式的蓝海市场。通过研究海航易生的O2O平台现有模式业务,分析其各项业务开展状况以及各项业务发展方向,互联网支付的发展趋势以及移动支付的便捷模式带来的支付模式便捷性；多用途预付费卡在现有的业务模式中,在消费领域给商户商家带来巨大的消费客户群体以及强大的消费能力,结合目前各家商户对于消费者在消费过程中回赠以积分、优惠券、代金券等形式；通过预付费卡来将此类商家优惠产品捆绑至卡产品的优惠以及馈赠活动中；随着消费市场的不断变化,卡载体的产品在营销活动宣传、充值消费便利性方面越来越要求线上资源予以支持,同时卡产品载体又在线下消费活动中的便利性、安全性以及自身所带有礼品馈赠属性上拥有线上产品难以企及的优势。所以依托卡产品现有模式,以预付费卡为载体,以现有的线下商户收单系统为依托,结合线上支付的便利性以及强大的产品宣传效应,实现从线下走到线上的海航易生的O2O模式。
[Abstract]:O2O is the next 100 billion market. Faced with this fertile soil, all the major companies are closely distributed. This paper analyzes Ali's investment in Gaude and Baidu's investment in glutinous rice. Tencent's WeChat O2O model systematically combs the current O2O market segmentation situation under various O2O models, and discusses how all parties can use their own superior resources to layout the O2O market. At the same time, it also reflects the fierce competition in the O2O market. We need to find the blue sea market which is different from the other payment company model through the mode innovation. By studying the existing mode business of the O2O platform of HNA, we can analyze the business development status and the development direction of the business. The trend of Internet payment and the convenience of mobile payment; Multi-purpose prepaid card is in the existing business model. In the field of consumption for merchants to bring huge consumer customer groups and strong consumer power, combined with the current merchants to consumers in the process of giving back in the form of points, coupons, vouchers and other forms; Through prepaid cards, this kind of merchant preferential products are bundled into the discount and gift activities of card products; as the consumer market changes, the products of card carriers are promoted in marketing activities. In terms of the convenience of recharging consumption, more and more online resources are required to support it. At the same time, the carrier of card products leaves the convenience in consumption activities. The security and its own gift gift attributes have the advantage that online products are difficult to reach. Therefore, relying on the existing model of card products, prepaid cards as the carrier, and the existing offline merchants to receive orders system as the basis, Combined with the convenience of online payment and the powerful product publicity effect, the O2O model of HNA is realized from offline to online.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.3;F724.6

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