SoLoMo营销下的O2O电子商务商业模式研究

发布时间：2018-04-10 14:38

本文选题：SoLoMo + O2O　；参考：《黑龙江大学》2015年硕士论文

【摘要】：当前我们正处于从web2.0向web3.0转型的新型互联网时代,互联网产业与移动时代正在加速融合,伴随着电子商务的发展,移动商务及社交网络的规模也呈现出发展壮大的趋势。O2O模式的出现,开启了本地生活服务的电子商务化的里程碑;而Social+Local+Mobile的SoLoMo营销模式的提出,意味着互联网企业进入了资源整合的新阶段,这组创新组合将对移动互联网时代的电子商务模式产生深远影响。本文通过分析并探讨SoLoMo营销的定义及内涵,提出基于SoLoMo营销的O2O电子商务商业模式的构成要素、盈利模式及战略模式,并以微信营销模式为典型代表进行验证分析,为传统零售商企业的转型提供理论依据。
[Abstract]:At present, we are in the new Internet era, which is transforming from web2.0 to web3.0. The Internet industry and mobile era are speeding up integration, along with the development of electronic commerce.The scale of mobile commerce and social networks has also shown a growing trend. The emergence of the O2O model has opened a milestone in the e-commerce of local life services, while the SoLoMo marketing model of Social Local Mobile has been put forward.This means that Internet enterprises have entered a new stage of resource integration, and this group of innovation combinations will have a profound impact on the e-commerce model in the era of mobile Internet.By analyzing and discussing the definition and connotation of SoLoMo marketing, this paper puts forward the constituent elements, profit model and strategic model of O2O e-commerce business model based on SoLoMo marketing, and takes WeChat marketing model as a typical representative to verify and analyze.To provide the theoretical basis for the transformation of traditional retailers.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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