O2O商业模式核心要素研究
发布时间：2018-11-08 07:29
【摘要】：随着移动网络服务的不断提升和智能手机的不断普及,使互联网世界和现实世界互动变得异常简单,于是生活服务的移动互联网化开始了。但是,在目前O2O在中国的发展尚未稳定和成熟,O2O创业者正处于互联网和移动互联网相互“关系”的迷茫状态,处于线上线下互动的O2O闭环困惑阶段。如何分析O2O的商业模式,并找到其核心要素非常值得研究。首先,通过文献法的研究,定义O2O为:O2O就是在移动互联网时代,生活消费领域通过线上(虚拟世界)和线下(现实世界)互动的一种新型商业模式。其次,通过对价值网理论的研究,构建了基于价值网的O2O商业模式框架,识别出了整个价值网商业模式中最基本的7个的要素,分别为:客户、电信运营商、内容提供商、服务提供商、软件提供商、第三方支付平台和线下实体企业。接着使用德尔菲法进行进一步的研究,细化基于价值网的O2O商业模式的次级要素,得到了初步的O2O商业模式核心要评估体系。最后,通过网络层次分析法(ANP)建立评估模型,组建了专家小组来评价分析,找出了O2O商业模式的十大核心要素,它们主要集中在客户、电信运营商、软件提供商和第三方支付平台这四个一级要素。总之,本文应用价值网理论和德尔菲法,构建了基于价值网理论的O2O商业模式框架,接着使用网络层次分析法建立了O2O商业模式核心要素的评估模型。目的是分析并找出O2O商业模式的核心要素,从整个价值网的角度提高O2O商业模式的质量,增加用户满意度,这对O2O企业的发展和未来的趋势分析具有参考价值和指导性的意义。
[Abstract]:With the continuous improvement of mobile network services and the popularity of smartphones, the interaction between the Internet world and the real world becomes extremely simple, so the mobile Internet of life services began. However, at present, the development of O2O in China is not stable and mature. O2O entrepreneurs are in the confused state of mutual "relationship" between Internet and mobile Internet, and in the phase of O2O close-loop puzzling interaction between online and offline. How to analyze the business model of O _ 2O and find its core elements is worth studying. Firstly, through the research of literature, we define O _ 2O as: in the era of mobile Internet, the field of living consumption interacts online (virtual world) and offline (real world) as a new business model. Secondly, by studying the theory of value net, we construct the framework of O2O business model based on value net, and identify the most basic seven elements in the whole business model of value net, namely: customer, telecom operator, content provider, etc. Service providers, software providers, third-party payment platforms and offline entities. Then we use Delphi method to further study and refine the secondary elements of O2O business model based on value net and obtain a preliminary core evaluation system of O2O business model. Finally, through the network analytic hierarchy process (ANP) to establish an evaluation model, set up an expert group to evaluate and analyze, found out the top ten core elements of the O2O business model, they mainly focus on customers, telecom operators, Software provider and third party payment platform these four primary elements. In a word, using the theory of value net and Delphi method, this paper constructs the framework of O2O business model based on the theory of value net, and then establishes the evaluation model of the core elements of O2O business model by using the analytic hierarchy process (AHP) of network. The purpose is to analyze and find out the core elements of the O2O business model, improve the quality of the O2O business model and increase the customer satisfaction from the point of view of the whole value net, which has reference value and instructive significance for the development and future trend analysis of the O2O enterprise.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
本文编号：2317795
[Abstract]:With the continuous improvement of mobile network services and the popularity of smartphones, the interaction between the Internet world and the real world becomes extremely simple, so the mobile Internet of life services began. However, at present, the development of O2O in China is not stable and mature. O2O entrepreneurs are in the confused state of mutual "relationship" between Internet and mobile Internet, and in the phase of O2O close-loop puzzling interaction between online and offline. How to analyze the business model of O _ 2O and find its core elements is worth studying. Firstly, through the research of literature, we define O _ 2O as: in the era of mobile Internet, the field of living consumption interacts online (virtual world) and offline (real world) as a new business model. Secondly, by studying the theory of value net, we construct the framework of O2O business model based on value net, and identify the most basic seven elements in the whole business model of value net, namely: customer, telecom operator, content provider, etc. Service providers, software providers, third-party payment platforms and offline entities. Then we use Delphi method to further study and refine the secondary elements of O2O business model based on value net and obtain a preliminary core evaluation system of O2O business model. Finally, through the network analytic hierarchy process (ANP) to establish an evaluation model, set up an expert group to evaluate and analyze, found out the top ten core elements of the O2O business model, they mainly focus on customers, telecom operators, Software provider and third party payment platform these four primary elements. In a word, using the theory of value net and Delphi method, this paper constructs the framework of O2O business model based on the theory of value net, and then establishes the evaluation model of the core elements of O2O business model by using the analytic hierarchy process (AHP) of network. The purpose is to analyze and find out the core elements of the O2O business model, improve the quality of the O2O business model and increase the customer satisfaction from the point of view of the whole value net, which has reference value and instructive significance for the development and future trend analysis of the O2O enterprise.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
【参考文献】
相关期刊论文 前3条
1 李椿;高莉莉;;商业模式创新基本路径分析[J];当代经济;2010年12期
2 豆瑞星;;移动互联网:O2O的天堂[J];互联网周刊;2011年19期
3 刁玉柱;;商业模式创新:理论视角与研究观点评介[J];首都经济贸易大学学报;2010年04期
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