O2O企业如何利用线上线下整合改善顾客体验——合作关系视角下的概念模型

发布时间：2018-03-02 10:27

本文关键词： OO 顾客体验线上线下整合合作关系　出处：《中国流通经济》2017年06期 　论文类型：期刊论文

【摘要】：体验经济背景下,基于信息技术的线上线下整合能力(包括购前整合能力、购中整合能力、购后整合能力)是O2O企业的核心能力,对顾客体验具有正向影响。与线下商家的合作关系是O2O企业重要的社会资本,可正向调节线上线下整合能力与顾客体验之间的关系。O2O企业为获得持续竞争优势,必须充分重视与线下商家的合作关系,充分利用线上线下整合能力改善顾客体验。具体可以采取两方面措施,一是充分发挥自身技术优势与线上优势,尽量提高自身线上线下整合能力,为改善顾客体验创造可能性;二是重视线下商家的重要作用,努力提高自身与线下商家的合作关系,促使顾客体验得到改善。
[Abstract]:In the context of experience economy, online and offline integration capabilities based on information technology (including pre-purchase integration, in-purchase integration, post-purchase integration) are the core competencies of O2O enterprises. The cooperative relationship with offline businesses is an important social capital of O2O enterprises, which can positively adjust the relationship between online and offline integration ability and customer experience. We must pay full attention to the cooperative relationship with offline merchants and make full use of the ability to integrate online and offline to improve customer experience. Two specific measures can be taken, one is to give full play to its own technological advantages and online advantages, Improve their ability to integrate online and offline to create the possibility of improving customer experience; second, attach importance to the important role of offline businesses, strive to improve the relationship between themselves and offline businesses, and promote the improvement of customer experience.
【作者单位】：中国人民大学商学院;中央财经大学会计学院;
【基金】：中国人民大学2015年度拔尖创新人才培育资助计划项目“线上线下协同与顾客体验:基于服务主导逻辑的视角” 国家社会科学基金重大项目“国家数字档案资源整合与服务机制研究”(13&ZD184)
【分类号】：F274;F724.6

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