T2O电子商务模式研究

发布时间：2018-09-08 21:28

【摘要】：T2O即TV to Online,是电视媒体与电商企业跨界合作将产品从电视端转移到线上销售的创新性的电子商务商业模式,是基于价值链整合的电子商务模式中的一种。该模式无论在创新程度还是在功能整合程度上都处于电子商务模式发展的前沿,本文旨在为T2O电子商务模式的各参与主体寻找合适的发展定位、创新产品和服务内容、改善经营管理及战略协作方式、提高市场竞争力等提供更加丰富的理论依据和实践策略。本文主要是基于文献研究、案例研究和实证分析等研究方法,系统地阐述了T2O电子商务模式的特点、用户接受度、核心要素和发展策略。首先,T2O是基于传统媒体、电商企业、品牌商家和产业实体等多方价值链整合的多项地、互动地、多维度地、自由选择终端地、主动式认知地电子商务商业模式。其次,基于技术接受模型及相关定性研究资料,构建了T2O电子商务模式的用户接受度模型、设计并发放了相关调查问卷并利用SPSS19.0的分析得出了用户接受度普遍较高的结论、推出了用户使用意愿的多元线性回归方程,验证了相关模型和假设。再次,以价值链三环节为主线、以要素阐述为核心,基于《女神的新衣》这一T2O经典案例,对该模式的核心要素进行了具体分析,主要包括战略目标、收益来源、基本业务、核心能力、目标客户和盈利模式等要素的详细论述。最后,基于用户接受度的调查分析和核心要素的论述,分别从宏观层面和微观层面,尤其是微观层面详细论述了T2O电子商务模式的发展策略。此外,本研究还认为价值主张、价值创造和价值获取三个环节便可以完成一个完整的价值逻辑,对T2O电子商务模式核心要素的分析可以基于价值链的这三个层面有效展开,即价值主张层面对应包括战略目标和收益来源两要素、价值创造层面对应包括基本业务和核心能力两要素、价值获取层面对应包括目标客户和盈利模式两要素。
[Abstract]:T2O, or TV to Online, is an innovative e-commerce business model in which TV media and e-commerce enterprises cooperate to transfer products from TV terminals to online sales, and it is one of the e-commerce models based on value chain integration. This model is in the forefront of the development of electronic commerce model in both the degree of innovation and the degree of functional integration. The purpose of this paper is to find suitable development orientation, innovative products and service content for the participants in the T2O electronic commerce model. Improve management and strategic cooperation, improve market competitiveness and provide more abundant theoretical basis and practical strategies. Based on the methods of literature research, case study and empirical analysis, this paper systematically expounds the characteristics, user acceptance, core elements and development strategies of T2O e-commerce model. First of all, T2O is based on traditional media, e-commerce enterprises, brand merchants and industrial entities and other multi-value chain integration, interactive, multidimensional, free choice of terminal, active cognitive e-commerce business model. Secondly, based on the technology acceptance model and related qualitative research data, the user acceptance model of T2O e-commerce model is constructed, and the related questionnaire is designed and distributed, and the conclusion that the user acceptance degree is generally high is obtained by using the analysis of SPSS19.0. The multivariate linear regression equation of user's willingness to use is derived, and the relevant models and assumptions are verified. Thirdly, taking the three links of the value chain as the main line, taking the elaboration of the elements as the core, and based on the classic case of "the Goddess's New clothing", this paper makes a concrete analysis of the core elements of this model, mainly including the strategic objectives, the source of revenue, the basic business. Core competencies, target customers and profit models are discussed in detail. Finally, based on the investigation and analysis of the user acceptance and the discussion of the core elements, the development strategy of T2O e-commerce model is discussed in detail from the macro level and the micro level, especially from the micro level. In addition, this study also holds that the value proposition, value creation and value acquisition can complete a complete value logic, and the analysis of the core elements of T2O e-commerce model can be effectively carried out based on these three levels of the value chain. That is, the value claim level includes two elements: strategic goal and revenue source, value creation level includes two elements: basic business and core competence, and value acquisition level includes two elements: target customer and profit model.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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