O2O商业模式的伦理审视

发布时间：2018-09-11 06:19

【摘要】：O2O商业模式近几年的快速发展使传统商业世界的商业逻辑彻底改变:企业可以不通过经销商直接将产品和服务销售给消费者;企业可以直接将信息传播给消费者,消费者也可以直接给企业反馈信息;企业与消费者之间的关系不再仅仅是线性关系,而成为网状关系,不管是个人还是企业,都是这个网络中的节点。这个节点,可以与无数其他节点建立联系。企业可以与消费者直接联系,消费者之间也可以直接联系。在这个阶段,互联网就是渠道,是企业和消费者进行信息交流的平台。中国O2O行业发展速度迅猛。O2O商业模式的发展涵盖了医疗、餐饮、房产、出行、教育、金融等各个行业。这种垂直于本地生活服务领域的新型商业模式能够使线上和线下的业务有机结合,不断满足人们日益增长的消费需求。O2O商业模式中的区域化市场通过提供个性化沟通、产品以及服务,获得巨大的市场竞争力。O2O商业模式的迅速发展致使我国由桌面互联网时代发展到了移动互联网时代,克服了传统电子商务经济模式中的诸多伦理问题。O2O商业模式因其线下体验线上购买等模式的存在能够有效避免传统电子商务交易中的伦理问题。但是,只要有人参与的活动就会存在伦理问题,O2O模式同样存在很多伦理风险。这些风险若是没有够有效地避免,可能成为O2O企业可持续发展过程中的绊脚石。本文对传统电商模式和O2O商业模式进行对比,分析出传统电商模式的伦理问题和O2O商业模式的伦理意义以及仍然存在的伦理风险。目的在于使O2O商业模式继续发展其具有伦理意义的部分并且能够通过一系列的手段有效规避其伦理风险,使O2O商业模式能够健康可持续的发展。本文将传统电子商务模式和O2O商业模式的发展现状对比,从信息渠道、产品配送、客户体验等角度对O2O商业模式与传统电子商务模式相比,从伦理学角度分析其异同点以及O2O商业模式的伦理意义。同时本文阐述了电子商务伦理和O2O商业模式发展的伦理现状。通过对电子商务伦理的概念和发展程度进行阐述,并且提出我国当前电子商务行为存在的伦理问题以及分析我国电子商务伦理建设的必要性。论述O2O商业模式发展的道德现状以及在伦理视野下O2O商业模式发展的必然性。分析O2O商业模式和传统电子商务相比体现的伦理意义,包括对消费者更多的伦理关怀以及因其业务模式的不同能够提高消费者的交易安全感和交易当中的信息的透明度。当然,O2O商业模式技术层面的发展要远超于伦理层面的完善,因此这种商业模式仍然存在一些伦理风险和伦理困境,包括商家诚信问题、宣传和体验有冲突以及为了发展线下消费而产生的反O2O商业模式等行为。想要使这种商务模式健康发展就必须在平台设计之初就将伦理因素考虑进去,将平台设计和符合伦理原则进行对接。并且需要健全O2O商业模式信用体系,同时加强对商家和消费者层次的道德教育,共同创建一个文明消费的O2O商业环境。
[Abstract]:The rapid development of the business model of O2 O in recent years has completely changed the business logic of the traditional business world: enterprises can directly sell products and services to consumers without dealers; enterprises can directly disseminate information to consumers; consumers can also directly give feedback to enterprises; the relationship between enterprises and consumers is no longer just It is a linear relationship, and becomes a network relationship, whether it is a person or enterprise, is the node in this network. This node, can be linked with countless other nodes. Enterprises can be directly linked to consumers, consumers can also be directly linked. At this stage, the Internet is the channel, enterprises and consumers to carry out information. The development of the O2 O business model covers the medical, catering, real estate, travel, education, finance and other industries. This new business model perpendicular to the local life services can make the online and offline business organically integrated to meet the growing consumer demand. The rapid development of the O2 business model has led to the development of China from the desktop Internet era to the mobile Internet era, overcoming many ethical problems in the traditional e-commerce economic model. The O2 business model is offline. However, as long as someone participates in the activities, there will be ethical problems. There are also many ethical risks in the O2 O model. If these risks are not effectively avoided, they may become a stumbling block in the process of sustainable development of O2 enterprises. This paper compares the traditional E-commerce model with the O2-O business model, analyzes the ethical problems of the traditional E-commerce model, the ethical significance of the O2-O business model and the ethical risks that still exist. The purpose is to make the O2-O business model continue to develop its ethical significance and avoid its ethical risks effectively by a series of means. This paper compares the development status of traditional e-commerce model with that of O2-O business model, analyzes the similarities and differences between O2-O business model and traditional e-commerce model from the perspective of information channel, product distribution, customer experience, and ethical significance of O2-O business model. At the same time, this paper expounds the ethical status quo of e-commerce ethics and the development of O2 O business model, expounds the concept and development degree of e-commerce ethics, puts forward the ethical problems existing in the current e-commerce behavior in China, and analyzes the necessity of the construction of e-commerce ethics in China. The present situation and the inevitability of the development of the business model of O2 O under the ethical perspective are analyzed. The ethical significance of the business model of O2 O compared with the traditional e-commerce is analyzed, including more ethical care for consumers and the fact that the different business models can improve the consumers'transaction security and the transparency of information in the transaction. The technological development of the business model goes far beyond the ethical perfection, so there are still some ethical risks and ethical dilemmas in the business model, including the integrity of the business, the conflict between publicity and experience, and the anti-O2 business model for the development of offline consumption. At the beginning of platform design, ethical factors should be taken into account, and the platform design should be connected with ethical principles. At the same time, the credit system of O2 business model should be improved, and moral education should be strengthened at the level of business and consumers to create a civilized consumption of O2 business environment.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：B82-053

【参考文献】