O2O电子商务:动力、模式与前景分析  

O2O E-commerce: Power,Patterns and Prospects

作　　者：彭惠[1] 吴利[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《华南理工大学学报（社会科学版）》2014年第6期10-17,98,共9页Journal of South China University of Technology(Social Science Edition)

基　　金：国家自然科学基金资助项目(70972122)

摘　　要：电子商务交易中消费人群必须上网、诚信体系不完善、线上推广成本日益提升、物流配送覆盖有限等问题,均导致电子商务无法对传统线下销售形成颠覆性改变。这就导致业界中出现了线上交易与线下交易的结合方式,即O2O电子商务。本文从对消费者价值、对电商企业的角度分析了O2O电子商务模式发展的动力所在,并根据O2O的特点总结出适合采用O2O模式的商品类型即服务型和体验型的产品。其次,本文总结了O2O商务发展的遭到创新、诚信和线上流量等瓶颈,接着分析了单纯线上和线下企业发展O2O电子商务面临的挑战和问题。最后展望了O2O模式未来的发展,即未来的O2O将是一种多层次、多维度的复合生态体系,不断向多元化和纵深化发展。In e-commerce transactions, that consumer groups must be on the Internet, imperfect credit system, the rising cost of online promotion, and logistics limited coverage are leading to the problem that e-commerce cannot form a disruptive change to traditional offline sales.This in term has resulted in the combination of online trading and offline transactions in the industry, the so-called O2O e-commerce.This paper analyzes the driving force for development of O2O commerce model from the point of the consumers＇value and electricity supplier, and summari-zes the characteristics of O2O suitable for the type of goods that is service-oriented and experiential products.Sec-ondly, it summarizes the innovation, integrity, online traffic and bottlenecks of O2O business.Then it analyzes the challenges and problems for the development of pure online or offline business O2O commerce.Finally, it predicts the future of O2O model that will be a multi-level, multi-dimensional complex ecological system, to keep the diver-sity and depth of development.

关 键 词：O2O电子商务 现状 瓶颈 未来发展 

分 类 号：F062.5[经济管理—政治经济学]