O2O团购运营模式发展研究  

The Development of O2O Group Buying Operatioanl Mode

作　　者：韦荷琳[1] 张超[1] 李思敏[1] 李家漫 

机构地区：[1]广西大学商学院,广西南宁530004

出　　处：《商业经济》2016年第4期83-85,共3页Business & Economy

基　　金：广西壮族自治区大学生创新创业训练计划项目:基于O2O理论的餐饮团购业务创新模式研究(201410593225);广西大学自然科学类科研基金项目:基于生态位理论的售后服务线上线下协同机制研究(XJZ150810)

摘　　要：在网络经济时代下,团购行为越来越普遍。目前,O2O团购的运营模式包括单向流动模式、闭环双向流动模式、引入第三方的O2O模式。为帮助团购服务商了解O2O团购运营模式的发展趋势,以更好地进行营销活动,这三种模式未来需要从四个方面进行进一步地深入研究:商家采取团购模式需要考虑团购产品线上差异化及线下可持续盈利问题;商家如何实现灵活化消费以解决"线上信息与线下服务不匹配"问题;O2O平台的监管作用及处罚机制的搭建问题;第三方服务商要实现安全快捷灵活的功能性虚拟渗透以解决多角对接的通畅性问题。In the network economy era, group buying for bulk discount becomes more popular. Currently, O2 O group buying operating modes include one-way flow pattern, closed loop two-way flow pattern, and the introduction of third-party O2 O mode. To help group buying service providers understand the development trend of O2 O mode for improving marketing, further in-depth studies of the above three models shall be conducted from four aspects. First, business owners offering group buying need to provide differentiated online products and ensure sustainable offline profitability. Second, the business owners should offer flexible consumption ways when online information does not match offline services. Third, issues concerning the regulatory role of O2 O platform and the punishment mechanism should be addressed. Last, third-party service providers need to realize safe, fast and flexible functional virtual penetration to ensure unobstructed connection of all participants.

关 键 词：O2O团购 运营模式 发展研究 

分 类 号：F203[经济管理—国民经济]