本文選題：O2O　切入點(diǎn)：影響模型　出處：《東華大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),隨著互聯(lián)網(wǎng)技術(shù)和智能手機(jī)及其它移動(dòng)設(shè)備的運(yùn)用和普及,一種新型的商業(yè)模式O2O(Online To Offline)迅速發(fā)展起來(lái)。O2O商業(yè)模式是傳統(tǒng)實(shí)體渠道和電子商務(wù)渠道融合的產(chǎn)物,是市場(chǎng)競(jìng)爭(zhēng)的更高層次,不再是單一渠道,或者是渠道之間的你死我活,其核心理念是企業(yè)通過(guò)有形店鋪和無(wú)形店鋪的組合,滿足消費(fèi)者任何時(shí)候、任何地點(diǎn)、任何方式購(gòu)物、娛樂(lè)和社交的綜合體驗(yàn)需求,從理論上來(lái)說(shuō),O2O可幫助實(shí)現(xiàn)線上、線下和消費(fèi)者的多贏。因此,鑒于O2O模式可以帶來(lái)的諸多好處,不計(jì)其數(shù)的公司都開(kāi)始致力發(fā)展這種模式。這其中不乏一些成功案例,但更多的是大量失敗的企業(yè)。在B2C模式下,消費(fèi)者行為及其交互對(duì)于運(yùn)營(yíng)的成功與否有著重要的影響,鑒于現(xiàn)有研究缺乏考慮消費(fèi)者交互行為對(duì)O2O運(yùn)營(yíng)的影響,因此,本文考慮消費(fèi)者評(píng)論和口碑分別在線上和線下的社會(huì)網(wǎng)絡(luò)傳播后對(duì)實(shí)物型O2O的影響,主要表現(xiàn)在對(duì)需求量、庫(kù)存成本、運(yùn)輸成本等指標(biāo)的影響。在其他學(xué)者研究對(duì)功能型產(chǎn)品/大眾產(chǎn)品和創(chuàng)新型產(chǎn)品/利基產(chǎn)品的基礎(chǔ)上,結(jié)合O2O具有實(shí)物型和服務(wù)型的現(xiàn)實(shí)背景,本文從兩個(gè)維度將O2O模式分為四種,分析每種O2O模式在運(yùn)營(yíng)方式上的不同,并舉以實(shí)例。隨后,選取其中的P-F模式和P-I模式(即實(shí)物型O2O),利用復(fù)雜網(wǎng)絡(luò)的相關(guān)理論構(gòu)建消費(fèi)者的社會(huì)網(wǎng)絡(luò),消費(fèi)者在社會(huì)網(wǎng)絡(luò)中的交互規(guī)則則基于影響模型。在數(shù)學(xué)建模的基礎(chǔ)上,利用多智能體仿真技術(shù),結(jié)合S公司線上線下同價(jià)的現(xiàn)實(shí)背景,對(duì)不同的參數(shù)進(jìn)行模型的仿真,旨在研究于不同條件下需求以及各類物流成本的變化情況,這些不同的條件包括不同的消費(fèi)者體驗(yàn)程度、挑剔程度、線上復(fù)雜網(wǎng)絡(luò)連接率以及不同的線上線下物流方案。仿真后主要分析不同參數(shù)下需求量和物流成本(包括庫(kù)存成本和運(yùn)輸成本)的隨時(shí)間變化的規(guī)律,進(jìn)而探究其對(duì)O2O的一些深層影響。最后,由仿真結(jié)果歸納出如下主要結(jié)論:O2O模式的實(shí)施不但不會(huì)使線上需求“搶”走線下的需求,還會(huì)促進(jìn)整體需求的增加;對(duì)于挑剔程度較高的消費(fèi)者,線上需求所受的影響較線下更大;使用由距離消費(fèi)者最近的門(mén)店向線上消費(fèi)者配送的線上線下整合方案與從倉(cāng)庫(kù)直接配送給消費(fèi)者相比較,可減少物流成本�；诒疚牡慕Y(jié)論并結(jié)合現(xiàn)實(shí)背景,可提出對(duì)O2O模式的運(yùn)營(yíng)者提出一些的建議,主要有:針對(duì)體驗(yàn)程度較強(qiáng)的實(shí)物類產(chǎn)品,商家可以豐富和加強(qiáng)線下體驗(yàn)性;商家應(yīng)當(dāng)保持產(chǎn)品質(zhì)量,否則不良影響將會(huì)擴(kuò)散地較快;對(duì)于亟需削減物流成本的O2O模式來(lái)說(shuō),采取門(mén)店配送是個(gè)很好的選擇等。
[Abstract]:In recent years, with the use and popularity of Internet technology, smart phones and other mobile devices, a new business model, O2OOnline to offline, has developed rapidly. The O2O business model is the product of the integration of traditional physical channels and e-commerce channels. Is a higher level of market competition, is no longer a single channel, or between channels, the core idea is that enterprises through the combination of tangible and intangible shops, to meet consumers at any time, anywhere, any way shopping, The combination of entertainment and social experience needs, in theory, can help achieve multiple wins online, offline and consumer. So, given the many benefits of the O2O model, Countless companies are beginning to develop this model. There are some successful cases, but more of them are failed enterprises. In B2C mode, consumer behavior and their interactions have an important impact on the success or failure of the operation. In view of the lack of existing research to consider the impact of consumer interaction behavior on O2O operations, this paper considers the impact of consumer reviews and word of mouth on physical O2O after the spread of online and offline social networks, mainly in terms of demand. On the basis of other scholars' research on functional product / mass product and innovative product / niche product, combined with the realistic background that O2O has physical type and service type, This paper divides the O2O model into four types from two dimensions, analyzes the different operating modes of each O2O model, and gives an example. The P-F model and P-I mode (physical O _ 2O _ 2) are selected to construct the consumer's social network by using the theory of complex network. The interaction rules of consumers in the social network are based on the influence model. By using the multi-agent simulation technology and the realistic background of the same price between the line and the line of S Company, the different parameters are simulated in order to study the change of the demand and various kinds of logistics cost under different conditions. These different conditions include a different degree of consumer experience, a degree of pickiness, After simulation, the variation of demand and logistics cost (including inventory cost and transportation cost) with different parameters are analyzed. Finally, the following main conclusions are concluded from the simulation results: the implementation of the "O _ 2O" mode can not only make the on-line demand "grab" the line demand, but also promote the increase of the overall demand; For more selective consumers, online demand is more affected than offline; online and offline integration schemes from the nearest store to the online consumer are compared with direct distribution from the warehouse to the consumer. Logistics cost can be reduced. Based on the conclusion of this paper and combined with the realistic background, we can put forward some suggestions to the operators of the O2O model, mainly as follows: for the physical products with strong experience degree, the merchants can enrich and strengthen the offline experience; Businesses should maintain the quality of their products, otherwise the adverse effects will spread more quickly; for the O2O model, which urgently needs to reduce logistics costs, it is a good choice to adopt store distribution.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6

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本文編號(hào)：1637099