O2O商業(yè)模式核心要素研究
發(fā)布時間：2018-11-08 07:29
【摘要】：隨著移動網絡服務的不斷提升和智能手機的不斷普及,使互聯(lián)網世界和現(xiàn)實世界互動變得異常簡單,于是生活服務的移動互聯(lián)網化開始了。但是,在目前O2O在中國的發(fā)展尚未穩(wěn)定和成熟,O2O創(chuàng)業(yè)者正處于互聯(lián)網和移動互聯(lián)網相互“關系”的迷茫狀態(tài),處于線上線下互動的O2O閉環(huán)困惑階段。如何分析O2O的商業(yè)模式,并找到其核心要素非常值得研究。首先,通過文獻法的研究,定義O2O為:O2O就是在移動互聯(lián)網時代,生活消費領域通過線上(虛擬世界)和線下(現(xiàn)實世界)互動的一種新型商業(yè)模式。其次,通過對價值網理論的研究,構建了基于價值網的O2O商業(yè)模式框架,識別出了整個價值網商業(yè)模式中最基本的7個的要素,分別為:客戶、電信運營商、內容提供商、服務提供商、軟件提供商、第三方支付平臺和線下實體企業(yè)。接著使用德爾菲法進行進一步的研究,細化基于價值網的O2O商業(yè)模式的次級要素,得到了初步的O2O商業(yè)模式核心要評估體系。最后,通過網絡層次分析法(ANP)建立評估模型,組建了專家小組來評價分析,找出了O2O商業(yè)模式的十大核心要素,它們主要集中在客戶、電信運營商、軟件提供商和第三方支付平臺這四個一級要素�？傊�,本文應用價值網理論和德爾菲法,構建了基于價值網理論的O2O商業(yè)模式框架,接著使用網絡層次分析法建立了O2O商業(yè)模式核心要素的評估模型。目的是分析并找出O2O商業(yè)模式的核心要素,從整個價值網的角度提高O2O商業(yè)模式的質量,增加用戶滿意度,這對O2O企業(yè)的發(fā)展和未來的趨勢分析具有參考價值和指導性的意義。
[Abstract]:With the continuous improvement of mobile network services and the popularity of smartphones, the interaction between the Internet world and the real world becomes extremely simple, so the mobile Internet of life services began. However, at present, the development of O2O in China is not stable and mature. O2O entrepreneurs are in the confused state of mutual "relationship" between Internet and mobile Internet, and in the phase of O2O close-loop puzzling interaction between online and offline. How to analyze the business model of O _ 2O and find its core elements is worth studying. Firstly, through the research of literature, we define O _ 2O as: in the era of mobile Internet, the field of living consumption interacts online (virtual world) and offline (real world) as a new business model. Secondly, by studying the theory of value net, we construct the framework of O2O business model based on value net, and identify the most basic seven elements in the whole business model of value net, namely: customer, telecom operator, content provider, etc. Service providers, software providers, third-party payment platforms and offline entities. Then we use Delphi method to further study and refine the secondary elements of O2O business model based on value net and obtain a preliminary core evaluation system of O2O business model. Finally, through the network analytic hierarchy process (ANP) to establish an evaluation model, set up an expert group to evaluate and analyze, found out the top ten core elements of the O2O business model, they mainly focus on customers, telecom operators, Software provider and third party payment platform these four primary elements. In a word, using the theory of value net and Delphi method, this paper constructs the framework of O2O business model based on the theory of value net, and then establishes the evaluation model of the core elements of O2O business model by using the analytic hierarchy process (AHP) of network. The purpose is to analyze and find out the core elements of the O2O business model, improve the quality of the O2O business model and increase the customer satisfaction from the point of view of the whole value net, which has reference value and instructive significance for the development and future trend analysis of the O2O enterprise.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6
本文編號：2317795
[Abstract]:With the continuous improvement of mobile network services and the popularity of smartphones, the interaction between the Internet world and the real world becomes extremely simple, so the mobile Internet of life services began. However, at present, the development of O2O in China is not stable and mature. O2O entrepreneurs are in the confused state of mutual "relationship" between Internet and mobile Internet, and in the phase of O2O close-loop puzzling interaction between online and offline. How to analyze the business model of O _ 2O and find its core elements is worth studying. Firstly, through the research of literature, we define O _ 2O as: in the era of mobile Internet, the field of living consumption interacts online (virtual world) and offline (real world) as a new business model. Secondly, by studying the theory of value net, we construct the framework of O2O business model based on value net, and identify the most basic seven elements in the whole business model of value net, namely: customer, telecom operator, content provider, etc. Service providers, software providers, third-party payment platforms and offline entities. Then we use Delphi method to further study and refine the secondary elements of O2O business model based on value net and obtain a preliminary core evaluation system of O2O business model. Finally, through the network analytic hierarchy process (ANP) to establish an evaluation model, set up an expert group to evaluate and analyze, found out the top ten core elements of the O2O business model, they mainly focus on customers, telecom operators, Software provider and third party payment platform these four primary elements. In a word, using the theory of value net and Delphi method, this paper constructs the framework of O2O business model based on the theory of value net, and then establishes the evaluation model of the core elements of O2O business model by using the analytic hierarchy process (AHP) of network. The purpose is to analyze and find out the core elements of the O2O business model, improve the quality of the O2O business model and increase the customer satisfaction from the point of view of the whole value net, which has reference value and instructive significance for the development and future trend analysis of the O2O enterprise.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6
【參考文獻】
相關期刊論文 前3條
1 李椿;高莉莉;;商業(yè)模式創(chuàng)新基本路徑分析[J];當代經濟;2010年12期
2 豆瑞星;;移動互聯(lián)網:O2O的天堂[J];互聯(lián)網周刊;2011年19期
3 刁玉柱;;商業(yè)模式創(chuàng)新:理論視角與研究觀點評介[J];首都經濟貿易大學學報;2010年04期
，本文編號：2317795
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