O2O商業(yè)模式的倫理審視
發(fā)布時間：2018-09-11 06:19
【摘要】：O2O商業(yè)模式近幾年的快速發(fā)展使傳統(tǒng)商業(yè)世界的商業(yè)邏輯徹底改變:企業(yè)可以不通過經(jīng)銷商直接將產(chǎn)品和服務(wù)銷售給消費者;企業(yè)可以直接將信息傳播給消費者,消費者也可以直接給企業(yè)反饋信息;企業(yè)與消費者之間的關(guān)系不再僅僅是線性關(guān)系,而成為網(wǎng)狀關(guān)系,不管是個人還是企業(yè),都是這個網(wǎng)絡(luò)中的節(jié)點。這個節(jié)點,可以與無數(shù)其他節(jié)點建立聯(lián)系。企業(yè)可以與消費者直接聯(lián)系,消費者之間也可以直接聯(lián)系。在這個階段,互聯(lián)網(wǎng)就是渠道,是企業(yè)和消費者進(jìn)行信息交流的平臺。中國O2O行業(yè)發(fā)展速度迅猛。O2O商業(yè)模式的發(fā)展涵蓋了醫(yī)療、餐飲、房產(chǎn)、出行、教育、金融等各個行業(yè)。這種垂直于本地生活服務(wù)領(lǐng)域的新型商業(yè)模式能夠使線上和線下的業(yè)務(wù)有機(jī)結(jié)合,不斷滿足人們?nèi)找嬖鲩L的消費需求。O2O商業(yè)模式中的區(qū)域化市場通過提供個性化溝通、產(chǎn)品以及服務(wù),獲得巨大的市場競爭力。O2O商業(yè)模式的迅速發(fā)展致使我國由桌面互聯(lián)網(wǎng)時代發(fā)展到了移動互聯(lián)網(wǎng)時代,克服了傳統(tǒng)電子商務(wù)經(jīng)濟(jì)模式中的諸多倫理問題。O2O商業(yè)模式因其線下體驗線上購買等模式的存在能夠有效避免傳統(tǒng)電子商務(wù)交易中的倫理問題。但是,只要有人參與的活動就會存在倫理問題,O2O模式同樣存在很多倫理風(fēng)險。這些風(fēng)險若是沒有夠有效地避免,可能成為O2O企業(yè)可持續(xù)發(fā)展過程中的絆腳石。本文對傳統(tǒng)電商模式和O2O商業(yè)模式進(jìn)行對比,分析出傳統(tǒng)電商模式的倫理問題和O2O商業(yè)模式的倫理意義以及仍然存在的倫理風(fēng)險。目的在于使O2O商業(yè)模式繼續(xù)發(fā)展其具有倫理意義的部分并且能夠通過一系列的手段有效規(guī)避其倫理風(fēng)險,使O2O商業(yè)模式能夠健康可持續(xù)的發(fā)展。本文將傳統(tǒng)電子商務(wù)模式和O2O商業(yè)模式的發(fā)展現(xiàn)狀對比,從信息渠道、產(chǎn)品配送、客戶體驗等角度對O2O商業(yè)模式與傳統(tǒng)電子商務(wù)模式相比,從倫理學(xué)角度分析其異同點以及O2O商業(yè)模式的倫理意義。同時本文闡述了電子商務(wù)倫理和O2O商業(yè)模式發(fā)展的倫理現(xiàn)狀。通過對電子商務(wù)倫理的概念和發(fā)展程度進(jìn)行闡述,并且提出我國當(dāng)前電子商務(wù)行為存在的倫理問題以及分析我國電子商務(wù)倫理建設(shè)的必要性。論述O2O商業(yè)模式發(fā)展的道德現(xiàn)狀以及在倫理視野下O2O商業(yè)模式發(fā)展的必然性。分析O2O商業(yè)模式和傳統(tǒng)電子商務(wù)相比體現(xiàn)的倫理意義,包括對消費者更多的倫理關(guān)懷以及因其業(yè)務(wù)模式的不同能夠提高消費者的交易安全感和交易當(dāng)中的信息的透明度。當(dāng)然,O2O商業(yè)模式技術(shù)層面的發(fā)展要遠(yuǎn)超于倫理層面的完善,因此這種商業(yè)模式仍然存在一些倫理風(fēng)險和倫理困境,包括商家誠信問題、宣傳和體驗有沖突以及為了發(fā)展線下消費而產(chǎn)生的反O2O商業(yè)模式等行為。想要使這種商務(wù)模式健康發(fā)展就必須在平臺設(shè)計之初就將倫理因素考慮進(jìn)去,將平臺設(shè)計和符合倫理原則進(jìn)行對接。并且需要健全O2O商業(yè)模式信用體系,同時加強(qiáng)對商家和消費者層次的道德教育,共同創(chuàng)建一個文明消費的O2O商業(yè)環(huán)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.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：B82-053
本文編號：2235863
[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.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：B82-053
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 黨光遠(yuǎn);楊濤;;C2C電子商務(wù)中誠信問題的博弈分析[J];產(chǎn)業(yè)與科技論壇;2013年23期
2 馬紅春;;O2O電子商務(wù)模式在我國的應(yīng)用現(xiàn)狀分析[J];科技視界;2012年26期
3 王慧;;基于O2O模式下的中小企業(yè)移動商務(wù)發(fā)展策略研究[J];中國商貿(mào);2012年23期
4 余娟;王作鐵;李冰;;信息技術(shù)用戶接受研究概況分析及展望[J];綏化學(xué)院學(xué)報;2011年02期
5 張?zhí)m芳;周曉陽;;論中國特色馬克思主義誠信思想的與時俱進(jìn)[J];科學(xué)時代;2009年02期
6 郭海燕;;“技術(shù)悖論”與技術(shù)生態(tài)化[J];科學(xué)與管理;2007年03期
7 張丹丹;;21世紀(jì)以來國內(nèi)網(wǎng)絡(luò)倫理研究現(xiàn)狀與評述[J];法制與社會;2006年19期
8 謝佩洪;宋光興;;B2C電子商務(wù)中信任建立困難的原因及對策研究[J];經(jīng)濟(jì)體制改革;2006年03期
9 韓慶祥,雷鳴;全面深入理解“以人為本”[J];倫理學(xué)研究;2004年05期
10 劉向暉;不道德網(wǎng)絡(luò)營銷活動及其治理[J];商業(yè)研究;2003年12期
相關(guān)碩士學(xué)位論文 前5條
1 陳其燕;我國網(wǎng)絡(luò)團(tuán)購誠信管理對策的研究[D];南昌大學(xué);2011年
2 仝玲玲;我國企業(yè)電子商務(wù)環(huán)境下供應(yīng)鏈管理問題研究[D];鄭州大學(xué);2010年
3 王宏兵;中國電子商務(wù)倫理問題與對策研究[D];河北師范大學(xué);2008年
4 劉巧紅;電子商務(wù)網(wǎng)站構(gòu)建技術(shù)研究[D];武漢科技大學(xué);2007年
5 許簫迪;倫理型企業(yè)文化與技術(shù)創(chuàng)新的互動關(guān)系研究[D];南京師范大學(xué);2004年
，本文編號：2235863
本文鏈接：http://sikaile.net/shekelunwen/falvlunlilunwen/2235863.html
