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O2O Business Patterns and Developing
Strategies
O2O
商业模式及策略
Casillas J C.
Abstract
To most of people, O2O (Offline to
Online) it is not difficult to understand. More
than a decade ago, that is, a Brick
and
Click formulation, actually that is the prototype
of the the further development of electricity,
and in recent
years, mobile Internet is
beyond ordinary people imagine the pace of
development, make O2O business model more rich,
let
more
O2O
mentioned.
However,
the
majority
of
O2O
discussion
often
too
shallow
layers.
Therefore,
it
is
necessary
to
understand the O2O
business model, and think about effective O2O
strategy.
Key words: O2O business
pattern; Electronic commerce; Development strategy
摘要
对于许多人而言，
O2O
（
Offline to
Online
）并不难理解。十几年前，即有
Brick
and Click
的提法，其实那就是
O2O
的原型。随着电商的深入发展，以及近年来移动互联网超出常人想象的发展速度，让
O2O
的商业模式变得更
丰富，
让
O2O
更多被提及。
然而，
目前多数的
O2O
讨论常流于浅层次。
为此，
有必要深入理解当今
O2O
商业模式，
并思考有效的
O2O
策略。
关键词：
O2O
商业模式；电子商务；发展策略
1
Introduction
O2O mainly depending on
the degree of active network goods to complete the
construction of the actual goods store,
carry, people can choose their own
goods at home at any time and complete the related
transactions, then can enjoy
the
activities
of
the
entity
stores
offer
directly.
The
basic
existing
way
is
to
use
a
discount,
sales
information
and
service
standard of complete
online business structure transformation. This is
like is the center of the network as offline
trading
platform, the shop which can be
realized using this channel, assures the consumer
also dispense with the trouble that the
entity shop and the goods directly to
screening, this convenient service process started
by most Internet users, and promote
its
has been towards larger scale expansion and
development.
1
引言
O2O
主要是根据网络商品的活跃程度完成实际商品店的建设
、搬运，人们随时可以在家挑选自己喜欢的商品
并完成相关交易，之后便可直接享受到实
体商店提供的活动优惠。其基本存在方式就是利用打折、销售情况信息和
服务标准等完成
商务结构线上改造。这就好比是将网络作为线下交易的中心平台，商店既可以利用这种渠道实现揽
客，消费者也免去了到实体店的麻烦并能直接进行商品筛选，这种方便的服务流程开始受到大多数网民的
追捧，并
促进其一直朝着更大的规模扩建和发展。
2 The background and objectives of O2O
Is the background of the O2O business
model, in addition to pure Offline business or
community, other business or
community
may have Offline (Offline) and Online (Online) two
pieces, need to get through. Current situation is
that many
businesses
online
and
offline
business/community
contact
closely,
even
fragmented,
online
and
offline
business
or
community to enterprises' development
is adverse, it also clearly against the idea of
integrated marketing communications.
In
fact, online and offline play a different role
respectively, through each other can make offline
and online resources play to
their
respective
characteristics,
respectively,
the
two
sides
form
partnerships,
so
more
conducive
to
the
comprehensive
development of the enterprise, to
produce more benefits. In the end of the O2O
fundamental goal is to get through offline
and online. From the concrete
situation, O2O is divided into the development of
new customers and retaining old customers
two stage, two stages have different
goals. For the new customer development stage, the
main target of the O2O has two
kinds:
one kind is drainage to offline, another kind is
the drainage to online. For retaining old
customers stage, O2O's main
goal is to
let the offline and online through each other, and
form can continue to a virtuous cycle of the
closed loop, let the
customer
constantly
shuttling
between
online
and
offline.O2O
combination
of
four
different
business
model
for
the
application
of
the
O2O,
one
thing
must
first
clear
train
of
thought,
namely
the
O2O
are
contain
both
online
and
offline
business or
community enterprise, its have four kinds of
offline online portfolio model.
2
O2O
商业模式的背景与目标
O2O
商业模式的背景是，除纯线下业务或社区外，其他业务或社区都可能有线下（
Offline
）及线上（
Online
）
两块，
需要将二者打通。
目前情况是许多企业的线上及线下业务
/
社区联系不紧密，
甚至是割裂的，
这对企业的线上
及线下
业务或社区发展都不利，
这显然也违背了整合营销传播的思路。
实际上，
线上与线下分别发挥着不同的作用，
相互打通可使线下
与线上资源分别发挥各自的特点，双方形成协作关系，这样更有利于企业的全面发展，进而产生
< br>更多的效益。说到底
O2O
的根本目标是为了打通线下与
线上。从具体情况看，
O2O
分为发展新客户及留住老客户
两大阶段，两个阶段有不同的目标。对于发展新客户阶段而言，
O2
O
的主要目标有两类：一类是引流到线下，另一
类是引流到线上
。
对于留住老客户阶段而言，
O2O
的
主要目标是为了让线下与线上相互打通，
并形成能持续良性循
环
的闭环，让客户不断地乐于往返于线上与线下。
O2O
的四种不
同商业组合模式对于
O2O
的应用，有一点必须首
先理清思路，即
O2O
面向的是同时包含线上与线下
业务或社区的企业，其有四种线下线上组合模式。
First,
there
is
+
offline
consumption/community
is
a
must
to
offline
consumption
O2O
mode,
online
mainly online interactions, and conduct
some discount or promotional activities. This
model adapted to the consumption
must
personally to the scene of hotel, catering and
other fields.
第一类为
“线上社区
+
线下消费
/
社区”
。
这是一种必须到线下进行消费的
O2O<
/p>
模式，
线上主要是在线交流互动，
并开展
一定的优惠或促销活动。这种模式适应于必须亲自到现场消费的宾馆、餐饮及其他领域。
The second category is
”.
This
is a kind of online sales only O2O
mode, online
and
online
communication
or
promotion
effect,
offline
mainly
face-to-face
interaction
or
live
show.
Under
this
model
adapted to the wireless stores only
online store of pure online electricity field.
第二类为“线上消费
/
社区
< br>+
线下社区”
。这是一种只在线上销售的
O2O
模式，线上还有在线交流或开展促销作
用，线下
主要是面对面的交流互动或现场展示。这种模式适应于无线下门店仅有线上网店的纯线上电商领域。
The third kind is
communities”. This
is a kind
of online and offline sales
O2O mode at
the same time, the demand of online and offline
interactions, online and offline can discount or
promotional
activities, respectively.
This model adapted to the online store and offline
store area.
第三类为“线上消费
/
社区
+
线下消费
/
社区”
。这是一种线上与线下同时进行销售的
O
2O
模式，线上、线下都有
交流互动的需求，线上与线下还可以
分别开展优惠或促销活动。这种模式适应于线上有网店且线下有门店的领域。
The
fourth
class
for
+
offline
community”.
This
is
a
no
sales
O2O
mode,
suitable
for
offline
and
offline
communication
interactive social platform.
第四类为“线上社区<
/p>
+
线下社区”
。这是一种无销售业务的<
/p>
O2O
模式，适用于同时需要线下及线下交流互动的
社交平台。
If
the
careful
analysis
of
online
consumer/community,
its
may
be
divided
into
multiple
positions,
such
as
official
website/online store, mobile APP/mobile
online store and the official account of all kinds
of social networking sites, and the
drainage problem between them. Whether
the above what combination of O2O business model,
are need to drainage of new
customers
and retain old customers. Just, drainage could be
launched in online or offline. From a new customer
online by
drainage could lead to the
offline or online, the drainage from offline
launch will new customers to online (from offline
drainage to offline does not belong to
the scope of this article).When a new customer is
led to the offline or online platform,
there needs to be optimized
registration and service process, and force them
into your real customers, and start spending or
integrated into the community. Then,
the focus of the target is to let the person has
become a customer willing to long-term
consumption or use your community, and
make them willing to online and offline in the
closed loop back and forth.
如果仔细分析线上消费<
/p>
/
社区这块，其可能还分为多个阵地，如官方网站
/
网店、移动
APP/
移动网
店及各类社交
网站上的官方账号，它们之间还有引流问题。不论是以上哪种组合的
O2O
商业模式，都需要将新客户引流过来及
留住老客户。只不过，引流可能发起于线上或线下。从线上发起的引流可能将新客户引至线下或线上，从线下发起
的引流则将新客户引至线上（从线下引流至线下不属于本文讨论范围）
< br>。当新客户被引至线下或线上平台后，需要
有优化过的注册及服务流程，促使他们
转化为你真正的客户，并开始消费或融入社区。然后，目标的重点则转到让
已经成为客户
的人愿意长期消费或使用你的社区，并让他们愿意在线上与线下的闭环中往返。
3 Analysis of the actual effect of O2O
business model
In
electronic
commerce
management
structure,
the
user
account's
actual
position
is
more
important,
the
specific
influence
of
preferential
treatment
and
services
of
different
businesses
have
a
more
comprehensive
and
scientific
information, at
the same time able to quickly complete a commodity
consulting and reservation process, and use the
price
lower than entity shop to
complete the scene; Involved to provide a specific
service businesses, for their own marketing
products provide an opportunity for you
to show more often, to absorb more number of
customers, the actual transaction
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