文獻(xiàn)出處: Henesey L. The Development of O2O Business Model and Group Purchase [J] The Journal of Inter

文獻(xiàn)出處: Henesey L. The Development of O2O Business Model and Group Purchase [J] The Journal of International E-commerce, 2014, 26(5): 15-31

原文 The Development of O2O Business Model and Group Purchase

Henesey L

Abstract

O2O came up with the business model for the current business and consumer provides a more convenient communication channels, the business model in some industries have mature application, but some of the industry is still in the early stage of development. In this paper, the plight of traditional retail stores, more detailed introduction to O2O mode is put forward, and did some research on some industries development-commerce mode gradually update, especially in group-buying attention and recognition. Among them, the main is the purchaser at the completion of additional services, online payment activities at the same time can be achieved offline real enjoyment. This new form of business operation method, the development from the traditional manufacturing industry and service form of transportation advantage, complete e-commerce to offline space extension at the same time, guarantee the excellent market center internal competitiveness and advantage level, the technical innovation and industry planning are late for a very important role.

Key words: business model; Electronic commerce; the actual effect;

1 O2O mode

1.1 The concept of O2O mode

Along with the rapid development of Internet information technology, the interaction between real life and Internet is more and more complex, the network become more and more important information platform, people's life into the life services to mobile Internet. Based on the support of the Internet, the virtual world of the Internet and offline interaction between real life form a new business model, namely the O2O business model.

O2O this concept put forward by American Alex Ramp ell at the earliest. Alex began operating company 10 years old Ramp ell has focused on Internet sales, in 2006 he founded the new company Trial Pay, the company to provide free virtual goods for audience can garner information, thus to push audience APNETFLIX shopping sites such as advertising, the audience through advertising links into the shopping website to buy goods, Trial Pay will get the corresponding commission. By the end of 2012, Trial Pay earning more than $50 million, the company currently has 130 employees.

In 2010, the United States was very fire group company has attracted the attention of Alex Ramp ell, he on the analysis of the company's operating model and profit model, found that this is a kind of brand-new business model, after continuous research, exploration, Alex Ramp ell in August the same year O2O concept is proposed. Alex Ramp ell thinks, this kind of brand-new business model is good to make sure the Offline and Online audience docking, formed a business from Online to Offline mode, so Alex Ramp ell defines the pattern as "Online and Offline" business model (Online to Offline), hereinafter referred to as "O2O" mode.

O2O mode will be offline business opportunities and the organic combination of

the Internet, the Internet in the O2O mode plays the role of advertising platform and trading platform. Line of products or services through the Internet to spread, the audience can be more easily and fast filter products and services. Clinch a deal at the same time, the settlement can be done on the Internet, make the business model of scale expands soon.

Alex Rappel defined by the core of O2O business model is: online, Internet users to find the potential consumers, after complete the payment in advance or make an appointment, will they take to offline in real shops. Based on the consumption way of payment, each of O2O clinch a deal the order is quantifiable, such a form of online payment for quantitative performance of enterprises and brought to help complete the transaction.

With the continuous development of O2O business model in recent years, O2O business model has not merely is the original "Online and Offline" (Online to Offline) of a single model, the increased "Offline and Online" (Offline to Online), "Online - Offline and Online" (Online to Offline to Online), "Offline - Online and Offline" (Offline to Online to Offline) these new directions.O2O business model, however, is the essence of life for localization services, in fact is the process of mobile Internet, local life consumption in this regard, the above several kinds of new pattern has not changed the essence of O2O.Life consumption of the local mobile network, the process of the change in the consumption behavior of the original, which changes the consumption spending habits. In 2010, the company follow the United States group formed a blowout situation. Group-buying websites to flourish in around 2011.

1.2 The spread of the O2O mode characteristics

O2O as a new mode to among the Internet as a platform, has obvious characteristic, specific displays in:

Model is simple and clear, the website is a medium for audience and merchants. O2O mode based on network transmission platform, website as an intermediary, through the website for information release media largely solved the traditional mode of information asymmetry, audience and communicators.

Encourage the audience to take the way of interpersonal communication, sharing of product information, and provide the corresponding transmission tool. Audience in order to achieve a goal (to buy high quality and low price products), using the medium (web, WeChat, community website) and new media communication platform (such as mobile phone video, etc.) (product) of communication of information, to produce the virtual social network of interpersonal communication effect, embodies the social network service (SNS) charm of word of mouth marketing, integrated marketing is realized.

2 O2O mode current research were reviewed

O2O business model development is just the start stage, less study of O2O business model, and mainly introduces the development of the pattern and operating strategy."O2O: the era of mobile Internet business revolution" in running process of the enterprise in the O2O business model is presented; As it's book O2O combat: qtr. code channel marketing is in the form of a case of O2O marketing strategy in the business model for the empirical analysis, O2O business model provides a basis for

academic research.

Competitiveness lies in the capacity of local services, therefore, in the era of big data analysis of consumer preferences, make the enterprise users more accurate positioning is the key to the development of O2O enterprises. Because the O2O business mainly localized service class experiential consumption, so there are no foreign scholar’s study of O2O business model in China. The author thinks after analyzing the related research literature review, study of O2O business model should be from the deeper level for mining, for example, this paper will combine related subjects such as economics, sociology, communication theory, the analysis of the effect of herd behavior of O2O business model.

2.1 Herd behavior

When people complete their tasks or do their own thing, often with others as a mock object, with reference to the behavior of others to complete their own thing, this kind of phenomenon which is regarded as a herd phenomenon. Conformity phenomenon is widespread in individual or group decision link to certain questions. In the 1930 s American psychologist Mr. Sharif and josh found this psychological phenomenon, Mr. Sharif and josh confirmed the existence of a herd mentality through trial and error, and after a large number of scholars study of Mr. Sharif and josh experiment, confirmed the cause of herd behavior and motivation. After the 1950 s, some scholars will extend the definition of herd behavior in areas such as sociology, marketing, research the influence factors of herd behavior, namely the individual factor, group factor, brand features, the influence of the situational characteristics of

herd behavior.

2.2 Social psychology related theory

Among social influence, the influence degree of the individual by different, reflect the different affected by level, mainly divided into three levels. First, the individual in order to avoid punishment or get social rewards, in public social occasions showed deference to others, but still insist on your idea privately; Second, individuals are drawn to the community in a group to attract persistent cases, individuals will own behavior consistent with the group; Third, the group from the rational level persuade individuals, in this case, the individuals keep consistency with groups.

Behavior according to the social impact of divided into the following three categories, conformity, obey and obey. Conformity refers to the individual to maintain or change the original behavior standard, make the individual's behavior is consistent with the group; Obedience is refers to the individual and group in the behavior of consistency, but did not change in the thoughts; Obedience is refers to the individual pursuit and groups from the behaviors and thoughts of consistency.

Groups of individuals are divided into two forms, the influence of informational impact and normative. Informational influence is refers to the individual accept the real information of others in the group activities, so as to affect the behavior of the individual. Informational influence is closely connected with specialization degree, in this process, group of the higher professional level, the group of professionals, the group has informational influence to the individual; Normative influence refers to the

individual to succumb to the opinions of the group. Normative influence in the produce process is affected by the group how much life, namely population is numerous, has a normative influence to the individual.

3 Related overview of the herd behavior

In our daily life, it is easy to appear conformity phenomenon, this also for the scholars in the field of study of herd behavior. In group activities, in the process of the individual contact with other group members, unavoidably influenced by other group members to change in the thought and behavior. Herd behavior depending on the degree is divided into two levels.

The acceptance and comply with public opinion in private. Privately admit refers to the individual's thought is affected by the group, so as to keep from the thought and behavior and group consistency; Follow public opinion is the consistency of individual and group selection in the behavior, but not change its original idea on his mind.

The study of herd behavior from the earliest social psychology. Psychologists through experiment study the formation process of herd behavior, so as to reveal the cause of herd behavior. Because the herd behavior are common in all areas of society, the study of herd behavior rapidly expand the other areas of society, including the scholars in the field of sociology, economics, marketing, respectively the empirical research of herd behavior from their own field. In all areas of different research because the research emphasis of herd behavior, there exist certain differences.

譯文

O2O 商業(yè)模式與團(tuán)購網(wǎng)站的發(fā)展研究

作者： 赫尼斯

摘要

O2O 商業(yè)模式的出現(xiàn)無疑為當(dāng)前商家與消費(fèi)者提供了一個(gè)更方便的溝通渠道，該商業(yè)模式在某些行業(yè)已成熟應(yīng)用，但某些行業(yè)還處于發(fā)展初期。本文提出傳統(tǒng)零售店的困境，對 O2O 模式提出更具體的介紹，并針對一些行業(yè)發(fā)展做了一些研究。電子商務(wù)模式逐漸更新, 尤其在團(tuán)購網(wǎng)站中受到人們的關(guān)注和認(rèn)可。其中, 主要是購買者在完成在線支付活動中附加的服務(wù)項(xiàng)目, 同時(shí)可以實(shí)現(xiàn)線下的真實(shí)享受。這種全新形態(tài)的商業(yè)運(yùn)轉(zhuǎn)方法, 廣發(fā)汲取了傳統(tǒng)制造產(chǎn)業(yè)和服務(wù)企業(yè)形態(tài)的流通優(yōu)勢, 同時(shí)完成電子商務(wù)向線下空間的延展，保證市場中心內(nèi)部優(yōu)良的競爭能力和優(yōu)勢水準(zhǔn), 這為后期的技術(shù)改造和產(chǎn)業(yè)規(guī)劃都產(chǎn)生了十分重要的推動作用。

關(guān)鍵詞：商業(yè)模式；電子商務(wù)；實(shí)際影響；

1 O2O 模式

1.1 O2O 模式的概念

伴隨著互聯(lián)網(wǎng)信息技術(shù)的快速發(fā)展，現(xiàn)實(shí)生活與互聯(lián)網(wǎng)之間的互動越來越繁，網(wǎng)絡(luò)成為人們生活越來越重要的信息平臺，生活服務(wù)不斷向移動互聯(lián)網(wǎng)化進(jìn)?；诨ヂ?lián)網(wǎng)的支持，互聯(lián)網(wǎng)上的虛擬世界與線下的現(xiàn)實(shí)生活之間的互動形了一種新的商業(yè)模式，即 O2O 商業(yè)模式。

O2O 這一概念最早由美國人 Alex Rampell 提出。10 歲就已經(jīng)開始運(yùn)營公司的 Alex Rampell 一直專注于互聯(lián)網(wǎng)銷售，2006 年他創(chuàng)辦了新公司 TrialPay ，該公司以向受眾提供免費(fèi)的虛擬商品獲得受眾的信息，從而向受眾推送 APNETFLIX 等購物網(wǎng)站的廣告，受眾通過廣告鏈接進(jìn)入購物網(wǎng)站購買商品后，TrialPay 會獲得相應(yīng)的傭金。截至 2012 年底，TrialPay 的收入超過 5000 萬美金，該公司目前擁有 130 名員工。

2010 年，美國當(dāng)時(shí)非?；鸬膱F(tuán)購網(wǎng)站 Groupon 引起了 Alex Rampell 的注意，他在分析了 Groupon 的運(yùn)營模式和盈利模式后，發(fā)現(xiàn)這是一種全新的商業(yè)模式，經(jīng)過不斷的研究探索，Alex Rampell 于同年 8 月提出了 O2O 的概念。Alex Rampell認(rèn)為，這種全新的商業(yè)模式很好的讓線下市場與線上受眾對接，形成了一個(gè)從線上到線下的商務(wù)模式，因此 Alex Rampell 將這種模式定義為“線上-線下”商業(yè)模式（Online to Offline），簡稱“O2O ”模式。

O2O 模式將線下的商業(yè)機(jī)會與互聯(lián)網(wǎng)有機(jī)結(jié)合到了一起，互聯(lián)網(wǎng)在 O2O 模式中扮演著廣告平臺和交易平臺的角色。線下的產(chǎn)品或服務(wù)通過互聯(lián)網(wǎng)進(jìn)行傳播，受眾可以更加輕松、快捷的篩選產(chǎn)品服務(wù)。同時(shí)，成交結(jié)算可以在互聯(lián)網(wǎng)上完成，使得這一商業(yè)模式的規(guī)模很快得到擴(kuò)大。

Alex Rampel 所定義的 O2O 商業(yè)模式的核心在于：在線上的網(wǎng)民中尋找潛在消費(fèi)人群，完成預(yù)先的支付或預(yù)約后，將他們帶至線下真實(shí)的商店中。基于這種消費(fèi)付款的方式，每一筆 O2O 的成交訂單都是可計(jì)量的，這樣一種在線支付的方式對企業(yè)量化業(yè)績和完成交易帶來了幫助。

隨著 O2O 商業(yè)模式近幾年的持續(xù)發(fā)展，（本譯文歸百度文庫所有，完整譯文請到百度文庫）O2O 商業(yè)模式已經(jīng)不單純的是原來“線上-線下”（Online to