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1、O2O Business Patterns and Developing Strategies O2O商业模式及策略Casillas J C.AbstractTo 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 O2O.With the further development of elect
2、ricity, 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 th
3、ink 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
4、商业模式；电子商务；发展策略1 IntroductionO2O 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
5、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 disp
6、ense 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
7、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 O2OIs the background of the O2O business model, in addition to pure Offline business or community, other business or community m
8、ay 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
9、 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 devel
10、opment 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 custo
11、mer 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, O2Os main goal is to let the offline and online through each other, and form can continue to a virtuous cycle of the closed loo
12、p, 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 o
13、f 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
14、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，O2O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 online + offline consumption/community.This is a must to offline consumption O2
15、O 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 seco
16、nd category is + offline/online consumer community”. 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+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 consumption/community +
