O2O商业模式及发展策略外文文献翻译

1、文献出处：Casillas J C. 020 Business Patterns and Developing Strategies J. International Business Review, 2015, 5(3): 465-479.原文O2O Busin ess Patter ns and Develop ing StrategiesCasillas J C.AbstractTo most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that

2、 is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile In ternet is bey ond ordinary people imagi ne the pace of developme nt, make O2O bus in ess model more rich, let more O2O men ti on ed. However, the

3、majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O bus in ess model, and think about effective O2O strategy.Key words: O2O bus in ess patter n; Electr onic commerce; Developme nt strategy1 In troduct ionO2O mai nly depe nding on the degree of active

4、 n etwork goods to complete the con struct ion 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 in forma

5、tio n and service sta ndard of complete on li ne bus in ess structure tran sformati on. This is like is the center of the network as offline trading platform, the shop which can be realized using this cha nn el, assuresthe con sumer also dispe nsewith the trouble that the entity shop and the goods d

6、irectly to screening, this convenient service process started by most Internet users, and promote its has bee n towards larger scale expa nsion and developme nt.2 The backgro und and objectives of O2OIs the backgro und of the O2O bus in ess model, in additi on to pure Offli ne bus in ess or com mun

7、ity, other bus in ess or com mun ity may have Offli ne (Offli ne) and Online (Online) two pieces, need to get through. Current situation is that many bus in esses on li ne and offli ne bus in ess/com mun ity con tact closely, eve n fragme nted, on li ne and offline bus in ess or com mun ity to en te

8、rprises'developme nt is adverse, it also clearly aga inst the idea of in tegrated marketi ng com muni cati on s. In fact, on li ne and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the

9、two sides form partnerships, so more conducive to the comprehensive development of the en terprise, to produce more ben efits. In the end of the O2O fun dame ntal goal is to get through offline and online. From the concrete situation, 020 is divided into the development of new customers and retainin

10、g old customers two stage, two stages have differe nt goals. For the new customer developme nt stage, the mai n target of the O2O has two kin ds: one kind is drain age to offline, ano ther kind is the drain age to on li ne. For retai ning old customers stage, O2O's main goal is to let the offli

11、ne 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 comb in atio n of four differe nt bus in ess model for the applicati on of the O2O, one thing must first clear train of thought, namely

12、 the O2O are contain both online and offli ne bus in ess or com mun ity en terprise, its have four kinds of offli ne on li ne portfolio model.First, there is "online + offline consumption/community".This is a must to offline con sumptio n O2O mode, on li ne mai nly on li ne in teracti ons,

13、 and con duct some discount or promotional activities. This model adapted to the consumption must pers on ally to the sce ne of hotel, cateri ng and other fields.The second category is "+ ofline/online consumer community” . This is a kind ofon li ne sales only O2O mode, on li ne and on li ne co

14、m muni cati on or promoti on effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores on ly on li ne store of pure on li ne electricity field.The third kind is "consumption/community + offline/online communities” . Thisis a ki nd of on li ne

15、and offli ne sales O2O mode at the same time, the dema nd of on li ne and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the on li ne store and offline store area.This is a no sales O2O mode,The fourth class for "online + off

16、line community suitable for offli ne and offli ne com muni cati on in teractive social platform.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 acco unt of all kin

17、ds of social n etwork ing sites, and the drain age problem betwee n them. Whether the above what comb in ati on of O2O bus in ess model, are n eed to drain age of new customers and reta in old customers. Just, drain age could be laun ched in on li ne or offline. From a new customer on li ne by drain

18、 age could lead to the offli ne or on li ne, the drain age from offli ne launch will new customers to on li ne (from offline drain age to offline does not bel ong to the scope of this article).Whe n a new customer is led to the offline or online platform, there needs to be optimized registrati on an

19、d service process, and force them into your real customers, and start spe nding or in tegrated into the com mun ity. Then, the focus of the target is to let the person has become a customer willing to Iong-term consumption or use your community, and make them willing to online and offline in the clo

20、sed loop back and forth.3 An alysis of the actual effect of O2O bus in ess modelIn electro nic commerce man ageme nt structure, the user acco un t's actual positi on is more importa nt, the specific in flue nce of prefere ntial treatme nt and services of differe nt bus in esseshave a more compre

21、he nsive and scie ntific in formati on, at the same time able to quickly complete a commodity con sult ing and reservati on process, and use the price lower tha n en tity shop to complete the sce ne; Invo Ived to provide a specific service bus in esses, for their own market ing products provide an o

22、pport un ity for you to show more often, to absorb more number of customers, the actual tran sacti on records can query at any time, and improve the advice give n by the user requireme nts, the nu mber of the old customer maintenance and market ing meaning added a sig nifica nt support effect. Throu

23、gh the effective function of on li ne book ing, at the same time can be done to the reas on able arran geme nt of bus in ess activities, as far as possible to reduce the cost of waste, to en sure that the actual econo mic ben efits rise. For own 020 system platform, user everyday to achieve a certai

24、n understanding of the sta ndard of livi ng, etc, it can be more reas on able to provide prefere ntial, con sumer protect ion, such as in formatio n, to promote the stre ngth of compleme nt and validati on are prese nted, can attract a large nu mber of mercha nts to join, virtually developme nt powe

25、r for their own ads.4 The developme nt strategy of the O2O bus in ess modelO2O drain age priority is in itiated by the offli ne, drew customers to on li ne official website/online store, mobile APP/mobile site, or the official account of all kinds of social n etwork ing sites. If it is no rmal by on

26、 li ne and offli ne drain age to main approach usually has three types: one is online advertising stimulus, which can provide or corresp onding code, at the same time for the customer to en ter or take pictures, obviously the latter is more popular at prese nt, because the former in put more trouble

27、;2 it is offline word-of-mouth, drive potential customers own way In ternet search to find the corresp onding on li ne store or com mun ity; Three is to provide can use coup ons in the on li ne offli ne. If it is a con sumer bus in ess by on li ne and offli ne drain age to also n eed move customer e

28、ve ntually led to the official on li ne store or on li ne store.Con sumer drain age, in additi on to the above strategy, can also have other two kinds of method: one is through in the subway stati on or bus stati on and other public space to establish a virtual supermarket, pote ntial customers to p

29、urchase through or code into the corresponding page; The second is through direct or code provide payme nt type, complete con sumptio n directly.In itiated by on li ne drain age is usually divided into two categories: one is on li ne drain age to on li ne, on li ne drain age to offlin e. If it is fr

30、om on li ne drain age to on li ne, the latter may be the same official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites, while the former may come from other on li ne platform. The method and the above from offline drain age to on li ne, j

31、ust advertis ing, website, or codes and coup on s can directly provide on li ne, operati on more convenien t. If it is from on li ne drain age to offli ne, mai nly means usually has three types: one is posted on li ne coup ons can be used for offli ne; The sec ond is to pay attention to consumption

32、or online offline can give you a discount after an account give n gifts; Three is to desig n sweepstakes,ask some of the links n eed to be done offli ne. Have to remi nd aga in that drain age is just the first step of 020, the corresp onding web site or com mun ity, must con sta ntly optimize servic

33、e process, to attract potential customers to register and real consumption. Obviously, simple, practical or affordable, plus the aforementioned advertising, word of mouth or coup on s, is to attract pote ntial customers to register and con sumpti on power.O2O operati on strategy of retai ning old cu

34、stomers, retai ning old customers O2O operati on strategy in many things like above drain age strategy, but the main goal is to let customers to become your loyal customers for a long time, can Iong-term consumption or use community, best can have higher single for a long time con sumptio n and con

35、sumptio n freque ncy, or can become active com mun ity customers for a long time, and on the premise of n ecessary and reas on able, vol un tary to wan der in offli ne and on li ne platform. Here let customer volun tary, reas on ably n ecessary to offli ne or on li ne, you will n eed to un dersta nd

36、 the followi ng bus in ess logic.To the above the first "o nli ne and offli ne con sumpti on /com mun ity" O2O bus in ess portfolio model, for example, to thi nk seriously about, why and how to let the customer from on li ne to offline? Why and how to let the customer from offline to onlin

37、e? In the first kind of O2O mode, becauseof your service must be offline to con sumptio n, and faithful old customer, fin ally must also from on li ne to offli ne, otherwise unable to realize the real consumption, even cannot be called a loyal customers. So how to make old customer from on li ne to

38、offline? This questi on is really a problem how to make the old customer repeated consumption. Mainly classic a few action: it is a new product or service, the sec ond is in tegral offers or promoti ons, three is timed to use coup ons. But, these things can be on li ne is widely spread, and ofte n h

39、ave a virus or word of mouth effect, to stimulate customers to offline repeated consumption. On the other hand, the model of why let customer back online? In teract ion betwee n main purpose may be to let the customer, provide after-sales or additi onal services to the customers, allow customers to

40、share the good experie nee, and thus word-of-mouth effect. So how to let the customer to return to the online, some is the online service value or more than the imagination, stimulate customer share online outside surprised; Others are organized by merchants draw or game,make customer help expa nd e

41、n terprise brand com muni catio n ran ge.5 Con clusi onsNetwork con sumer market space is more and more broad, visible O2O service activity is how has the existenee value, in attracting customers and merchantsmain premise, complete the internal economic strength, the comprehensive function is the mo

42、st direct embodiment of the current network marketing link, and also the important basis of late e-commerce reform.译文020商业模式及策略Casillas J C.摘要对于许多人而言，020 （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020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020的商业模式变得更丰富，让020更多被提及。然而，目前多数的 020讨论常流于浅层次。为此，

43、有必要深 入理解当今020商业模式，并思考有效的 020策略。关键词：020商业模式；电子商务；发展策略1引言020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。2 020商业模式的背景与目标020商业模式的背

44、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（0ffline ）及线上（0nline）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020的根本目标是为了打通线下与线上。从具体情况看，020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，020的主要目标有两类：一类是引流

45、到线下，另一类是引流到线上。对于 留住老客户阶段而言，020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。020的四种不同商业组合模式对于020的应用，有一点必须首先理清思路，即020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。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 020 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。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020模式， 线上还有在线交流或开

46、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。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020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。第四类为“线上社区+线下社区”。这是一种无销售业务的 020模式，适用 于同时需要线下及线下交流互动的社交平台。如果仔细分析线上消费/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020商

47、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）。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。3 020商业模式的实际影响效果分析在电子商务管理结构中，用户占据的实际地位比较重要，其具体影响表现为 对不同商家的优惠和服务信息掌握地更加全面和科学，同时能够迅速地完成相关 商品咨询和预定流程，并且使用低于实体店消费的价格完成现场交易；而涉及到提供具体服务的商家来说，能够为自己营销的产品提供更多向外展示的机会， 有利于吸纳更多数量的顾客，实际交易记录都可随时查询，并且完善用户提出的 建议要求，这对整个老客户的数量维护和营销意义的补充产生重大的支持效果。 同时通过在线预定的有效功能，可以做到对经