O2O商业模式和团购网站外文翻译文献

O2O商业模式和团购网站外文翻译文献O2O商业模式和团购网站外文翻译文献(文档含中英文对照即英文原文和中文翻译)外文：AnalysisofO2OModel'sDevelopmentProblemsandTrendAbstractFuturecompetitionnotonlyexistsintheproductsandchannels,butalsoexistsintheresourceintegrationandterminalconsumers.O2Omodeisnewcommercemodelwhichdoesadeeperexploretothesaleschannels,andhasaverygoodprospect.Buttherearecertainobstaclesinitsdevelopment.Thispaperanalyzestheirrespectiveadvantagesoftwokindsofsalemodelsunderthebackgroundofelectroniccommerce,includingonlineelectricitysalesmodeandofflinestoresalesmodel.ThenitpointsouttheproblemsthatareneededtosolveinthedevelopmentprocessofO2Omode.Atlast,thispaperanalyzesthefivenetworksneedingtobebuiltintheprocessofO2Omodelintegration.Keywords：O2OMode,OnlineandOffline,MobileCommerce,Network1.IntroductionPeoplewhoholdresourcesandconsumerscanwininthisindustry.SincetheriseofInternet(especiallythemobileInternet)ande-commerce,theOmni-Channelisoftenconsideredbythemajormerchantsasastrategicdirectionofatraditionalbusiness,thatputsallthe"customerscontact"includingtraditionalchannelsbasedontheaidoftheapplicationofInternetandinformationintegrationasthesalesopportunitiesandchannels,inordertoachievemaximumofpotentialtrafficandpurchasesdeal.ThebettermodeldevelopmentiscurrentlyO2Omode(OnlineToOffline).O2Oisanelectroniccommercemodebasedononlineeffectiveinteractivity.Thisefficientintegrationmodebetweenvirtualworldandrealworldgetssupportandrecognitionfromallwalksoflife.O2Oaimstomaximizetheuseofofflineandonlineresource;theypromoteeachotheranddependoneachothertoachieveawin-winsituation[1]-[4].O2O,unlikeOmni-Channel'sperspectiveofbusinessthinking,putsmoreattentiononthemaximizationofconsumptionvalue,andmakesconsumptioncostofcustomerlowerthroughbuildingthesystematicprocessandtheconsumptionsystem;O2Orealizesthetransformationprocessfromthesimplevendorsormanufacturerstolifeserviceprovidersbydevelopingthebiggestadvancedtechnologyandcommercialenvironment.2.AnalysisofTwoPatternsofOnlinee-Commerce2.1.AdvantageofOnlinee-CommerceModeChina'se-commercestartedlate,butitsdevelopmentisrapid.SincetheestablishmentofTaobao,alargenumberofelectricbusinessenterprisesgrewup,and,itsonlinecommoditytradingappearedwithexplosivegrowth(Figure1).Theyabsorbedmanysmallentitiessellersontheplatform.Thereasonwhythisonlinestorehasmanysellersismainlythatthedisplayofshopgoodsclosetozerocost,nostock,andsellershaverisk-freeinventoryforcommoditiesalthoughtheyhavenoprofessionalexperience.Inaword,thesesellerssimplyputmainenergyintoonlineinfrastructure,includingITsystemtobebuild,finedecorationdetailsofonlinestorepage,teambuilding,etc.Somesellerswithvividwebdesignhavebeenverysuccessfultoshowtheirownproducts,andwinalotofsuccessfulonlinetransactions.2.2.AdvantageofOfflineEntitySalesModelOfflineentitymodelwhosecoreistheshoppingexperiencestillmaintainastrongcompetitiveadvantage.Whileonlinee-commercepricehascertainadvantages,customersneedbetterserviceinthiseraofgivingprioritytocustomerdemand,andnotjustthelowprice.Thedevelopmentofe-commerceislimitedafterall.Entityindustrycannotbereplacedatallbyserviceindustryanyway.Especiallythenewelectronicproducts,havetakenthecustomerexperienceasitstenettoretaincustomersonlythroughbetterserviceexperience.E-commerceinitsbusinessessenceisdifficulttoachievegoodservice,whichistheoneimportantreasonwhyentityindustrycannotbereplacedatthemoment.Sotheadvantagesanddisadvantagesaresummedupasfollows:(Table1).2.3.TheDevelopmentTrendofOnlineandOfflineIntegrationAsthee-commercestillwarmingtrendin2014,moreandmoreconsumersbegintoturntoofflinestore,onlineflagshipstore,ortobuygoodsine-commerceplatformormobileclientthroughrelatede-commercesitesquery.Whethere-commerceornoe-commerce,bothwithintheTaobaoandoutofTaobao,onlythebasicdailyIPtrafficoperatingsiteshaveordailyUV,theyhavebasicbusinessvalue.ThegrowingnumberofInternetusersreflectsthegrowthofthewholeflowsupply,andthegrowthofthee-commercegroupisaformoftrafficdemandgrowth.Obviously,thecustomertrafficsupplyfallsshortofdemandonthebackgroundofthegrowthofabsolutenumberofnetizeninInternethasslowed,buttheabsolutenumberofelectricbusinessabsolutelycontinuetosurge.Theclientdriveisbecomingeconomicmainbody,thecustomertrafficflowanddirectionbecomenewpowertodrivethedevelopmentofnewcommoditysupplychain,andthiskindofpowerwilltriggeranewbusinessmodel,whichcalledO2Oandmobilee-commercebusinessintegrationmodel.Thereisnodenyingthat,theentityindustrystillgivesasupportofourcountryeconomicartery.Soiftheywanttohavestrongcompetitivenessinsucheconomictrends,theyshouldnotonlybuildtheirowntradingsystem(includingtheconstructionoftheplatform,productspromotion,storelayout,etc.)inthefieldofe-commerceplatform,butalsocooperatebetweenonlineandoffline,balancelayoutofgoodsdistributiononlineandoffline,andbalancetherelationshipbetweentheformandsalespricesothatrealizecomplementeachother,promoteeachother,andthenbuildonlineandofflineintegrationbusinessmodel.Forexample,hastransformedsuccessfullyintoO2Omodeaboutonlineandofflinedoublefusion.Comparedwiththetraditionalshoppingmode,O2Oshoppingmodefuseonlineandoffline,andgetsthroughthedatabetweenonlineandofflinemember,paymentandaftersales,logistics,etc.Makeonlinebetradingplatformtoofflinestores.Onlineobtainconsumersandthendrainagetooffline.Consumerscanscreenservicesonline,andalsoclinchadealbyonlinesettlement.Offlinecannotonlyprovideconsumerswithdisplay,experience,andotherfunctions,butalsocanbelogisticsdistributionsite.3.TheResearchofRealizeOnlineIntegratedProblem3.1.TheLayoutoftheO2ONeedtoSecuretheSupportofTraditionalEnterpriseDecision-MakersOfflineguidetoonlineneedthesupportofpolicymakers.Fromtheintuitivelevel,wecandiscoverthatO2Odestroyedthetraditionalenterprisesolidmodeandorganizationsystem,aswellasthetraditionalsaleschannels.Itisdifficulttochangethetraditionalthinking,anditisalsodifficulttogainsupportanddecisionmakerstomakepolicymakersunderstandtheprofitpatternofO2O.Offlineguidetoonline,forexample,thelostisintheinterestsoftheentityshop,wheretheentrepreneur'senthusiasmis,howtobringofflinesalestoonline,alltheseneedtimetobeproved,andhowtogetunderstandingandrecognitionfromdecision-makers.3.2.HowtoChangeUserFlowLeadedbyConsumptionHabitsHowonlinebringtrafficandsalestotheoffline.Fromthepointofpractice,thereisabigpieceofnocoincidencedegreebetweenonlineandofflineconsumers.Consumersmaybemorewillingtospendacertainamountofmoneyonaphysicalstorethantoplaceanorderonline.Becauseoftheirtraditionalconsumptionidea,theywouldfeelmoreeaseiftheypurchaseinaphysicalstorewhentheyneedtobuymerchandiseofbigvalueandgoodquality,itisthemostobviouswhentheyusecommodityinthehomeespecially.Topersuadeandguidetheconsumer'sprocess,eitherfromtheperspectiveofthecommodityprices,theemotionalcare,ortomovecon-sumersfromthehumanisticspirit,e-commerceconversionratewillbemadebycustomerperceptionofvalueandpriceupsidedownandsecondaryexperiencetodecideexceptthedrainagetechnique.Traditionalstores,thebusinessprocessisaprocessof"turningavisitorintoacustomer,turningthecustomerintotheregular,makingfamiliarsVIPmember",thecumulativemembersprocessissoslow.Inthefaceoftoday'se-commerce,moreandmoreconsumerschooseonlineshopping.However,Customerswhopurchaseonlinecan'texperiencetheentityshopserviceoffacetoface,customerswhopurchaseofflinecan'tenjoynoveltyonlinediscount.Whetheronlineoroffline,thenumberofmembershipisincreasingcontinuouslyandlosingatthesametime.SuchasStarbucks,whogaveuponlinegroup-buyingforthatthereisnocustomerloyalty.Starbuckschoosecooperationwiththethird-partypayment,peronehundredelectronicpaymentsintheUnitedStatesandCanada,haveonepaymentfromStarbucks,whileinChina'stores,pertenconsumptions,thereisonefromacashcard.3.3.TheDifferencebetweenOnlineandOfflineIt'snotonlytodosomediversion,buthowtomakedifference.Becauseonlineprovidedactuallyisakindofservicethatcannotexperienceoffline.Itincludesappreciateandcognitionearlytothenewproducts,thebalanceofthepricedifferential,indifferenceofchannels.Anye-commerceareunabletogetridofdisturbancethatcomesfromthesethreefactors,asfollows,percentconversion,percustomertransaction,andpassengerflowcost(AD).Thepercentconversionisoneofthemostimportantfactors.Thefactorsaffectingtheconversioncanbesummedupinthedegreeofinversioninvalueandprice,whichiscalledpopularly"costperformance".Ase-commercebusiness,anythingtheydoismakinghighcost-effectiveforconsumers,highcostperformanceisthekeytoimpressconsumers,inaddition,inordertoimprovecost-effective,italsoneedsprecisionflowandhighquality.Becausethegoods'valueisthelargestreflectforpeopleinneed.Howtocreateaperfect,efficientsupplychainlogisticssystemtocontrolthecostinordertoreducethecostorincreaseprofits,howtousethecollecteddatatounderstandtheconsumerpsychology,howtoshowconsumergoodsvalueandconvinceconsumerswithdetailspageandadvertisingmaterial,andthentoenhancethebrandvalue.Allthesearetheissuestoconsider.Ikeadon'tsellthingsonlinefirmly,whichisdifferentfromSuning.IfitcandirectlybuyIkeaproductsontheInternetratherthangotothestore,thecustomerswilldon'thavethestrongbrandfeelingofshoppingexperienceanymore.3.4.TheInsufficiencyofO2OModelinLogistics,InventoryandSupplyChainManagementofCongenitalFirst,O2Omodecan'timprovethedeliveryserviceandcommodityexperience,unabletosolvetheproblemofusertrust;Second,O2Omodeneedhighrequirementoflinestrengthandthedegreeoflocalization;Third,O2Omodeemphasizesonlypayingonlineandofflineexperiences,lackofaclearconceptofthefreshmarketpositioning,marketdemand,qualityassurance,anduserconsumptionhabits.4.TheAnalysisofDevelopmentPatternofO2Oe-CommerceIntegrationintheAgeoftheInternetO2Oe-commerceintegrationpatternneedstoestablishandimproveintegrationmodewhichincludingthephysicalnetwork,servicenetwork,logisticsnetwork,datanetworkandmobilenetwork.Howtobuildthefivenetworks,thispaperanalyzesasfollows:4.1.PhysicalNetworksTherearetwoformsofthephysicalnetwork.OneisrepresentedbyHaier'sofflinestoremode;theotherisvirtualnationwidelayoutexperiencemodewhichiscalledHeikeconveniencestore.Offlineentitystorescanbelayoutonanationalscale.Entitynetworkneedsentitybusiness'soperationtobedigitaltransformationandexperience,includingterminalentityequipmentofdigital(suchasvirtualfitting),digitalmarketing(LEDinteraction),mobilepayment(QRcodeorNFCpayments),independentservice(independentcheckout),CRMmanagement(Nocardmember,Customizeprivilege),commodityinformation(electronicpricetag)etc.4.2.ServiceNetworkServicenetworkisaserviceauxiliarysystembymeansofphysicalnetworkandmobilenetwork.Itoffersbothsocialcommunicationandrelationshipmaintenance,informationtransmission(usingthemicroletter,weiboandothersocialtools),servethecustomerexperience,complaintresponse,etc.;Italsoprovideentityprocessservicesofonlineconsumptionandtherights,includingonlineorder(onlinebuying),serviceexperience(gotothestoreorpickupthegoods),marketingreturn(discountstores),makinganappointment(offlinepayment)andsoon.4.3.LogisticsNetworkTheconstructionoflogisticsnetworkisbasedontheuser'sindividualizeddemand.IntegratehighlyandcultivatedeeplyfournetworksconsistingoftheInternet,logisticsnetwork,servicenetwork,themarketingnetwork,toconstructcompetitiveadvantagedrivenbytheuserexperienceinthewholeprocessformedbycombinationofemptinessandreality.Bybuildingthecountrynetworkandtheprovincesandcitiesradiationnetwork,tomakethecustomerexperiencetheadvantageofgreatdistributionservicesthroughresourcesintegration.Thelogisticsnetworkneedsthenationalinventorysynchronization,aswellasincreaseordecreaseinventorykeepseamlesssynchronization.ThereisacorethatO2Osectorneedstohaveavirtualwarehouse,includingthenationalallitemsonlinedata,andcanrealizeinventorysynchronization.Onthebasisofthese,itjustcanhavethesynchronizationoflogisticssystem.Becausemostoftheenterprisesregardregionalsynchronousgrowthasthecore,anytransactioncanbedeliveredbytheareabranchwarehouse.Theefficiencyoflogisticswillbethefastestthemostdirect.Logisticsnetworkeventuallysolveaproblem:oneistheefficiency,thesecondiscost,thethirdisexperience.4.4.DataNetworkIntheprocessoftherealizationoftheO2O,datanetworkprovideapowerfulbackgroundanalysisandcalculationsystem.Theentireindustryfromconsumersordertothebrand,frombrandstorawmaterials,fromrawmaterialstoalllinks,usedatatogetthroughalltheindustrialchain,sotheefficiencychangedthoroughlypreviousproductionstatus.ThroughDataminingoftheO2Oe-commerceusers,includingdatacollection,datapreparation,dataconversion,dataextraction,datamining,miningusingandotherprocessareusedtoanalyzethecharacteristicsofusergroups,andthenanalyzeusers'personalcharacteristics,gainvaluableknowledge,inordertogainbusinessvalue.Datahelpdoabetterunderstandoftheneedofcustomers,onlineusersgetintothemallthroughmicroletterorothermobileplatforms.Theyobtainthedataaboutuser'sage,gender,usualspendinghabitsthroughmarketingencouragingandtechnicalmeans.Accordingtotheaboveseveralbasicdimensions,theycandeterminetheuser'sconsumptionhabitstodotheprecisemarketingeffectively.Inthispart,theabovee-commercecompanieshavenoessentialdifference.ThemobileInternethasaverygoodfunction,suchasLBSpositioning.Throughtechnicalandmarketingincentives,encourageuserstosharetheiraddress.Whentheaddressesareaccumulatedenough,itcanpaintbasicallyspecificconsumergroups'areaofthestreetaboutsomecompany,andthedatacanbedirectlytransferredtoofflinestorestoprovidesupport.Themobilee-commercedataalreadyisnotonlyconvenientforonlinemarketing,butalsohaseffectedofflinerealdecisions.4.5.MobileNetworksThepopularityofsmartphones,andtheyoungertrendofuseageofshoppingsoftware,aswellaseachbige-commerceenterprisepromoteactivelyinthemobileclient,makeChineseusers'habitsofmobileshoppingbeformedgradually.Withthemoreandmoreuseof3GnetworkandmoreandmoreWififreeplacesprovided,integrationmodelofonline,offlineandmobilee-commercehasarapidgrowingenvironment(Figure3).UndertheinfluenceoftheInternetthought,O2Omodeliscurrentlythelatestmarketingmodel.ThismodelcombinesofflinebusinessopportunitiesandtheInternet,makeInternetbecomeofflinetradingdesk.EspeciallytheemergenceofQRcode,becomesthekeytomobileoperatorswhoenterthemobileInternetandlayoutthefutureO2Oe-commerce.Theinstantcommunicationtoolinthetopoflist,combineonlineserviceswithapplicationstoimprovegreatlytheuserviscosity,andplatformbarrierstocompetitionhasbeenformed.Bymovingtheversatilitybusinesstothesameplatform,itcanachievereal-timeorder,inquiry,informationpushactively,membershipmanagementandthattheomni-directionalmobileself-service.Customerscanalsousemicroletter,companiesAlipaytocompletethepayment,toavoidthetroubleofchange.Inordertorealizetheintegration,e-commercecompaniesshouldachieveinformationsharing,includingmobiledevicesoftheclientandtherealnetwork,servicenetwork,logisticsnetworkanddatanetwork.Itrequeststheconstructionofthemobilephonenetworksecuritymechanism,andthedevelopmentandmaintenanceofsoftwaresecuritycanachievemorerigorousandmoregeneralization.4.6.CaseAnalysisHaierRirishun,asthefirstInternetbrandwhosevalueisbillionsof,integrateadvantagesofvirtualnetwork(e-businessplatform),physicalnetwork,logisticsnetworkandservicenetwork,providesone-stopshoppingexperienceforconsumers,alsoprovidesuserswiththehouseholddesignofonline,interactiveexperience,personalityofproductcustomization,synchronizationandsoon.RirishunarrangesitselfincreatingO2Ofournetworkadvantages,specificasfollows:(Figure4).5.ConclusionO2Oisupgradedfrome-commercetothebusinessofelectronic.Italsobringsupgradethatelectroniccommercedepartmentplaysaroleinorganizationmanagementdepartment(Figure5).Theintegrationofonline,offlineandmobileelectroniccommerceensuresaseriesofproductssalesandservicethroughthecompletesupplychainsystem,atthesametime,tosatisfytheconsumersdemandingoods,services,experience,price,etc.Ontheonehand,consumerscanenjoythegoodsstoreexperienceandhumanservices;ontheotherhand,theycanbeabletousemobileclienttosurftheInternetanytimeandanywheretopickavarietyofproducts,ortheychoosegoodsandplaceanorderinthestores,andthenpickupbycustomerthemselves.Thedualexperienceonlineandoffline,andconvenienceprovidedbymobileclientfortheconsumer,reducegreatlytheriskofshopping,atthesametime,alsosaveshoppingtimeandimprovetheefficiencyoftheclinchadealandturnover.Thesesuccessfultradingmodelsbecomefreeadvertisingtocustomerswhowillbuygoodsnexttimeandtopromotesurroundingcommunitymarketing.Theway,offlinepromotionandonlinedeals,hasgraduallyinfluencedthesecondaryconsumptionhabitsofcustomers.译文：O2O模式发展存在的问题及趋势分析摘要随着近年来团购网站的兴起和发展，人们已经开始接触了O2O模式的电子商务，而且这一模式正在被人们逐步认识和接受。O2O模式的兴起和发展正在改变着传统电子商务的业态和格局，其作为新的商业模式，无论对传统的零售商，还是对传统电子商务平台都将起到巨大的冲击。本文着重的阐述了如何将更多的消费从线下转移到线上，成为新的电子商务领域的、O2O电子商务模式是怎样应运而生以及O2O模式如何引导电子商务行业走向规模化和向多元化的方向发展的。关键词：O2O模式；团购；综述一、引言在电子商务发展迅速的现今社会，人们的生活消费方式正随着网络消费的出现而逐渐的发生改变。电子商务消费正迅速的普及我们的生活，为了更好的使线下消费转移到线上消费，衍生了新的电子商务模式，即O2O模式(OnlineToOffline)，亦称线上线下商务模式。“O2O模式”最早是沃尔玛公司在2006年的率先提出的思想，是由B2C(BusinessToCustomers)商务模式衍生的特殊的形式。是指采用线上营销和线上购买从而带动线下经营和线下的消费的商务形式。通过网络用户的线上营销、体验和消费，带动线下产品销售。“O2O模式”这一名词，最早是由TrialPay创始人兼CEOAlexRampell在2010年提出的，在我们国内“O2O模式”主要应用于团购，其最早的雏形是2003年的携程网。“O2O模式”的出现，实现了线下服务与线上消费的联系，提高了企业的销售份额，引起了专家学者的关注，“O2O模式”的研究成为近些年电子商务领域研究的热门话题。本文采用文献计量的方法，统计和分析近年来“O2O模式”的文献及研究状况，梳理了专家学者们研究的主要内容，以期把握研究趋势。二、数据统计分析1.数据来源本文引文检索的来源是《中国知识基础工程数据库(CNKI)》，并根据名词出现的时间作为起始点，检索自2010年至2014年间，以主题词为“O2O模式”和“线上线下模式”为条件进行检索统计，在高级检索中以关键词“或含”的方式进行检索，最终检索到4803篇文献。其中包括期刊、硕博士论文、专著、会议论文、报纸等。其中期刊1960篇，硕博士论文137篇，会议论文11篇，报纸2531篇，在统计时，本文主要分析的是CNKI中《中国学术期刊网络出版总库》中对“O2O模式”和“线上线下模式”的期刊论文。2.数据分析(1)从期刊的发表时间分析本文将“中国学术期刊网络出版总库”中的1960篇期刊论文以一整年为单位(2014年不包含11，12月)，统计各年份发表的期刊论文总数，制出线状图。期刊发表的时间的分布能够客观的反映出最近5年(其中2014年不包含11，12月份的数据)“O2O模式”研究领域学者们研究的热度。在图1-1中，可以观察到，2010年为1篇，2011年为45篇，2012年为182篇，2013年为464篇，2014年一直到11月份是1268篇，由此可见，在2010年“O2O”模式概念刚刚提出不久，关于“O2O模式”的研究属于起步阶段，研究人数和关注度都不是很高，这一阶段可以定性为起步研究阶段，2012年的相关文献数量已经达到了182篇，证明在这一段时间内，“O2O模式”的研究已经引起了人们的重视，从2013年到2014年下半年，“O2O模式”的研究文献已经达到了1268余篇，该领域已经成为了学者们研究的一个热点的方向。(2)从研究层次分析将本文分析的1960篇期刊论文按照研究层次进行检索，检索出不同的研究层次的期刊论文数量，业指导中，而其他的相关领域占有的份额较小，基础研究方向虽然排在