O2O商业模式和团购网站外文文献翻译译文3100字.docx
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O2O商业模式和团购网站外文文献翻译译文3100字.docx
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O2O商业模式和团购网站外文文献翻译译文3100字
文献出处:
HeneseyL.TheDevelopmentofO2OBusinessModelandGroup Purchase[J]TheJournalofInternationalE-commerce,2014,26(5):
15-31
原文
TheDevelopmentofO2OBusinessModelandGroup Purchase
HeneseyL
Abstract
O2Ocameupwiththebusinessmodelforthecurrentbusinessandconsumerprovidesamoreconvenientcommunicationchannels,thebusinessmodelinsomeindustrieshavematureapplication,butsomeoftheindustryisstillintheearlystageofdevelopment.Inthispaper,theplightoftraditionalretailstores,moredetailedintroductiontoO2Omodeisputforward,anddidsomeresearchonsomeindustriesdevelopment-commercemodegraduallyupdate,especiallyingroup-buyingattentionandrecognition.Amongthem,themainisthepurchaseratthecompletionofadditionalservices,onlinepaymentactivitiesatthesametimecanbeachievedofflinerealenjoyment.Thisnewformofbusinessoperationmethod,thedevelopmentfromthetraditionalmanufacturingindustryandserviceformoftransportationadvantage,completee-commercetoofflinespaceextensionatthesametime,guaranteetheexcellentmarketcenterinternalcompetitivenessandadvantagelevel,thetechnicalinnovationandindustryplanningarelateforaveryimportantrole.
Keywords:
businessmodel;Electroniccommerce;theactualeffect;
1O2Omode
1.1TheconceptofO2Omode
AlongwiththerapiddevelopmentofInternetinformationtechnology,theinteractionbetweenreallifeandInternetismoreandmorecomplex,thenetworkbecomemoreandmoreimportantinformationplatform,people'slifeintothelifeservicestomobileInternet.BasedonthesupportoftheInternet,thevirtualworldoftheInternetandofflineinteractionbetweenreallifeformanewbusinessmodel,namelytheO2Obusinessmodel.
O2OthisconceptputforwardbyAmericanAlexRampellattheearliest.Alexbeganoperatingcompany10yearsoldRampellhasfocusedonInternetsales,in2006hefoundedthenewcompanyTrialPay,thecompanytoprovidefreevirtualgoodsforaudiencecangarnerinformation,thustopushaudienceAPNETFLIXshoppingsitessuchasadvertising,theaudiencethroughadvertisinglinksintotheshoppingwebsitetobuygoods,TrialPaywillgetthecorrespondingcommission.Bytheendof2012,TrialPayearningmorethan$50million,thecompanycurrentlyhas130employees.
In2010,theUnitedStateswasveryfiregroupcompanyhasattractedtheattentionofAlexRampell,heontheanalysisofthecompany'soperatingmodelandprofitmodel,foundthatthisisakindofbrand-newbusinessmodel,aftercontinuousresearch,exploration,AlexRampellinAugustthesameyearO2Oconceptisproposed.AlexRampellthinks,thiskindofbrand-newbusinessmodelisgoodtomakesuretheOfflineandOnlineaudiencedocking,formedabusinessfromOnlinetoOfflinemode,soAlexRampelldefinesthepatternas"OnlineandOffline"businessmodel(OnlinetoOffline),hereinafterreferredtoas"O2O"mode.
O2OmodewillbeofflinebusinessopportunitiesandtheorganiccombinationoftheInternet,theInternetintheO2Omodeplaystheroleofadvertisingplatformandtradingplatform.LineofproductsorservicesthroughtheInternettospread,theaudiencecanbemoreeasilyandfastfilterproductsandservices.Clinchadealatthesametime,thesettlementcanbedoneontheInternet,makethebusinessmodelofscaleexpandssoon.
AlexRappeldefinedbythecoreofO2Obusinessmodelis:
online,Internetuserstofindthepotentialconsumers,aftercompletethepaymentinadvanceormakeanappointment,willtheytaketoofflineinrealshops.Basedontheconsumptionwayofpayment,eachofO2Oclinchadealtheorderisquantifiable,suchaformofonlinepaymentforquantitativeperformanceofenterprisesandbroughttohelpcompletethetransaction.
WiththecontinuousdevelopmentofO2Obusinessmodelinrecentyears,O2Obusinessmodelhasnotmerelyistheoriginal"OnlineandOffline"(OnlinetoOffline)ofasinglemodel,theincreased"OfflineandOnline"(OfflinetoOnline),"Online-OfflineandOnline"(OnlinetoOfflinetoOnline),"Offline-OnlineandOffline"(OfflinetoOnlinetoOffline)thesenewdirections.O2Obusinessmodel,however,istheessenceoflifeforlocalizationservices,infactistheprocessofmobileInternet,locallifeconsumptioninthisregard,theaboveseveralkindsofnewpatternhasnotchangedtheessenceofO2O.Lifeconsumptionofthelocalmobilenetwork,theprocessofthechangeintheconsumptionbehavioroftheoriginal,whichchangestheconsumptionspendinghabits.In2010,thecompanyfollowtheUnitedStatesgroupformedablowoutsituation.Group-buyingwebsitestoflourishinaround2011.
1.2ThespreadoftheO2Omodecharacteristics
O2OasanewmodetoamongtheInternetasaplatform,hasobviouscharacteristic,specificdisplaysin:
Modelissimpleandclear,thewebsiteisamediumforaudienceandmerchants.
O2Omodebasedonnetworktransmissionplatform,websiteasanintermediary,throughthewebsiteforinformationreleasemedialargelysolvedthetraditionalmodeofinformationasymmetry,audienceandcommunicators.
Encouragetheaudiencetotakethewayofinterpersonalcommunication,sharingofproductinformation,andprovidethecorrespondingtransmissiontool.Audienceinordertoachieveagoal(tobuyhighqualityandlowpriceproducts),usingthemedium(web,WeChat,communitywebsite)andnewmediacommunicationplatform(suchasmobilephonevideo,etc.)(product)ofcommunicationofinformation,toproducethevirtualsocialnetworkofinterpersonalcommunicationeffect,embodiesthesocialnetworkservice(SNS)charmofwordofmouthmarketing,integratedmarketingisrealized.
2O2Omodecurrentresearchwerereviewed
O2Obusinessmodeldevelopmentisjustthestartstage,lessstudyofO2Obusinessmodel,andmainlyintroducesthedevelopmentofthepatternandoperatingstrategy."O2O:
theeraofmobileInternetbusinessrevolution"inrunningprocessoftheenterpriseintheO2Obusinessmodelispresented;Asit'sbookO2Ocombat:
qtr.codechannelmarketingisintheformofacaseofO2Omarketingstrategyinthebusinessmodelfortheempiricalanalysis,O2Obusinessmodelprovidesabasisforacademicresearch.
Competitivenessliesinthecapacityoflocalservices,therefore,intheeraofbigdataanalysisofconsumerpreferences,maketheenterpriseusersmoreaccuratepositioningisthekeytothedevelopmentofO2Oenterprises.BecausetheO2Obusinessmainlylocalizedserviceclassexperientialconsumption,sotherearenoforeignscholar’sstudyofO2ObusinessmodelinChina.Theauthorthinksafteranalyzingtherelatedresearchliteraturereview,studyofO2Obusinessmodelshouldbefromthedeeperlevelformining,forexample,thispaperwillcombinerelatedsubjectssuchaseconomics,sociology,communicationtheory,theanalysisoftheeffectofherdbehaviorofO2Obusinessmodel.
2.1Herdbehavior
Whenpeoplecompletetheirtasksordotheirownthing,oftenwithothersasamockobject,withreferencetothebehaviorofotherstocompletetheirownthing,thiskindofphenomenonwhichisregardedasaherdphenomenon.Conformityphenomenoniswidespreadinindividualorgroupdecisionlinktocertainquestions.Inthe1930sAmericanpsychologistMr.Sharifandjoshfoundthispsychologicalphenomenon,Mr.Sharifandjoshconfirmedtheexistenceofaherdmentalitythroughtrialanderror,andafteralargenumberofscholarsstudyofMr.Sharifandjoshexperiment,confirmedthecauseofherdbehaviorandmotivation.Afterthe1950s,somescholarswillextendthedefinitionofherdbehaviorinareassuchassociology,marketing,researchtheinfluencefactorsofherdbehavior,namelytheindividualfactor,groupfactor,brandfeatures,theinfluenceofthesituationalcharacteristicsofherdbehavior.
2.2Socialpsychologyrelatedtheory
Amongsocialinfluence,theinfluencedegreeoftheindividualbydifferent,reflectthedifferentaffectedbylevel,mainlydividedintothreelevels.First,theindividualinordertoavoidpunishmentorgetsocialrewards,inpublicsocialoccasionsshoweddeferencetoothers,butstillinsistonyourideaprivately;Second,individualsaredrawntothecommunityinagrouptoattractpersistentcases,individualswillownbehaviorconsistentwiththegroup;Third,thegroupfromtherationallevelpersuadeindividuals,inthiscase,theindividualskeepconsistencywithgroups.
Behavioraccordingtothesocialimpactofdividedintothefollowingthreecategories,conformity,obeyandobey.Conformityreferstotheindividualtomaintainorchangetheoriginalbehaviorstandard,maketheindividual'sbehaviorisconsistentwiththegroup;Obedienceisreferstotheindividualandgroupinthebehaviorofconsistency,butdidnotchangeinthethoughts;Obedienceisreferstotheindividualpursuitandgroupsfromthebehaviorsandthoughtsofconsistency.
Groupsofindividualsaredividedintotwoforms,theinfluenceofinformationalimpactandnormative.Informationalinfluenceisreferstotheindividualaccepttherealinformationofothersinthegroupactivities,soastoaffectthebehavioroftheindividual.Informationalinfluenceiscloselyconnectedwithspecializationdegree,inthisprocess,groupofthehigherprofessionallevel,thegroupofprofessionals,thegrouphasinformationalinfluencetotheindividual;Normativeinfluencereferstotheindividualtosuccumbtotheopinionsofthegroup.Normativeinfluenceintheproduceprocessisaffectedbythegrouphowmuchlife,namelypopulationisnumerous,hasanormativeinfluencetotheindividual.
3Relatedoverviewoftheherdbehavior
Inourdailylife,itiseasyt
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