發(fā)布時(shí)間：2018-01-11 20:41

  本文關(guān)鍵詞：基于扎根理論的O2O平臺(tái)商業(yè)模式研究　出處：《江西財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： O2O 扎根理論 商業(yè)模式 平臺(tái)

【摘要】：近些年來(lái)電子商務(wù)得到迅猛地發(fā)展,線下實(shí)體店受到互聯(lián)網(wǎng)虛擬店的強(qiáng)大沖擊。在這種背景下O2O(online to offline)模式孕育誕生,該模式將網(wǎng)上支付與網(wǎng)下體驗(yàn)有效地結(jié)合起來(lái),帶給消費(fèi)者全新的消費(fèi)體驗(yàn),展現(xiàn)出了良好的發(fā)展前景。平臺(tái)作為O2O模式的關(guān)鍵一環(huán),平臺(tái)企業(yè)在該模式中扮演十分重要的角色,而經(jīng)歷了大浪淘沙后,能夠依然屹立在O2O領(lǐng)域的平臺(tái)所剩無(wú)幾,尤其是移動(dòng)互聯(lián)端口,諸如打車軟件、外賣軟件的競(jìng)爭(zhēng)已趨于白熱化,商業(yè)模式模糊不清的現(xiàn)象擺在企業(yè)的面前,如何從競(jìng)爭(zhēng)中脫穎而出,為企業(yè)帶來(lái)利潤(rùn)是目前平臺(tái)企業(yè)遇到的普遍問(wèn)題。本文首先對(duì)O2O的相關(guān)研究進(jìn)行了梳理整合,普遍的研究表明O2O模式能夠有效降低用戶、商戶的交易成本,達(dá)到共贏的目的,但是盈利模式依然存在問(wèn)題,目前國(guó)內(nèi)的O2O模式盈利點(diǎn)都還在探索當(dāng)中,缺乏有效的獲利手段是當(dāng)前的棘手問(wèn)題。其次,本文對(duì)前人關(guān)于商業(yè)模式的研究進(jìn)行了述評(píng)。商業(yè)模式的理解目前還沒(méi)統(tǒng)一的標(biāo)準(zhǔn),大部分學(xué)者比較認(rèn)同從系統(tǒng)角度看待商業(yè)模式,而且與戰(zhàn)略、盈利模式、運(yùn)營(yíng)模式有著交叉重合的關(guān)系。最后,本文介紹了研究方法——扎根理論。商業(yè)模式目前界定還不清晰,而且是個(gè)抽象的概念,適合用扎根理論方法研究。在對(duì)相關(guān)理論進(jìn)行回顧后,本文選取了Groupon和大眾點(diǎn)評(píng)網(wǎng)兩個(gè)案例,其中Groupon作為典型團(tuán)購(gòu)企業(yè)具有一定的代表性,而大眾點(diǎn)評(píng)即是點(diǎn)評(píng)類網(wǎng)站又是本土企業(yè),從他們的案例中可以分析出異同點(diǎn),對(duì)相關(guān)企業(yè)的發(fā)展有一定的幫助。選取兩個(gè)案例后,分別進(jìn)行了開(kāi)放性編碼、主軸編碼以及選擇性譯碼過(guò)程,通過(guò)典范模型將他們的要素進(jìn)行了關(guān)系梳理,最后給出了案例的故事線。而后將兩個(gè)案例的主范疇進(jìn)行比較分析后發(fā)現(xiàn)兩者的主范疇是O2O平臺(tái)企業(yè)商業(yè)模式核心要素,于是在這基礎(chǔ)上繪制了商業(yè)模式圖。本文隨后選取比較熱門的打車軟件案例作為商業(yè)模式圖的案例應(yīng)用,發(fā)現(xiàn)打車軟件的主要問(wèn)題出現(xiàn)在盈利模式中,沒(méi)有盈利點(diǎn)與盈利方式,只是依靠補(bǔ)貼提高使用率。在分析案例后,本文從盈利模式、平臺(tái)、營(yíng)銷、成本控制、人力資源、外部環(huán)境、戰(zhàn)略規(guī)劃幾方面入手針對(duì)打車軟件給出了相關(guān)建議。本文最后一章總結(jié)了研究結(jié)論,并從平臺(tái)、營(yíng)銷、人力資源、企業(yè)文化、領(lǐng)導(dǎo)特質(zhì)、價(jià)值主張、成本控制、盈利點(diǎn)與盈利方式、相關(guān)利益者、資金利用、大數(shù)據(jù)幾個(gè)要素角度對(duì)O2O平臺(tái)企業(yè)提出了相關(guān)建議。最后列舉了本文在數(shù)據(jù)選取以及研究方法上存在的三點(diǎn)不足之處。
[Abstract]:In recent years, e-commerce has developed rapidly, and offline physical stores have been strongly impacted by internet virtual stores. Under this background, the O 2O online to online model was born. This model combines online payment and offline experience effectively, brings consumers a new consumption experience, and shows a good development prospects. The platform is a key link of the O2O model. Platform enterprises play a very important role in this model, and after experiencing the tide of Taisha, there are few platforms remaining in the O2O field, especially mobile interconnection ports, such as ride-hailing software. The competition of take-out software has become more and more intense, and the fuzzy phenomenon of business model is in front of enterprises, how to stand out from the competition. To bring profits to enterprises is a common problem faced by platform enterprises. Firstly, this paper combs and integrates the related research of O2O, which shows that the O2O model can effectively reduce the users. The transaction cost of merchants, to achieve the goal of win-win, but there are still problems in the profit model, the current domestic O2O model profit points are still in the exploration. Lack of effective means of profit is the current thorny problem. Secondly, this paper reviews the previous research on business model. The understanding of business model has not yet unified standards. Most scholars agree that the business model is viewed from a system perspective, and has a cross-overlap relationship with the strategy, profit model and business model. Finally. This paper introduces the research method-rooted theory. The definition of business model is not clear, and it is an abstract concept. This article selects Groupon and the public comment network two cases, among them Groupon as the typical group purchase enterprise has the certain representativeness, but the public comment is not only the comment class website but also the local enterprise. The similarities and differences can be analyzed from their cases, which will be helpful to the development of related enterprises. After selecting two cases, open coding, spindle coding and selective decoding process are carried out respectively. Through the canonical model of their elements to sort out the relationship. Finally, the story line of the case is given, and the main category of the two cases is found to be the core element of the business model of the O2O platform by comparing the main categories of the two cases. Then we draw the business model diagram on this basis. Then this paper selects the more popular case of ride-hailing software as the case application of the business model diagram and finds that the main problems of the ride-hailing software appear in the profit model. There is no profit point and profit mode, only rely on subsidies to improve the utilization rate. After analyzing the case, this paper analyzes the profit model, platform, marketing, cost control, human resources, external environment. The last chapter summarizes the research conclusions, and from the platform, marketing, human resources, corporate culture, leadership characteristics, value proposition, cost control. Profit points and ways of profit, relevant stakeholders, capital utilization. In this paper, the author puts forward some suggestions to the O2O platform enterprises from several factors' angles. Finally, the paper lists three deficiencies in the data selection and research methods in this paper.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6

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