發(fā)布時(shí)間：2018-11-08 07:29

【摘要】：隨著移動(dòng)網(wǎng)絡(luò)服務(wù)的不斷提升和智能手機(jī)的不斷普及,使互聯(lián)網(wǎng)世界和現(xiàn)實(shí)世界互動(dòng)變得異常簡(jiǎn)單,于是生活服務(wù)的移動(dòng)互聯(lián)網(wǎng)化開始了。但是,在目前O2O在中國(guó)的發(fā)展尚未穩(wěn)定和成熟,O2O創(chuàng)業(yè)者正處于互聯(lián)網(wǎng)和移動(dòng)互聯(lián)網(wǎng)相互“關(guān)系”的迷茫狀態(tài),處于線上線下互動(dòng)的O2O閉環(huán)困惑階段。如何分析O2O的商業(yè)模式,并找到其核心要素非常值得研究。首先,通過文獻(xiàn)法的研究,定義O2O為:O2O就是在移動(dòng)互聯(lián)網(wǎng)時(shí)代,生活消費(fèi)領(lǐng)域通過線上(虛擬世界)和線下(現(xiàn)實(shí)世界)互動(dòng)的一種新型商業(yè)模式。其次,通過對(duì)價(jià)值網(wǎng)理論的研究,構(gòu)建了基于價(jià)值網(wǎng)的O2O商業(yè)模式框架,識(shí)別出了整個(gè)價(jià)值網(wǎng)商業(yè)模式中最基本的7個(gè)的要素,分別為:客戶、電信運(yùn)營(yíng)商、內(nèi)容提供商、服務(wù)提供商、軟件提供商、第三方支付平臺(tái)和線下實(shí)體企業(yè)。接著使用德爾菲法進(jìn)行進(jìn)一步的研究,細(xì)化基于價(jià)值網(wǎng)的O2O商業(yè)模式的次級(jí)要素,得到了初步的O2O商業(yè)模式核心要評(píng)估體系。最后,通過網(wǎng)絡(luò)層次分析法(ANP)建立評(píng)估模型,組建了專家小組來評(píng)價(jià)分析,找出了O2O商業(yè)模式的十大核心要素,它們主要集中在客戶、電信運(yùn)營(yíng)商、軟件提供商和第三方支付平臺(tái)這四個(gè)一級(jí)要素。總之,本文應(yīng)用價(jià)值網(wǎng)理論和德爾菲法,構(gòu)建了基于價(jià)值網(wǎng)理論的O2O商業(yè)模式框架,接著使用網(wǎng)絡(luò)層次分析法建立了O2O商業(yè)模式核心要素的評(píng)估模型。目的是分析并找出O2O商業(yè)模式的核心要素,從整個(gè)價(jià)值網(wǎng)的角度提高O2O商業(yè)模式的質(zhì)量,增加用戶滿意度,這對(duì)O2O企業(yè)的發(fā)展和未來的趨勢(shì)分析具有參考價(jià)值和指導(dǎo)性的意義。
[Abstract]:With the continuous improvement of mobile network services and the popularity of smartphones, the interaction between the Internet world and the real world becomes extremely simple, so the mobile Internet of life services began. However, at present, the development of O2O in China is not stable and mature. O2O entrepreneurs are in the confused state of mutual "relationship" between Internet and mobile Internet, and in the phase of O2O close-loop puzzling interaction between online and offline. How to analyze the business model of O _ 2O and find its core elements is worth studying. Firstly, through the research of literature, we define O _ 2O as: in the era of mobile Internet, the field of living consumption interacts online (virtual world) and offline (real world) as a new business model. Secondly, by studying the theory of value net, we construct the framework of O2O business model based on value net, and identify the most basic seven elements in the whole business model of value net, namely: customer, telecom operator, content provider, etc. Service providers, software providers, third-party payment platforms and offline entities. Then we use Delphi method to further study and refine the secondary elements of O2O business model based on value net and obtain a preliminary core evaluation system of O2O business model. Finally, through the network analytic hierarchy process (ANP) to establish an evaluation model, set up an expert group to evaluate and analyze, found out the top ten core elements of the O2O business model, they mainly focus on customers, telecom operators, Software provider and third party payment platform these four primary elements. In a word, using the theory of value net and Delphi method, this paper constructs the framework of O2O business model based on the theory of value net, and then establishes the evaluation model of the core elements of O2O business model by using the analytic hierarchy process (AHP) of network. The purpose is to analyze and find out the core elements of the O2O business model, improve the quality of the O2O business model and increase the customer satisfaction from the point of view of the whole value net, which has reference value and instructive significance for the development and future trend analysis of the O2O enterprise.
【學(xué)位授予單位】：華南理工大學(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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本文編號(hào)：2317795