文档介绍：-1- 中国科技论文在线 O2O电子商务:动力、模式与前景分析# 彭惠,吴利* 基金项目:国家自然科学基金资助项目(70972122) 作者简介:彭惠(1969-),女,博士后,教授,研究方向:电子商务,金融,区域经济. E-mail: gracepenghui@ (北京邮电大学经济管理学院) 5 摘要:电子商务交易中消费人群必须上网、诚信体系不完善、线上推广成本日益提升、物流配送覆盖有限等问题,均导致电子商务无法对传统线下销售形成颠覆性改变。这就导致业界中出现了线上交易与线下交易的结合方式,即O2O电子商务。本文从对消费者价值、对电商企业的角度分析了O2O电子商务模式发展的动力所在,并根据O2O的特点总结出适合采用O2O模式的商品类型即服务型和体验型的产品。其次,本文总结了O2O商务发展的遭 10 到创新、诚信和线上流量等瓶颈,接着分析了单纯线上和线下企业发展O2O电子商务面临的挑战和问题。最后展望了O2O模式未来的发展,即未来的O2O将是一种多层次、多维度的复合生态体系,不断向多元化和纵深化发展。关键词:O2O电子商务模式;现状;瓶颈;未来发展中图分类号:F49 15 O2O merce: Power, Patterns and Prospects Peng Hui, Wu Li (Economics and Management School, BUPT) 20 Abstract:In merce transactions, consumer groups must be the , imperfect credit system, the rising cost of online promotion logistics limited coverage issues are leading merce can not form a disruptive change to traditional offline sales. This leads the combination of online trading and offfline transactions in the industry, that is O2O merce. This paper analyzes the driving force for development of merce model from the point of 25 the consumers’ value and electricity supplier,and summarized characteristics of O2O which suitable for the type of goods that is service-oriented and experiential products. Secondly, the paper summarizes the innovation, integrity and online traffic and others are bottlenecks of O2O business . Then