O2O商业模式和团购网站外文文献翻译2014年译文3100字

文献出处: Henesey L. The Development of O2O Business Model and Group Purchase [J] The Journal of Inter

文献出处: Henesey L. The Development of O2O Business Model and Group Purchase [J] The Journal of International E-commerce, 2014, 26(5): 15-31

原文 The Development of O2O Business Model and Group Purchase

Henesey L

Abstract

O2O came up with the business model for the current business and consumer provides a more convenient communication channels, the business model in some industries have mature application, but some of the industry is still in the early stage of development. In this paper, the plight of traditional retail stores, more detailed introduction to O2O mode is put forward, and did some research on some industries development-commerce mode gradually update, especially in group-buying attention and recognition. Among them, the main is the purchaser at the completion of additional services, online payment activities at the same time can be achieved offline real enjoyment. This new form of business operation method, the development from the traditional manufacturing industry and service form of transportation advantage, complete e-commerce to offline space extension at the same time, guarantee the excellent market center internal competitiveness and advantage level, the technical innovation and industry planning are late for a very important role.

Key words: business model; Electronic commerce; the actual effect;

1 O2O mode

1.1 The concept of O2O mode

Along with the rapid development of Internet information technology, the interaction between real life and Internet is more and more complex, the network become more and more important information platform, people's life into the life services to mobile Internet. Based on the support of the Internet, the virtual world of the Internet and offline interaction between real life form a new business model, namely the O2O business model.

O2O this concept put forward by American Alex Ramp ell at the earliest. Alex began operating company 10 years old Ramp ell has focused on Internet sales, in 2006 he founded the new company Trial Pay, the company to provide free virtual goods for audience can garner information, thus to push audience APNETFLIX shopping sites such as advertising, the audience through advertising links into the shopping website to buy goods, Trial Pay will get the corresponding commission. By the end of 2012, Trial Pay earning more than $50 million, the company currently has 130 employees.

In 2010, the United States was very fire group company has attracted the attention of Alex Ramp ell, he on the analysis of the company's operating model and profit model, found that this is a kind of brand-new business model, after continuous research, exploration, Alex Ramp ell in August the same year O2O concept is proposed. Alex Ramp ell thinks, this kind of brand-new business model is good to make sure the Offline and Online audience docking, formed a business from Online to Offline mode, so Alex Ramp ell defines the pattern as "Online and Offline" business model (Online to Offline), hereinafter referred to as "O2O" mode.

O2O mode will be offline business opportunities and the organic combination of

the Internet, the Internet in the O2O mode plays the role of advertising platform and trading platform. Line of products or services through the Internet to spread, the audience can be more easily and fast filter products and services. Clinch a deal at the same time, the settlement can be done on the Internet, make the business model of scale expands soon.

Alex Rappel defined by the core of O2O business model is: online, Internet users to find the potential consumers, after complete the payment in advance or make an appointment, will they take to offline in real shops. Based on the consumption way of payment, each of O2O clinch a deal the order is quantifiable, such a form of online payment for quantitative performance of enterprises and brought to help complete the transaction.

With the continuous development of O2O business model in recent years, O2O business model has not merely is the original "Online and Offline" (Online to Offline) of a single model, the increased "Offline and Online" (Offline to Online), "Online - Offline and Online" (Online to Offline to Online), "Offline - Online and Offline" (Offline to Online to Offline) these new directions.O2O business model, however, is the essence of life for localization services, in fact is the process of mobile Internet, local life consumption in this regard, the above several kinds of new pattern has not changed the essence of O2O.Life consumption of the local mobile network, the process of the change in the consumption behavior of the original, which changes the consumption spending habits. In 2010, the company follow the United States group formed a blowout situation. Group-buying websites to flourish in around 2011.

1.2 The spread of the O2O mode characteristics

O2O as a new mode to among the Internet as a platform, has obvious characteristic, specific displays in:

Model is simple and clear, the website is a medium for audience and merchants. O2O mode based on network transmission platform, website as an intermediary, through the website for information release media largely solved the traditional mode of information asymmetry, audience and communicators.

Encourage the audience to take the way of interpersonal communication, sharing of product information, and provide the corresponding transmission tool. Audience in order to achieve a goal (to buy high quality and low price products), using the medium (web, WeChat, community website) and new media communication platform (such as mobile phone video, etc.) (product) of communication of information, to produce the virtual social network of interpersonal communication effect, embodies the social network service (SNS) charm of word of mouth marketing, integrated marketing is realized.

2 O2O mode current research were reviewed

O2O business model development is just the start stage, less study of O2O business model, and mainly introduces the development of the pattern and operating strategy."O2O: the era of mobile Internet business revolution" in running process of the enterprise in the O2O business model is presented; As it's book O2O combat: qtr. code channel marketing is in the form of a case of O2O marketing strategy in the business model for the empirical analysis, O2O business model provides a basis for

academic research.

Competitiveness lies in the capacity of local services, therefore, in the era of big data analysis of consumer preferences, make the enterprise users more accurate positioning is the key to the development of O2O enterprises. Because the O2O business mainly localized service class experiential consumption, so there are no foreign scholar’s study of O2O business model in China. The author thinks after analyzing the related research literature review, study of O2O business model should be from the deeper level for mining, for example, this paper will combine related subjects such as economics, sociology, communication theory, the analysis of the effect of herd behavior of O2O business model.

2.1 Herd behavior

When people complete their tasks or do their own thing, often with others as a mock object, with reference to the behavior of others to complete their own thing, this kind of phenomenon which is regarded as a herd phenomenon. Conformity phenomenon is widespread in individual or group decision link to certain questions. In the 1930 s American psychologist Mr. Sharif and josh found this psychological phenomenon, Mr. Sharif and josh confirmed the existence of a herd mentality through trial and error, and after a large number of scholars study of Mr. Sharif and josh experiment, confirmed the cause of herd behavior and motivation. After the 1950 s, some scholars will extend the definition of herd behavior in areas such as sociology, marketing, research the influence factors of herd behavior, namely the individual factor, group factor, brand features, the influence of the situational characteristics of

herd behavior.

2.2 Social psychology related theory

Among social influence, the influence degree of the individual by different, reflect the different affected by level, mainly divided into three levels. First, the individual in order to avoid punishment or get social rewards, in public social occasions showed deference to others, but still insist on your idea privately; Second, individuals are drawn to the community in a group to attract persistent cases, individuals will own behavior consistent with the group; Third, the group from the rational level persuade individuals, in this case, the individuals keep consistency with groups.

Behavior according to the social impact of divided into the following three categories, conformity, obey and obey. Conformity refers to the individual to maintain or change the original behavior standard, make the individual's behavior is consistent with the group; Obedience is refers to the individual and group in the behavior of consistency, but did not change in the thoughts; Obedience is refers to the individual pursuit and groups from the behaviors and thoughts of consistency.

Groups of individuals are divided into two forms, the influence of informational impact and normative. Informational influence is refers to the individual accept the real information of others in the group activities, so as to affect the behavior of the individual. Informational influence is closely connected with specialization degree, in this process, group of the higher professional level, the group of professionals, the group has informational influence to the individual; Normative influence refers to the

individual to succumb to the opinions of the group. Normative influence in the produce process is affected by the group how much life, namely population is numerous, has a normative influence to the individual.

3 Related overview of the herd behavior

In our daily life, it is easy to appear conformity phenomenon, this also for the scholars in the field of study of herd behavior. In group activities, in the process of the individual contact with other group members, unavoidably influenced by other group members to change in the thought and behavior. Herd behavior depending on the degree is divided into two levels.

The acceptance and comply with public opinion in private. Privately admit refers to the individual's thought is affected by the group, so as to keep from the thought and behavior and group consistency; Follow public opinion is the consistency of individual and group selection in the behavior, but not change its original idea on his mind.

The study of herd behavior from the earliest social psychology. Psychologists through experiment study the formation process of herd behavior, so as to reveal the cause of herd behavior. Because the herd behavior are common in all areas of society, the study of herd behavior rapidly expand the other areas of society, including the scholars in the field of sociology, economics, marketing, respectively the empirical research of herd behavior from their own field. In all areas of different research because the research emphasis of herd behavior, there exist certain differences.

译文

O2O 商业模式与团购网站的发展研究

作者： 赫尼斯

摘要

O2O 商业模式的出现无疑为当前商家与消费者提供了一个更方便的沟通渠道，该商业模式在某些行业已成熟应用，但某些行业还处于发展初期。本文提出传统零售店的困境，对 O2O 模式提出更具体的介绍，并针对一些行业发展做了一些研究。电子商务模式逐渐更新, 尤其在团购网站中受到人们的关注和认可。其中, 主要是购买者在完成在线支付活动中附加的服务项目, 同时可以实现线下的真实享受。这种全新形态的商业运转方法, 广发汲取了传统制造产业和服务企业形态的流通优势, 同时完成电子商务向线下空间的延展，保证市场中心内部优良的竞争能力和优势水准, 这为后期的技术改造和产业规划都产生了十分重要的推动作用。

关键词：商业模式；电子商务；实际影响；

1 O2O 模式

1.1 O2O 模式的概念

伴随着互联网信息技术的快速发展，现实生活与互联网之间的互动越来越繁，网络成为人们生活越来越重要的信息平台，生活服务不断向移动互联网化进。基于互联网的支持，互联网上的虚拟世界与线下的现实生活之间的互动形了一种新的商业模式，即 O2O 商业模式。

O2O 这一概念最早由美国人 Alex Rampell 提出。10 岁就已经开始运营公司的 Alex Rampell 一直专注于互联网销售，2006 年他创办了新公司 TrialPay ，该公司以向受众提供免费的虚拟商品获得受众的信息，从而向受众推送 APNETFLIX 等购物网站的广告，受众通过广告链接进入购物网站购买商品后，TrialPay 会获得相应的佣金。截至 2012 年底，TrialPay 的收入超过 5000 万美金，该公司目前拥有 130 名员工。

2010 年，美国当时非常火的团购网站 Groupon 引起了 Alex Rampell 的注意，他在分析了 Groupon 的运营模式和盈利模式后，发现这是一种全新的商业模式，经过不断的研究探索，Alex Rampell 于同年 8 月提出了 O2O 的概念。Alex Rampell认为，这种全新的商业模式很好的让线下市场与线上受众对接，形成了一个从线上到线下的商务模式，因此 Alex Rampell 将这种模式定义为“线上-线下”商业模式（Online to Offline），简称“O2O ”模式。

O2O 模式将线下的商业机会与互联网有机结合到了一起，互联网在 O2O 模式中扮演着广告平台和交易平台的角色。线下的产品或服务通过互联网进行传播，受众可以更加轻松、快捷的筛选产品服务。同时，成交结算可以在互联网上完成，使得这一商业模式的规模很快得到扩大。

Alex Rampel 所定义的 O2O 商业模式的核心在于：在线上的网民中寻找潜在消费人群，完成预先的支付或预约后，将他们带至线下真实的商店中。基于这种消费付款的方式，每一笔 O2O 的成交订单都是可计量的，这样一种在线支付的方式对企业量化业绩和完成交易带来了帮助。

随着 O2O 商业模式近几年的持续发展，（本译文归百度文库所有，完整译文请到百度文库）O2O 商业模式已经不单纯的是原来“线上-线下”（Online to