O2O商業(yè)模式及發(fā)展策略外文文獻翻譯

1、文獻出處：Casillas J C. 020 Business Patterns and Developing Strategies J. International Business Review, 2015, 5(3): 465-479.原文O2O Busin ess Patter ns and Develop ing StrategiesCasillas J C.AbstractTo most of people, O2O (Offline to Online) it is not difficult to understand. More than a decade ago, that

2、 is, a Brick and Click formulation, actually that is the prototype of the O2O.With the further development of electricity, and in recent years, mobile In ternet is bey ond ordinary people imagi ne the pace of developme nt, make O2O bus in ess model more rich, let more O2O men ti on ed. However, the

3、majority of O2O discussion often too shallow layers. Therefore, it is necessary to understand the O2O bus in ess model, and think about effective O2O strategy.Key words: O2O bus in ess patter n; Electr onic commerce; Developme nt strategy1 In troduct ionO2O mai nly depe nding on the degree of active

4、 n etwork goods to complete the con struct ion of the actual goods store, carry, people can choose their own goods at home at any time and complete the related transactions, then can enjoy the activities of the entity stores offer directly. The basic existing way is to use a discount, sales in forma

5、tio n and service sta ndard of complete on li ne bus in ess structure tran sformati on. This is like is the center of the network as offline trading platform, the shop which can be realized using this cha nn el, assuresthe con sumer also dispe nsewith the trouble that the entity shop and the goods d

6、irectly to screening, this convenient service process started by most Internet users, and promote its has bee n towards larger scale expa nsion and developme nt.2 The backgro und and objectives of O2OIs the backgro und of the O2O bus in ess model, in additi on to pure Offli ne bus in ess or com mun

7、ity, other bus in ess or com mun ity may have Offli ne (Offli ne) and Online (Online) two pieces, need to get through. Current situation is that many bus in esses on li ne and offli ne bus in ess/com mun ity con tact closely, eve n fragme nted, on li ne and offline bus in ess or com mun ity to en te

8、rprises'developme nt is adverse, it also clearly aga inst the idea of in tegrated marketi ng com muni cati on s. In fact, on li ne and offline play a different role respectively, through each other can make offline and online resources play to their respective characteristics, respectively, the

9、two sides form partnerships, so more conducive to the comprehensive development of the en terprise, to produce more ben efits. In the end of the O2O fun dame ntal goal is to get through offline and online. From the concrete situation, 020 is divided into the development of new customers and retainin

10、g old customers two stage, two stages have differe nt goals. For the new customer developme nt stage, the mai n target of the O2O has two kin ds: one kind is drain age to offline, ano ther kind is the drain age to on li ne. For retai ning old customers stage, O2O's main goal is to let the offli

11、ne and online through each other, and form can continue to a virtuous cycle of the closed loop, let the customer constantly shuttling between online and offline.O2O comb in atio n of four differe nt bus in ess model for the applicati on of the O2O, one thing must first clear train of thought, namely

12、 the O2O are contain both online and offli ne bus in ess or com mun ity en terprise, its have four kinds of offli ne on li ne portfolio model.First, there is "online + offline consumption/community".This is a must to offline con sumptio n O2O mode, on li ne mai nly on li ne in teracti ons,

13、 and con duct some discount or promotional activities. This model adapted to the consumption must pers on ally to the sce ne of hotel, cateri ng and other fields.The second category is "+ ofline/online consumer community” . This is a kind ofon li ne sales only O2O mode, on li ne and on li ne co

14、m muni cati on or promoti on effect, offline mainly face-to-face interaction or live show. Under this model adapted to the wireless stores on ly on li ne store of pure on li ne electricity field.The third kind is "consumption/community + offline/online communities” . Thisis a ki nd of on li ne

15、and offli ne sales O2O mode at the same time, the dema nd of on li ne and offline interactions, online and offline can discount or promotional activities, respectively. This model adapted to the on li ne store and offline store area.This is a no sales O2O mode,The fourth class for "online + off

16、line community suitable for offli ne and offli ne com muni cati on in teractive social platform.If the careful analysis of online consumer/community, its may be divided into multiple positions, such as official website/online store, mobile APP/mobile online store and the official acco unt of all kin

17、ds of social n etwork ing sites, and the drain age problem betwee n them. Whether the above what comb in ati on of O2O bus in ess model, are n eed to drain age of new customers and reta in old customers. Just, drain age could be laun ched in on li ne or offline. From a new customer on li ne by drain

18、 age could lead to the offli ne or on li ne, the drain age from offli ne launch will new customers to on li ne (from offline drain age to offline does not bel ong to the scope of this article).Whe n a new customer is led to the offline or online platform, there needs to be optimized registrati on an

19、d service process, and force them into your real customers, and start spe nding or in tegrated into the com mun ity. Then, the focus of the target is to let the person has become a customer willing to Iong-term consumption or use your community, and make them willing to online and offline in the clo

20、sed loop back and forth.3 An alysis of the actual effect of O2O bus in ess modelIn electro nic commerce man ageme nt structure, the user acco un t's actual positi on is more importa nt, the specific in flue nce of prefere ntial treatme nt and services of differe nt bus in esseshave a more compre

21、he nsive and scie ntific in formati on, at the same time able to quickly complete a commodity con sult ing and reservati on process, and use the price lower tha n en tity shop to complete the sce ne; Invo Ived to provide a specific service bus in esses, for their own market ing products provide an o

22、pport un ity for you to show more often, to absorb more number of customers, the actual tran sacti on records can query at any time, and improve the advice give n by the user requireme nts, the nu mber of the old customer maintenance and market ing meaning added a sig nifica nt support effect. Throu

23、gh the effective function of on li ne book ing, at the same time can be done to the reas on able arran geme nt of bus in ess activities, as far as possible to reduce the cost of waste, to en sure that the actual econo mic ben efits rise. For own 020 system platform, user everyday to achieve a certai

24、n understanding of the sta ndard of livi ng, etc, it can be more reas on able to provide prefere ntial, con sumer protect ion, such as in formatio n, to promote the stre ngth of compleme nt and validati on are prese nted, can attract a large nu mber of mercha nts to join, virtually developme nt powe

25、r for their own ads.4 The developme nt strategy of the O2O bus in ess modelO2O drain age priority is in itiated by the offli ne, drew customers to on li ne official website/online store, mobile APP/mobile site, or the official account of all kinds of social n etwork ing sites. If it is no rmal by on

26、 li ne and offli ne drain age to main approach usually has three types: one is online advertising stimulus, which can provide or corresp onding code, at the same time for the customer to en ter or take pictures, obviously the latter is more popular at prese nt, because the former in put more trouble

27、;2 it is offline word-of-mouth, drive potential customers own way In ternet search to find the corresp onding on li ne store or com mun ity; Three is to provide can use coup ons in the on li ne offli ne. If it is a con sumer bus in ess by on li ne and offli ne drain age to also n eed move customer e

28、ve ntually led to the official on li ne store or on li ne store.Con sumer drain age, in additi on to the above strategy, can also have other two kinds of method: one is through in the subway stati on or bus stati on and other public space to establish a virtual supermarket, pote ntial customers to p

29、urchase through or code into the corresponding page; The second is through direct or code provide payme nt type, complete con sumptio n directly.In itiated by on li ne drain age is usually divided into two categories: one is on li ne drain age to on li ne, on li ne drain age to offlin e. If it is fr

30、om on li ne drain age to on li ne, the latter may be the same official website/online store, mobile APP/mobile site, or the official account of all kinds of social networking sites, while the former may come from other on li ne platform. The method and the above from offline drain age to on li ne, j

31、ust advertis ing, website, or codes and coup on s can directly provide on li ne, operati on more convenien t. If it is from on li ne drain age to offli ne, mai nly means usually has three types: one is posted on li ne coup ons can be used for offli ne; The sec ond is to pay attention to consumption

32、or online offline can give you a discount after an account give n gifts; Three is to desig n sweepstakes,ask some of the links n eed to be done offli ne. Have to remi nd aga in that drain age is just the first step of 020, the corresp onding web site or com mun ity, must con sta ntly optimize servic

33、e process, to attract potential customers to register and real consumption. Obviously, simple, practical or affordable, plus the aforementioned advertising, word of mouth or coup on s, is to attract pote ntial customers to register and con sumpti on power.O2O operati on strategy of retai ning old cu

34、stomers, retai ning old customers O2O operati on strategy in many things like above drain age strategy, but the main goal is to let customers to become your loyal customers for a long time, can Iong-term consumption or use community, best can have higher single for a long time con sumptio n and con

35、sumptio n freque ncy, or can become active com mun ity customers for a long time, and on the premise of n ecessary and reas on able, vol un tary to wan der in offli ne and on li ne platform. Here let customer volun tary, reas on ably n ecessary to offli ne or on li ne, you will n eed to un dersta nd

36、 the followi ng bus in ess logic.To the above the first "o nli ne and offli ne con sumpti on /com mun ity" O2O bus in ess portfolio model, for example, to thi nk seriously about, why and how to let the customer from on li ne to offline? Why and how to let the customer from offline to onlin

37、e? In the first kind of O2O mode, becauseof your service must be offline to con sumptio n, and faithful old customer, fin ally must also from on li ne to offli ne, otherwise unable to realize the real consumption, even cannot be called a loyal customers. So how to make old customer from on li ne to

38、offline? This questi on is really a problem how to make the old customer repeated consumption. Mainly classic a few action: it is a new product or service, the sec ond is in tegral offers or promoti ons, three is timed to use coup ons. But, these things can be on li ne is widely spread, and ofte n h

39、ave a virus or word of mouth effect, to stimulate customers to offline repeated consumption. On the other hand, the model of why let customer back online? In teract ion betwee n main purpose may be to let the customer, provide after-sales or additi onal services to the customers, allow customers to

40、share the good experie nee, and thus word-of-mouth effect. So how to let the customer to return to the online, some is the online service value or more than the imagination, stimulate customer share online outside surprised; Others are organized by merchants draw or game,make customer help expa nd e

41、n terprise brand com muni catio n ran ge.5 Con clusi onsNetwork con sumer market space is more and more broad, visible O2O service activity is how has the existenee value, in attracting customers and merchantsmain premise, complete the internal economic strength, the comprehensive function is the mo

42、st direct embodiment of the current network marketing link, and also the important basis of late e-commerce reform.譯文020商業(yè)模式及策略Casillas J C.摘要對于許多人而言，020 （Offline to Online）并不難理解。十幾年前，即有 Brick and Click的提法，其實那就是020的原型。隨著電商的深入發(fā)展，以及近 年來移動互聯(lián)網(wǎng)超出常人想象的發(fā)展速度，讓020的商業(yè)模式變得更豐富，讓020更多被提及。然而，目前多數(shù)的 020討論常流于淺層次。為此，

43、有必要深 入理解當今020商業(yè)模式，并思考有效的 020策略。關鍵詞：020商業(yè)模式；電子商務；發(fā)展策略1引言020主要是根據(jù)網(wǎng)絡商品的活躍程度完成實際商品店的建設、搬運，人們 隨時可以在家挑選自己喜歡的商品并完成相關交易，之后便可直接享受到實體商店提供的活動優(yōu)惠。其基本存在方式就是利用打折、銷售情況信息和服務標準等 完成商務結構線上改造。這就好比是將網(wǎng)絡作為線下交易的中心平臺，商店既可 以利用這種渠道實現(xiàn)攬客，消費者也免去了到實體店的麻煩并能直接進行商品篩 選，這種方便的服務流程開始受到大多數(shù)網(wǎng)民的追捧，并促進其一直朝著更大的 規(guī)模擴建和發(fā)展。2 020商業(yè)模式的背景與目標020商業(yè)模式的背

44、景是，除純線下業(yè)務或社區(qū)外，其他業(yè)務或社區(qū)都可能 有線下（0ffline ）及線上（0nline）兩塊，需要將二者打通。目前情況是許多企業(yè)的線上及線下業(yè)務/社區(qū)聯(lián)系不緊密，甚至是割裂的，這對企業(yè)的線上及線下 業(yè)務或社區(qū)發(fā)展都不利，這顯然也違背了整合營銷傳播的思路。實際上，線上與線下分別發(fā)揮著不同的作用，相互打通可使線下與線上資源分別發(fā)揮各自的特 點，雙方形成協(xié)作關系，這樣更有利于企業(yè)的全面發(fā)展，進而產(chǎn)生更多的效益。說到底020的根本目標是為了打通線下與線上。從具體情況看，020分為發(fā)展新客戶及留住老客戶兩大階段，兩個階段有不同的目標。對于發(fā)展新客戶階段而 言，020的主要目標有兩類：一類是引流

45、到線下，另一類是引流到線上。對于 留住老客戶階段而言，020的主要目標是為了讓線下與線上相互打通，并形成 能持續(xù)良性循環(huán)的閉環(huán)，讓客戶不斷地樂于往返于線上與線下。020的四種不同商業(yè)組合模式對于020的應用，有一點必須首先理清思路，即020面向的是 同時包含線上與線下業(yè)務或社區(qū)的企業(yè)，其有四種線下線上組合模式。第一類為“線上社區(qū)+線下消費/社區(qū)”。這是一種必須到線下進行消費的 020 模式，線上主要是在線交流互動，并開展一定的優(yōu)惠或促銷活動。 這種模式適應 于必須親自到現(xiàn)場消費的賓館、餐飲及其他領域。第二類為“線上消費/社區(qū)+線下社區(qū)”。這是一種只在線上銷售的020模式， 線上還有在線交流或開

46、展促銷作用，線下主要是面對面的交流互動或現(xiàn)場展示。 這種模式適應于無線下門店僅有線上網(wǎng)店的純線上電商領域。第三類為“線上消費/社區(qū)+線下消費/社區(qū)”。這是一種線上與線下同時進行 銷售的020模式，線上、線下都有交流互動的需求，線上與線下還可以分別開 展優(yōu)惠或促銷活動。這種模式適應于線上有網(wǎng)店且線下有門店的領域。第四類為“線上社區(qū)+線下社區(qū)”。這是一種無銷售業(yè)務的 020模式，適用 于同時需要線下及線下交流互動的社交平臺。如果仔細分析線上消費/社區(qū)這塊，其可能還分為多個陣地，如官方網(wǎng)站 /網(wǎng) 店、移動APP/移動網(wǎng)店及各類社交網(wǎng)站上的官方賬號，它們之間還有引流問題。 不論是以上哪種組合的020商

47、業(yè)模式，都需要將新客戶引流過來及留住老客戶。 只不過，引流可能發(fā)起于線上或線下。從線上發(fā)起的引流可能將新客戶引至線下 或線上，從線下發(fā)起的引流則將新客戶引至線上 （從線下引流至線下不屬于本文 討論范圍）。當新客戶被引至線下或線上平臺后，需要有優(yōu)化過的注冊及服務流 程，促使他們轉化為你真正的客戶，并開始消費或融入社區(qū)。然后，目標的重點則轉到讓已經(jīng)成為客戶的人愿意長期消費或使用你的社區(qū)，并讓他們愿意在線上與線下的閉環(huán)中往返。3 020商業(yè)模式的實際影響效果分析在電子商務管理結構中，用戶占據(jù)的實際地位比較重要，其具體影響表現(xiàn)為 對不同商家的優(yōu)惠和服務信息掌握地更加全面和科學，同時能夠迅速地完成相關 商品咨詢和預定流程，并且使用低于實體店消費的價格完成現(xiàn)場交易；而涉及到提供具體服務的商家來說，能夠為自己營銷的產(chǎn)品提供更多向外展示的機會， 有利于吸納更多數(shù)量的顧客，實際交易記錄都可隨時查詢，并且完善用戶提出的 建議要求，這對整個老客戶的數(shù)量維護和營銷意義的補充產(chǎn)生重大的支持效果。 同時通過在線預定的有效功能，可以做到對經(jīng)