摘 要
互聯網的商用深刻地改變甚至顛覆了許多傳統行業的商業模式并催生了電子商務行業，移動互聯網的發展則推動了 O2O 電子商務的繁榮。隨著我國 O2O 本地生活服務業興起并迅速進入白熱化的補貼惡性競爭階段，整個行業至今仍處于虧損狀態。本研究以本地生活服務業 O2O 電子商務模式發展為研究對象，選取美團大眾為研究案例，運用修訂的 O2O 價值系統模型詳細分析美團大眾 O2O 電子商務模式，找出存在的問題并提出相應的發展建議。
經修訂的 O2O 價值系統模型以消費者價值創造為核心，由業務整合與創建、客流導流、線上營銷、線上支付等四個環節構成，構建了創造消費者價值的動態過程，其中每個環節又有屬于本環節的子價值系統?；谠撃Ｐ偷姆治雠c研究，得出以下結論：
1.美團大眾的 O2O 模式從單一的運營模式逐漸發展為多種運營模式協同發展；2.美團大眾沿用美團網的發展戰略但同時也有所調整，其產品和服務日益多樣化；3.地推和大數據是美團大眾的核心競爭力；4.線上導流和云計算是美團大眾的競爭劣勢；5.線上支付環節是美團大眾 O2O 價值系統中最薄弱的環節。
并提出相關發展建議：
1.在業務整合與創建環節，盡快完成在線旅游業的吃-住-玩-行的 O2O 閉環的構建。
2.在客流導流環節，加強在三四線城市的線下導流。
3.繼續利用第三方平臺的大數據來開展線上精準化營銷，并建立屬于自己的營銷決策支持系統。
4.在線上支付環節，美團大眾可以模仿京東的白條模式，打破支付寶、財付通等第三方支付平臺壟斷移動支付市場的局面。
關鍵詞：O2O;電子商務模式；價值鏈理論；美團大眾；創新發展
Abstract
The Internet has profoundly changed business models in many traditionalindustries, and the development of mobile Internet prospers O2O e-commerce. As therise of O2O business models in local life service industry, the vicious competitionemerges. Lots of companies are still at a loss.
In order to find solutions to help O2O companies to change such terriblesituation, I choose Meituan & Dazhong, the biggest O2O company in China, as casestudy. Meanwhile, I build an O2O value system model to analyze the creating valueprocess of Meituan & Dazhong. The theoretical model, which considers consumervalue as the core, consists of business integration and build, consumers trafficdiversion, online marketing, online payment. Based on the study of such businessmodel, the conclusions of case study are as follows.
1. Meituan & Dazhong O2O business model evolves from a single businessmodel for the joint development of a variety of operating business model.
2. Although development strategy of Meituan & Dazhong followsMeituan.com, some innovative adjustment of products and service is made to helpMeituan & Dazhong diversify.
3. Big data from the users and negotiation teams are the core competitivenessof Meituan & Dazhong.
4. Diversion online and cloud computing are the disadvantage of Meituan &Dazhong.
5. Online payment is the weakest link in Meituan & Dazhong O2O valuesystem.
As discussed above, I make some proposals.
1. Construct an eat-live-play-travel O2O closed loop in online travel industry assoon as possible.
2. Meituan & Dazhong should keep strengthening its diversion of three-tier andfour-tier cities in the consumer diversion areas.
3. Continue to use big data from third-party platform to carry out precise onlinemarketing, and to establish their marketing decision systems.
4. Meituan & Dazhong can break captive mobile payments market throughimitating Jingdong's Baitiao model to develop its payment system.
Keywords: O2O, E-commerce model, Theory of value chain, Meituan & Dazhong,Innovative development
目 錄
摘 要
Abstract
目 錄
1 緒論
1.1 研究背景及意義
1.2 研究方法與內容
1.3 論文的創新點
2 文獻綜述
2.1 電子商務模式的研究現狀
2.2 關于美團大眾的研究現狀
2.3 相關概念界定
3 理論基礎
3.1 價值鏈相關理論
3.2 O2O 價值系統模型的構建
3.3 本研究的理論模型修訂
4 案例研究-美團大眾 O2O 電子商務模式
4.1 O2O 電子商務發展
4.2 美團大眾的發展概述
4.3 美團大眾 O2O 模式的分析-基于 O2O 價值系統模型
4.4 小結
5 結論與發展建議
5.1 研究結論
5.2 發展建議
5.3 后續研究
參考文獻
致 謝
互聯網的商用深刻地改變甚至顛覆了許多傳統行業的商業模式并催生了電子商務行業，移動互聯網的發展則推動了 O2O 電子商務的繁榮。隨著我國 O2O 本地生活服務業興起并迅速進入白熱化的補貼惡性競爭階段，整個行業至今仍處于虧損狀態。本研究以本地生活服務業 O2O 電子商務模式發展為研究對象，選取美團大眾為研究案例，運用修訂的 O2O 價值系統模型詳細分析美團大眾 O2O 電子商務模式，找出存在的問題并提出相應的發展建議。
經修訂的 O2O 價值系統模型以消費者價值創造為核心，由業務整合與創建、客流導流、線上營銷、線上支付等四個環節構成，構建了創造消費者價值的動態過程，其中每個環節又有屬于本環節的子價值系統?；谠撃Ｐ偷姆治雠c研究，得出以下結論：
1.美團大眾的 O2O 模式從單一的運營模式逐漸發展為多種運營模式協同發展；2.美團大眾沿用美團網的發展戰略但同時也有所調整，其產品和服務日益多樣化；3.地推和大數據是美團大眾的核心競爭力；4.線上導流和云計算是美團大眾的競爭劣勢；5.線上支付環節是美團大眾 O2O 價值系統中最薄弱的環節。
并提出相關發展建議：
1.在業務整合與創建環節，盡快完成在線旅游業的吃-住-玩-行的 O2O 閉環的構建。
2.在客流導流環節，加強在三四線城市的線下導流。
3.繼續利用第三方平臺的大數據來開展線上精準化營銷，并建立屬于自己的營銷決策支持系統。
4.在線上支付環節，美團大眾可以模仿京東的白條模式，打破支付寶、財付通等第三方支付平臺壟斷移動支付市場的局面。
關鍵詞：O2O;電子商務模式；價值鏈理論；美團大眾；創新發展
Abstract
The Internet has profoundly changed business models in many traditionalindustries, and the development of mobile Internet prospers O2O e-commerce. As therise of O2O business models in local life service industry, the vicious competitionemerges. Lots of companies are still at a loss.
In order to find solutions to help O2O companies to change such terriblesituation, I choose Meituan & Dazhong, the biggest O2O company in China, as casestudy. Meanwhile, I build an O2O value system model to analyze the creating valueprocess of Meituan & Dazhong. The theoretical model, which considers consumervalue as the core, consists of business integration and build, consumers trafficdiversion, online marketing, online payment. Based on the study of such businessmodel, the conclusions of case study are as follows.
1. Meituan & Dazhong O2O business model evolves from a single businessmodel for the joint development of a variety of operating business model.
2. Although development strategy of Meituan & Dazhong followsMeituan.com, some innovative adjustment of products and service is made to helpMeituan & Dazhong diversify.
3. Big data from the users and negotiation teams are the core competitivenessof Meituan & Dazhong.
4. Diversion online and cloud computing are the disadvantage of Meituan &Dazhong.
5. Online payment is the weakest link in Meituan & Dazhong O2O valuesystem.
As discussed above, I make some proposals.
1. Construct an eat-live-play-travel O2O closed loop in online travel industry assoon as possible.
2. Meituan & Dazhong should keep strengthening its diversion of three-tier andfour-tier cities in the consumer diversion areas.
3. Continue to use big data from third-party platform to carry out precise onlinemarketing, and to establish their marketing decision systems.
4. Meituan & Dazhong can break captive mobile payments market throughimitating Jingdong's Baitiao model to develop its payment system.
Keywords: O2O, E-commerce model, Theory of value chain, Meituan & Dazhong,Innovative development
目 錄
摘 要
Abstract
目 錄
1 緒論
1.1 研究背景及意義
1.2 研究方法與內容
1.3 論文的創新點
2 文獻綜述
2.1 電子商務模式的研究現狀
2.2 關于美團大眾的研究現狀
2.3 相關概念界定
3 理論基礎
3.1 價值鏈相關理論
3.2 O2O 價值系統模型的構建
3.3 本研究的理論模型修訂
4 案例研究-美團大眾 O2O 電子商務模式
4.1 O2O 電子商務發展
4.2 美團大眾的發展概述
4.3 美團大眾 O2O 模式的分析-基于 O2O 價值系統模型
4.4 小結
5 結論與發展建議
5.1 研究結論
5.2 發展建議
5.3 后續研究
參考文獻
致 謝
