摘要
随着移动互联网的发展,线上线下融合的O2O商业模式的创新成为企业追逐的热点,O2O商业模式在实践上得到了初步的发展,但在学术界并没有形成清晰的理论体系。本文对现有商业模式创新文献进行总结和分类,提出一个商业模式创新的理论框架,其中包含的内容分别是营销战略创新、价值创造创新、价值传递创新、价值传播创新和盈利模式创新。并根据这个框架对O2O商业模式在这几个方面进行了归类、分析,在文章的最后提出了关于O2O商业模式的启示以及未来发展的一个可能趋势,希望能对企业O2O商业模式的研究带来启示。
With the development of mobile Internet,innovation of O2 O business model has been becoming the focus of enterprises.Though the O2 O business model has made a preliminary development in practice,there is no clear theoretical system in academia.The paper summarize and classify the existing theory of business model innovation,puts forward the theoretical framework of the business model innovation,which contains the innovation of strategy,value,value delivery,value transmission and profit model.According to the framework,the author classify and analysis the O2 O business model in these aspects and put forward at the end of the revelation of O2 O business model and the possible development trend in the future,hoping to bring to research of O2 O business model of the enterprise.
出处
《上海商学院学报》
2015年第3期8-16,共9页
Business Economic Review
