A Study On The Impact Of Business Competition On Performance In O2O Business Model

In recent years, with the development of electronic information technology, especially the rapid progress of Internet industry, thus making the Internet gained popularity in the global. The social economy has been transformed from industrialization to informatization and service. At the same time, the management ways of the enterprise and the methods of customers getting products and services have become much more, more complicated and more changeable. There are all kinds of electronic commerce modes on the basis of the information technology and the Internet, which prompted many of the traditional industries into the era of electronic commerce. O2 O refers to consumers, through the online platform, purchase goods or services first and then consume goods and services they buy offline. As a new e-commerce business model, with the explosive growth of Internet users, especially with the rise of group-buying, it presents a scene of prosperity. Nowadays many offline companies cooperate with e-commerce business platform; their relationship causes a wide attention between inside and outside industry. While under the today’s complex ultra competition environment, enterprises abandon the pure competition or cooperation, instead of taking both competition and cooperation to interact with other enterprises. Coopetition strategy is playing more and more important role in the enterprise practice, and is considered to be the key to obtain competitive advantage.So this paper, on the basis of carding a large number of related literatures at home and abroad, from the enterprise coopetition theory, the offline entity enterprise as the research object, by empirical studies, analyzes the coopetition behavior between offline center enterprise and downstream O2 O e-commerce platforms and the effect it has from the micro level. This study selects the Yunnan province and offline enterprises cooperating with the downstream O2 O e-commerce business platform as research samples, inspects the relative assumptions put forward by factor analysis, correlation analysis, regression analysis and variance analysis and explains the inspection results and research limitations. Regression analysis results show that under the background of O2 O business model, the competition, the cooperation and the coopetition behavior can improve enterprise performance between the center enterprises and the downstream O2 O electric business platform, but there aren’t significant differences for performance of cooperative behavior and competitive behavior. In addition, the variance analysis results indicate that the strong competition and strong cooperation of center enterprise could have more effective positive influence on enterprise performance than the competition oriented behavior and the cooperation oriented behavior, which also shows in the act of enterprise’s competition, coopetition are inseparable to interweave and interact to promote enterprise progress together. This study shows that for Chinese enterprises, especially involving electronic commerce business enterprises effectively use coopetition strategy under highly informationization environment, and has certain reference significance for creating value and protecting their own interests.