| In recent years, a new typeof e-commerce mode has shown up which is called O to O e-commerce(Online to Offline). This mode makes balance between the strengths and weaknesses of online and offline and combine customers, channels, supply chain, information system, price and other factors together to integrate online and offline perfectly, providing more options for enterprises and improving their value. However, the concept of O to O is new enough so that the enterprises in different industries are still exploring the mode. Therefore, it is particularly essential that we summarize a complete mode of O to O e-commerce and establish a scientific and effective evaluation system. At the same time, the development of domestic agriculture e-commerce is restricted because of the attributes of the products, which also shows the great place for development of the agriculture O to O e-commerce. The thesis takes agriculture enterprise as example to discuss the mode of O to O e-commerce.Firstly, the thesis summarizes common characters of O to O e-commerce by means of literature review and filed research, and proposes a mode of O to O e-commerce on the basis of agriculture enterprises. Secondly, the thesis establishes the evaluation system of O to O e-commerce on the basis of Balanced Score Card. At the same time, it uses the method of Analytic Hierarchy Process to give weight to different factors.Thirdly, the thesis takes Bai Nian Li Yuan Company as example to elaborate its confusion in the sales they have encountered and its solution to broaden the channel and operation by O to O. In addition, the thesis introduce the feature and status of agriculture product O to O with the help of this agricultureenterprise before doing the empirical analysis for the evaluation system above by the fuzzy comprehensive evaluation method according to the related data.I hope this thesis could provide some references and inspiration for enterprises through the study of the O to O e-commerce mode and its evaluation. |
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