The Operation Mechanism And Three-dimensional Marketing Proposals Of O2O

Since2010, O2O attracts more and more people’s attention, and maintains rapidgrowth. Attracting online transactions, turning to offline consumption or using theresources of offline to stabilize the online transactions is the main mode of it.Analyzing the operation mechanism of O2O and researching marketing route is veryimportant for O2O enterprise. This paper analyzes the development status of O2O tounderstand its market size, main pattern and which industry it mainly application etc.The result shows the O2O face the problems such as low profitability, low customerviscosity, serious homogeneity and some other issues.Then, by analyzing the psychology and behavior of customers in an opennetwork-economic environment, author founds the risks that psychology andbehavior bring to consumers, including the source and specific categories.Accomplish analyzing the mechanism of the O2O mode from the perspective ofconsumers’ psychological and behavioral functioning.Then, from the analysis above, we found O2O electricity supplier companieschange their strategic to reduce the consumers’ perception of risks which are due tothe information asymmetry, and taken the consumer and commercial enterprises asthe game side in a competitive game framework of asymmetric information, calculatethe benefit functions of O2O enterprises and non O2O companies, and the benefitexpectation functions of customers with dynamic game, The author found that due tothe changes in the operation of the mechanism, the determinacy of consumers benefitwas more stable in O2O enterprises than non O2O companies, and only the numberof online customer up to a certain number could make O2O companies to recover thecost of initial investment. It meant that the O2O business enterprise need to get alarge and stable online trading volume to support its operation.Finally, based on the analysis on operational mechanism, the author proposesthe integration of SoLoMo and O2O, and explains how to carry out O2O dimensionalmarketing concept under the guidance of SoLoMo. This paper notes that thesocialization of media will have better effects for attracting and retaining consumers, and the localization and mobility should be taken as a major innovation of O2Odimensional marketing to achieve more accurate and more effective customerconversion.