Research On The Development Mode Of The Chain Convenience Store O2O

Traditional forms of chain store and the integration of electronic commerce has become the main trend of convenience store business development. In 2011 O2 O business model was introduced in the common market in our country, and will promote traditional chain of convenience stores in China and to a great extent the further integration of electronic commerce, especially in the face of the arrival of the "Internet +" era, the traditional convenient chain enterprise in our country on the basis of own offline congenital advantage, gradually increase the layout of the online electronic commerce, and try to release their own online O2 O business mode. But there are many convenience store chain companies are still slow to wait and see the face of the traditional format of this first transition is still not clear attitude, the main reason is that they choose what kind of O2 O mode, and the expected profitability of the model brings is not clear. So how to seize the opportunity, how to build the O2 O e-commerce platform development mode and how to do relevant strategy deployment, become a realistic problem urgently to be solved.This paper focuses on three ways convenience store chain O2 O model constructed, following the main line, supplemented by targeting new online business models to the line under the main line, supplemented by the positioning of the new channel model, the simultaneous development of online and offline modes locate new ways. It describes the chain of convenience stores in select O2 O mode during system construction, on the basis of theoretical analysis, combined with Meiyijia convenience store chain, Haolinju convenience store chain, Tangjiu chain convenience stores the actual development situation of the typical case, In the process of the chain of convenience stores in China are put forward in the implementation of the O2 O mode of model building, experience and problems, and carry on the reason analysis. As China’s convenience store chain O2 O model is in the exploratory stage, the theoretical basis of relevant planning mode is not mature enough. The authors fully integrated development situation of our country, Mainly through case analysis, investigation analysis, put forward different development scale of chain convenience stores in China should choose different mode of O2 O, and produced the correlation suggestion according to the construction scheme of O2 O mode.This paper mainly has six chapters, the first chapter mainly introduces the research background and research significance, research status at home and abroad, research ideas, research methods and structure and innovation points; The second chapter describes the concept of chain convenience stores O2 O mode and its relevant theoretical basis; The third chapter related theory mechanism of the development of chain convenience store O2 O mode are analyzed in detail the development process of motivation, path and development evaluation; The fourth chapter focuses on the convenience store chain O2 O model were classified into targeting new business model, positioning the new channel model, a new way of positioning mode, respectively, the specific construction of the three modes described in detail; The fifth chapter use case-Meiyijia chain of convenience stores, Haolinju chain of convenience stores, Tangjiu chain of convenience stores to take care mode, and advocates from value model, the value network, value creation, advantages and disadvantages of four modes comparative analysis aspects; The sixth chapter is the effective combination of the convenience store chain’s own development put forward different chain of convenience stores should choose a different model of development. At last put forward strategic suggestions on the development of chain convenience store O2 O mode in our country.