The Study On The Internal Mechanism Of O2O Business Model And Competitive Advantage Under The Resource Perspective

Enterprise resource is a source of competitive advantage on the basis of the RBV, but this view is criticized by theorists as it is too static. Meanwhile, with the progress and development of social technology, the difference between the business resource is getting smaller and smaller, scholars begin to focus on the relationship between business model innovation and competitive advantage. The development of internet technology makes electronic commerce mode boom,O2O model have widespread impact on people’s daily life and the development of the traditional enterprise as one of the representatives. This paper aims to reveal the internal mechanism between enterprise resources, O2O business model and competitive advantage with the examples of pharmaceutical retail enterprises through case study. This study and puts forward seven theoretical proposition:Resources are the foundation of the enterprise, O2O business model is the coordination mechanism of enterprise resources, it creates enterprise competitive advantage through a unique configuration of resources; O2O business model translates resources into value through the value activities; Offline resources integration is beneficial to create internal value; Online resources integration is beneficial to improve customer value in the process of value transformation; The enterprise internal value will promote the realization of customer value; The improvement of internal value can create economic benefits for the enterprise; Customer value is helpful to form the market benefit. Economic and market benefit is the embodiment of the enterprise to gain competitive advantage. Then, through the integration of the proposition, this study constructs the enterprise resources, O2O business model and competitive advantage’s theory model of internal mechanism. These results enrich the theory of traditional competitive advantage, and points out the internal mechanism of how enterprise allocate resources to form competitive advantage under the mode of 020, at the same time, it brings inspiration for the practice of enterprises.Reasonable business model can maximize the advantage of the enterprise resources, so as to win the lasting competitive advantage for the enterprise.By discussing the relationship between business model and competitive advantage, this study can provide reference for the enterprise business model innovation and choosing.