O2O E-commerce Platform For Consumer Service’s Optimization Strategy

2011,Alex Rampell first proposed the 020 (online to offline) concept in his blog, he pointed out that the core of 020 mode is that via the Internet (Online) find customers, and took them to the reality of the store (Offline) to consume. Subsequently, the 36kr website had introduced the concept to China, causing everyone’s attention. Nowadays, 020 mode become the hottest e-commerce model that connects users through online platforms, inspire the unlimited potential of traditional offline business.With continuous innovation and development 020 model, the concept of 020 become more complex, involving more and more industry, from the beginning of the most accepted by buying movie tickets, coupons, and now travelling, food, home caring etc.,020 industry as a whole gives the impression that gimmick than practical. When the 020 concepts bubble burst, we need to develop positive thinking characteristic of 020 mode, return to the nature of the service, and take the appropriate strategy to optimize customer service.To achieve this purpose, this paper is divided into three parts, take the following structure:The first part is an overview of the theory, discussesing the O2O model development background, summarizes the existing service models and four platforms features. The second part is the customer service optimization strategy, mainly from the three aspects of the study. First, O2O e-commerce platform to choose the right platform model according to their needs and characteristics of the service, the current mainstream platform has three modes:Web platform, the mobile terminal APP and equipped with third-party platforms. Second, lifting platforms and services include online information services, subscription services, payment services three points. Each platform’s subscription and payment service similar, difficult to have innovative improvements. Information services include the information description of the full and authenticity, the convenience of information acquisition, information exchange interaction and the enthusiasm of the information feedback.Finally, in today 020 market,under the background of "staking", offline service management optimization is the point that the platform easiest to ignore, the most impact on the user experience, which includes improving the standard settled merchants, security services and immediate formation of standardization service. Among them, the formation of a standardized service should be every 020 e-commerce platform’s goal.Standardized services in order to eliminate differences in user experience, creating a competitive edge. The third part, to the Meituan as a case study to analyze it in the platform of choice, online service optimization, service initiatives taken to enhance the line to verify and improve the optimization strategy of this article.