| After the rapid development within several years, O2O( Online to Offline) electronic commerce has been widely used in community economy and life service industries, ranging from travelling, dinning, taxi to housekeeping, the beauty industry, education and so on, which has further deepened the net and mobile internet’s localization and interactivity. O2 O electronic commerce has an advantage of fusing the resources of online and offline, which encourages O2 O operators and offline businesses to keep perfecting products and service, in order to provide better service and finally enhance customer satisfaction. However, O2 O electronic commerce has been faced with many problems like uneven offline businesses’ qualifications and different products and service’s quality. Therefore, the evaluation study on O2 O business model is helpful for O2 O operators and offline merchants to find their weakness so as to improve to value up the whole O2 O business model.Based on the literature review of researches on O2 O electronic commerce business model and the value chain theory both at home and abroad, this thesis gives the definition of O2 O conception and O2 O business model at first. And then combined with the value chain theory, it analyzes the O2 O electronic commerce’s value chain and the key value activities at large, including consumer guiding, online marketing, online/mobile payment, user experience and offer of product/service. After that, according to the confirmed framework of the O2 O closed-loop business model and based on the value chain theory, it establishes the evaluation index system of O2 O business model that synthesizes expert’s opinions and proves the practical application of fuzzy hierarchy analysis approach in the example of the Intime Department Store’s O2 O business model. Finally, it proposes corresponding suggestions on the future development of O2 O business model, complexing the above study on theory and empirical research. |
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