O2O Business Model Evaluation System And Its Empirical Study

With the rapid development of mobile internet and iterative upgrading of smart terminals, 020, a new business model, is experiencing a high-speed of development period. From initial Growpon model, it has steadily expanded the business into all aspects of our lives, including catering, e-commerce,tourism, education and so on. However, during this period, a large number of 020 companies are facing the danger of collapse. It is also true that there is seldom research concerning the underlying causes. In order to ensure healthy and orderly development of 020 model, this essay focuses on researching its evaluation study and rating system, which is aimed to fulfill the literature gap and to achieve some realistic instructive significance in terms of 020 business model.With guidelines and theories provided in the literature, this essay defines'business model' from the perspective of value, and then gives more specific analysis of 020 business model. First, the element model of 020 business model is established on the analysis of its operation mechanism, value chain,and major close-loop activities. Then, this essay intends to build its index system based on literature and the element model data, with separate index weight produced through the application of Analytic Hierarchy Process(AHP). Besides, this study employs an empirical research method by synthesising the 020 business model in Baidu take-away with the help of Fuzzy Comprehensive Evaluation (FCE).This essay researches the evaluation of 020 business model, which provides a new perspective to view the development of this business model and enriches domestic research relating to it. Based on value chain theory, this essay establishes the element model, builds index system of 020 business model and takes Baidu take-away?Pailequ as an example to conduct an empirical system. The innovation of this study can also be demonstrated by its research method. It employs FCE to achieve the combination and qualitative and quantitative methods.According to the empirical study of o2o business model, its current developing situations and its developing tends, this essay proposes advice from three aspects--the establishment of logistics system, the enhancement of operation system and the utilisation of big data, to ensure its sound development.