Research On The Innovation And Evolution Of O2O Business Model In China

With the widespread and in-depth development of the(mobile)Internet,the new generation of information technology such as Internet of Things,big data,artificial intelligence,and 5G continues to promote the prosperity and development of the “Internet +” economy.As a new business model under the background of the Internet era,taking into account the dual advantages of traditional real economy and e-commerce economy,O2 O has been unanimously recognized by traditional enterprises and Internet companies,and O2 O enterprises have sprung up.However,in actual operation,it has the characteristics of high growth and high mortality.According to the experience of some successful enterprises in the process of perfecting and innovating in the O2 O business model,a gradual evolutionary trajectory has gradually formed.This paper firstly sorted out the research trends of the domestic and foreign experts and scholars on the business model,business model elements,business model innovation,O2 O,and determined the research content,methods and framework of the paper.Secondly,the O2 O business model elements as the dimension,with "innovation","enterprise evolution" and "business ecosystem" as the guidance,and studies O2 O business model innovation evolution dynamics as the path to explore the essential links behind the common phenomenon of O2 O business model innovation evolution in China.And then selected the Suning and Xiaomi,two O2 O enterprises with different types,different size,different operation mode as the target case.Analysis two companies how to use in the process of transformation of O2 O business model elements and the relationships between elements achieve O2 O business model innovation,and compare the two enterprises innovation differences on the basis of further research evolution path of the practical application of its business model innovation.Finally obtained by O2 O business model of enterprise in the face of complex and changeable the(mobile)Internet environment,the use of O2 O business model innovation mechanism of elements which seek to adapt to their own actual situation,continuously push business model optimization and transformation,only go the initial step of "online and offline depth integration",the characteristic step of "seeking innovation based on reality",and the advanced step of "building business ecosystem",can in the evolution of the fierce competition to get their own market position.This paper tries to explore the evolution track of O2 O business model innovation in China,providing novel research content for O2 O business model innovation theory,and providing practical basis for other enterprises to realize O2 O business model innovation.