Research On The Development Status And Influencing Factors Of O2O Online Group-buying In Zhengzhou

O2O group-buying is a new network shopping which combines catering,entertainment,life,tourist hotels,and other consumer services network shopping platform with urban physical stores.Into the 21 st century,as the technology developed rapidly,the popularization of information technology and Internet,and the rapid rise of e-commerce in the emerging business model,O2 O group-buying as a kind of e-commerce has developed rapidly in recent years.It is especially important to rationally guide that development of the O2 O group-buying in healthy and orderly development because of lack of the whole development situation,space layout,the mechanism of internal evolution and the cognition of the influencing factor,so that the development of the O2 O group-buying in some regions is limited.Zhengzhou city serves as the core city of the central original economic zone,the important commercial center city of the central region and the city of national center,which is the first national integrated transportation hub for highway,railway,aviation and communication,and the important commodity distribution center,in which the commercial Commodity Exchange of Zhengzhou is the first trade in our country.In addition,by the end of 2016,the central city of Zhengzhou city resident population of more than 6 million,a huge consumer groups is the basis for the development of O2 O network group purchase.This study selects Zhengzhou as a typical case area,and on the basis of analyzing the status quo of the spatial layout of O2 O group-buying in its municipal districts,the driving mechanism of the O2 O group-buying market and the core mechanism of the location selection of the business circle are analyzed.It use that large data of the network to study the influence degree of the main factors such as population,road traffic and inhabitant purchasing power to the O2 O group-buying.With a view to providing theoretical support and practical reference for the reasonable layout,scale adjustment and comprehensive planning of various business circle points of the O2 O online group purchase in Zhengzhou city,it can also provide guidance for the layout of urban group-buying commercial branches with the same or similar background in Zhengzhou.Based on the data information of baidu group purchase guide website,this paper adopts lorentz curve method,Jenks optimal breaking point method and spatial accessibility equity index model method to analyze the development status and spatial equity characteristics of the O2 O group-buying market in Zhengzhou.In general,the business circle of a variety of products is evenly distributed.It is mature in that development of the market for fine dining,live,hotels and lipos.the entertainment O2 O has a huge potential.It is superior to space fairness in that time distance fairness of the O2 O group market in the downtown area,which is superior to the time distance fairness.Using the IDW space interpolation method,the dependent model and the spatial displacement index,to the extent of the driving mechanism,the spatial differences,and the role of the main influence factors in the driving mechanism of the O2 O market in Zhengzhou.It is believed that the scale layout,good time/space distance accessibility,perfect commercial infrastructure and traditional business pattern will influence the development of O2 O online group-buying business circle.The spatial distance is the core factor of the development of O2 O group-buying business circle in the downtown area.The choice of O2 O group-buying circle location is more dependent on the time distance location advantage in the outer area of the city.The level of purchasing power,shop price,population density and the corresponding scale of the business circle are relatively large.On the basis of traditional commercial zone theory,the paper considers that,unlike traditional commercial,the time distance is more than the influence of the space distance,which is the primary factor in the selection of the point zone of the O2 O network group.It is necessary to guide that rational plan layout of the O2 O network and the healthy and orderly development of the O2 O network in Zhengzhou from the aspects of scale of consume group,the purchasing power of resident,the reachability of time/space and the traditional commerce infrastructure.